Inbound marketing lead nurturing for Legal

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Hi! This is Valerie. Welcome to  Dashly YouTube channel. Let's start! Now let us imagine you're selling software  and you are about to launch the product   and step into the market. So you're  planning your marketing strategy, right?   Your goal right now is to boost the lead  generation and get your first sales. Well, that is something really exciting! So you're working on software  as a service and your software   is for those who are fond of plants. So your  product is either for a small household or for   a big enterprise company. Like, anyone who has  a single plant in the house can get reminders   to water the plant using your software and even  a big enterprise company can use your software   to get reminders about watering their urban  jungle. Let us imagine two types of customers. Now please meet Ashley. She quitted her  job recently and started her own business.   Now she is at home almost  24/7 and she works a lot.   Though she doesn't have her family yet  and she loves scrolling over cat memes. And this is Dan, a chief marketer in a big  enterprise company. He's a father of three   and a proud owner of dog called Sassy. Now, what is common between Ashley and Dan?   They are potential customers. Well, both of  the prospects need your attention right now.   They need your product and that is why they are  on your website. What's the difference then?   The difference is that these are two absolutely  different approaches. So let's dwell upon this. Now let's go deeper into leads generation on a  website for a b2b product like yours. The very   first thing that you should pay attention  to while generating leads on your website   is knowing your product market fit. So product  market fit is actually your guide through all   the activities you do in the marketing. And  definitely it starts from the leads generation.   Well of course there is a strategy first but  then all the strategy is broken down into the   lead generation and other activities, yeah? So  right now we're focusing on the leads generation.   So when you know your product exactly, that means  you know the answers to the following questions:  Who is your customer? How are they going to purchase your product?  How are you going to sell your product to them?  When are you going to sell this product? and How are they going to use your product, right? So all the answers to the product market feed  questions are about whom to sell, what to sell,   and how to sell. So getting back to the lead  generation, when you know exactly who your   customer is and what are they expecting from you,  and how they are going to use your product, so you   know exactly what to trigger when generating leads  on your website. Well basically there are two main   ways or two main spheres, segments - whatever  you can call it - in lead generation. So this is   inbound marketing (inbound lead generation) and  outbound marketing (outbound lead generation).   Outbound marketing is all about attracting  your potential customers, almost manually,   to your product. Like, sending messages on  LinkedIn, sending cold emails, cold calling,   launching various ads on the internet, all  these are outbound strategies, right? So   that means you are putting a lot of effort to  attract your potential customers to your product.   Now inbound strategy or inbound marketing.  Well these are all about the organic ways to   get your audience to your website. These include  content marketing of course, which is blogging,   also search engine optimization,  lead nurturing on the website,   and live chat and messages on the website as well.  So like, you are attracting the attention to your   product using different organic ways, and once  the traffic is on your website, they are starting   to feel interest to your product and that's  where you trigger them to become your leads. It doesn't matter whether you are adopting  inbound strategy or outbound strategy,   all the traffic you are attracting is going  to land your website anyways. And that   is very essential product in your funnel  and that is where lead generation starts. Now, how to convert traffic into your  prospects? And how to generate leads and   how to work with them further? So, remember Ashley  and Dan? Let's use these two examples. At the very   beginning you don't know the intention of the  traffic commerce if i may put it so. So like,   Ashley has a couple of plants while Dan is having  urban jungle. So these are two different people   already, right? And that means that their  intentions are actually really affecting   their purchasing ability. So Ashley is going  to purchase the product just for a couple of   plants which sounds like a really entry level of  your plan. While Dan is representing enterprise   company, and enterprise company requires  enterprise plans and enterprise offers. And that's   where your sales team is going to work on really  thoroughly. While Ashley is qualified as a person   who is able to purchase the product herself  and adopt it to her needs herself as well. So to qualify these intentions you are going to  use the data tracking and also the chatbot on   your website. Data tracking helps you understand  what is attracting the attention of the prospects,   whether they are checking your blog or your  knowledge base, or they are probably checking the   plans already. So definitely understand what is  attracting the attention of enterprise customer,   and what is attracting attention of a customer  who is very much satisfied with the self-service   product. And now chatbot on your website. That  is also a great tool to qualify the prospect and   understand whether your salespeople are going to  work on them or not. So, in other words, a chatbot   understands whether you should invest the time of  your sales team into a particular person or not. Next, when the lead is generated, you are going to  decide how to work with them. So Ashley is going   to be satisfied with the self-service for her  couple of plants, right? While Dan is actually   expecting a personal approach because there  is a whole urban jungle needs watering, right? Well, you're definitely going to use email  strategy or nurturing campaign for Ashley.   So she is going to read your emails, pay attention  to your pop-up windows, or probably communicate   with the chatbot to get what she wants. While  Dan is expecting to have a conversation with   your salesperson. So it is really crucial not to  mix these people, right? In a nutshell, Dan is not   going to buy after a couple of emails from your  email strategy, while Ashley doesn't need a call   from a salesperson. The pricing for these two  people is different, which means the approach is   different. And that's what you get with the leads  qualification. So B2B leads like Dan are going to   be assigned to the sales department, and Dan is  going to go through a couple of conversations,   probably a demo, probably some special offer,  right? A special approach for special Dan from a   special enterprise company. While Ashley is going  to read a couple of emails, read an article in the   knowledge base, and finally purchase your product  for a couple of plants. Now, everything is watered   and your customers are satisfied. Plus, your  sales team spent the time on the right prospects,   and other types of prospects got a  product as well. Profit from both sides. So to sum it up, B2B lead generation  really depends on three main things. First of all, you should understand your product  market fit because that is really what all your   marketing activities depend on. Next, you are  going to configure the lead generation on your   website, and that is really closely connected  with the leads qualification, which should be done   properly, so that your people are spending the  time on the right customers. And finally, you're   going to have a nice lead nurturing strategy so  that the leads with the self-service are going   to purchase your product anyways with the help  of your email marketing. And enterprise leads   are going to receive calls from your sales, get  demos and finally be satisfied with the product. That is it for today. Don't forget to subscribe  to our channel not to miss a single business   tip that can help boost the profit of your  company. See you in the next videos! Bye!