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Key Elements of Lead Generation<br />Marketing Agency Training Program<br />November 2010<br />Peter Caputa IV<br />Partne...
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
Always Remember….<br />Your website is the most important marketing toolthat you have!<br />3<br />
It’s Like Monopoly<br />4<br />
Monopoly: Constantly Add Value<br />5<br />
Lead Conversion is Critical Step<br />Target Market<br />Conversion is where we take what we have spent time and money to ...
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
Put Yourself in the Mindset of the Visitor<br />Why are they there?<br />What do they want?<br />Does it make sense?<br />...
WWIF - What’s In It For Me?<br />VS.<br />
Try a “Kit”<br />
Target Offer to Content<br />11<br />
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
What is a Call to Action?<br />13<br />
Where To Place CTAs<br />Website Homepage<br />PPC Ads<br />Email Blast<br />Blog Articles<br />Inside Software<br />Direc...
Call to Action on Every Page<br />15<br />
Action Oriented, Simple and Clear<br />
Make it Pop<br />17<br />
Create a Sense of Urgency! Do it NOW!<br />18<br />CLICK NOW!<br />START TODAY!<br />LIMTED TIME OFFER<br />Apply Now!<br ...
Think about “Clickability”<br />19<br />
Use Color (Especially Contrasting Colors) <br />20<br />In the Above Page, What Button Catches Your Attention?<br />
Link Both Text & Images<br />
Match Offer and Landing Page<br />
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
Be Bossy! Tell People What to Do.<br />24<br />Sign up Now!<br />Contact Us!<br />Apply for the Program!<br />Download Now...
Use Numbers!<br />25<br />Numbered lists <br />Statistics<br />Discounts<br />
Use Images That Direct and Guide People<br />26<br />
Graphics Do Matter<br />Bad<br />Good<br />
Keep Your Forms Above the Fold<br />
Keep it Simple!<br />29<br />
Shorter Forms are Better<br />30<br />53% Conversion<br />32% Conversion<br />
Don’t Get Too Personal…It’s a “First Date”<br />31<br />
The Blink Test<br />
Go Naked<br />
How Naked is up to you…<br />
Don’t – Use a Clear / Cancel Button<br />
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
Measure the Lead Funnel<br />
Measure Campaign Effectiveness<br />
Which Offers Convert Best? <br />
Track Visitors, Leads, Sales<br />
Analyze Each Channel<br />
Analyze Each Channel<br />
Analyze Each Channel<br />
Analyze Each Channel<br />
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
Call to Action & Offer<br />0.2% Click Through Rate<br />Includes undelivered, blocked, etc.<br />No opportunity to use te...
Offer & Landing Page<br />
Edit Landing Page<br />
Page Properties for SEO<br />
Edit Page Side Bar<br />
Edit Page Body<br />
Offer & Landing Page<br />
Edit Form Fields<br />
Manage Field Properties<br />
Auto-Responder or Redirect<br />
Configure Form Actions<br />
Track Landing Page Performance<br />
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
How to Get Help… <br />
What’s HubSpot?<br />Inbound marketing software + training<br />Over 3,500 customers in 3 years<br />170+ employees<br />
Learn the Value of the HubSpot Software…<br />As a Marketing agency or consultant, you have access to longer trials IF you...
Learn the Benefits of the Value Added Reseller Program<br />Group of 200+ marketing agencies and consultants who leverage ...
Ask for Help… <br />Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: ht...
List of Upcoming Classes/Link to Recordings<br />64<br />http://www.hubspot.com/partners/training-program/classes<br />
Weekly Email about Upcoming Classes - Thursday<br />65<br />
Live Webinar: Every Tuesday @ 1PM EST<br />66<br />Additional Webinars SOMETIMES on Thursday at 2PM EST<br />
Register for Weekly Class(es) to Get Login<br />67<br />
Some Homework & Recorded Stuff Too…<br />68<br />Download: http://www.hubspot.com/partner-program--inbound-marketing-calcu...
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Key Elements for Lead Generation

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How marketing agencies can generate leads for their clients using compelling offers, effective Calls-to-Action and well designed landing pages.

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  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • HubSpot provides software + training to help businesses get found online, convert site visitors into leads and customers. The software helps measure and analyze what’s happening, so users can improve their lead generation and customer acquisition results over time. We now have over 1500 customers and are signing up about 150 new customers every month. We are up past 90 employees now, and we are always looking for new inside sales professionals, and software developers. You can apply online at hubspot.com/careers.
  • Here are the links to start a free trial for yourself or a client. You can also go to http://www.hubspot.com/partners and complete the form to get access to these links. Please do not advertise the availability of these trials. Typically, we offer only a 7 day trial.
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - A page on our website w/ a list of the live webinars. Click the links to register and get login info each week.
  • You’ll need to regsiter each week for the classes. This is our way of checking attendance. People that attend regularly will get special attention and special perks.
  • - Homework. For example, next week, we’ll be telling you to download the inbound marketing calculator and run through the numbers for your own business.
  • Transcript of "Key Elements for Lead Generation"

    1. 1. Key Elements of Lead Generation<br />Marketing Agency Training Program<br />November 2010<br />Peter Caputa IV<br />Partner Program Manager<br />Twitter: @pc4media<br />pcaputa@hubspot.com<br />#IGenLeadsForClients<br />
    2. 2. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
    3. 3. Always Remember….<br />Your website is the most important marketing toolthat you have!<br />3<br />
    4. 4. It’s Like Monopoly<br />4<br />
    5. 5. Monopoly: Constantly Add Value<br />5<br />
    6. 6. Lead Conversion is Critical Step<br />Target Market<br />Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).<br />A cost becomes a benefit.<br />Website Visitors<br />Leads<br />Opportunities<br />Customers<br />
    7. 7. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
    8. 8. Put Yourself in the Mindset of the Visitor<br />Why are they there?<br />What do they want?<br />Does it make sense?<br />Does it look easy?<br />Do they trust you?<br />
    9. 9. WWIF - What’s In It For Me?<br />VS.<br />
    10. 10. Try a “Kit”<br />
    11. 11. Target Offer to Content<br />11<br />
    12. 12. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
    13. 13. What is a Call to Action?<br />13<br />
    14. 14. Where To Place CTAs<br />Website Homepage<br />PPC Ads<br />Email Blast<br />Blog Articles<br />Inside Software<br />Direct Mail<br />Anywhere that you want someone to do something…<br />
    15. 15. Call to Action on Every Page<br />15<br />
    16. 16. Action Oriented, Simple and Clear<br />
    17. 17. Make it Pop<br />17<br />
    18. 18. Create a Sense of Urgency! Do it NOW!<br />18<br />CLICK NOW!<br />START TODAY!<br />LIMTED TIME OFFER<br />Apply Now!<br />Get Exclusive Access!<br />
    19. 19. Think about “Clickability”<br />19<br />
    20. 20. Use Color (Especially Contrasting Colors) <br />20<br />In the Above Page, What Button Catches Your Attention?<br />
    21. 21. Link Both Text & Images<br />
    22. 22. Match Offer and Landing Page<br />
    23. 23. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
    24. 24. Be Bossy! Tell People What to Do.<br />24<br />Sign up Now!<br />Contact Us!<br />Apply for the Program!<br />Download Now!<br />
    25. 25. Use Numbers!<br />25<br />Numbered lists <br />Statistics<br />Discounts<br />
    26. 26. Use Images That Direct and Guide People<br />26<br />
    27. 27. Graphics Do Matter<br />Bad<br />Good<br />
    28. 28. Keep Your Forms Above the Fold<br />
    29. 29. Keep it Simple!<br />29<br />
    30. 30. Shorter Forms are Better<br />30<br />53% Conversion<br />32% Conversion<br />
    31. 31. Don’t Get Too Personal…It’s a “First Date”<br />31<br />
    32. 32. The Blink Test<br />
    33. 33. Go Naked<br />
    34. 34. How Naked is up to you…<br />
    35. 35. Don’t – Use a Clear / Cancel Button<br />
    36. 36. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
    37. 37. Measure the Lead Funnel<br />
    38. 38. Measure Campaign Effectiveness<br />
    39. 39. Which Offers Convert Best? <br />
    40. 40. Track Visitors, Leads, Sales<br />
    41. 41. Analyze Each Channel<br />
    42. 42. Analyze Each Channel<br />
    43. 43. Analyze Each Channel<br />
    44. 44. Analyze Each Channel<br />
    45. 45. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
    46. 46. Call to Action & Offer<br />0.2% Click Through Rate<br />Includes undelivered, blocked, etc.<br />No opportunity to use text<br />CPM priced appropriately<br />
    47. 47. Offer & Landing Page<br />
    48. 48. Edit Landing Page<br />
    49. 49. Page Properties for SEO<br />
    50. 50. Edit Page Side Bar<br />
    51. 51. Edit Page Body<br />
    52. 52. Offer & Landing Page<br />
    53. 53. Edit Form Fields<br />
    54. 54. Manage Field Properties<br />
    55. 55. Auto-Responder or Redirect<br />
    56. 56. Configure Form Actions<br />
    57. 57. Track Landing Page Performance<br />
    58. 58. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
    59. 59. How to Get Help… <br />
    60. 60. What’s HubSpot?<br />Inbound marketing software + training<br />Over 3,500 customers in 3 years<br />170+ employees<br />
    61. 61. Learn the Value of the HubSpot Software…<br />As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller <br />Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS<br />Gives you access to http://success.hubspot.com<br />
    62. 62. Learn the Benefits of the Value Added Reseller Program<br />Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients. <br />Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success. <br />Margin share of 20% on all deals for the life of the customer<br />Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates. <br />62<br />A Group that Wants to Change How the World Does Marketing!<br />
    63. 63. Ask for Help… <br />Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request<br />Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/<br />
    64. 64. List of Upcoming Classes/Link to Recordings<br />64<br />http://www.hubspot.com/partners/training-program/classes<br />
    65. 65. Weekly Email about Upcoming Classes - Thursday<br />65<br />
    66. 66. Live Webinar: Every Tuesday @ 1PM EST<br />66<br />Additional Webinars SOMETIMES on Thursday at 2PM EST<br />
    67. 67. Register for Weekly Class(es) to Get Login<br />67<br />
    68. 68. Some Homework & Recorded Stuff Too…<br />68<br />Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator<br />
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