© 2019 Clickback Inc. All rights reserved.

Accelerated Lead Growth

A guide on how to fill your pipeline with leads by using your website for outbound marketing & sales (not just inbound).

© 2019 Clickback Inc. All rights reserved.

Introduction If you were asked: ‘What will it take to become one of the fastest growing B2B companies in your industry this year?’

Being a B2B marketer, you’d probably answer: Accelerated Lead Growth

Seems simple enough. But as you know, simple is not always easy.

Where to begin?

Well, assuming you have a product or service people love or need, one thing is certain: Accelerated lead growth won’t happen from doing inbound marketing alone. And although the inner inbound B2B marketer in you might argue otherwise, it doesn’t make them right.

Now don’t get us wrong, we’re huge advocates of inbound. In fact, we use it ourselves. But as you probably already know, it takes time to get inbound marketing right.

2

Meaning, if you have aggressive lead targets you’re trying to hit this month or the next you’re not going to get there by just doing inbound. Again, we’re not dissing inbound. We’re just stating the facts (based on our own experience).

Truth is… there’s a division that’s been drawn between inbound and outbound. You know, experts telling you that you have to do one or the other. But this separation is completely bogus. The fact is, we feel these two approaches belong together – because they work better together. Especially when it comes to increasing revenue growth.

For instance, if your company’s objective is to grow its annual revenues by 30% or more this year, then you’ll need to learn how to weave both inbound and outbound marketing (and sales) into your arsenal.

In other words, to accelerate lead velocity this month or the next, you’ll need to ramp up your outbound marketing and sales efforts until your inbound marketing gains traction.

© 2019 Clickback Inc. All rights reserved.

3

The biggest challenge though, for the B2B marketer, is how to start doing outbound.

Well, what if we told you that the key to unlocking your business’ growth this year was right in front of you.

(Hint: it’s your website.)

You’re probably thinking, ‘Outbound? How on earth do we use our website for outbound marketing and sales?’

First let’s be clear on something: we’re not talking about the visitors who contact your marketing or sales team by filling out a form on your website.

We’re talking about the visitors who didn’t fill out a form.

This is the key to accelerated revenue growth. But don’t just take our word for it. Several brands such as Acquia, Digium and Salesforce have all used outbound efforts to quickly scale their lead generation activities.[1]

The lost opportunities that came and went.

The anonymous visitors.

What if you were able to identify these anonymous visitors and convert them into leads? What if you were able to get to these leads first, before your competitors did? And even better… what if you were able to close some of these leads, leads you never even knew you had?

[1] Source: http://predictablerevenue.com/triple-your-pipeline

© 2019 Clickback Inc. All rights reserved.

4

Overview

1The Basics of Inbound +

Outbound

Why doing both is crucial to accelerating your lead growth.

2Maximizing your

Website’s ROI

How to complement your inbound efforts by adding outbound to the mix, turning anonymous visits into sales-ready leads.

3Key Benefits of Website

Visitor Tracking Software

Why it needs to be part of your marketing and sales technology stack (and how it can

improve your inbound efforts).

In other words, what if you had software that could turn your anonymous visits into sales-ready leads?

These questions (and more) will be answered in this guide. Specifically, we’ll discuss:

© 2019 Clickback Inc. All rights reserved.

1The Basics of Inbound + Outbound

© 2019 Clickback Inc. All rights reserved.

As previously mentioned, there’s been an ongoing debate between the merits of inbound marketing versus outbound.

But as veteran B2B marketers know, when it comes to lead generation there is no silver bullet. Meaning, there is no one way of doing something. For your marketing efforts to be successful, you must consider all approaches and then experiment often.

But before we go any further, let’s first cover the basics.

On one hand, you’ve got inbound marketing, which is a strategy that helps prospects contact you, by placing compelling content where your potential customers are more likely to find it (ie. organic search, social). Outbound Marketing (and sales), on the other hand, is a strategy that helps you connect with prospects directly to initiate a conversation.

By choosing to experiment with both inbound and outbound, you can present a more well-rounded view of your business, providing your prospect with what they need at each step of the buying cycle.

6Inbound + Outbound(Better Together)

© 2019 Clickback Inc. All rights reserved.

2 Maximizing your Website’s ROI

© 2019 Clickback Inc. All rights reserved.

8

How much money will this cost? Well let’s say you want to increase your website traffic by 10% each month. You should be looking to invest $3,000 a month.[1]

That’s fine if you’re looking to attract new visitors to your site using inbound marketing. Especially when recent data show buyers are now 57% through their journey before even contacting a vendor.[2] This is one of the reasons why inbound marketing is so important to B2B marketers. After-all, for many businesses, online lead generation starts with their marketing website and blog.

When it comes to building your inbound marketing strategy, there are four main areas you have to invest money & resources in:

1. Content – blogging and content creation 2. Search engine optimization (SEO) – fixing any issues with your site to drive a steady stream of traffic3. Social media marketing – building and optimizing your social platforms to engage prospects4. Conversion rate optimization – getting more website visitors to convert into leads

But if 98% of the traffic which comes to your site never converts on a bottom-of-the-funnel offer or form (i.e. contact us, request a demo, etc.), you are losing out on leads.[3]Even more… you’re losing out on potential revenue.

So, that $3,000 a month you’re investing is being lost because your website will only convert 2% of your traffic into leads.

Yet, your inbound strategy so far has been to patiently wait for prospects to reveal themselves by providing their name and contact information via a landing page form, phone call, or through email.

[1] Source: https://www.square2marketing.com/blog/how-much-should-my-inbound-marketing-program-cost [2] Source: https://www.cebglobal.com/blogs/demand-generation-how-to-do-it-right/?business_line=marketing-communications[3] Source: http://marketingsherpa.com/

“

”© 2019 Clickback Inc. All rights reserved.

Your Website is Leaking Leads…

and Revenue! effort!

© 2019 Clickback Inc. All rights reserved.

10

To maximize the output of your website, and increase ROI, you need to be doing both inbound and outbound marketing.

How? Simple.

The first part of the equation is to use inbound marketing to get prospects to notice that you exist, so that you can start the conversation. The second part is to use outbound to execute the conversion.

Your Website is Leaking Leads … and Revenue

By doing both, you’ll create a robust two-way dialogue so you can push prospects down the funnel more quickly.

You’ll also increase return by being proactive (using outbound), reaching out to the inbound leads who are finding you so you can make the connection and get the sale.

© 2019 Clickback Inc. All rights reserved.

3Key Benefits of Website Visitor Tracking Software

© 2019 Clickback Inc. All rights reserved.

The Best Place to Start? 12

Consider using Website Visitor Tracking Software as an outbound marketing and sales tool!

Don’t know how it can improve your inbound results. Here’s a quick example:

You’ve done your job, as an inbound marketer, and prospects are continually coming to your site. But no matter how much energy you focus on SEO (inbound) and converting your visitors into leads, you’ll only ever have 2% of your traffic fill out a form or contact your sales team.

What about the other 98%?

Because like any great B2B marketer, sometimes it’s necessary to change up our marketing strategies in order to achieve the leads required to grow a business’ revenues. By choosing to integrate your inbound marketing with an outbound tool like website visitor tracking software, you’ll not only quickly generate more leads but also engage with prospects earlier in the sales cycle.

This is where website visitor tracking software comes in handy. By giving you the contact information of potential decision-makers at companies who have come to your site but didn’t inquire.

Now you can fill your pipeline quicker by reaching out to these lukewarm leads. Companies who have visited your site, shown an interest in your product or services, but perhaps didn’t have the time to fill out a form.

© 2019 Clickback Inc. All rights reserved.

13

If you aren’t using website visitor tracking software, you would never know that this company was on your site.

You would never know the pages that they visited.

You would never know that that this company was even a potential prospect.

But with website visitor tracking software, you can now identify this company and reach out to your target persona at ABC Inc.

Here’s an example… Let’s say ABC Inc., an IT company that nets $8-million annually, visits your website. It navigates to your product and pricing pages, reads a few of your blogs and leaves without converting.

But how do you connect with them?

Easy. You can email them or send them a direct message on their social platform, such as LinkedIn.

Doing so will allow you to start to accelerate your revenue growth: by making more connections earlier in order to push these opportunities down the funnel more quickly.

© 2019 Clickback Inc. All rights reserved.

14

Software Benefits

1Identify Sales Leads

You Never Knew

Get to know which types of companies are visiting your website with access to their job titles, emails, their industry,

annual revenue and size.

2Win More Deals by Turning Visits into Sales-Ready Leads

Drive sharper engagement by gaining access to a highly insightful list of 'all' your website visitors to prioritize them as hot,

warm and cold based on their lead score to close more deals faster.

3Smooth Handoff

between Marketing & Sales

After you’ve identified your lead criteria, automate them to go straight to your

sales team - or continue to nurture them with marketing.

Now, let’s take a look at what website visitor tracking software has to offer when kick-starting your outbound efforts and how these tools can support your inbound tactics.

© 2019 Clickback Inc. All rights reserved.

It’s about developing an integrated mindset. One that contains a

balanced strategy that drives demand, and

successfully generates quality leads to build sustainable business

growth.

15

When it comes to becoming one of the fastest growing B2B companies in your industry this year, a balance of inbound and outbound tactics will overcome the limitations of either by itself.

Combining the “attraction” or targeting potential of inbound with the “hustle” or closing capabilities of outbound will allow for maximized profits. Really, it should never have been about inbound or outbound… but rather how we can use both inbound and outbound together to give prospects the best experience, and to drive the most revenue for your company.

Inbound Attraction, Outbound Hustle

© 2019 Clickback Inc. All rights reserved.

Savvy B2B MarketersChoose Clickback!Why? Because we help them accelerate their lead growth with our B2B lead generation solutions.

Specifically, our website visitor tracking software – Clickback WEB, provides marketing and sales teams with the contact information of potential key decision-makers at companies who have visited their site but didn’t convert. That means you can reach out to your anonymous website visitors and turn them into sales ready leads.

That means you can beat out your competitors.

In fact, we’ve identified over 260,000 leads for our users. Let us start identifying yours.

Sign up for a demo today.

Visit: Clickback.com

16