Inbound Lead Generation
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Since we will already be creating sales assets for outbound campaigns, these can also serve as lead magnets for inbound efforts. Additionally, we can develop paid advertisements to drive traffic to the corresponding landing pages. Essentially, we will have two primary methods for generating inbound leads: through form submissions on your website and by utilizing scraping techniques to gather data from individuals who have visited your site or interacted with your content on LinkedIn.
The subsequent step involves implementing a Clay webhook to capture data from all inbound leads generated via LinkedIn, website scraping, or landing page form submissions in real-time. As soon as a lead completes a form submission, their details will be instantly transmitted to a Clay table. Once the lead is captured, we will initiate an automated lead scoring process, enrich the lead’s email and phone data, and transfer the information to the HubSpot CRM. This ensures they are seamlessly enrolled in the nurturing sequence alongside outbound leads.
For the LinkedIn channel, the goal is to improve outbound efforts by expanding reach to a broader audience. This can be accomplished using both LinkedIn ad formats: 1. LinkedIn Conversational Ads: These enable the use of the same "value-offer" strategy and copywriting developed for outreach campaigns. 2. LinkedIn Clickable Ads (Carousel, Image, and Text): When a user interacts with an ad, they should be directed to a tailored landing page specifically designed for that campaign.
For the Google Ads channel, the objective is to capture leads from individuals actively searching for your product or service, while also driving traffic to your Lead Magnet campaigns. When a user completes the form on the landing page, their information can be sent to a Clay table for data enrichment and enrollment in a nurturing sequence. For users who visit the landing page but do not complete the form, their data can still be retrieved using the RB2B tool.
This approach to demand generation is centered on content marketing. It involves leveraging lead magnets to attract visitors to a landing page. These lead magnets can include some of the same sales assets already created for the outbound "value offer" strategy, such as rich content like e-books, newsletters, templates, and infographics, as well as time-sensitive events like courses and webinars. It also incorporates paid media to generate new leads while engaging organic website traffic and your existing contact base through email marketing campaigns.
By utilizing two specialized tools, we can effectively gather leads from individuals who visit your website and engage with your LinkedIn content. First, we will leverage Trigify to generate leads directly from prospects who have liked or commented on your LinkedIn posts. Furthermore, we can capture data from your website visitors and convert them into leads, even if they do not complete your form. By implementing RB2B, we will install a pixel in your website’s header, enabling us to identify approximately 70–80% of your website traffic, including both individuals and companies.
