ÅSA LUNDELL HEAD OF MARKETING FOR SMALL AND MEDIUM ENTERPRISES,

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3 ÅSA LUNDELL HEAD OF MARKETING FOR SMALL AND MEDIUM ENTERPRISES, SWEDEN HOW TO CONVERT VISITS TO LEADS

4 How to convert visits to leads Åsa Lundell Head of Marketing for small and medium enterprises

5 What is thought leadership? Western Europe 65,870 people Central and Eastern Europe 8,432 people people 208,109 Countries 157 Locations 756 North America and the Caribbean 53,656 people Asia 47,090 people South and Central America 12,861 people Middle East and Africa 12,861 people Australia and Pacific Islands 7,339 people 5

6 Where we started in Sweden 6

7 Inbound Methodology Attract Convert Close Delight Strangers Visitors Leads Clients Promoters Interest Trust Conviction Satisfaction Blog Forms CRM Surveys Keywords Calls-to-Action Smart Content Offsite Publishing Landing Pages Workflows Offsite Monitoring 7

8 The main steps taken during the past 18 months Segmentation and qualification of leads in online guide Purpose: Start relationships and increase conversions Update web site and new landing pages Purpose: Increase conversion rates Updated content More graphics and video Call to actions Measure and follow-up Create blogs Purpose: Share knowledge and increase awareness of our experts. Increase conversion rates and create leads. Increase presence on off-sites Purpose: Improve Google ranking Update content on sites such as Pinterest, Slideshare, Google+ Less text, more graphics and video Increase the LinkedIn presence of our employees Goal: 100% active profiles on LinkedIn Purpose: Share knowledge and increase awareness of our experts 8

9 Inbound Methodology Attract Convert Close Delight Strangers Visitors Leads Clients Promoters Interest Trust Conviction Satisfaction Blog Forms CRM Surveys Keywords Calls-to-Action Smart Content Offsite Publishing Landing Pages Workflows Offsite Monitoring 9

10 Exploiting content that already exist 10

11 How to tap into (and hijack) content in a global organisation As a global knowledge organisation, produces an immense amount of great content each year. The problem for us is that most of it is still freely accessible and not really used to generate leads. So we've had to come up with a way to work around that 11

12 Standard procedure is to just give free access to the content 12

13 but with a landing page we can still use it to generate leads 13

14 present our services in a specific area and encourage contact 14

15 present our experts and encourage direct contact with them 15

16 and of course still give access to the content 16

17 and ask for something in return 17

18 Results 100% Views 22.12% Submissions 14.42% New Contacts 18

19 A good blog can become your greatest lead source 19

20 Our 2 main blogs have generated contacts year to date 20

21 Qualifying leads can leapfrog lifecycle stages 21

22 Företagarguiden (Business Owners Guide) 22

23 Visitors specify what area they need help with 23

24 how many employees they have 24

25 what their annual turnover is.. 25

26 and where they are situated 26

27 Suggestions are based on the information they have given 27

28 ..and we guide them to a local specialist (based on post code given) 28

29 Not all leads are created equal Lifecycle stages From the marketer s perspective Subscriber Lead Marketing Qualified Lead Sales Qualified Lead Opportunity Client Blog Subscriber Leads Report Download Leads Business Owners Guide Leads Free trial MyBusiness online portal 29

30 Key Takeaways! 1. Think about ways to exploit existing content in your organisation 2. Don t be afraid to gate content just because its freely available somewhere else 3. Let your blog be your main lead generation machine 4. Think about ways to qualify your leads quickly letting clients segment themselves 5. Try hard to find or create parts of your service that can be tried online to prove your value 30