Let’s get one thing straight: Inbound Marketing can be a thankless slog! But, using Inbound Marketing can be your secret weapon in driving sustained awareness, traffic and leads. Since we don’t rely on, or plan to spend on, Google Adwords to drive leads for us anytime soon, we roll up our sleeves and drive leads the old fashioned ‘earned’ way.
So first, what is Inbound Marketing? At its most basic, it involves promoting your product or company via content marketing, social media and SEO. The content can be in the form of articles (like this one!), videos, webinars, infographics, white papers, & case studies, that are then distributed, or published, on blogs, podcasts and social media. And if done well, always considers SEO via the keywords that are selected in each piece of content. Our buddies over at Hubspot also have a great article and infographic here.
Virtually all of our 10,000+ users have been driven via Inbound Marketing. Plus, we get a great viral kick due to our business freemium model.
So, once you get users to sign up and start using your product, the role of Inbound Marketing has just begun. You need to continue with focused case studies, videos, and whitepapers to nurture them through the purchase funnel.
I’ll talk more about how to use Inbound Marketing in the nurture to close process in a future post. But for now, I’m going to talk about the next step we use to identify and focus on larger, enterprise users for our small, eager sales team.
And that step is data append. It’s exactly what it sounds like: you match up contact info on your user and use a service to append additional data to identify big opportunities based on information like revenue size, number of employees, and job title.
We use a great service called InsideView for our data append and we’re very happy with the results. Since we currently ask for very little information when a user signs up, InsideView fills in the gaps where they can, adding in valuable info like company name, revenue, employee size, industry, address, and contact information:
Now here’s the next part: we are avid users of Salesforce, so all of our InsideView appended data resides at the account level in SFDC. Our awesome CMO Janine created a custom alert in SFDC that shoots our sales team an email she calls ‘Big Money!’
That way, Mimi and me are immediately notified when an enterprise level user signs up so we can reach out to offer a demo or any other assistance to help them, and hopefully get a sale. We now see that about 5% of all of our new users are ‘enterprise’ users.
So our recipe for enterprise lead generation success? A strong combination of driving users and leads via Inbound Marketing, building out the user profile with data appends from InsideView, and then piping that information into our CRM for automated alerts to our sales team. It’s working pretty well so far!
What’s your approach? Let me know!