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 20/20Founder | 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.

http://blog.wikimedia.org/2013/06/04/volunteers-and-staffers-teach-learn-make-at-amsterdam-hackathon/

1 SMART Goal

3 ideas

30 days to activate

90 days 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


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


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)


Abi

lity

to E

xecu

te (A

TE)


ATE = 4-5IPR = 4-5

ATE = 1-3IPR = 4-5

ATE = 4-5IPR = 1-3

ATE = 1-3IPR = 1-3

AB

CD

the A list ideas

1 5

5

Abi

lity

to E

xecu

te (A

TE)


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


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


ATE = 5 IPR = 5

vertical market ebook

ATE = 5 IPR = 5


CampaignConcept ATE(1-5) IPR(1-5) O/E/P DetailsDemonurturingemails 5 5 Owned Addnoteshere.Freetrialnurturingemails 5 5 Owned Addnoteshere.FundingannouncementPR 5 5 Earned Addnoteshere.Originalresearchreport 4 5 Integrated Addnoteshere.Speakingtour 1 5 Earned Addnoteshere.Dormantdemoemails 5 4 Owned Addnoteshere.Dormantfreetrialemails 5 4 Owned Addnoteshere.RetargeBng 5 4 Paid Addnoteshere.VerBcalmarketebook 5 4 Integrated Addnoteshere.WebsiteconversionopBmizaBon 5 4 Owned Addnoteshere.Onlinecontest/giveaway 4 4 Integrated Addnoteshere.Freeworkshopseries 3 4 Integrated Addnoteshere.Influencerwebinarseries 3 4 Integrated Addnoteshere.Onlineassessmenttool 2 4 Integrated Addnoteshere.AdWords 5 3 Paid Addnoteshere.Casestudygallery 5 3 Owned Addnoteshere.Socialengagement 5 3 Earned Addnoteshere.LinkedInads 4 3 Paid Addnoteshere.Guestblogging 3 3 Earned Addnoteshere.Sponsoredcontent 3 3 Paid Addnoteshere.Customerreferralprogram 3 2 Owned Addnoteshere.Directmail 2 1 Paid Addnoteshere.Podcast 2 1 Owned Addnoteshere.Tradeprintads 1 1 Paid Addnoteshere.

idea center sandbox


QUICK WINS & CAMPAIGN IDEAS

Contact Survey1 Engage 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

state of the industry

Subscribe Checkbox2 Add it to every form.



Live Chat3 Engage with visitors on your website via chat and bots. Only consider options that integrate with your CRM.



drift

Paid Traffic4 Activate 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

https://albert.ai/

Conversion Rate Optimization5 Audit top entry points and most popular pages for opportunities to increase conversions.


Comparison Matrix6 Help 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 Tools7 Help a prospect quantify the value your product may bring, and collect valuable lead qualifying information while you do it.


calculator


snapapp

FAQ Content8 Discover 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 Content9 Want recognition as an expert and thought leader in your market? Write and promote research papers.


RFP or Buying Guide10 Does 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/Panels11 Launch a monthly video chat. Have your internal experts lead conversations and Q&A with industry peers on hot topics and issues.


zoom


Repurpose Content12 Reuse and remix existing content for other formats and channels. ALWAYS BE ACTIVATING!


slideshare


linkedin publishing


By-Lined Articles13 Seek guest columnist opportunities and interviews with trade publications, blogs and podcasts.


interviews + articles

Speaking Engagements14 If 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 Activation15 Extend the life of your tradeshow, event or sponsorship with digital promotion.


events pages + posts


Experimental Market Tests16 Use 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 Nurture17 Was a lead lost? Not a fit? Chose a competitor? Keep the lead in a low-touch nurture program to stay top-of-mind.


Sales Enablement18 Support the sales team with technology that makes their job more efficient and drives conversions.


reverse IP lookup


sales alerts


book recommendation


Measurement19 Turn 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:AutomatedInsights

natural language generation

https://automatedinsights.com/

LOOK BEYOND

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

http://www.rollingstone.com/culture/features/inside-the-artificial-intelligence-revolution-a-special-report-pt-1-20160229

Source: John Koetsier

natural language processing

natural language

generation

computer vision

image recognition

https://medium.com/@johnkoetsier/2-minute-explainer-ai-vs-machine-learning-vs-deep-learning-c5150fd1721e#.uib0swvhh

launched november 2016

http://www.MarketingAIinstitute.com

$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

https://www.crunchbase.com/

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 SEO20 Discover keywords and build topic clusters.


source: HubSpot

hubspot content strategy

https://www.hubspot.com/artificial-intelligence

Competitive Intelligence21 Track your competitor’s digital footprint (web, social, campaigns, reviews, digital ads) for opportunities and inspiration.


crayon + pathmatics

Machine-Written Emails22 Seriously. AI can now right email subject lines and select data-driven content better than humans.


intelligent email subject lines

source: Phrasee

https://phrasee.co

source: Automated Insights

data + automated narratives

https://automatedinsights.com/case-studies/orlando-magic

Machine-Assisted Editing23 AI 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

https://www.acrolinx.com/

Content Recommendations24 Personalize onsite and email content recommendations at scale with artificial intelligence.


personalized content recommendations

source: Skyword

https://www.skyword.com/content-marketing-software/personalized-content

Cross-Channel Optimization25 Optimize content and ads across channels with little-to-no human interaction.


cross-channel optimization

source: OneSpot

https://www.onespot.com/

Autonomous A/B Testing26 Test infinite variations and adapt in real-time, 24/7, to the most optimal creative and conversion paths.


source: Sentient

content, offers and web experiences

https://www.sentient.ai/ascend/

Email Send-Time Optimization27 Personalized email delivery based on individually optimal send times.


@PaulRoetzer Source:SeventhSense

seventh sense

https://www.theseventhsense.com/

AI-Powered Analytics28 New 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

https://growthbot.org/

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?”

https://analytics.googleblog.com/2017/07/ask-question-get-answer-in-google.html

Questions?

[email protected] www.PR2020.com

www.MarketingAIinstitute.com

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