The Intersection of Inbound Marketing and

B2B Lead Generation

A presentation by:

A few quick facts:

70% of the links search users click on are organic – not paid 1

Keyword rich content = better organic search results. Companies that

blog have 434% more indexed pages than those who do not. 2

B2B marketers who were asked to complete the sentence, “Social media improves my search results via . . .”, replied with the following :

48% – Driving Inbound Links

45% – Increase Page Rank

40% – Influence Organic SEO 3

1 MarketingSherpa, Feb 20072 Hubspot, State of Inbound Marketing, 20103 B2B Magazine, July 2010

Utilize a content-focused strategy to:

Part 1

•Attract the right kind of traffic

You need to fill the “top of the funnel” by attracting people to your website. But it is important that a majority of that traffic be actual prospects who have the possibility of becoming a customer, not just visitors.

Utilize a content-focused strategy to:

Part 2

•Convert that traffic to qualified leads

Provide the type of content that starts to build a relationship (blogs, video, whitepapers, etc.) and moves those prospects along the path toward becoming a customer.

Utilize a content-focused strategy to:

Part 3

•Turn those leads into customers

The true measure of an effective lead gen strategy isn’t how many leads you deliver, it’s how many of those leads become customers.

How do you do it?

Step 1: Gain understanding of thecurrent landscape

• Traffic sources, visitor-to-lead and lead-to-customer conversion rates

• Competitive intelligence• Social media presence• Ability to create content

How do you do it?

Step 2: Develop a plan to attract theright prospects and turn theminto customers

• Create content designed to engage prospects based on the stage of the marketing funnel

• Promote (social media, email, etc.)• Reduce “marketing friction” on site that could lead

to lower conversion

How do you do it?

Step 3: Measure everything

• Continuously evaluate what is working and what is not in order to improve the process

• If possible, create a closed-loop system to give you a complete picture. Knowing the path your prospects took to become customers is invaluable as you refine the process.

Who we are

We provide inbound and direct marketing services to businesses and nonprofit organizations. For over 40 years, we have been helping our clients develop, manage and execute their marketing plans.

Visit us online at www.rivkind.com or call us at 781-344-2650 to learn more about the services we provide.