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Lead Generation & conversion
Alexandre 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?
2
In 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
4
You 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!)
3Get evaluated &
convert
Odoo - Lead generation and conversion
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
Odoo - Lead generation and conversion
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…)
Odoo - Lead generation and conversion
4Build the Loyalty
Loop
Odoo - Lead generation and conversion
Odoo - Lead generation and conversion
Odoo - Lead generation and conversion
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 material
o 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
Odoo
sales@odoo.com
+32 (0) 2 290 34 90
www.odoo.com
R&D and services office
Chaussée de Namur 40
B-1367 Grand Rosière
Sales office
Avenue Van Nieuwenhuyse 5
B-1160 Brussels
Thank You
Send your input at av@odoo.com

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Odoo - Lead generation and conversion

  • 1. Lead Generation & conversion Alexandre Vandermeersch
  • 3. …Even to know where to start
  • 4. 1 Let’s cut it into pieces A framework 2 Get awareness 3 Get evaluated 4 Build the loyalty loop
  • 6. 1. The ‘old’ marketing framework
  • 7. 1. The Customer Decision Journey
  • 8. 2 Get in the ICS – should you ?
  • 9. 1 The power of a brand People remember only 3 or 4 names, for a specific issue – yours? 2 In 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 4 You might reach a threshold in your growth if you don’t do it – which might be fine
  • 10. 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!)
  • 13. 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
  • 14. SEO Odoo tip: ‘Promote tool’
  • 15. 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
  • 17. 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…)
  • 24. 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 material o 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 ?
  • 25. But your best marketing remains: your customers
  • 26. Odoo sales@odoo.com +32 (0) 2 290 34 90 www.odoo.com R&D and services office Chaussée de Namur 40 B-1367 Grand Rosière Sales office Avenue Van Nieuwenhuyse 5 B-1160 Brussels Thank You Send your input at av@odoo.com