skillcity lead generation 2.0 workshop | dutchmarq 8 mei 2012
DESCRIPTION
Presentatie 8 mei 2012, Skillcity Sales Performance college / workshop. HU Hogeschool Utrecht, NederlandTRANSCRIPT
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Skillcity Workshop 8 mei
Lead Generation 2.0 Paul Hassels Mönning MSc
in samenwerking met
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Doelgroep: • MKB bedrijven die met hetzelfde / minder budget meer
relevante leads willen genereren • MKB bedrijven met eigen expertise en visie op IT oplossingen,
producten en diensten • MKB bedrijven die geen e-commerce bedrijf zijn (zoals
Coolblue.nl) maar wel de waarde van online marketing, social media en andere nieuwe media (beter) willen benutten om hun account management meer tijd te geven voor relevante leads en waardevolle klanten
• Oh ja: alleen voor die B2B bedrijven die weten waar ze erg goed in zijn en een duidelijke business definitie hebben bepaald
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Ons Marketing-team levert
onvoldoende leads
Onze producten verkopen zichzelf wel in onze B2B niche
Herkenbaar?
Sales moet alleen met
gekwalificeerde prospects om
tafel zitten
We lopen nu al achter op onze
begrote omzet voor 2012
Ons marketing
budget slinkt (& salesteam
is te duur)
Hoe kunnen we nu slimmer leads genereren?
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Agenda • Content Marketing: alternatief voor ‘push’ marketing • Welke content is belangrijk voor uw doelgroep • B2B Search Engine Optimisation • Online Marketing: nulmeting & benchmark IT branche • Uw risicoloos aanbod: CTA / Call To Action • Implementeren Lead Generation 2.0 • Analyse: Traffic > Leads > Sales • Case Studies
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Content + Customer engagement
= Cash
5
Content Marketing: alternatief voor ‘push marketing’
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Inbound Marketing funnel
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DutchmarQ® is a registered tradename Copyright ©2012 DutchmarQ. All rights reserved.
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Content Marketing: 24/7 sales
Content Marke+ng: maak van uw website een 24/7 accountmanager
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Agenda • Content Marketing: alternatief voor ‘push’ marketing • Welke content is belangrijk voor uw doelgroep • Analyse en selectie juiste keywords • Online Marketing: nulmeting & benchmark IT branche • Uw risicoloos aanbod: CTA / Call To Action • Executie & bijsturing • Implementeren Lead Generation 2.0 • Tools beschikbaar • Analyse: Traffic > Leads > Sales
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Informatieverwerking: proces
Bron: zeromomentoftruth.com of dutchmarq weblog
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Matchen eigen- & klantproces
Bron: Acquisition Behavior Compass: J.R. Kruisweg
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Van content naar leads
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DutchmarQ® is a registered tradename Copyright ©2012 DutchmarQ. All rights reserved.
Agenda • Content Marketing: alternatief voor ‘push’ marketing • Welke content is belangrijk voor uw doelgroep • B2B Search Engine Optimisation • Online Marketing: nulmeting & benchmark IT branche • Uw risicoloos aanbod: CTA / Call To Action • Implementeren Lead Generation 2.0 • Analyse: Traffic > Leads > Sales • Case Studies
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B2B Search Engine Optimisation
Selec?e van juiste
keywoorden
Juiste content per webpagina
Inbound links [door anderen] naar site
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DutchmarQ® is a registered tradename Copyright ©2012 DutchmarQ. All rights reserved.
Agenda • Content Marketing: alternatief voor ‘push’ marketing • Welke content is belangrijk voor uw doelgroep • B2B Search Engine Optimisation • Online Marketing: nulmeting & benchmark IT branche • Uw risicoloos aanbod: CTA / Call To Action • Implementeren Lead Generation 2.0 • Analyse: Traffic > Leads > Sales • Case Studies
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Benchmark IT branche
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Nulmeting
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DutchmarQ® is a registered tradename Copyright ©2012 DutchmarQ. All rights reserved.
Agenda • Content Marketing: alternatief voor ‘push’ marketing • Welke content is belangrijk voor uw doelgroep • B2B Search Engine Optimisation • Online Marketing: nulmeting & benchmark IT branche • Uw risicoloos aanbod: CTA / Call To Action • Implementeren Lead Generation 2.0 • Analyse: Traffic > Leads > Sales • Case Studies
![Page 22: Skillcity lead generation 2.0 workshop | dutchmarq 8 mei 2012](https://reader033.vdocuments.pub/reader033/viewer/2022052823/55536faab4c905da528b46dc/html5/thumbnails/22.jpg)
Uw risicoloos aanbod: CTA / Call To Action
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DutchmarQ® is a registered tradename Copyright ©2012 DutchmarQ. All rights reserved.
Agenda • Content Marketing: alternatief voor ‘push’ marketing • Welke content is belangrijk voor uw doelgroep • B2B Search Engine Optimisation • Online Marketing: nulmeting & benchmark IT branche • Uw risicoloos aanbod: CTA / Call To Action • Implementeren Lead Generation 2.0 • Analyse: Traffic > Leads > Sales • Case Studies
![Page 24: Skillcity lead generation 2.0 workshop | dutchmarq 8 mei 2012](https://reader033.vdocuments.pub/reader033/viewer/2022052823/55536faab4c905da528b46dc/html5/thumbnails/24.jpg)
Implementeren Lead Gen 2.0
Organisa?e & Skills (content management, SEO, lead nurturing etc)
Processen
Technologie
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DutchmarQ® is a registered tradename Copyright ©2012 DutchmarQ. All rights reserved.
Agenda • Content Marketing: alternatief voor ‘push’ marketing • Welke content is belangrijk voor uw doelgroep • B2B Search Engine Optimisation • Online Marketing: nulmeting & benchmark IT branche • Uw risicoloos aanbod: CTA / Call To Action • Implementeren Lead Generation 2.0 • Analyse: Traffic > Leads > Sales • Case Studies
![Page 26: Skillcity lead generation 2.0 workshop | dutchmarq 8 mei 2012](https://reader033.vdocuments.pub/reader033/viewer/2022052823/55536faab4c905da528b46dc/html5/thumbnails/26.jpg)
DutchmarQ® is a registered tradename Copyright ©2012 DutchmarQ. All rights reserved.
Analyse: Traffic > Leads > Sales
2
3
1 Visit-to-lead-to-customer data
Competitors See comparative analytics
Sources & Reach Understand where your best traffic comes from
Visits Leads Opportunities Customers
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DutchmarQ® is a registered tradename Copyright ©2012 DutchmarQ. All rights reserved.
Agenda • Content Marketing: alternatief voor ‘push’ marketing • Welke content is belangrijk voor uw doelgroep • B2B Search Engine Optimisation • Online Marketing: nulmeting & benchmark IT branche • Uw risicoloos aanbod: CTA / Call To Action • Implementeren Lead Generation 2.0 • Analyse: Traffic > Leads > Sales • Case Studies
![Page 28: Skillcity lead generation 2.0 workshop | dutchmarq 8 mei 2012](https://reader033.vdocuments.pub/reader033/viewer/2022052823/55536faab4c905da528b46dc/html5/thumbnails/28.jpg)
DutchmarQ® is a registered tradename Copyright ©2012 DutchmarQ. All rights reserved.
Case study: Lynden
Meer dan 270% stijging in offerte aanvragen via Inbound Marketing
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Case study: Colt
Bron: DutchmarQ partner Heuvel Marketing
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Case study: Colt
Bron: DutchmarQ partner Heuvel Marketing
![Page 31: Skillcity lead generation 2.0 workshop | dutchmarq 8 mei 2012](https://reader033.vdocuments.pub/reader033/viewer/2022052823/55536faab4c905da528b46dc/html5/thumbnails/31.jpg)
DutchmarQ® is a registered tradename Copyright ©2012 DutchmarQ. All rights reserved.
Case study: Colt
![Page 32: Skillcity lead generation 2.0 workshop | dutchmarq 8 mei 2012](https://reader033.vdocuments.pub/reader033/viewer/2022052823/55536faab4c905da528b46dc/html5/thumbnails/32.jpg)
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Vragen / suggesties / koffie?
• Email: [email protected] • Web: www.dutchmarq.nl • Twitter: @phasselsmonning • Facebook: www.facebook.com/dutchmarq
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