Generate more leads and customers with Inbound Marketing

Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden

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New Rules Inbound Marketing

A new era of informed buyers requires

us to market and sell differently.

(10 Slide Introduction)


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Before, we used outbound marketing and

sales push to find & persuade potential buyers

The bigger your marketing budget the more contacts you could feed

into and “push” through your funnel.

• Telemarketing• Trade shows• Conferences• Direct mail/email blasts• Print advertising• Print directories

Old Outbound Marketing


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Things have changed!Now it’s often the buyer who finds the seller.

Buyers use Google, Bing and Social Mediato find and research possible vendors.


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Buyers use the web to find you.But before they’re ready to meet you, they want to be

informed.

Buyer is in control. They don’t need to meet with sales teams to get informed.

Buyer & Salesshare control

• Educational online content• Search Engine Optimization• Pay per Click advertising• Targeted landing pages with lead

capture forms• Blogging & social media

engagement• Online analytics and conversion

tools

New Inbound Marketing


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Engaging informed buyers is about “pull”.

Helping them discover what they need to know throughout

their entire buying cycle. It’s not pushing product features.

It’s about building early relationships, trust and top-of-mind.

Customer Buying Cycle

Status Quo

Buyer hasn’t seen reason for changing what they have.

Awareness

Buyer under-stands that they need to make a change.

Information Search

•Can be short or lengthy process.•Buyer looks deeper into the problemand future challenges.•Educates & takes stand on relevant issues.• Identifies & analyzes options.•Commits to a solution.•Maybe writes Request for Proposal (RFP)• Identifies vendors & builds preferences.

Evaluation

Decision makers and influencers collaborate.Consider details of offering, brand, and how they “feel” about them.

Decision

Now it’s time for the buyer to act.Maybe trial the product first, or just place an order.


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How well is your website performing?6 key questions that reveal how well you are doing.

www.yourcompany.com

What do your target customer’s find when they search? Is it you?

Where do your visitors come from: organic search, paid search, email, social media,

direct?

How many registered leads visited your

website last month; who were they and what pages did they visit?

What marketing programs work best at generating leads and nurturing them

through your pipeline? What’s the ROI?

Are enough people clicking through to your website? Do they visit the pages you want

them to?

How many anonymous online visitors do you convert to identified

leads?

Do marketing & sales have the visibility needed to drive business in

an online world?


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Is your content doing its job?Today’s informed buyers expect to get what they want

online.

CONTENTIs King!

Educating Buyers

CreatingBuyer Trust

Converting WebVisitors to Leads

Nurturing Leads

Helping ConvertLeads to BuyersAttracting Buyers


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The better you understand and fulfill individual buyer content needs at each

stage of their buying cycle, the more likely they’ll want to engage with you.

Compelling content drives conversion. It’s what helps you turn anonymous website visitors into

leads.And what you use to nurture leads to be sales-ready.


KnowledgePull

NurtureTo Buy

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Buyers get interested in content that helps them resolve their

problems.

Yourproduct

What different

buyer personas

want to know. Often this

involves 3-10 people.

Engage

Educate

Earn trust

Your knowledgeand ideas.

Your Company Target Customer


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3 Key Steps to Success

ATTRACT anonymous buyers to you with optimized online content – educational information that buyers look for to solve their problems.

CONVERT anonymous website visitors to leads with compelling content and optimized landing pages. Use marketing automation to nurture leads to be sales ready.

ANALYZE your online marketing metrics to understand what works and what doesn’t.

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The rules have changed for selling toinformed buyers in today’s online

world.

Capture and nurture leads to win more customers.- Landing Pages- Lead Tracking &

Intelligence- Lead Nurturing- Prospect Tracking- CRM Integration

- Blogging- Social Media

- Website pages- SEO- Email Campaigns

Create, optimize & promote compelling content.

Market-oriented analytics for smart decision making.- Understand impact of

differentmarketing activities ontraffic, leads and sales

- Competitor comparisons- Blog analytics- Social media reach

CompellingContent

1. Get Found

2. Convert3. Analyze


Thank you for your interest.

Difrent specializes in using Inbound Marketing to helpScandinavian companies generate leads and nurture them to

customers.

Contact Dante Iacovoni if you are interested in knowing more.

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Contact information:Location: Stockholm, SwedenEmail: [email protected]: www.dirent.se

Tel (mobile): +46 73 88 00 150 Linkedin: se.linkedin.com/in/danteiacovoniTwitter: twitter.com/im_dante

mailto:[email protected]?subject=I%20would%20like%20to%20know%20more%20about...

http://www.difrent.se/

http://se.linkedin.com/in/danteiacovoni

http://se.linkedin.com/in/danteiacovoni

http://twitter.com/im_dante

http://twitter.com/im_dante

Generate more leads and customers with Inbound Marketing

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Transcript of Generate more leads and customers with Inbound Marketing