Inbound lead generation innovation factory

Growing Your Business With “Four Wheel Drive”

Inbound Lead GenerationThe Innovation Factory Presents

@sambrennand @itbeginswithiF #iFSalesP2P

@sambrennand @itbeginswithiF # iFSalesP2P

What The Heck Are We Talking About?

Getting Started

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

“Inbound marketing is a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers.”

- CMI

- HubSpot

“(Inbound) lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.”

- Marketo


We’re All Talking About The Same Thing!

Fundamental Marketing Truths:

• The world is full of problems

• People like to feel smart

• Trust trumps all

• Relationships matter


A Simpler Take:

Using educational, useful,

and helpful content to

build trust and long-term

relationships with your

prospects and customers.


Content is Nothing New - It’s Just Evolving


Why is Content the Answer?

Getting Started

The Scary Truth:

• Buyers are 70-90% of the way

through the sales process

• 70-80% of B2B marketers say

generating high-quality

inbound leads is their biggest

concern

The Opportunity:

• Companies with mature inbound

lead generation (ILG) practices

have 133% higher revenue

• Salespeople spend an average of

16% more time selling when ILG

tactics are present (307 hours!)

IT’S


HOT

How Content Drives Growth

Increase in Direct Signups

Increase in Lead Quality

Increase in Lead Quantity

Shorter Sales Cycle

Lower Cost Per Lead

Decrease Customer Churn



Authoring Great Content

The First Wheel

Start with the Basics:

• Who?

• What?

• When?

• Where?

• Why?

• How?

How Does Your Specialized Knowledge

Overlap With Your Customers

Problems?




The First Wheel

Building Buyer Personas:

• Buyer Interviews

• Analyze Insights

• Draft Personas

• Align With Stages of Your

Buying Process


http://offers.hubspot.com/free-template-creating-buyer-personas



The First Wheel

Generating Content Ideas:

• Contact Sales/Support

• Ask Customers Themselves!

• Take Advantage of Great Free

Tools to Generate New Ideas

for Fresh Content


Distributing Your Content Effectively

The Second Wheel

• Publishing Original Content

(Blogging, Videos, PDFs, etc.)

• Social Media Distribution

• Email Marketing

• Search Engine Optimization

(SEO)


‘Evergreening’ Your Content


Measuring the Effectiveness of Your Content

The Third Wheel

Is your content

helping you achieve

your marketing and

sales goals? How do

you know?

Is Your Content Resonating With Your Customers?


Growth Metrics:

• CTA conversion

• Visit-to-Lead Conversion

• Lead to Customer Conversion

• Cost Per Lead / Customer

• Churn Rate

Growth MetricsEngagement Metrics VSEngagement Metrics:

• Time On-Site

• Pages Per Visit

• Social Shares

• Bounce Rate

• Search Rankings


Source: Buzzfeed

An Uberflip Example


Page 3 Page 13

http://www.buzzfeed.com/download/casestudies

Source: Buzzfeed

The Impact of Great Content


http://www.buzzfeed.com/download/casestudies


Creating a Great Overall Content Experience

The Fourth Wheel

If you have great content

that is well distributed and

measured but that is still not

converting for you - what’s

wrong?




6 Areas of Focus:

• Discovery

• Imagery

• Social Amplification

• Call-to-Actions (CTAs)

• Recommended Content

• Mobile

How to Create Great Content Experiences


• No distinct call to action

• No recommended content

• Nowhere to subscribe

• No images or videos

• No discovery

• No mobile experience

AVOID THIS!


(4) Call to action

(5) Recommend

content(2) Imagery

(1) Discover

http://resources.taulia.com/h/ @sambrennand @itbeginswithiF # iFSalesP2P

(3) Social

(6) Mobile

http://resources.taulia.com/h/




Recap & Conclusions

Wrapping Up

Author Great Content

• Solve problems

• Be useful!

Measure Effectively

• Growth or engagement metrics -

where should you focus?

Create a Great Experience

• Even great content won’t

convert in a crummy experience

Distribute Your Content

• Find the right channels

• Bring your audience into it

Sam BrennandCustomer Success Lead

Uberflip

@sambrennand

www.linkedin.com/in/sambrennand
