Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick Wins

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

we have to plan faster, experiment more
efﬁciently and adapt constantly to
accelerate success.
@PaulRoetzer www.pr2020.com

Image: Wikimedia
an interactive event in which stakeholders come
together to solve business growth challenges.

1SMART Goal
3ideas
30days to activate
90days to execute
the model
Copyright 2017 PR 20/20. All Rights Reserved.@PaulRoetzer www.pr2020.com

goal > audiences > personas > accelerators > milestones > ideas

how it works
original
research report
ATE = 4
IPR = 5
The idea

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)

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)

AbilitytoExecute(ATE)
ATE = 4-5
IPR = 4-5
ATE = 1-3
IPR = 4-5
ATE = 4-5
IPR = 1-3
ATE = 1-3
IPR = 1-3
A
B
C
D
the A list ideas
1 5
5

AbilitytoExecute(ATE)
print ads
ATE = 1
IPR = 1
linkedIn ads
ATE = 4
IPR = 3
direct mail
ATE = 2
IPR = 1
sponsored
content
ATE = 5
IPR = 3
influencer
engagement
ATE = 5
IPR = 3
leads social
engagement
ATE = 5
IPR = 3
guest blogging
ATE = 3
IPR = 3
media outreach
ATE = 5
IPR = 1
snapchat
account
ATE = 5
IPR = 2
instagram
account
ATE = 5
IPR = 2
website
optimization
ATE = 5
IPR = 4
dormant free
trial emails
ATE = 5
IPR = 4
podcast
ATE = 2
IPR = 1
referral
program
ATE = 5
IPR = 3
case study
gallery
ATE = 5
IPR = 3
demo
nurturing
ATE = 5
IPR = 5
facebook ads
ATE = 5
IPR = 4
adroll
retargeting
ATE = 5
IPR = 4
online contest/
giveaway
ATE = 4
IPR = 4
original
research report
ATE = 5
IPR = 5
vertical market
ebook
ATE = 5
IPR = 5
1 5
5

online contest/
giveaway
ATE = 4
IPR = 4
adroll
retargeting
ATE = 5
IPR = 4
dormant free
trial emails
ATE = 5
IPR = 4
website
conversion
optimization
ATE = 5
IPR = 4
demo
nurturing
emails
ATE = 5
IPR = 5
the A list
facebook ads
ATE = 5
IPR = 4
original
research report
ATE = 5
IPR = 5
vertical market
ebook
ATE = 5
IPR = 5

Campaign Concept ATE (1-5) IPR (1-5) O/E/P Details
Demo nurturing emails 5 5 Owned Add notes here.
Free trial nurturing emails 5 5 Owned Add notes here.
Funding announcement PR 5 5 Earned Add notes here.
Original research report 4 5 Integrated Add notes here.
Speaking tour 1 5 Earned Add notes here.
Dormant demo emails 5 4 Owned Add notes here.
Dormant free trial emails 5 4 Owned Add notes here.
RetargeBng 5 4 Paid Add notes here.
VerBcal market ebook 5 4 Integrated Add notes here.
Website conversion opBmizaBon 5 4 Owned Add notes here.
Online contest/giveaway 4 4 Integrated Add notes here.
Free workshop series 3 4 Integrated Add notes here.
Inﬂuencer webinar series 3 4 Integrated Add notes here.
Online assessment tool 2 4 Integrated Add notes here.
AdWords 5 3 Paid Add notes here.
Case study gallery 5 3 Owned Add notes here.
Social engagement 5 3 Earned Add notes here.
LinkedIn ads 4 3 Paid Add notes here.
Guest blogging 3 3 Earned Add notes here.
Sponsored content 3 3 Paid Add notes here.
Customer referral program 3 2 Owned Add notes here.
Direct mail 2 1 Paid Add notes here.
Podcast 2 1 Owned Add notes here.
Trade print ads 1 1 Paid Add notes here.
idea center sandbox

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.

halo effect reach

Subscribe Checkbox
2Add it to every form.

Live Chat
3Engage with visitors on your website via chat and bots.
Only consider options that integrate with your CRM.

drift

Paid Traffic
4Activate digital paid media to drive traffic. Ensure content/offers
are value-based to the audiences and align with buyer-journey
stages.

retargeting

media buying with ai
source: Albert www.pr2020.com

Conversion Rate Optimization
5Audit top entry points and most popular pages for
opportunities to increase conversions.

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.

ROI Calculator / Interactive Tools
7Help a prospect quantify the value your product may bring,
and collect valuable lead qualifying information while you
do it.

calculator

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.

google search

book recommendation

Technical Content
9Want recognition as an expert and thought leader in your
market? Write and promote research papers.

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.

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.

zoom

Repurpose Content
12Reuse and remix existing content for other formats and
channels. ALWAYS BE ACTIVATING!

slideshare

linkedin publishing

By-Lined Articles
13Seek guest columnist opportunities and interviews with
trade publications, blogs and podcasts.

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.

Event Activation
15Extend the life of your tradeshow, event or sponsorship
with digital promotion.

events pages + posts

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.).

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.

Sales Enablement
18Support the sales team with technology that makes their
job more efficient and drives conversions.

reverse IP lookup

sales alerts

Measurement
19Turn data into intelligence, intelligence into action, and
action into measurable outcomes.

data visualization

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

Artificial intelligence is
accelerating us toward a more
intelligently automated future . . .

“The science of making machines smart.”
— Demis Hassabis, Co-Founder & CEO of DeepMind
(which in turn augments human knowledge and capabilities)
Source: Rolling Stone

Source: John Koetsier
natural
language
processing
natural
language
generation
computer
vision
image
recognition

$14.8 M
$17.8 M
Source: Crunchbase
Artificial Intelligence + Sales/Marketing
$55.3 M
$43.4 M
$10.8 M
$7.4 M
$11.0 M
32 Spotlights with $586M+ in Funding
$16.3 M
$60.0 M
$174.3 M

Your life is already machine-assisted,
and your marketing will be too.

Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Image: Franck Calzada/YouTube

Intelligent SEO
20Discover keywords and build topic clusters.

source: HubSpot
hubspot content strategy

Competitive Intelligence
21Track your competitor’s digital footprint (web, social,
campaigns, reviews, digital ads) for opportunities and
inspiration.

Machine-Written Emails
22Seriously. AI can now right email subject lines and select
data-driven content better than humans.

intelligent email subject lines
source: Phrasee

source: Automated Insights
data + automated narratives

Machine-Assisted Editing
23AI can dramatically enhance all forms of writing using
natural language processing, natural language generation
and machine learning.

source: Acrolinx
Acrolinx
voice, grammar, sentiment, tone and style

Content Recommendations
24Personalize onsite and email content recommendations at
scale with artificial intelligence.

personalized content recommendations
source: Skyword

Cross-Channel Optimization
25Optimize content and ads across channels with little-to-no
human interaction.

cross-channel optimization
source: OneSpot

Autonomous A/B Testing
26Test infinite variations and adapt in real-time, 24/7, to the
most optimal creative and conversion paths.

source: Sentient
content, offers and web experiences

Email Send-Time Optimization
27Personalized email delivery based on individually optimal
send times.

@PaulRoetzer Source: Seventh Sense
seventh sense

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.

monitor activities and outcomes
source: GrowthBot

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?”

Questions?
paul@PR2020.com
www.PR2020.com
www.MarketingAIinstitute.com

Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick Wins

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Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick Wins