This document outlines an inbound digital marketing strategy for building an effective sales pipeline. It discusses getting website traffic through content marketing, social media, and SEO. It then discusses converting visitors to leads through usability tracking, landing pages, and lead forms. Finally, it discusses closing leads through lead validation, nurturing, and pipeline analytics. The strategy follows a three step process - get traffic, build pipeline, and close leads. It promotes Bizight as an agency that can help implement this close-loop inbound marketing strategy through various digital marketing services.

1.
3 Aspects
Of Inbound Digital Marketing
for building an
effective sales pipeline

2. Contents
• About Inbound Digital Marketing
• 3 Key Aspects
o Get Traffic
o Build Pipeline
o Close Leads
• About Bizight

3. Is this webinar for you?

4. Yes, if you are one of these
• IT solutions company getting business from
same set of customers, need to scale further
• Looking for overseas clients for my products
and services
• An ISV looking to sell my product to
domestic and international clients
• IT product company offering solution on
premise or cloud.

5. About Inbound
Digital Marketing

6. Inbound Digital Marketing
• Inbound Marketing works on the principle of
getting customers to you rather than hunting
for customers using traditional marketing
tactics.
• This is done by creating a presence and
position of authority on internet using
relevant content followed by close loop
nurturing process.

7. Why Digital Marketing?

8. What has changed?
• Customer is now more informed and gets
influenced early in the buying cycle
• Internet reach is increasing with mobiles and
tablets rise
• Customers looking for on-demand
information rather than intrusive marketing
• Sales getting limited to “how to buy”

9. Online Customer Engagement Cycle
Customer
Prospect
Customer
Engagement
Level
Subscriber
Website
Visitor
Online User
Curious
Interested
Engaged
Keen
Buyer

10. Content is the key
Website Landing page
Social Media Presence
– Linkedin, Twitter
Articles/Blogs/
Thought Leadership
You tube videos/
Slide share presentations
Customer Case studies
Product Presentations
Data Sheets/Demos

11. 3 Aspects
of Inbound Digital
Marketing

12. Inbound Marketing Process
GET TRAFFIC
Suspects
Create Digital
Presence
BUILD PIPELINE
Prospects
Convert Visitors
to Leads
CLOSE LEADS
Leads
Customers
Nurture & Close
Leads

13. ‘What Content’ at ‘What Stage’
Create Awareness |Attention
Showcase| Demonstrate
Use
Articles/ Whitepapers/Videos
Use
Web content/ NewsleEers/ Datasheets/
Case Studies
Talk About
Industry trends, Business
problems, Challenges
Talk About
Comparison, Product Fitment,
Demo
Generate Interest
Lead towards Purchase
Use
Whitepapers/ Ebooks/ Brochures/
Microsites
Use
Case studies/ Testimonials/
Datasheets/ E-­‐‑learning
Talk About
Advantages, ROI, Business case, USP
Talk About
Subscription, Order,
Conversion

14. Current Assessment and Campaign Objective
• Assess current state of digital readiness
• Site Analytics : Number, type and source of
visitors and visitor to prospect conversion
• What is your target segment? Solutions you
want to sell ? Geographies targeted ?
• Define marketing budgets and timelines
Call us for FREE Assessment

15. GET TRAFFIC
CONTENT MARKETING
SOCIAL MEDIA
SEO
Create thought leadership
and web presence using
active content marketing
and blogging.
Create and manage an
active presence to reach
out to your potential
customers on social media.
Improve your chances of
being found on search
engines like Google using
SEO as well as paid PPC
Adwords.

16. Activities & Outcomes
o Keyword Strategy and Research
GET TRAFFIC
Suspects
Prospects
o On-Page and Off-page SEO
SEO
o Google Adwords
Create Digital
Presence
o Content Strategy
o Blog Setup and Management
CONTENT
MARKETING
o Content Creation, Posting and Sharing on social media, Blog
Analytics
o Facebook, LinkedIn, Twitter, G+ and other Social media setup
including content and creatives
SOCIAL
MEDIA
o Building campaign, posting regular content and sharing
o Google Analytics for Social Media and other details

17. Content Marketing with SalesPanda
• SalesPanda is a content curation platform
for everything on technology
• You can upload or tag content by
technology or industry
• Search content and share on social media
to create visibility
• IT buyers read your connect and connect to
you.
www.salespanda.com

18. BUILD PIPELINE
USABILITY TRACKING
Track visitor usage pattern
using tracking tools and heat
maps to identify what part of
website is engaging and
what is not
LEAD CONVERSION
Based on usability analysis
design and place the right
landing pages, lead forms and
call to action(CTA) buttons to
improve the visitor to lead
conversion ratio. Also live chat
service can be provided to
increase conversion
LEAD MANAGEMENT
Automate the lead capture
process to a funnel view to
ensure no leads are lost from
the pipeline.

19. Activities & Outcomes
o Usability tracking and analysis
BUILD PIPELINE
Prospects
o Heat Map Analysis
USABILITY
TRACKING
o A/B testing for site traffic
Convert Visitors
to Leads
o Landing page(LP), Lead form and Call to action(CTA) button
plan as per campaigns
LEAD
CONVERSION
o Live Chat to engage the visitors and enhance conversion
o Landing Page, Form and CTA design and placements to
ensure maximum lead conversion
o Automated Lead capture to pipeline funnel
o Pipeline view from visitor to lead
LEAD
MANAGEMENT
o Pipeline management and analysis
Leads

20. CLOSE LEADS
LEAD VALIDATION
NURTURING & PROGRESSION
PIPELINE ANALYTICS
We validate leads
telephonically to fix meetings
or nurture to next level
We use drip marketing and
nurturing techniques to
progress leads to the next
level of engagement and
keep relationships warm
Pipeline Analytics gives you
a clear view of lead funnel
from suspects to customers

21. Activities & Outcomes
o Telephonic pipeline validation
CLOSE LEADS
Leads
Customers
o Lead segmentation to hot, warm and cold
LEAD
VALIDATION
o Follow-up on leads as per client needs
Nurture & Close
Leads
o Progression of leads using drip marketing and nurturing
techniques
NURTURING &
PROGRESSION
o Content marketing to nurture the warm leads
o Pipeline progression to ensure active and healthy pipeline
o Pipeline Analytics by lead stage
ANALYTICS
o Analytics by product, geography and customer
segment if required

22. Summary : Inbound Marketing
GET TRAFFIC
Suspects
BUILD PIPELINE
Prospects
CLOSE LEADS
Leads
Customers
Content Marketing
Usability Tracking
Lead Validation
Social Media
Lead Conversion
Nurturing & Progression
SEO
Lead Management
Pipeline Analytics

23. About Bizight

24. About Bizight
• Bizight is a Marketing Agency with end to end
capabilities in Digital Marketing
• We offer close loop inbound marketing from
generating website traffic to lead validation
• Services are offered in modular as well as
integrated manner on pay per use monthly retainer
model
• Bizight Services are backed by strong backend
automation and analytics capabilities for maximum
ROI on marketing investment.

25. Next Steps
• Reach us for a FREE Assessment of your
current state of digital readiness
• Build an inbound marketing strategy
and convert your website into a digital
hub
• Attend our next webinar on “Social
media and content marketing”.

26. Thank You
For more information please write to :
samit.arora@bizight.com