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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.
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
@PaulRoetzer www.pr2020.com
how it works
original research report
ATE = 4 IPR = 5
The idea
@PaulRoetzer www.pr2020.com
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
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
Abi
lity
to E
xecu
te (A
TE)
Impact Probability Rating (IPR)
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)
Impact Probability Rating (IPR)
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
@PaulRoetzer www.pr2020.com
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
@PaulRoetzer www.pr2020.com
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.
@PaulRoetzer www.pr2020.com
@PaulRoetzer www.pr2020.com
halo effect reach
state of the industry
Subscribe Checkbox2 Add it to every form.
@PaulRoetzer www.pr2020.com
@PaulRoetzer www.pr2020.com
Live Chat3 Engage with visitors on your website via chat and bots. Only consider options that integrate with your CRM.
@PaulRoetzer www.pr2020.com
@PaulRoetzer www.pr2020.com
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.
@PaulRoetzer www.pr2020.com
retargeting
@PaulRoetzer www.pr2020.com
Conversion Rate Optimization5 Audit top entry points and most popular pages for opportunities to increase conversions.
@PaulRoetzer www.pr2020.com
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.
@PaulRoetzer www.pr2020.com
@PaulRoetzer www.pr2020.com
ROI Calculator / Interactive Tools7 Help a prospect quantify the value your product may bring, and collect valuable lead qualifying information while you do it.
@PaulRoetzer www.pr2020.com
calculator
@PaulRoetzer www.pr2020.com
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.
@PaulRoetzer www.pr2020.com
google search
@PaulRoetzer www.pr2020.com
book recommendation
@PaulRoetzer www.pr2020.com
Technical Content9 Want recognition as an expert and thought leader in your market? Write and promote research papers.
@PaulRoetzer www.pr2020.com
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.
@PaulRoetzer www.pr2020.com
@PaulRoetzer www.pr2020.com
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.
@PaulRoetzer www.pr2020.com
zoom
@PaulRoetzer www.pr2020.com
Repurpose Content12 Reuse and remix existing content for other formats and channels. ALWAYS BE ACTIVATING!
@PaulRoetzer www.pr2020.com
slideshare
@PaulRoetzer www.pr2020.com
linkedin publishing
@PaulRoetzer www.pr2020.com
By-Lined Articles13 Seek guest columnist opportunities and interviews with trade publications, blogs and podcasts.
@PaulRoetzer www.pr2020.com
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.
@PaulRoetzer www.pr2020.com
Event Activation15 Extend the life of your tradeshow, event or sponsorship with digital promotion.
@PaulRoetzer www.pr2020.com
events pages + posts
@PaulRoetzer www.pr2020.com
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.).
@PaulRoetzer www.pr2020.com
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.
@PaulRoetzer www.pr2020.com
Sales Enablement18 Support the sales team with technology that makes their job more efficient and drives conversions.
@PaulRoetzer www.pr2020.com
reverse IP lookup
@PaulRoetzer www.pr2020.com
sales alerts
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book recommendation
@PaulRoetzer www.pr2020.com
Measurement19 Turn data into intelligence, intelligence into action, and action into measurable outcomes.
@PaulRoetzer www.pr2020.com
data visualization
@PaulRoetzer www.pr2020.com
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
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
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 SEO20 Discover keywords and build topic clusters.
@PaulRoetzer www.pr2020.com
Competitive Intelligence21 Track your competitor’s digital footprint (web, social, campaigns, reviews, digital ads) for opportunities and inspiration.
@PaulRoetzer www.pr2020.com
crayon + pathmatics
Machine-Written Emails22 Seriously. AI can now right email subject lines and select data-driven content better than humans.
@PaulRoetzer www.pr2020.com
source: Automated Insights
data + automated narratives
Machine-Assisted Editing23 AI can dramatically enhance all forms of writing using natural language processing, natural language generation and machine learning.
@PaulRoetzer www.pr2020.com
Content Recommendations24 Personalize onsite and email content recommendations at scale with artificial intelligence.
@PaulRoetzer www.pr2020.com
personalized content recommendations
source: Skyword
Cross-Channel Optimization25 Optimize content and ads across channels with little-to-no human interaction.
@PaulRoetzer www.pr2020.com
Autonomous A/B Testing26 Test infinite variations and adapt in real-time, 24/7, to the most optimal creative and conversion paths.
@PaulRoetzer www.pr2020.com
Email Send-Time Optimization27 Personalized email delivery based on individually optimal send times.
@PaulRoetzer www.pr2020.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.
@PaulRoetzer www.pr2020.com
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
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