How do i generate more leads using big data

Table of Contents

1. Introduction

2. Is data the Holy Grail for Lead generation

3. The B2B buying journey

4. Case I : How data helps you to improve your ‘inbound’ traffic

5. Case II: How data helps you to improve your ‘outbound’ target group

6. The most important lesson

OpenCompanies Strategy © 2013 Willemijn Welten

Colors or numbers?

As soon as we measure something, we seek to improve the numbers. Which is a worthwhile endeavor, if better numbers

are the point of the exercise.

Organizations that do nothing but measure the numbers rarely create breakthroughs. Merely better numbers.

Seth Godin

First Poll

Do you use data to improve your lead generation?

Yes

Sometimes

No

© 2014 Graydon Nederland

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© 2014 Graydon Nederland

© 2014 Graydon Nederland

© 2014 Graydon Nederland

© 2014 Graydon Nederland

© 2014 Graydon Nederland

© 2014 Graydon Nederland

© 2014 Graydon Nederland

Poll

How many leads do you generate for S ales per month?

0 – 50 leads

50 – 100 leads

100 – 250 leads

250+ leads

How to create a 360 view about our current and new buyer persona’s

Priority Initiative• What business conditions

trigger this buyer’s decision to look for improvement

Success Factors • What results and outcomes

expects this buyerBuyer’s Journey• What role plays this buyer in

the decision and info on who else will impact the decision

• What resources trusts this buyer to guide the decision

Perceived Barriers• What attitudes or concerns

prevents this buyer from investing

Decision Criteria• What features evaluates

this buyer comparing alternative approaches

Poll

Do you exactly know what keeps your customer awake at night?

Yes, we know our buyer persona’s extensively

Yes, to some extend but this can improve

Nee, we do not ask our customers about their needs in a

structured way

Use keyword research tools to create and validate your keyword list

Graag grafiek zo aanpassen dat de stijging van 180 naar 240 duidelijker wordt. Nu lijkt het een kleine stijging. Terwijl het een grote stijging is. Het is niet noodzakelijk dat de niveau’s exact juist zijn. Ermoet een duidelijke stijging te zien zijn

Optimise keywords in strcutured process and your ranking will increase

29Supervisory Board | 10 December 2014 © Graydon | Confidential

Poll

Do you know what sectors and segments are the most profitable for

your company?

Yes, we know exactly what our Top sectors and segments are. We

have a complete view of our customer base

To some extend but this can improve

No, we do not have a shared view in the organisation

Key takeaways Brightedge / ClickZ © 2014 Graydon

Key takeaways Brightedge / ClickZ © 2014 Graydon

Key takeaways Brightedge / ClickZ © 2014 Graydon