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Key Elements for Lead Generation
 

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.

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.

Key Elements for Lead Generation Key Elements for Lead Generation Presentation Transcript

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