THE BUSINESS LEAD-GENERATION PLAYBOOKMITCHELL LAPIDES | PRESIDENT & CEO | FULCRUMTECH, LLCHTTP://WWW.FULCRUMTECH.NET      ...
A LITTLE ABOUT ME§  20 years in interactive marketing and product development§  Executive Vice President, Electronic Pro...
BUSINESS LEAD-GENERATION PLAYBOOK§  Part 1: Establish your goals and objectives§  Part 2: Know your unique selling propo...
PART 1ESTABLISH YOUR GOALSAND OBJECTIVES
ESTABLISH YOUR GOALS AND OBJECTIVESTypes of goals                                  Why bother?§  Brand awareness         ...
PART 2KNOW YOUR UNIQUESELLING PROPOSITION
KNOW YOUR UNIQUE SELLING PROPOSITION (USP)Great examples…§  When it absolutely, positively has to be there overnight§  P...
PART 3UNDERSTAND YOURMARKET
CREATE PERSONASWhy care about personas?                                                            Persona:               ...
CREATING YOUR PERSONAS§  Psychographics vs. demographics§  Understand how each consumes information  Bryan Eisenberg | h...
LANGUAGE MATTERS§  Understand the language used    by market§  Avoid industry buzzwords that    may not resonate with yo...
HOW DO YOU FIGURE ALL THIS OUT?KEYWORD RESEARCH!
KEYWORD RESEARCH§  3 billion searches per day on Google alone    (comScore estimate)§  Uncover keyword niches (groups of...
KEYWORD RESEARCHOther topics you need toinclude§  Review Google Insights§  Leverage social metrics (e.g.,    TweetTab, T...
VERIFY AND TEST§  Verify - Test conversion of keywords selected using pay per    click (PPC)§  Review impressions for ac...
WHERE IS YOUR MARKET?Where is your market?§  Web?§  Which social networks?§  Offline?
LET’S RECAP…WHAT DO WE NOW KNOW?§  Goals and objectives§  Unique selling proposition§  Our market   §  Our optimal pro...
PART 4DEVELOP LEAD-GENERATION STRATEGY
START WITH YOUR WEBSITEQuick lead-generation checklist for your website General§  Does your website currently convert?§ ...
START WITH YOUR WEBSITECalls to action§  Are they action oriented?§  Are they in the eye path?§  Do they match buyer pe...
START WITH YOUR WEBSITELanding pages§  Where you do the selling!§  Details of the offer –    incentive and sense of    u...
EXAMPLE: ALLIED VAN LINESBEFORE OPTIMIZATION   AFTER OPTIMIZATION
HOW DO YOU CHOOSE WHAT TOOLS TO USE?Leverage Forrester’s POST methodology:§  People – Who are you trying to reach?§  Obj...
YOUR LEAD-GENERATION TOOLBOXLet’s review the options:                                                        Social Tools ...
YOUR LEAD-GENERATION TOOLBOX                                                      Social Tools    §  Outbound lead genera...
YOUR LEAD-GENERATION TOOLBOX                                                      Social Tools                            ...
YOUR LEAD-GENERATION TOOLBOX                                                      Social Tools    §  Video               ...
YOUR LEAD-GENERATION TOOLBOX                                                      Social Tools                            ...
YOUR LEAD-GENERATION TOOLBOX                                                      Social Tools                            ...
THE SOCIAL MEDIA LANDSCAPE
VALUE OF BLOGGING                 16-20 posts / month    >20 posts / month   Traffic                2X                   5...
VALUE OF TWITTER FOLLOWERS                       301-1,000   >1,000   Traffic                  >5X     >6X   Leads        ...
VALUE OF FACEBOOK FANS                       501-1,000                 >1,000   Traffic               3.5X                ...
EMAIL MARKETINGEmail marketing accounts for $67.8 billion in sales, with an ROI of$40.56 for every dollar invested.       ...
EMAIL MARKETING§  In an Econsultancy survey, 72% reported email-marketing ROI is    better than all tactics except for SE...
IMPACT AND INTERRELATIONSHIPS OFLEAD-GENERATION TOOLS
THE BIG 3: HOW THEY INTERRELATE                                                      Catches the organic                  ...
EXCUSE ME, SIR, BUT CAN YOU TELL MEHOW TO GET TO CLOUD 9?§  Most tools have great case studies…as well    as awful case s...
PART 5ESTABLISH YOURMETRICS DASHBOARD
METRICS TOOLSSocial dashboard tools§  Social Mention§  Klout§  HootSuite§  BlogPulse§  Facebook Insights§  Measure… ...
METRICS TOOLSSEO dashboard tools:§  Google analytics§  Google webmaster tools§  Measure…   §  Visit volume   §  Terms...
METRICS TOOLSEmail dashboard:§  ROI GoalsetterSM tool for    planning –    http://www.fulcrumtech.net/    email-roi - acc...
METRICS TOOLSMeasure what matters to YOUR business!
PART 6CONTINUALLYIMPROVE
CONTINUALLY IMPROVE§  Be relentless about continual improvement§  Know your goals§  Know your metrics and be creative a...
CASE STUDIES: BREAKINGPOINTSituation§  Limited budget§  Create strong relationships with hard-to-find prospects and    c...
CASE STUDIES: BREAKINGPOINTStrategy§  New blog§  Monitored using TweetScan, Google Alerts, and    Boardtracker.com§  Pa...
CASE STUDIES: BREAKINGPOINTResults§  Strong correlation between social    and lead volume§  10,230 unique blog views in ...
CASE STUDIES: IBM COGNOSSituation§  Sales cycle time increasing§  Expanding buying committees§  Rented email list perfo...
CASE STUDIES: IBM COGNOSStrategy§    Present company as thought-leader§    Generate demand§    Support and enable sales...
CASE STUDIES: IBM COGNOSResults§    Increased campaign response rate from      0.5% to 17.5%§    Determined online demos...
CASE STUDIES: REGUSSituation§  Temporary office space    provider needed to dispel    image of being too pricey and    ge...
CASE STUDIES: REGUSStrategy§  Focus on start-ups, entrepreneurs, and sole    proprietors§  Conducted market research    ...
CASE STUDIES: REGUSResults§  30% increase in lead flow,    spiked to 60% during    campaign§  33% conversion on microsit...
CASE STUDIES: SUMMARY§  Your up-front    strategy matters§  Be relevant§  Go where your    market is§  Develop a    re...
CONTACT FULCRUMTECH                       Mitch Lapides, President and CEO                       Email: mlapides@fulcrumte...
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Your Business Lead Generation Playbook

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Your Business Lead Generation Playbook

  1. 1. THE BUSINESS LEAD-GENERATION PLAYBOOKMITCHELL LAPIDES | PRESIDENT & CEO | FULCRUMTECH, LLCHTTP://WWW.FULCRUMTECH.NET COPYRIGHT © 2012 FULCRUMTECH, LLC. ALL RIGHTS RESERVED.
  2. 2. A LITTLE ABOUT ME§  20 years in interactive marketing and product development§  Executive Vice President, Electronic Products, for Reed Elsevier’s $1-billion Health Care Division§  Group Vice President and Chief Technology Officer at Gartner — led gartner.com ($400 million website) through a complete re-creation organizationally and technologically§  Consistently delivered double-digit growth for electronic publishing operations§  Delivered over 100 software and website development projects (as large as $30 million) from concept through launch§  Known for carefully architecting solid business strategy followed by the creation of an efficient organization to deliver against those plans
  3. 3. BUSINESS LEAD-GENERATION PLAYBOOK§  Part 1: Establish your goals and objectives§  Part 2: Know your unique selling proposition§  Part 3: Understand your market§  Part 4: Develop lead-generation strategy§  Part 5: Establish your metrics dashboard§  Part 6: Continually improve
  4. 4. PART 1ESTABLISH YOUR GOALSAND OBJECTIVES
  5. 5. ESTABLISH YOUR GOALS AND OBJECTIVESTypes of goals Why bother?§  Brand awareness Clear goals and objectives can§  Lead conversion align an entire§  Customer service company’s employees.§  Customer loyalty and retention§  Customer valueDefine measurable objectives§  Specific | Measurable | Attainable | Realistic | Time-bound§  Increase website leads by 25% in 90 days§  Increase subscription retention rate by 10% by June 27§  Increase order size by 15% in 2nd quarter
  6. 6. PART 2KNOW YOUR UNIQUESELLING PROPOSITION
  7. 7. KNOW YOUR UNIQUE SELLING PROPOSITION (USP)Great examples…§  When it absolutely, positively has to be there overnight§  Pizza delivered in 30 minutes or it’s free§  The Quicker Picker-Upper§  Pick Enterprise. We’ll pick you up.How to create a USP:§  Incorporate benefits§  Solve a pain point§  Be clear about what’s unique§  Make a promise
  8. 8. PART 3UNDERSTAND YOURMARKET
  9. 9. CREATE PERSONASWhy care about personas? Persona: All that you§  Put yourself in your prospect’s shoes: know about your most profitable, §  Would that affect your home page? optimal buyer. §  How would that change your social strategy? §  What would your landing pages look like? §  How would you tweet? §  What would your email newsletter look like?§  Use them to ensure relevance, value, and call to action Bryan Eisenberg | http://www.clickz.com/clickz/column/1707005/the-case-persona-based-lead-generation
  10. 10. CREATING YOUR PERSONAS§  Psychographics vs. demographics§  Understand how each consumes information Bryan Eisenberg | http://www.clickz.com/clickz/column/1707005/the-case-persona-based-lead-generation
  11. 11. LANGUAGE MATTERS§  Understand the language used by market§  Avoid industry buzzwords that may not resonate with your target audience§  Know the terms that convert for you in your market
  12. 12. HOW DO YOU FIGURE ALL THIS OUT?KEYWORD RESEARCH!
  13. 13. KEYWORD RESEARCH§  3 billion searches per day on Google alone (comScore estimate)§  Uncover keyword niches (groups of terms) §  Popularity §  Competitiveness §  Ones you can win with§  Resources: §  Google Adwords keyword research tool §  https://adwords.google.com/o/ Targeting/Explorer §  Wordtracker §  http://www.wordtracker.com/
  14. 14. KEYWORD RESEARCHOther topics you need toinclude§  Review Google Insights§  Leverage social metrics (e.g., TweetTab, Twitscoop, Social Mention)§  Use Google Alerts
  15. 15. VERIFY AND TEST§  Verify - Test conversion of keywords selected using pay per click (PPC)§  Review impressions for actual search frequency§  Analyze conversions for PPC visits§  If response is bad (and your marketing is not an issue), choose new keywords§  If response is great, start investing in search engine optimization (SEO)!
  16. 16. WHERE IS YOUR MARKET?Where is your market?§  Web?§  Which social networks?§  Offline?
  17. 17. LET’S RECAP…WHAT DO WE NOW KNOW?§  Goals and objectives§  Unique selling proposition§  Our market §  Our optimal prospect §  Personas §  The terms they use and search with §  The terms that convert for us §  Where our market is hanging out Woohoo! Time to create the lead-generation strategy!
  18. 18. PART 4DEVELOP LEAD-GENERATION STRATEGY
  19. 19. START WITH YOUR WEBSITEQuick lead-generation checklist for your website General§  Does your website currently convert?§  Do you have dedicated landing pages for advertising and promotions?§  What are the current visit paths and do they make sense? §  Home page—Does it have clear calls to action that match your goals? §  Internal pages—Does each have a clear call to action to a relevant landing page? §  Calls to action—Do they match your buyers’ personas at each level of buying cycle? §  Blog—Do you have one and does each post lead to a call to action?
  20. 20. START WITH YOUR WEBSITECalls to action§  Are they action oriented?§  Are they in the eye path?§  Do they match buyer persona needs?§  Is there an offer?§  Is there a sense of urgency?
  21. 21. START WITH YOUR WEBSITELanding pages§  Where you do the selling!§  Details of the offer – incentive and sense of urgency§  Reduce anxiety with trust- building content§  Form for lead collection§  Hero image§  Test and improve
  22. 22. EXAMPLE: ALLIED VAN LINESBEFORE OPTIMIZATION AFTER OPTIMIZATION
  23. 23. HOW DO YOU CHOOSE WHAT TOOLS TO USE?Leverage Forrester’s POST methodology:§  People – Who are you trying to reach?§  Objectives – What do you want to achieve?§  Strategy – Understand how relationships will change as a result of what you put in place§  Technology – Select the technology to deliver your results
  24. 24. YOUR LEAD-GENERATION TOOLBOXLet’s review the options: Social Tools §  Facebook: 900 million active users Email §  LinkedIn: 161 million (including microsites and landing Marketing professionals (39% in United Your Website Search Engine States) Marketing §  Google+: 100 million active pages) Content- users Focused Tools §  Twitter: Over 140 million active users Advertising §  YouTube: 4 billion views / day Offline Tools §  Many others
  25. 25. YOUR LEAD-GENERATION TOOLBOX Social Tools §  Outbound lead generation §  Lead nurturing Email (including microsites and landing Marketing §  Transactional (including Your Website upsell) Search Engine Marketing §  Shopping-cart abandonment pages) Content- §  Newsletters for building Focused Tools awareness Advertising Offline Tools
  26. 26. YOUR LEAD-GENERATION TOOLBOX Social Tools Email (including microsites and landing Marketing §  Search engine optimization Your Website (SEO) Search Engine Marketing §  Pay-per-click (PPC) pages) advertising Content- Focused Tools §  Remarketing Advertising Offline Tools
  27. 27. YOUR LEAD-GENERATION TOOLBOX Social Tools §  Video §  Blogs Email (including microsites and landing Marketing §  eBooks Your Website Search Engine §  Social media Marketing §  White papers pages) Content- §  Websites Focused Tools §  Microsites Advertising §  Webinars §  Press releases Offline Tools
  28. 28. YOUR LEAD-GENERATION TOOLBOX Social Tools Email (including microsites and landing Marketing Your Website Search Engine Marketing pages) Content- Focused Tools §  Banner ads Advertising §  Ad networks Offline Tools
  29. 29. YOUR LEAD-GENERATION TOOLBOX Social Tools Email (including microsites and landing Marketing Your Website Search Engine §  Call / call tracking Marketing §  Telemarketing pages) Content- §  Direct mail Focused Tools §  Events Advertising §  Networking §  Referrals Offline Tools §  Partnerships
  30. 30. THE SOCIAL MEDIA LANDSCAPE
  31. 31. VALUE OF BLOGGING 16-20 posts / month >20 posts / month Traffic 2X 5X Leads 3X 4XCompared to blogging <4 times / month Source: Hubspot
  32. 32. VALUE OF TWITTER FOLLOWERS 301-1,000 >1,000 Traffic >5X >6X Leads >4X >5XCompared to <25 followers Source: Hubspot
  33. 33. VALUE OF FACEBOOK FANS 501-1,000 >1,000 Traffic 3.5X 22X Leads >4X >12XCompared to <25 fans Source: Hubspot68% of Facebook users are more likely to buy based onrecommendations from a friend (Source: Wildfire)But start to create metrics for real return on investment (ROI)!
  34. 34. EMAIL MARKETINGEmail marketing accounts for $67.8 billion in sales, with an ROI of$40.56 for every dollar invested. ROI for Every $1 Invested Source: Direct Marketing Association
  35. 35. EMAIL MARKETING§  In an Econsultancy survey, 72% reported email-marketing ROI is better than all tactics except for SEO.§  In a MerchantCircle survey of over 8,000 local businesses, 35.8% indicated email as one of the top 3 most effective marketing or advertising tactics; only SEO and social profiles scored higher.§  2010 ForeSee Results 2010 report indicated email as 2nd biggest influence on retail website visits (biggest was brand familiarity).§  Datran Media 2010 Annual Marketing & Media Survey reported 39.4% of industry executives cited email marketing as strongest advertising channel of all choices. Source: http://www.email-marketing-reports.com/basics/why.htm
  36. 36. IMPACT AND INTERRELATIONSHIPS OFLEAD-GENERATION TOOLS
  37. 37. THE BIG 3: HOW THEY INTERRELATE Catches the organic Search results plus existing Engine marketing efforts Marketing (SEO / PPC) SocialBuilds engagement Media List-building Email Marketing Nurtures and generates repeat sales in a very measurable way
  38. 38. EXCUSE ME, SIR, BUT CAN YOU TELL MEHOW TO GET TO CLOUD 9?§  Most tools have great case studies…as well as awful case studies.§  The question is what is most appropriate for your specific situation.§  When you get the right tool with the right need, you will be on cloud 9!
  39. 39. PART 5ESTABLISH YOURMETRICS DASHBOARD
  40. 40. METRICS TOOLSSocial dashboard tools§  Social Mention§  Klout§  HootSuite§  BlogPulse§  Facebook Insights§  Measure… §  Fans / followers §  Engagement (comments, likes, shares) §  Most popular posts §  Sentiment ratings §  Popular hashtags §  Top influencers in your space
  41. 41. METRICS TOOLSSEO dashboard tools:§  Google analytics§  Google webmaster tools§  Measure… §  Visit volume §  Terms that convert §  Ranking of terms that matter §  Bounce rate §  Conversions (ultimately the only thing that counts!)
  42. 42. METRICS TOOLSEmail dashboard:§  ROI GoalsetterSM tool for planning – http://www.fulcrumtech.net/ email-roi - access for free for 90 days with promotion code – somebizlife12 good until 6/20/12§  Email service provider metrics (opens, clicks, bounces, unsubscribes)§  Measure… §  Revenue, profit, and ROI §  Conversions
  43. 43. METRICS TOOLSMeasure what matters to YOUR business!
  44. 44. PART 6CONTINUALLYIMPROVE
  45. 45. CONTINUALLY IMPROVE§  Be relentless about continual improvement§  Know your goals§  Know your metrics and be creative about how to improve every month
  46. 46. CASE STUDIES: BREAKINGPOINTSituation§  Limited budget§  Create strong relationships with hard-to-find prospects and convert to leads Source: MarketingSherpa
  47. 47. CASE STUDIES: BREAKINGPOINTStrategy§  New blog§  Monitored using TweetScan, Google Alerts, and Boardtracker.com§  Participation in other blogs§  Created Twitter account for shorter versions of their content, trivia, and quizzes§  Created LinkedIn groups§  Created more, shorter press releases and sent through PitchEngine§  Promote social outposts in email, website§  Clear dashboard §  Social – Blog views, twitter followers, LinkedIn group members §  Web – Unique website visitors, SEO traffic, leads, leads by source §  Correlations between social and lead volume Source: MarketingSherpa
  48. 48. CASE STUDIES: BREAKINGPOINTResults§  Strong correlation between social and lead volume§  10,230 unique blog views in Q3§  280 Twitter followers (>3,300 today)§  141 members to LinkedIn Group§  155% increase in web visitors§  55% leads from web (became largest contributor of leads)§  Reduced number of elaborate demand generation campaigns Source: MarketingSherpa
  49. 49. CASE STUDIES: IBM COGNOSSituation§  Sales cycle time increasing§  Expanding buying committees§  Rented email list performance declining Source: MarketingSherpa
  50. 50. CASE STUDIES: IBM COGNOSStrategy§  Present company as thought-leader§  Generate demand§  Support and enable sales team§  Reworked website with additional offers (white papers, online demos, events, online communities); information organized by business task and by industry; lead capture§  Introduce lead-nurturing email campaign (1,480 variations); tied to prospect-specific offers; strong calls to action (call or opt in to newsletter)§  Conducted statistical analysis of interactions Source: MarketingSherpa
  51. 51. CASE STUDIES: IBM COGNOSResults§  Increased campaign response rate from 0.5% to 17.5%§  Determined online demos had highest rate of leads§  Face-to-face events had biggest impact on deal size and close rate§  Conversion rate died 10 days after offer presented§  Determined optimal timing of nurturing emails§  11% of website visitors complete a registration form (industry average of 3%)§  More relevant emails resulted in open rates of 33%, up from 13%§  Click-through rates increased to 15.5% from 0.09%§  Cost per lead dropped 30%-40% Source: MarketingSherpa
  52. 52. CASE STUDIES: REGUSSituation§  Temporary office space provider needed to dispel image of being too pricey and generate more leads Source: MarketingSherpa
  53. 53. CASE STUDIES: REGUSStrategy§  Focus on start-ups, entrepreneurs, and sole proprietors§  Conducted market research (demographics, competition, social situation)§  Campaign microsite§  Sweepstakes for free office space§  Viral videos (http://youtu.be/SIm3uFn7iHo)§  Social media outreach – participate on Facebook, Twitter, LinkedIn§  In-person events§  Physical networking§  Set up monitoring dashboards Source: MarketingSherpa
  54. 54. CASE STUDIES: REGUSResults§  30% increase in lead flow, spiked to 60% during campaign§  33% conversion on microsite leads vs. 12% historically§  114% increase in revenue year over year for NY business Source: MarketingSherpa
  55. 55. CASE STUDIES: SUMMARY§  Your up-front strategy matters§  Be relevant§  Go where your market is§  Develop a relationship as you would with another person
  56. 56. CONTACT FULCRUMTECH Mitch Lapides, President and CEO Email: mlapides@fulcrumtech.net Phone: 215-489-9336Mitch  Lapides   Twitter: @MitchLapides Facebook: Facebook.com/FulcrumTech LinkedIn: FulcrumTech Special Offer: http://www.fulcrumtech.net/email-roi Promo code: somebizlife12 valid for 90-day free trial (offer expires 6/20/2012)

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