Inspired by the best ideas from dozens of B2B marketing strategy workshops and the actual results from hundreds of inbound marketing campaigns, Paul Roetzer (@PaulRoetzer) will present a wealth of tools and tips designed to make an immediate impact on your business. Head into 2018 planning armed with unique use cases for HubSpot software, artificial intelligence, social selling, interactive tools, data-driven storytelling, public relations and more.
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Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick Wins
1. 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
2. we have to plan faster, experiment more
efficiently and adapt constantly to
accelerate success.
@PaulRoetzer www.pr2020.com
7. how it works
original
research report
ATE = 4
IPR = 5
Ability to Execute (ATE)
ATE factors = team, tech, time, budget
1 (poor), 2 (fair), 3 (moderate), 4 (good), 5 (excellent)
@PaulRoetzer www.pr2020.com
8. how it works
original
research report
ATE = 4
IPR = 5
Impact Probability Rating (IPR)
IPR factors = market size, demand, platform, performance benchmarks
1 (poor), 2 (fair), 3 (moderate), 4 (good), 5 (excellent)
@PaulRoetzer www.pr2020.com
14. Contact Survey
1Engage 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
21. Paid Traffic
4Activate digital paid media to drive traffic. Ensure content/offers
are value-based to the audiences and align with buyer-journey
stages.
@PaulRoetzer www.pr2020.com
24. Conversion Rate Optimization
5Audit top entry points and most popular pages for
opportunities to increase conversions.
@PaulRoetzer www.pr2020.com
25. Comparison Matrix
6Help 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
27. ROI Calculator / Interactive Tools
7Help a prospect quantify the value your product may bring,
and collect valuable lead qualifying information while you
do it.
@PaulRoetzer www.pr2020.com
30. FAQ Content
8Discover 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
33. Technical Content
9Want recognition as an expert and thought leader in your
market? Write and promote research papers.
@PaulRoetzer www.pr2020.com
34.
35. RFP or Buying Guide
10Does 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
37. Expert Video Chats/Panels
11Launch a monthly video chat. Have your internal experts
lead conversations and Q&A with industry peers on hot
topics and issues.
@PaulRoetzer www.pr2020.com
44. Speaking Engagements
14If 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.
@PaulRoetzer www.pr2020.com
45. Event Activation
15Extend the life of your tradeshow, event or sponsorship
with digital promotion.
@PaulRoetzer www.pr2020.com
47. Experimental Market Tests
16Use 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
48. Lost Opportunity Nurture
17Was a lead lost? Not a fit? Chose a competitor?
Keep the lead in a low-touch nurture program to stay
top-of-mind.
@PaulRoetzer www.pr2020.com
49. Sales Enablement
18Support the sales team with technology that makes their
job more efficient and drives conversions.
@PaulRoetzer www.pr2020.com
55. We implemented natural language generation (NLG) with Google
Analytics reports, cutting analysis and production time by more than 80%.
@PaulRoetzer Image: Automated Insights
natural language generation
58. “The science of making machines smart.”
— Demis Hassabis, Co-Founder & CEO of DeepMind
(which in turn augments human knowledge and capabilities)
Source: Rolling Stone
66. Competitive Intelligence
21Track your competitor’s digital footprint (web, social,
campaigns, reviews, digital ads) for opportunities and
inspiration.
@PaulRoetzer www.pr2020.com
71. Machine-Assisted Editing
23AI can dramatically enhance all forms of writing using
natural language processing, natural language generation
and machine learning.
@PaulRoetzer www.pr2020.com
77. Autonomous A/B Testing
26Test infinite variations and adapt in real-time, 24/7, to the
most optimal creative and conversion paths.
@PaulRoetzer www.pr2020.com
81. AI-Powered Analytics
28New 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.
@PaulRoetzer www.pr2020.com
83. source: Google
insights from analytics
“What is the trend of session
duration in NYC last month?”
“Which referral sources bring
in the most users?”
“What share of my traffic was
from mobile yesterday?”