Learn the best practices from an industry expert on Inbound Marketing, Online Lead Generation Techniques, Tips, and Technology for B2B Companies with this free guide. Presented by George Giles, Senior Partner at AgencyFour and an online veteran. This presentation was given at Microsoft Ventures Academy to over 200 business professionals in marketing and sales. The presentation covers the best practices, tools, and techniques for B2B Online Marketing that will help any marketer or sales peson increase inbound leads, better qualify people, shorten selling time, nurturing leads, and close more deals. You’ll Learn: - Top SEO content for conversions - Top PPC ad types that get quality visitors - Social Selling strategies and practices - Using LinkedIn to target and grow leads - Using tools to qualify leads and speed up sales - Cleaning up old data - Quality sources of lead lists This is a shortened version of the presentation. The full version has the advanced tips and best practices. Download the full version for free at the site below: http://bit.ly/NfvMXx

1. Inbound Lead Generation for B2B
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2. NOTICE
This is a shortened version of the presentation.
The advanced tips have been removed.
The full presentation is 36 pages long.
Please click below to get the full version for free:
http://bit.ly/NfvMXx
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3. Outbound Vs. Inbound Leads
Average cost of lead
$373 Traditional Outbound
$143 Inbound Marketing
Cost Per Contact
$300-500 offline lead
$25-30 online lead
Close Rates
40% of offline convert
18.5% of online convert
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4. The B2B Lead
57% of B2B buyers go through the buying process before
ever engaging a salesperson. (Source: Oracle)
B2B IT decision makers are very active on social media
and 73% have engaged with a vendor on social networks.
85% use social for business | 95% use LinkedIn
(Source: Forrester)
Online conversations with prospects can
accelerate deals!
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5. B2B Marketing Challenges
Top Challenges
0%
10%
20%
30%
40%
50%
60%
70%
80%
Generating more leads
Improving lead quality
Increasing awareness
Reaching decision makers
Budget contraints
Enabling sales & support
Developing brand
Customer retention & loyalty
Customer relationships
Showing marketing results
Understanding buyer
Allocating budget
Partner productivity
Customer data
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6. Tools
Traffic
SEO
PPC
Advertising
Social Media
Email Marketing
Content Marketing
Networking
Big potential, takes time
Immediate, but you have to spend
Immediate, but you have to spend
Takes time and good content
Best ROI on avg, need a good list
Takes time and good content
Takes time
- 92% of B2B buyers start search on web…
- 37% of buyers posted questions on Social Networking sites
looking for suggestion or feedback
(Source: Oracle)
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7. SEO: Best Practices
Focus on keywords and content related to:
- A user educating/researching a topic/issue/technology
- Have content to support it like case studies
- Use competitor keywords in a comparison chart so you
can use their keywords
- Include customer reviews
- Track and monitor
Goal:
Educate, build trust, build expertise
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8. PPC: Best Practices
- Target keywords for buyers and users educating
themselves
- Set up landing pages, track, A/B test FOREVER
- The ad should tease, the landing page build trust and
expertise, offer content/deal/tips/etc to get contact info
- Turn off mobile if your site isn’t mobile friendly
- Monitor, review, optimize
- Key high quality scores for lower costs
- Pause poor performing ads and keyword
Sales needs to provide feedback to marketing on quality
of leads and update SalesForce with the information.
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9. Online Advertising: Best Practices
- Find sites where your audience spends time
- Provide content a user would give contact info for (case
study, best practice guide, discount, event)
- Track it with a short URL
- Advertise on professional
journals, blogs, organizations, societies, events
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10. Social Media
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11. Twitter Tips
- Keep Tweets to <100 characters
17% higher engagement rate
- Tweets with links have an 86% higher retweet rate
- Post during “busy hours” (8 am-6 pm)
30% higher engagement rates
- Use #hash tags to start topic groups
Tweets with 1-2 hash tags get 2x the engagement
>2 hash tags have 17% drop-off in engagement
- Respond to people
- Post pictures and videos
Posts with images have 2x the engagement
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12. How Social is B2B
- 61% of US marketers use social media to increase lead
generation
- 67% more leads/month for companies with an active
blog
- 2x the amount of leads/month for companies that use
Twitter
IBM Report a 400% increase in sales in the 1st
quarter using social selling!
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13. Social Selling: LinkedIn
- Does sales or marketing have a LinkedIn profile
networked with possible leads AND is increasing that on a
regular basis?
- Are the 1st connection leads pulled into SalesForce for
the whole sales/marketing team to use?
- Add LIONs, Open Networkers, HR/Recruiters
They accept invites the easiest
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14. Social Selling: LinkedIn
4 Steps to Social Selling Success
Profile
Network
Prospect
Nurture
Nurture
- Comment (or Like) others’ posts or content
- Share company content
- Share relevant industry content
- Always try to get any links pointing back to your
company site
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15. Paid Traffic: LinkedIn
Best Practices:
- Paid ads targeted to LinkedIn groups of the target
audience
- Target job titles
- Use a call to action, with a graphic of a persons
face, tracking link, and landing page
- Ad title and message needs to match your target
audience’s issues or education needs
- Webinars, case studies, whitepapers, how to guides, top
tips are very effective lead generators
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16. Getting Leads
No list, no problem | Pay to play
Many quality list service providers:
Experian
ZoomInfo
Data.com
LeadSpace
Discover.org
What to look for:
1. High quality relevant actionable names
2. LeadSpace uses customer profiling and big data to
intelligently provide leads
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17. Email Marketing
- Highest ROI if you have a quality list
- You can improve open rates and click throughs
- Test for mobile, majority of emails are opened on
mobile first
- HTML outperforms ‘text only’ by multiples
- Most emails are received with images turned off
- Use technology solutions to show images when they are
turned OFF
- Results are increased open rate, increased CTR
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18. Marketing Tools
Fliptop: Social research tool to get contact information.
60% success rate and US$0.10 a match.
Rapportive: Free Gmail add on for Chrome that does a real
time lookup for each email address and pulls in data
Xobni: Like Rapportive, but for Outlook and Android as well
SocialMention.com: Free Social Media search engine:
Search Social, blogs, articles and more
Topsy.com: Free Social Media search engine. Search Twitter &
Google+ and gives daily alerts.
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19. Email: george@agencyfour.com
http://agencyfour.com
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