Copyright 2017 PR 20/20. All Rights Reserved. Nov. 16, 2017 25+ Proven B2B Lead Generation Campaigns and Quick Wins Hacking Inbound Paul Roetzer (@PaulRoetzer) Founder & CEO | PR 20/20 Founder | Marketing AI Institute Sandie Young (@SandieMYoung) Marketing Director | PR 20/20 www.pr2020.com #HackingInbound
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Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick Wins
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Copyright 2017 PR 20/20. All Rights Reserved. Nov. 16, 2017
25+ Proven B2B Lead Generation Campaigns and Quick Wins
Hacking Inbound
Paul Roetzer (@PaulRoetzer)Founder & CEO | PR 20/20Founder | Marketing AI Institute
Sandie Young (@SandieMYoung)Marketing Director | PR 20/20
www.pr2020.com#HackingInbound
we have to plan faster, experiment more efficiently and adapt constantly to
accelerate success.
@PaulRoetzer www.pr2020.com
Image: Wikimedia
an interactive event in which stakeholders come together to solve business growth challenges.
Contact Survey1 Engage a large contact database with a survey (offer an incentive if you need to). Have lead scoring and nurturing in place. Turn it into a state of the industry report.
@PaulRoetzer www.pr2020.com
@PaulRoetzer www.pr2020.com
halo effect reach
state of the industry
Subscribe Checkbox2 Add it to every form.
@PaulRoetzer www.pr2020.com
@PaulRoetzer www.pr2020.com
Live Chat3 Engage with visitors on your website via chat and bots. Only consider options that integrate with your CRM.
@PaulRoetzer www.pr2020.com
@PaulRoetzer www.pr2020.com
drift
Paid Traffic4 Activate digital paid media to drive traffic. Ensure content/offers are value-based to the audiences and align with buyer-journey stages.
Conversion Rate Optimization5 Audit top entry points and most popular pages for opportunities to increase conversions.
@PaulRoetzer www.pr2020.com
Comparison Matrix6 Help your audience out. If there’s a chance they’re comparing your product against the competition, do their homework for them to build brand love and trust.
@PaulRoetzer www.pr2020.com
@PaulRoetzer www.pr2020.com
ROI Calculator / Interactive Tools7 Help a prospect quantify the value your product may bring, and collect valuable lead qualifying information while you do it.
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calculator
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snapapp
FAQ Content8 Discover the most frequently asked questions by prospects and customers. Review website search queries, analyze online chat conversations and talk to your sales and customer service teams. Then create multi-media content around each question and answer.
@PaulRoetzer www.pr2020.com
google search
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book recommendation
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Technical Content9 Want recognition as an expert and thought leader in your market? Write and promote research papers.
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RFP or Buying Guide10 Does purchase in your market often require an RFP? Write the Guide to _____ RFP, then offer as a download. You’ll know they have intent to buy, and you’ll already have all the right answers.
@PaulRoetzer www.pr2020.com
@PaulRoetzer www.pr2020.com
Expert Video Chats/Panels11 Launch a monthly video chat. Have your internal experts lead conversations and Q&A with industry peers on hot topics and issues.
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zoom
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Repurpose Content12 Reuse and remix existing content for other formats and channels. ALWAYS BE ACTIVATING!
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slideshare
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linkedin publishing
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By-Lined Articles13 Seek guest columnist opportunities and interviews with trade publications, blogs and podcasts.
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interviews + articles
Speaking Engagements14 If you have real expertise and a unique point of view (and you’re confident in front of crowds), be intentional about identifying and securing speaking appearances.
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Event Activation15 Extend the life of your tradeshow, event or sponsorship with digital promotion.
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events pages + posts
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Experimental Market Tests16 Use your blog or guest posts within a target market to test the waters. If initial results are promising, move ahead with a full-on lead generation campaign (downloadable content, paid promotion, nurture, etc.).
@PaulRoetzer www.pr2020.com
Lost Opportunity Nurture17 Was a lead lost? Not a fit? Chose a competitor? Keep the lead in a low-touch nurture program to stay top-of-mind.
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Sales Enablement18 Support the sales team with technology that makes their job more efficient and drives conversions.
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reverse IP lookup
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sales alerts
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book recommendation
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Measurement19 Turn data into intelligence, intelligence into action, and action into measurable outcomes.
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data visualization
@PaulRoetzer www.pr2020.com
We implemented natural language generation (NLG) with Google Analytics reports, cutting analysis and production time by more than 80%.
Machine-Assisted Editing23 AI can dramatically enhance all forms of writing using natural language processing, natural language generation and machine learning.
AI-Powered Analytics28 New AI-powered analytics tools are rolling out (mostly in beta) that will deliver real-time insights into your marketing, and, eventually, prescribe actions to take.