Delivering Leads & Building Long-term Value Using Inbound Marketing
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Transcript of Delivering Leads & Building Long-term Value Using Inbound Marketing
Delivering Leads & Building Value
Using Inbound Marketing
@knowmadtech
Wild West of Internet Marketing
Skills Req’d• Web development & web
design
• Content planning
• Sales & business analysis
• Analytics
• Copywriting & blogging
• Blogger outreach
• Audience analysis
• Email marketing
• Conversion optimization
• Search engine optimization
• Social media marketing
• Graphic design
• And more...
Inbound Marketing Map
Why Inbound?• Cost-per-lead is typically 61% less than outbound.
• Higher lead quality; SEO leads have 14.6% close rate vs. 1.7% for outbound.
• 57% of businesses studied have acquired customers via blogging.
• 65% of B2B businesses acquired customers via Linkedin; 77% of B2C have acquired customers via Facebook.
Source: 2012 State of Inbound Marketing by Hubspothttp://bit.ly/SOIM12
Sales+
Marketing
Aligning Marketing with Sales
Inbound Marketing FunnelTop of the Funnel (TOFU): Something educational and related, but not directly about your product/serviceExamples: Whitepaper, Contest, eBook, Give Away
Middle of the Funnel (MOFU) : Something that both educates and introduces the product/serviceExamples: Webinar, Case Study, Product Fact Sheet
Bottom of the Funnel: Something that gets a lead on the phone with a sales repExamples: Demo, Consultation
Solimar Buying Process
Solimar Funnel
Solimar Activities
3 Metrics that Matter Most
• Visitors
• Visitor to Lead conversion %
• Lead to Customer conversion %
Long-term value creation
• Reusable content library
• Segmented contacts
• Targeted Messaging
• Reusable campaigns
• Sales intelligence
PERSONASNEEDED
Qualification• Define a qualified lead
• Content & messaging targeted to personas
• Qualifying by behavior & interest
• Feed information back to sales
Who should I call?
When do
I call?What will we talk about?
The Magic of Content• Used to provide “value first”.
• Creates visibility by sharing (syndication, social, etc.) & credibility
• Valuable to readers (get contact info & stay in touch)
• Used to grade leads by behavior & segmentation
Example Top of Funnel Marketing Process
1. Create Content - Blog posts, videos, slides on slideshare, case studies, press releases, et al.
2. Tie to appropriate offers (conversion)
3. Optimize for search & social (e.g.: infographics)
4. Promote (syndication, press releases, guest blogging, social media, email marketing, et al.)
TOFU
Attract: Building Reach
Engage: Building Contacts
• 500% increase in sales leads
• 10% of gross revenue created from web leads
Engage: Building Contacts
• 400%+ increase in leads in first 4 months
• More than 30 new clients acquired in first 12 months.
• 15% of total sales revenue created from online leads
Convert: New Customers
Key Take-aways
• Personas drive all content development.
• Map content to buying process.
• Qualify using offers.
• Conversions increase over time, even if traffic levels out.
• Sales will love you....eventually.
What’s your next step?
Resources• www.knowmad.com/resources
• www.knowmad.com/latest/blog
• www.hubspot.com
• http://selnd.com/13gr6nk - Jordan’s article on promotion
• Leave your business card...
@dionakwww.knowmad.com [email protected]