Lead Generation Quick Start Series          Workshop #3Transforming Your Company Into       A “Lead Magnet”
Today’s Speakers:Featuring:	  Candyce	  Edelen	              Moderator:	  CEO	                            Andrew	  Gaffney	...
Welcome Webinar AttendeesYour	  GoToWebinar	  A<endee	  Viewer	  is	  made	  of	  2	  parts:	         1. Viewer Window    ...
About DemandGen Report-­‐  Launched	  in	  2007	  to	  track	  best	       prac:ces	  in	  lead	  genera:on	       	  -­‐ ...
Content	  &	  Findability	  How	  to	  Use	  Content	  to	  Drive	  Inbound	  MarkeKng	  	  and	  Generate	  Leads	       ...
Topics	  Crea:ng	  and	  publishing	  content	      §  Findability	      §  Developing	  content	      §  Website	  as	...
CreaKng	  and	  Publishing	  Content	  §  Focus	  on	  customer	  needs	  §  Iden:fy	  behavior	  in	  early	  stages	  ...
Findability	  §  Focus	  on	  how	  your	  customers	  search	  §  No	  “vanity	  terms”	  §  Determine	  search	  term...
Google	  Wonder	  Wheel	  
Google	  Wonder	  Wheel	  
Develop	  Content	  
Engineer	  Website	  for	  Engagement	  §    Landing	  pages	  §    Related	  links	  §    Resources	  center	  §    L...
Using	  Social	  Media	  to	  A<ract	  a	  Following	  §    Find	  social	  sites	  your	  clients	  use	  §    Establis...
Social	  Sites	                                                                       Groups     Full	  profile,	  keywords...
Wrapping	  up	  §    Inbound	  marke:ng	  requires	  compelling	  content	  §    Start	  from	  your	  customer’s	  poin...
Learn	  More	  §  cedelen@propelgrowth.com	  §  www.propelgrowth.com/blog	  §  www.propelgrowth.com/trendspoLers	  §  ...
Get	  Found	   Convert	   Analyze	  
HubSpot	  Conversion	  Funnel	  
Inbound	  vs.	  Outbound	  
Blog	  Frequency	  vs.	  Customer	  AcquisiKon	  
Acquire	  Customers	  by	  Channel	  
B2B	  vs.	  B2C	  
Lead	  Sources	  
Questions1. Viewer Window    2. Control Panel                      Type your question here
Thank you for attending!	  Next	  in	  the	  series:	  	  #4	  The	  Role	  of	  Content	  in	  Driving	  Leads	       	  ...
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Transforming Your Company Into A “Lead Magnet”

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This session with Candyce Edelen, President/CEO at PropelGrowth, will emphasize the increasing importance of inbound marketing. Learn about the central role a company’s website now plays in the buying process, as well as the growing influence of social media.

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Transforming Your Company Into A “Lead Magnet”

  1. 1. Lead Generation Quick Start Series Workshop #3Transforming Your Company Into A “Lead Magnet”
  2. 2. Today’s Speakers:Featuring:  Candyce  Edelen   Moderator:  CEO   Andrew  Gaffney    PropelGrowth   Editor  @CandyceEdelen   DemandGen  Report     @agaffney  Jeanne  Hopkins    Director  of  Marke:ng  HubSpot  @jeannehopkins    
  3. 3. Welcome Webinar AttendeesYour  GoToWebinar  A<endee  Viewer  is  made  of  2  parts:   1. Viewer Window 2. Control Panel Type your question here
  4. 4. About DemandGen Report-­‐  Launched  in  2007  to  track  best   prac:ces  in  lead  genera:on    -­‐  NewsleLer  has  grown  to  more   than  25,000  readers    -­‐  We  also  offer  a  menu  of  research   and  best  prac:ces  reports      -­‐  New  audio/video  podcasts  at   DemandGenReport.com       @DG_Report   linkd.in/DG_Specialists    
  5. 5. Content  &  Findability  How  to  Use  Content  to  Drive  Inbound  MarkeKng    and  Generate  Leads   presented  by      Candyce  Edelen          CEO,  PropelGrowth  
  6. 6. Topics  Crea:ng  and  publishing  content   §  Findability   §  Developing  content   §  Website  as  a  lead  capture  tool  ALrac:ng  and  engaging  an  audience   §  Social  media   §  Engagement  strategies   §  Driving  traffic  back  to  the  website  
  7. 7. CreaKng  and  Publishing  Content  §  Focus  on  customer  needs  §  Iden:fy  behavior  in  early  stages  of  buying  process  §  Develop  a  messaging  strategy    
  8. 8. Findability  §  Focus  on  how  your  customers  search  §  No  “vanity  terms”  §  Determine  search  terms   –  Adwords  tool  (adwords.google.com)   –  Wonder  wheel  
  9. 9. Google  Wonder  Wheel  
  10. 10. Google  Wonder  Wheel  
  11. 11. Develop  Content  
  12. 12. Engineer  Website  for  Engagement  §  Landing  pages  §  Related  links  §  Resources  center  §  Lead  capture  forms  §  SEO  best  prac:ces  §  Integrated  blog  
  13. 13. Using  Social  Media  to  A<ract  a  Following  §  Find  social  sites  your  clients  use  §  Establish  profiles  and  join  groups  §  Listen  to  discussions  §  Interact  where  appropriate  
  14. 14. Social  Sites   Groups Full  profile,  keywords   Find  relevant  groups,     Company  page,  content   link  blog  +  Twi<er   listen  to  conversaKons,   discussions,  comments     Human  engagement,   Subscribe,  comment   Join  relevant  groups,   conversaKons  (hashtags)   invite  and  do  guest  blogs   engage  in  discussion  Trade Pubs Post  content,  comment,     Company  channel,  viral  video,  white  papers,  op-­‐ed  arKcles   embeddable,  comments  
  15. 15. Wrapping  up  §  Inbound  marke:ng  requires  compelling  content  §  Start  from  your  customer’s  point  of  view  §  Consider  findability  at  every  step  §  Look  for  opportuni:es  to  engage  your  audience  
  16. 16. Learn  More  §  cedelen@propelgrowth.com  §  www.propelgrowth.com/blog  §  www.propelgrowth.com/trendspoLers  §  www.linkedin.com/in/candyceedelen  §  @CandyceEdelen  §  www.focus.com/profiles/candyce-­‐edelen/public    
  17. 17. Get  Found   Convert   Analyze  
  18. 18. HubSpot  Conversion  Funnel  
  19. 19. Inbound  vs.  Outbound  
  20. 20. Blog  Frequency  vs.  Customer  AcquisiKon  
  21. 21. Acquire  Customers  by  Channel  
  22. 22. B2B  vs.  B2C  
  23. 23. Lead  Sources  
  24. 24. Questions1. Viewer Window 2. Control Panel Type your question here
  25. 25. Thank you for attending!  Next  in  the  series:    #4  The  Role  of  Content  in  Driving  Leads    May  24  at  1pm  ET    Featuring:    Joe  Pulizzi,  Execu:ve  Director,  Content  Marke:ng  Ins:tute   Spread  the  word  with  Colleagues  Registered?     -­‐>  bit.ly/LeadGen-­‐QuickStart  <-­‐  

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