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Agency Marketing Innovations

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AGENCY MARKETING INNOVATIONS
How IMPACT BRANDING increased lead generation by 500% in 2 years

Publié dans : Marketing
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Agency Marketing Innovations

  1. 1. #INBOUND14 AGENCY MARKETING INNOVATIONS How IMPACT BRANDING increased lead generation by 500% in 2 years. John Bonini @Bonini84 Marketing Director, IMPACT
  2. 2. JOHN BONINI @Bonini84 - Joined IMPACT in 2012 - Employee #6 - Assumed role of Marketing Director in July 2012
  3. 3. #INBOUND14 7,286 67,069 820% increase
  4. 4. #INBOUND14 251 577% increase 1,700
  5. 5. #INBOUND14 You need to be blogging. You need to know your sales funnel. You need to align sales and marketing.
  6. 6. #INBOUND14 No shit, John
  7. 7. #INBOUND14 But what came in between? ?
  8. 8. #INBOUND14 But what came in between?
  9. 9. #INBOUND14 Oh… No shit, John !
  10. 10. “If you’re riding the bandwagon, you can’t be steering it” @Bonini84
  11. 11. #INBOUND14 Oh shit!
  12. 12. #INBOUND14 CONTENT: Make a commitment to quantity and quality
  13. 13. #INBOUND14 “You should be blogging.” No shit.
  14. 14. #INBOUND14 Moved all content efforts in house
  15. 15. #INBOUND14 We made a bet on quality over quantity.
  16. 16. #INBOUND14 Freelancer Blog Posts (7 weekly) Premium content (1 per month) Contractor Blog Posts (5 per week) Premium content (1 per month) Writing Service Specialty Blogs (As needed) Content Strategy Content Strategy
  17. 17. #INBOUND14 Blog Posts (7 weekly) Premium content (1 per month) Blog Posts (5 per week) Premium content (1 per month) Specialty Blogs (As needed) Content Strategy Marketing Director Content Strategy Freelancer Contractor Writing Service
  18. 18. Treat every inbound link as a relationship. #INBOUND14 =
  19. 19. #INBOUND14 IMPACT 60% Co-marketing 10% Guest Posting 20% Personal Branding 10%
  20. 20. #INBOUND14 @CarlyStec
  21. 21. #INBOUND14 Oh shit!
  22. 22. Make a commitment to quality and quantity. “Donuts are proof that quality is repeatable” @Bonini84
  23. 23. #INBOUND14 LEAD GENERATION: Know Your Ecosystem
  24. 24. #INBOUND14 “Know your sales funnel.” No shit.
  25. 25. SPOILER ALERT!! #INBOUND14
  26. 26. #INBOUND14 Lead Lead Lead Sales Top Middle Bottom
  27. 27. eco sys tem noun : the complex of a community and its environment functioning as a unit. #INBOUND14 Know your ecosystem.
  28. 28. #INBOUND14
  29. 29. • Focused on delighting • Vehicle for reengagement • Aligns with our ecosystem #INBOUND14 customers • Expanded it to opportunities • Became a vehicle for referral marketing • Lowers barrier of entry
  30. 30. Know your ecosystem. “Know your ecosystem. Identify the behaviors that drive sales and aim to repeat them” @Bonini84
  31. 31. #INBOUND14
  32. 32. #INBOUND14
  33. 33. View-to-submission = 1.4% #INBOUND14 Up to View-to-submission = 2.4% By removing additional CTAs
  34. 34. “Get out of the way and let people consume your content” @Bonini84
  35. 35. Join sales and marketing under “new business development” #INBOUND14 SMARKETING:
  36. 36. #INBOUND14 “Align sales and marketing.” No shit.
  37. 37. #INBOUND14
  38. 38. #INBOUND14 Revenue Leads Nurturing Lead Quality • Sales contributes to the blog • Marketing sits in on consultation calls • Persona driven
  39. 39. #INBOUND14
  40. 40. #INBOUND14 Revenue Leads Nurturing Lead Nurturing • Marketing creates workflows via sales intel • Sales keeps detailed CRM log that feeds nurturing
  41. 41. #INBOUND14
  42. 42. #INBOUND14 Revenue Leads Nurturing Connecting • Marketing makes connect calls as an exercise • Marketing writes sales/ connect scripts
  43. 43. @Bonini84 Join marketing and sales under “new business development.” “A knockout is more likely if you’re punching with both hands”
  44. 44. #INBOUND14 1. Make a commitment to quality and quantity. 2. Know your ecosystem. 3. Join marketing and sales under “new business development” umbrella.
  45. 45. #INBOUND14 If this all sounds like hard work… No shit.
  46. 46. #INBOUND14 Make the right organizational move. Not a quick one. Provide full autonomy. Stay flexible from an executive standpoint. Stay the hell away from conventional wisdom.
  47. 47. #INBOUND14 QUESTIONS ?
  48. 48. #INBOUND14 THANK YOU

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