Kalyan Chandra explains how business orgs can leverage Inbound marketing for lead generation. alyan Chandra is a Hyderabad based Independent Digital Marketing Consultant & Trainer with 7+ years experience in Digital Technology & Transformation, Marketing Research & Strategy, Online Advertising & Promotions. He is also a consultant faculty for Annapurna International Film School. Http://www.kalyanchandra.com

1. Inbound Marketing &
Lead Generation
P. Kalyan Chandra
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2. Kalyan Chandra
Digital Marketing Consultant &
Speaker
www.kalyanchandra.com 2

3. What is Inbound Marketing ?
Marketing is a widely used term to describe the communication between a company and the consumer audience that
aims to increase the value of the company Marketing is a widely used term to describe the communication between a
company and the consumer audience that aims to increase the value of the company or its merchandise or, at its
simplest, raises the profile of the company and its products in the public mind. or its merchandise or, at its simplest,
raises the profile of the company and its products in the public mind.
Inbound marketing provides information, an improved customer
experience and builds trust by offering potential customers
information they value via company sponsored newsletters, blogs
and entries on social media platforms.
The term "inbound marketing" was coined by HubSpot CEO Brian
Halligan and is synonymous with the concept of Permission
Marketing a 1999 book by Seth Godin.
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4. Outbound marketing
Outbound marketing included trade shows, seminar series, email
blasts to purchased lists, internal cold calling, outsourced
telemarketing, and advertising. In "outbound marketing" marketers
push his or her message.
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5. Inbound Marketing Techniques
○ Organic SEO
○ Social Media Marketing
○ Blogging
○ Case Studies
○ Website Content
○ Webinars
○ Guest Post & Answers
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6. Outbound Marketing Techniques
○ Cold Calling
○ Personal Visit
○ Email Blasting
○ Trade Shows
○ Newspaper Advertising
○ Press Releses
○ TV Ads
○ Radio Ads
○ Direct Mails
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7. Permission Marketing
Permission marketing is an approach to selling goods and services
in which a prospect explicitly agrees in advance to receive marketing
information. Opt-in e-mail, where Internet users sign up in advance
for information about certain product categories, is a good example
of permission marketing.
Permission Marketing is a book published in 1999 by Seth Godin,
founder of the Yoyodyne Entertainment.
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8. Permission Marketing - Godin Views
● Godin believed that marketing strategies should be based on the
following elements
● Anticipated: people will anticipate the service/product information
from the company.
● Personal: the marketing information explicitly relates to the customer.
● Relevant: the marketing information is something that the consumer
is interested in. 8

9. Inbound Marketing advantages
Cost Efficient:
Inbound Marketing adopts techniques like social media, search
engine optimization, e-mails, etc. Promotions and
advertisements target consumers who have expressed an
interest, businesses can lower their marketing costs.
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10. Inbound Marketing advantages
High Conversion Rate:
As the targeting audience are those who has expressed an
interest to the product, it is easier to convert the leads into
sales.
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11. Inbound Marketing advantages
Personalization:
Permission marketing allows businesses to run personalized
campaigns; it allows them to target specific audiences
according to their age, gender, geographical location, etc.
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12. Inbound Marketing advantages
Maintains Marketing Reputation:
Unlike Interruption marketing where consumers are
bombarded with marketing messages, Inbound Marketing
targets people through content marketing like social media,
blogs , case studies, organic SEO.
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13. Popular Techniques in Inbound
Marketing
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14. Website & Content Strategy
○ Website is a Brand
○ People visit Website before taking a decision
before subscribing a product or service.
○ Essential content in Website:
○ Introduction to Organisation
○ Description about Products and Services
○ Contact Information about Organisation
○ Creative and Strategic Content
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15. Search Engine Optimization
○ Optimising Website Results in Search Engines
○ Tens of lakhs of people search in Google to know about various products and
services.
○ Websites which have proper placements for various keywords in search
engines get amazing leads & conversions.
○ It is necessary for all the organisations and brands to get better visibility in
Search engines like Google & Bing.
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16. Social Media Marketing
○ Mostly for engagement, not promotion
○ Your best opportunity to have 2-way
communication with your audience
○ Aim for deeper engagement on a few social
media sites
○ Popular networks include Facebook,
Twitter, YouTube, LinkedIn, Tumblr,
Pinterest
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17. Popular Social Media Networks
○ Facebook
○ Twitter
○ Linkedin
○ Google Plus
○ Youtube
○ Pinterest
○ Instagram
○ Slideshare
○ Scribd
○ Flickr
○ Tumblr
○ Stumbleupon
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18. Online Advertising & Pay Per Click
○ Search engine marketing
(SEM) = ads related to
search engine keywords
○ Google Adwords
○ Google Grants (for charities)
○ Banner ads = ads on other
websites
○ Social media advertising
○ Mostly seen on Facebook
and YouTube 18

19. Blogging
Blogging not only generates more leads, but it can also drive
orgs to close more leads. If orgs strategically align the articles
in blog with marketing process, and if orgs use content
strategy through popular blog article topics, then orgs would
see a more dramatic impact on overall marketing program
performance.
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20. White Papers & Case Studies
○ Rich, substantive content that educates, not sells
○ New ideas that prompt and provoke innovative thinking
○ A clearly communicated point of view on issues that are
highly relevant and timely
○ Statistically sound data and well-researched findings
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21. Other Online Inbound Channels
○ Location-based information
○ Google Places
○ Online event listings
○ Search “What to do in My Town this
weekend”
○ Local bloggers
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22. Inbound Marketing Strategy
Plan & Steps
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23. 1. Define Goals & Targets
○ Define Goals of your Organisation
○ The amount of Traffic you are targeting
○ The number of Facebook Likes/Twitter followers you are
targeting
○ The number of Leads you are targeting
○ Targeted number of engagements in social platforms
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24. 2. Get to know your Target Audience
○ Create a “persona” for the type of person you want to reach
○ How old are they?
○ What are their lives like?
○ Where do they live?
○ What else do they do for fun?
○ What social networks are they on?
○ What value would they get from what you do?
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25. 3. Create & Optimize Digital Assets
○ Creation or Redesigning a website with customer centric
content by analyzing the psychographics of the targeted
audience.
○ Creation of Social Profiles and optimizing with the relevant &
attractive Content.
○ Creation of Local Listings like Google Business Maps & Just
Dial.
○ Initiating Search Engine Optimization Techniques
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26. 4. Building Visibilty
○ Constant Updates in Social Media Pages/Profiles
○ Regular Blog Posting
○ Active participation in Facebook groups, Whatsapp groups,
Quora and other relevant groups.
○ Regular Image sharing
○ Video Uploads
○ Increasing Search Engine Rankings
○ Increasing Social Followers & Engagements
○ Increasing newsletter subscriptions 26

27. 5. Lead Generation
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28. 6. Inbound Leads & Conversions
○ Timely Follow ups
○ Personalised Emails
○ Offering Trial Versions
○ Aligning Marketing & Sales efforts
○ Dedicated Team to collect constant inputs from clients
○ Customised Content & Proposals
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29. 7. Win Customers
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30. Questions? Comments?
www.kalyanchandra.com 30