Transforming Your Company Into  A “Lead Magnet”
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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 ...

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” Transforming Your Company Into A “Lead Magnet” Presentation Transcript

    • Lead Generation Quick Start Series Workshop #3Transforming Your Company Into A “Lead Magnet”
    • Today’s Speakers:Featuring:  Candyce  Edelen   Moderator:  CEO   Andrew  Gaffney    PropelGrowth   Editor  @CandyceEdelen   DemandGen  Report     @agaffney  Jeanne  Hopkins    Director  of  Marke:ng  HubSpot  @jeannehopkins    
    • Welcome Webinar AttendeesYour  GoToWebinar  A<endee  Viewer  is  made  of  2  parts:   1. Viewer Window 2. Control Panel Type your question here
    • 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    
    • Content  &  Findability  How  to  Use  Content  to  Drive  Inbound  MarkeKng    and  Generate  Leads   presented  by      Candyce  Edelen          CEO,  PropelGrowth  
    • 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  
    • CreaKng  and  Publishing  Content  §  Focus  on  customer  needs  §  Iden:fy  behavior  in  early  stages  of  buying  process  §  Develop  a  messaging  strategy    
    • Findability  §  Focus  on  how  your  customers  search  §  No  “vanity  terms”  §  Determine  search  terms   –  Adwords  tool  (adwords.google.com)   –  Wonder  wheel  
    • Google  Wonder  Wheel  
    • Google  Wonder  Wheel  
    • Develop  Content  
    • Engineer  Website  for  Engagement  §  Landing  pages  §  Related  links  §  Resources  center  §  Lead  capture  forms  §  SEO  best  prac:ces  §  Integrated  blog  
    • 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  
    • 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  
    • 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  
    • 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    
    • 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    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  <-­‐