3 big questions for lead generation - inbox insight

3 Questions Lead Generation

BIGfor B2B

Who are ?

Global audience of over 2 million senior professionals

Founded in 2010

Online publications and email newsletters

Experts in B2B lead generation

Specialist business communities split by:• Job function• Industry • Company size • Technologies and Trends

BIG Questions for B2B Lead Generation

2. WHAT DO THEY NEED TO KNOW?

3 Audience1. WHO DO YOU TARGET?

Content

Channel3. HOW DO YOU REACH THEM?

1. WHO DO YOU

TARGET?

LEAD GENERATION CRITERIA

Company Contact

+

http://www.sage.co.uk/software-and-services/accounting-and-

finance

1 – 20 employees

5 – 99 employees

50 – 1000 employees

10 – 200 employees

Up to 2000employees

Who are your best customers?

Most profitable

Biggest deals

Customer loyalty

Time-to-close

New market?

Use your CRM & Data to learn…

Who is involved in the decision when buying from you?

Theresa the thrifty budget holder

Eddie the enthusiastic executive

• Finance Director (Decision Maker)• Responsible for justifying purchase to board• Wants to see statistics and proof• Must be need to have not nice to have

• Marketing Executive (Influencer)• Responsible for campaign ROI• Frustrated with the way things are• Wants to make his mark

BEWARE: GOLDILOCKS SYNDROME

2. WHAT DO THEY NEED TO

KNOW?

Neil Patel says:

 A Guide to Creating Buyer Personas That Will Improve Your Content Conversion Rates, https://copyhackers.com/2016/04/storyhacking-

cracking-the-code-behind-the-irresistible-selling-power-of-stories/

“It’s easier to create relevant content – and reach your real audience with that content –

when you write it for a single human being.”

Customer Needs

Finish all my work and get home on time

(for once)

Company Needs

Grow customer base for new accounting

software

Ebook:“How ditching spreadsheets can save you hours every

day”

EXAMPLE = You are a Finance SaaS Provider

Showthe Problem

Sellthe Solution

VideoSlideshare

Blog PostsInfographics

Podcasts

Ebooks White Papers

Business Cases

Case StudiesWebinars

Line of business Industry

Manufacturing Retail Legal Hospitality Aerospace

IT

Finance

Marketing

HR

Management

“How to secure your hotel guests’ wifi”

Line of business Industry

Manufacturing Retail Legal Hospitality Aerospace

IT

Finance

Marketing

HR

Management

“IT Managers guide to secure wireless access”

Line of business Industry

Manufacturing Retail Legal Hospitality Aerospace

IT

Finance

Marketing

HR

Management

“How BT Wifi helps retailers turn browsers into buyers”

STANDOUT

And please, don’t be boring. Tell them clearly what’s in it for them.

3. HOW DO YOU REACH THEM?

Inbound Outbound

VS?

INBOUND

JOURNEY

SEO/Social Blog Subscribers

EmailLanding PageQualification

Conversion

£

“We often refer to inbound marketing programs as “air cover” - they run 24/7 and provide a consistent stream of leads…

while the company pursues more targeted, tactical campaigns against specific accounts or market segments.”

Howard Sewell of Spear Marketing says:

According to McKinsey, email marketing is 40 times as effective

at customer acquisition than social media.

B2B buyers engage with 20 pieces of content on average, and

90% comes via their inbox.

https://marketinginsidergroup.com/demand-generation/email-marketing-closes-sales/

[Email] Subscribers are 9x more likely to convert than non Subscribers

http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/why-marketers-should-keep-sending-you-emails

https://marketinginsidergroup.com/content-marketing/160-amazing-marketing-stats-you-need-to-know/

Michael Brenner, Douglas Burdett, Nora Aufreiter, Julien Boudet, and Vivian Weng

OUTBOUND

JOURNEY

PUBLISHERS SEO

Subscribers Social

Data

EventsEmail

QualificationConversion

£

Landing Page

Tips for working with lead gen suppliers

Agree a CPL

£Set Clear

DeadlinesHow many

Leads?

Stay inTouch

Use latest Tech

2. KNOW WHAT THEY NEED

1. KNOW WHO YOU TARGET

3. KNOW HOW TO REACH THEM

Audience

Channel

Content

www.inboxinsight.co.uk@InboxInsight

01962 835 950sales@inboxinsight.co.uk

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