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You Business Lead Generation Handbook
 

You Business Lead Generation Handbook

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This webinar by former Gartner CTO Mitch Lapides will discuss exactly how you improve your marketing efforts and generation more leads. Mitch delves into how to segment email lists, begin a lead gen ...

This webinar by former Gartner CTO Mitch Lapides will discuss exactly how you improve your marketing efforts and generation more leads. Mitch delves into how to segment email lists, begin a lead gen campaign and MUCH more.

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  • Remember to describe results even though page looks more cluttered.Google keyword rankings before optimization: Household mover-not in top 30International mover-not in top 30Moving company-not in top 30After optimization:Household mover-2nd place positionInternational mover-3rd place positionMoving company-12th place position
  • Note to Mitch: I listed free tools here; you can mention that there are more robust paid tools for enterprise class organizations but it’s a waste of money for most small-medium sized businesses

You Business Lead Generation Handbook You Business Lead Generation Handbook Presentation Transcript

  • THE BUSINESS LEAD-GENERATION PLAYBOOKMI T CHE L L & CE O | FUL CRUMT E CH, L L CHTTP://W WW.FULCRUMTECH.NET@ MI T CHL A P I DE S C O P Y R I G H T © 2 0 1 2 F U L C R U M T E C H , L L C . AL L R I G H T S RESERVED.
  • WEBINAR OFFER Thursday, Jan. 31, 2 PM ET Secrets of Google Maps: The Race for Local Business GOLD • ON YOUR MARK – Why you should care about Google Maps • GET SET – Setting it up and tips on using features often overlooked • GO!! – How to get found in Google search results • Sign up LogMyCalls.com/webinarDaniel Henry, Co-Founder, SEP Connect SEP Connect is extremely successful at placing local businesses on the Front Page of Google. Daniel is one of the key creators of the technology behind SEP Connect and has been instrumental in bringing the technology to market. As a co-founder, Daniel has been involved with the product development, from the beginning, for all the major platforms. Prior to SEP Connect, Daniel led the #1 sales team at Ameriquest Mortgage, setting the company record for quarterly sales on 4 separate occasions. Daniel also managed a team of 75 sales people at RiverOak Capital, delivering $1MM in monthly revenue.
  • WEBINAR OFFER LogMyCalls Free Trial • LogMyCalls.com/30-day-trial • Coupon Code: DAMGOOD • Call (866) 811-8880
  • MITCH LAPIDESA bit about me• Founded FulcrumTech in 2004 as an email-marketing agency• 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
  • BUSINESS LEAD-GENERATIONPLAYBOOKAgendaPart 1: Establish your goals and objectivesPart 2: Know your unique sellingpropositionPart 3: Understand your marketPart 4: Develop lead-generation strategyPart 5: Establish your metrics dashboardPart 6: Continually improve
  • PART 1ESTABLISH YOURGOALS ANDOBJECTIVES
  • ESTABLISH YOUR GOALS AND OBJECTIVES Why bother with goals? Clear goals and objectives can align an entire company’s employees toward a shared end game.
  • PART 2KNOW YOUR UNIQUESELLINGPROPOSITION
  • KNOW YOUR UNIQUE SELLING PROPOSITION (USP)How to create a USPIncorporate benefits.Solve a pain point.Be clear about what’s unique.Make a promise.
  • PART 3UNDERSTAND YOURMARKET
  • CREATE PERSONASPersonaAll that you know about yourmost profitable, optimal buyer.
  • CREATING YOUR PERSONAS Creating your personas • Psychographics vs. demographics • Understand how each consumes information
  • LANGUAGE MATTERS Language matters Understand your market. Avoid buzzwords. Know terms that convert.
  • HOW DO YOU FIGURE ALL THIS OUT? Keyword Research
  • KEYWORD RESEARCHWith 3 billion searches per day,how can you compete?Use tools to uncover keyword niches.Review Google Trends.Leverage social metrics.Use Google Alerts.
  • VERIFY AND TESTHow can you make sure it’sworking?Use PPC.Review impressions.Make decisions.
  • WHERE IS YOUR MARKET?Are you looking in all the rightplaces?Web.Social networks.Offline.
  • LET’S RECAP…WHAT DO WE NOW KNOW?Woohoo! Time to create the lead-generation strategy!You’ve defined your goals.You know your USP.You understand your market.
  • PART 4DEVELOP LEAD-GENERATIONSTRATEGY
  • START WITH YOUR WEBSITEDevelop a lead-generationchecklist for your website.Is it converting?Do you have landing pages?What are the current visit paths?Are your calls-to-action compelling?
  • START WITH YOUR WEBSITECalls-to-action need to reach outand grab your prospects.Noticeable.Action oriented.Compelling offer.Reasonable urgency.
  • START WITH YOUR WEBSITELanding pages are your digitalsales agents!Strong benefits.Offer details.Reduce anxiety.Form for lead collection.Test, test, test.
  • EXAMPLE: ALLIED VAN LINESBEFORE OPTIMIZATION AFTER OPTIMIZATION
  • HOW DO YOU CHOOSE WHAT TOOLS TO USE?Forrester POST methodology canhelp you choose the right tools.People.Objectives.Strategy.Technology.
  • YOUR LEAD-GENERATION TOOLBOXLet’s review the options: Social Tools Think beyond Facebook. LinkedIn Email (including microsites and landing Marketing Google+ Your Website Twitter Search Engine YouTube Marketing pages) Niche sites Content- Focused Tools Advertising Offline Tools
  • YOUR LEAD-GENERATION TOOLBOX Social Tools Email Beyond email “blasts” lies (including microsites and landing Marketing real email marketing. Your Website Search Engine Outbound lead generation Marketing pages) Lead nurturing Content- Transactional Focused Tools Shopping-cart abandonment Newsletters for building awareness Advertising Offline Tools
  • YOUR LEAD-GENERATION TOOLBOX Social Tools Email (including microsites and landing Marketing Don’t overlook these. Your Website Search Engine SEO Marketing pages) PPC Content- Remarketing Focused Tools Advertising Offline Tools
  • YOUR LEAD-GENERATION TOOLBOX Social Tools Content tools power-up all other channels. Email (including microsites and landing Video Marketing Blogs Your Website Search Engine eBooks Marketing Social media pages) White papers Content- Websites Focused Tools Microsites Webinars Advertising Press releases Offline Tools
  • YOUR LEAD-GENERATION TOOLBOX Social Tools Email (including microsites and landing Marketing Your Website Search Engine Marketing pages) Content- Focused Tools Paid media is still relevant. Banner ads Advertising Ad networks Offline Tools
  • YOUR LEAD-GENERATION TOOLBOX Social Tools Email (including microsites and landing Marketing Your Website Search Engine And don’t be afraid to go old- Marketing school. pages) Content- Call / call tracking Focused Tools Telemarketing Direct mail Advertising Events Networking Offline Tools Referrals Partnerships
  • THE SOCIAL MEDIA LANDSCAPEThere are too many options foryou to be everywhere.Carefully choose the socialnetworks where your targetaudiences are likely to engage.
  • VALUE OF BLOGGING 16-20 posts / month >20 posts / month Traffic 2X 5X Leads 3X 4XCompared to blogging <4 times / month Source: Hubspot
  • VALUE OF TWITTER FOLLOWERS 301-1,000 >1,000 Traffic >5X >6X Leads >4X >5XCompared to <25 followers Source: Hubspot
  • 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)
  • EMAIL MARKETINGEmail marketing gives you thebest ROI compared with othermarketing tools.$40.56 ROI for every dollar invested. Source: Direct Marketing Association
  • EMAIL MARKETINGWhat’s so great about email?Just a few numbers to consider.72%35.8%2nd39.4 Source: http://www.email-marketing-reports.com/basics/why.htm
  • IMPACT AND INTERRELATIONSHIPS OFLEAD-GENERATION TOOLS
  • THE BIG 3: HOW THEY INTERRELATE Search Engine Marketing (SEO / PPC) Social Media Email Marketing
  • EXCUSE ME, SIR, BUT CAN YOU TELL MEHOW TO GET TO CLOUD 9?
  • PART 5ESTABLISH YOURMETRICS DASHBOARD
  • METRICS TOOLS: SOCIAL MEDIAFree tools are plentiful androbust.Hootsuite | Tweetdeck | SeesmicSocial MentionFacebook InsightsFollowerWonkBit.lyGoogle Analytics
  • METRICS TOOLS: SEOSEO dashboard toolsGoogle AnalyticsGoogle Webmaster Tools
  • METRICS TOOLS: EMAILFirst plan, then measure andadjust.ROI GoalsetterSM tool for planning –http://www.fulcrumtech.net/email-roiEmail service provider metrics(opens, clicks, bounces, unsubscribes)
  • METRICS TOOLSBut, what should I measure?Measure what matters to yourbusiness.
  • PART 6CONTINUALLYIMPROVE
  • CONTINUALLY IMPROVEBe relentless.Be relentless about continualimprovement. Know your goals.Know your metrics and be creativeabout how to improve every singlemonth.
  • CASE STUDIES: HEALTHCARE MARKET RESOURCESSituationHealthcare Market Resources(HealthMR.com), a leader in thehealthcare market reportingsegment, needed their website todrive more qualified leads.
  • CASE STUDIES: HEALTHCARE MARKET RESOURCESStrategyA new SEO-optimized leadgeneration website. The websitestrategy and design was 100%focused on helping leads find relevantinformation and driving them throughthe sales funnel.
  • CASE STUDIES: HEALTHCARE MARKET RESOURCESResultsWithin the first week afterlaunch, newsletter signups increased7 times over the performance of theprevious site. Contact formcompletions improved 70%.
  • CASE STUDIES: GLOBAL PUBLISHERSituationFulcrumTech’s client, a global leaderin publishing, was looking todramatically improve results for theirholiday email campaign. Previousyears’ results were disappointing atbest.
  • CASE STUDIES: GLOBAL PUBLISHERStrategyFulcrumTech developed a three-wavetest plan which allowed the client torapidly test design, subject line, call-to-action, day-of-week, and other keyconversion levers. Reporting fromeach wave informed the subsequentwave so that the campaign wascontinually optimized to drivemaximum ROI.
  • CASE STUDIES: GLOBAL PUBLISHERResults 2010 Results 2012 Results % improvement Average unique open 9.29% 15.07% 62%186% ROI! Plus double-digit rateimprovement in open Average total click- through rate* 15.79% 17.6% 11.5%rates, click-through rates and Total Sales $47,585.21 $89,142.32 87%total sales. *not unique Average 2012 unique click-through rate: 5.64%And, this client now has critical Overall, the 2012 campaign generated 186% ROI!performance information abouttheir audience—they knowexactly what to test to driveeven better results for futureemail campaigns.
  • CASE STUDIES: BREAKINGPOINTSituationNeeded to create strong relationshipswith hard-to-find prospects andconvert to leads on a limited budget. Source: MarketingSherpa
  • CASE STUDIES: BREAKINGPOINTStrategyNew blogMonitoringBlog participationTwitterLinkedIn GroupsMore press releasesPromote social via email Source: MarketingSherpa
  • 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
  • CASE STUDIES: IBM COGNOSSituationSales cycle time was increasinglargely due to expanding buyingcommittees.Rented email list performance wasdeclining. Source: MarketingSherpa
  • CASE STUDIES: IBM COGNOSStrategy• Present company as thought- leader.• Rework website with additional offers (white papers, online demos, events, online communities).• Introduce lead-nurturing email campaign and strong statistical analysis. Source: MarketingSherpa
  • CASE STUDIES: IBM COGNOSResults• Increased campaign response rate from 0.5% to 17.5%• 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
  • CASE STUDIES: REGUSSituationTemporary office space providerneeded to dispel image of being toopricey and generate more leads. Source: MarketingSherpa
  • CASE STUDIES: REGUSStrategy• Focus on start-ups, entrepreneurs, and sole proprietors• 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
  • 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
  • CASE STUDIES: SUMMARYYour up-front strategy matters.Be relevant.Go where your market is.Develop a relationship as you wouldwith another person.
  • 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 90-day free trial
  • WEBINAR OFFER LogMyCalls Free Trial • LogMyCalls.com/30-day-trial • Coupon Code: DAMGOOD • Call (866) 811-8880
  • NEXT WEBINAR Thursday, Jan. 31, 2 PM ET Secrets of Google Maps: The Race for Local Business GOLD • ON YOUR MARK – Why you should care about Google Maps • GET SET – Setting it up and tips on using features often overlooked • GO!! – How to get found in Google search results • Sign up LogMyCalls.com/webinarDaniel Henry, Co-Founder, SEP Connect SEP Connect is extremely successful at placing local businesses on the Front Page of Google. Daniel is one of the key creators of the technology behind SEP Connect and has been instrumental in bringing the technology to market. As a co-founder, Daniel has been involved with the product development, from the beginning, for all the major platforms. Prior to SEP Connect, Daniel led the #1 sales team at Ameriquest Mortgage, setting the company record for quarterly sales on 4 separate occasions. Daniel also managed a team of 75 sales people at RiverOak Capital, delivering $1MM in monthly revenue.