THE KEYS TO INNOVATION

INBOUND MARKETING AND LEAD GENERATION

Envano, I nc . t e l e phone : 92 0. 40 3. 11 37 Gr e e n Ba y, WI www. e nva no. c om
GROWTH STRATEGIES FOR A 2020 ENTERPRISE
INTRODUCTION
When was the last time a customer saw an ad, watched a commercial, or visited any of
your online channels and proceeded to contact you directly to buy a product or ser-
vice? If your answer is any form of recently, you are well on the path of corporate de-
struction. Chances are, this has not happened since the dot com era. Todays con-
sumers and clients research, Google, ask friends and colleagues for opinions, and
stalk your interactive channels before they directly reach out to you - the company.
Is your business up for that roller coaster of scrutiny? Likely not.
A NEW APPROACH
The interactive landscape has and continues to transform the very nature of business
and corporate marketing strategy. For many companies, traditional, outbound tactics
like television commercials, radio ads, and billboards are costly and ineffective. These
formats simply do not work like they used to. A fundamental shift in consumer behav-
ior has resulted in the simple fact that people are less accepting of messaging that
pushes products or services; they no longer passively take in information.
Today, customers have alternative methods for nding, buying, and researching brands
and products. They are in control of what and how they receive information - many
thanks to the Internet (90% of consumer buying decisions start online).
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Now, compa-
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THE AVERAGE INBOUND LEAD COSTS $143 PER LEAD
WHILE OUTBOUND LEADS COST $373 PER LEAD - A 62%
REDUCTION IN COST.
Source: HubSpot, The State of Inbound Marketing
nies, marketing, and sales departments must facilitate a two way dialogue in order to
attract, acquire, and engage customers - with the objective of driving protable action.
This can seem like a daunting task.
But new methods of marketing communication - content and inbound marketing - help
launch these initiatives, resulting in signicant lead generation and easy processes
and tools by which companies can turn casual visitors into qualied customers.
GENERATING LEADS THE RIGHT WAY
Just as customers have new ways of gathering information to make informed pur-
chase decisions, businesses and sales teams have new ways of identifying and quali-
fying potential sales opportunities.
Lead generation is dened as the process of generating and obtaining the contact in-
formation of qualied customers or clients by offering relevant content that helps
identify a consumers buying stage through a closed loop system.
One of the greatest disconnects between sales and marketing teams revolves around
leads. Lead generation, today, bridges the gap between the positive impressions of
marketing and the sales focused, results driven needs of the sales team - ensuring that
a marketing team pass well qualied leads to sales.
Like many of the best things in life, lead quality is emphasized over lead quantity. The
ROI of lead generation marketing requires converting leads generated into incremental
sales. Higher sales conversion rates and higher value customers results in higher ROI,
making it clear that quality counts. 2
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WHY FOCUS ON LEAD GENERATION?
Consider this: the average inbound lead costs $143 per lead while outbound leads cost
$373 per lead - a 62% reduction in cost. If cost reduction is not enough, think about the
following.
Lead generation:
Improves sales performance and productivity, while simultaneously decreasing
operating expenses.
When done right, alleviates the disconnect between sales and marketing teams.
Marketing prospects are distant sales opportunities. Lead generation allows mar-
keting to pass well qualied leads to sales so they will waste less time chasing
unqualied prospects resulting in greater efciency for the organization.
Helps to beat out competition while increasing
market share.
Increases revenue.
Is a signicant component of nding new cus-
tomers.
Increases time efciencies - eliminating time
spent on unqualied leads. 80% of B2B mar-
keters pass raw leads to sales - that same per-
centage wind up lost, ignored, or discarded be-
cause theyre not ready to be sold to.
The Keys t o I nnovat i on: I nbound Mar ket i ng and Lead Gener at i on
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89% OF SURVEYED BUSINESSES ARE EITHER
MAINTAINING OR INCREASING INBOUND MAR-
KETING BUDGETS.
Source: HubSpot, The State of Inbound Marketing
HOW TO BRING LEADS IN
As the consumer buying process shifts, customers require new forms of information.
Companies value lead generation because it increases sales and revenue. Customers,
on the other hand, value this process because as they move through the sales funnel,
they are given relevant, compelling, and engaging content that aids in purchase deci-
sions - all of which is accomplished through the strategic practice of inbound market-
ing.
Lead generation is ineffective unless you implement tactics to "get found" by cus-
tomers. Inbound marketing involves creating and providing valuable content for your
customers, promoting that content, building customer relationships, and overall
"pulling" the customer toward you.
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In the last six years, the internet has gone from 100 million websites to 644 million
websites, and counting. So, you have a website. Most business owners get ahead of
themselves believing the purpose of their website is solely to sell. If you run an e-
commerce store, thats true. But if you sell products or services to other businesses,
the purpose of your website is to generate leads.
With inbound marketing, youll use your website, as well as your other interactive touch
points, less as a megaphone and more as a hub for attracting visitors and providing
unique, thought leader content.
TOOLS FOR INBOUND MARKETING
Content creation, curation, and dissemination is key to attracting, engaging, and gen-
erating inbound leads - particularly at the top of the funnel in the sales process. Every-
thing from blog posts to white papers, photos to videos, posts to emails, and case
studies to webinars offer segmented targeting and conversion opportunities to appeal
to customers who nd themselves in different stages of the buying cycle.
Leading the pack is email marketing 42% name email as one of their most effective
lead generation channels when targeting new customers. But, keep in mind having a
persons email address does not make them a lead for your business. There are a vari-
ety of steps and touch points they must go through to convert from a contact to a
qualied lead.
THE SYSTEMATIC APPROACH: INBOUND MARKETING & LEAD GEN
There is a plethora of tools and processes to aid in launching successful inbound mar-
keting and lead generation initiatives. To us, as always the key is to rst understand
the people. Who is your target audience and what types of content will they value?
Then focus on the process - set objectives and target ROI. Finally, determine the tech-
nology that will aid in achieving your goals. There are many systems that help you to
effectively generate content and inbound contacts through email, social media, web-
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sites, and more. Separate leads from mismatches through scoring. Target specic cus-
tomers using marketing initiated drip campaigns to ensure that the lead stays en-
gaged. Nurture your best customers and youll nd yourself poised for sales advance-
ment and business growth.
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ABOUT
Envano is an interactive business rm focused on helping partners navigate com-
plex channels, taking a new approach to solving traditional and unique business
problems in the interactive space.
We are explorers. We are artists. We are pioneers.
We explore what is changing.
We gure out what we need to help others change.
We create something of value. Staying at the forefront of creativity, we audit, as-
sess, and formulate business strategies to help our partners move ahead.
We challenge old ineffective conventions and nd new impactful solutions to help
companies communicate better. Whether it is increasing sales and obtaining mar-
ket share, solidifying competitive edge, boosting visibility and engagement, or sim-
ply making your job easier - Envanos focus is on building relationships through
mobile, social, website and search tactics.
But, were really all about putting people rst. You. Your Customers. Our Employ-
ees. Our passionate team of dynamic, assertive thought leaders is key to an agile
approach to assessing and solving business challenges.
Clients include: AGCO, Ariens, ThedaCare, Miller Electric, Vermeer, and more.
Contact Us
Envano Interactive Business
innovation@envano.com
phone: 920-403-1137
Works Consulted
Dalglish, Andrew. Its all about the lead.
Circle Research. June 12, 2012.
Source: http://www.circle-research.com/
2012/news-from-the-world-of-b2b/its-all-
about-the-lead/
Haven, Brian. Marketings New Key Metric:
Engagment.Forrester Research. August 8,
2007
Source:http://www.adobe.com/engage-
ment/pdfs/marketings_new_key_met-
ric_engagement.pdf
B-to-B Lead Generation: Marketing ROI &
Performance Evaluation Study Marketing
Profs Research Insights. 2008.
Source: http://www.accountingweb.com/
sites/default/les/bb_lead.pdf
The 2012 State of Inbound Marketing.
HubSpot. Source:http://blog.hubspot.com/
Portals/249/docs/ebooks/the_2012_s-
tate_of_inbound_marketing.pdf
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