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Lead Generation & conversionAlexandre Vandermeersch
B2B Marketing is hard…
…Even to know where to start
1
Let’s cut it into pieces
A framework
2 Get awareness
3 Get evaluated
4 Build the loyalty loop
A new framework1
1. The ‘old’ marketing framework
1. The Customer Decision Journey
2 Get in the ICS –should you ?
1
The power of a brand
People remember only 3 or 4 names, for a
specific issue – yours?
2In B2C, a brand present in the ICS has typically 3 or
4 more times chances to win the purchase
3 But you can waste a lot of money – be careful, as
ROI of ‘brand awareness’ is not easily measured
4You might reach a threshold in your growth if you
don’t do it – which might be fine
Few specific levers
o PR : it’s like viral marketing - invest a little, try
always, forgotten quickly. But it’s good for SEO
o Display advertising: turn it into performance-based
(e.g. Criteo), or make sure you’re straight on target
o Webinars: make them content-rich (no just sales
pitches) & find media partners to promote
o Real events: small & regular, plus possibly a larger
event once a year (use Odoo events!)
3 Get evaluated & convert
Get found by people searching
o Search Engine Marketing
(Optimization + Advertising):
o Great SEO
o Smart SEA
o Fairs & Exhibitions
o Good conferences
o Well located spots
SEO Odoo tip: ‘Promote tool’
SEA tips
o Start small
o Don’t use ‘broad keywords’, discard keywords if they are not used by likely prospects
o Track conversions in Ad Words AND Analytics
o Check & improve every week or so: cut, add, correct
If you don’t sell, at least engage
o Get them on your newsletter or mailing lists
o Follow them on Social media and ask for followership:o Linkedin
o Twitter
o Facebook
o Get them to try a tool or download a newspaper
o Make them ask a question (live chat, contact forms, forum…)
4 Build the LoyaltyLoop
Amplify
How we can/will help partners
o Support you for your events (publish on our site, get attendees)
o Organize some events with you
o Grow key events like OpenDays
o Give visibility on Websites
o Build marketing materialo Competitive analysis
o Business cases
o Customer references
o Testimonials
o Collaterals
o Give you more leads through our central lead acquisition
o …What else ?
But your best marketing remains: your customers
+32 (0) 2 290 34 90
www.odoo.com
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B-1367 Grand Rosière
Sales officeAvenue Van Nieuwenhuyse 5
B-1160 Brussels
Thank YouSend your input at [email protected]
