Odoo - Lead generation and conversion

Lead Generation & conversionAlexandre Vandermeersch

B2B Marketing is hard…

…Even to know where to start

1

Let’s cut it into pieces

A framework

2 Get awareness

3 Get evaluated

4 Build the loyalty loop

A new framework1

1. The ‘old’ marketing framework

1. The Customer Decision Journey

2 Get in the ICS –should you ?

1

The power of a brand

People remember only 3 or 4 names, for a

specific issue – yours?

2In B2C, a brand present in the ICS has typically 3 or

4 more times chances to win the purchase

3 But you can waste a lot of money – be careful, as

ROI of ‘brand awareness’ is not easily measured

4You might reach a threshold in your growth if you

don’t do it – which might be fine

Few specific levers

o PR : it’s like viral marketing - invest a little, try

always, forgotten quickly. But it’s good for SEO

o Display advertising: turn it into performance-based

(e.g. Criteo), or make sure you’re straight on target

o Webinars: make them content-rich (no just sales

pitches) & find media partners to promote

o Real events: small & regular, plus possibly a larger

event once a year (use Odoo events!)

3 Get evaluated & convert

Get found by people searching

o Search Engine Marketing

(Optimization + Advertising):

o Great SEO

o Smart SEA

o Fairs & Exhibitions

o Good conferences

o Well located spots

SEO Odoo tip: ‘Promote tool’

SEA tips

o Start small

o Don’t use ‘broad keywords’, discard keywords if they are not used by likely prospects

o Track conversions in Ad Words AND Analytics

o Check & improve every week or so: cut, add, correct

If you don’t sell, at least engage

o Get them on your newsletter or mailing lists

o Follow them on Social media and ask for followership:o Linkedin

o Twitter

o Facebook

o Get them to try a tool or download a newspaper

o Make them ask a question (live chat, contact forms, forum…)

4 Build the LoyaltyLoop

Amplify

How we can/will help partners

o Support you for your events (publish on our site, get attendees)

o Organize some events with you

o Grow key events like OpenDays

o Give visibility on Websites

o Build marketing materialo Competitive analysis

o Business cases

o Customer references

o Testimonials

o Collaterals

o Give you more leads through our central lead acquisition

o …What else ?

But your best marketing remains: your customers

Odoosales@odoo.com

+32 (0) 2 290 34 90

www.odoo.com

R&D and services officeChaussée de Namur 40

B-1367 Grand Rosière

Sales officeAvenue Van Nieuwenhuyse 5

B-1160 Brussels

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