Creating a World Class, Integrated Lead Generation ProgramDial in:   (888) 296-6500 ; 991084	Twitter:  #nowspeedLeadGenQue...
Nowspeed Demand Generation Programs<br />
Nowspeed Clients<br />
Nowspeed Team <br /><ul><li>Strong team of experts
Passionate about results
All of the skills needed
Strategy, Search and Creative</li></li></ul><li>What is World-Class?<br />
Characteristics of World-Class Marketing Programs<br />Know which levers to pull in order to improve results<br />Use the ...
Optimized Internet Marketing Programs<br />- Know which levers to pull in order to improve results<br />Lead Generation Go...
Outbound</li></ul>Prospect<br />Customer<br />Nurture<br />
Marketing Sherpa Chart- Use the most effective tools first!<br />
Build consistent and predictable programsPlanfar ahead, but stay flexible <br />Offer Creation and Landing Page Design<br ...
Plan to improve the program ROI<br />
Sample Planner: Activities<br />
Marketing and Sales Alignment- Create alignment between sales/marketing with common metrics<br />Waterfall Conversion Rate...
AlignStrategy with Marketing Tactics <br />Planning<br />What are your<br />key messages?<br />Who is your target audience...
Integrate marketing programs to work together<br />
Integrate marketing programs to work together<br />
Content Along the Buying Cycle<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />16<br />eBook / White Paper<br />Wher...
Content Architecture<br />Buying Cycle<br />
Relevant Offers:	Driving Conversions<br />High-Performance Offers do the following:<br />Are highly relevant to a visitors...
White Paper Examples<br />
Integrated Marketing- Leverage content from one program for others<br />SEO – Create articles for distribution to build li...
Website Design & Development	Great design that delivers results<br />Designed to Drive Leads<br />Strong Branding<br />Com...
Web Analytics  - Decisions that Improve Results- Ask hard questions and answer them with data<br /><ul><li>Is traffic movi...
Which offers and links are most effective?
Is PR working?
Are search efforts and directories working?
Example</li></li></ul><li>Integrated Marketing – Gaining Leverage and Power from all of your Programs<br />Use the best of...
Search Marketing	Paid and  Organic Search <br />Paid<br />Organic<br />
Pay Per Click (PPC) Search Marketing- Ask hard questions and answer them with data<br />What is your average Cost/Lead in ...
How to Optimize Pay Per Click Campaigns- Leverage best practices everywhere<br />Build comprehensive  keyword list<br />Cr...
Landing Page Case Study - Old Landing Page- Test, measure and learn<br />25992 Impressions<br />65 clicks<br />4.4 average...
Generic New Landing Page<br /><ul><li>10419 Impressions
55 clicks
6.6 average position
7 conversions
CPL: $40.37</li></ul>Drastically improves conversion rate and CPL<br />
CustomNew Landing Page<br /><ul><li>13662 Impressions
19 clicks
3.3 average position
15 conversions
CPL: $22.74
UMOL brand
Copy specific to program (example above)
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Creating A World Class Lead Generation Program

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Nowspeed presentation offering best-practices and tips for creating World-Class Lead Generation Programs. Learn how to integrate social media, search, email and web strategies to get the highest possible return on your lead generation efforts.

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  • Nowspeed works with each client to develop an action plan that supports lead generation goals, business objectives, is in line with client sales cycles, and meets any seasonality of business.
  • Whether a full strategic engagement, business level strategy, or tactical strategy, Nowspeed’s approach is the same.
  • Creating A World Class Lead Generation Program

    1. 1. Creating a World Class, Integrated Lead Generation ProgramDial in: (888) 296-6500 ; 991084 Twitter: #nowspeedLeadGenQuestions: amuniz@nowspeed.com<br />Blog: www.internet-marketing-strategies-and-secrets.com/<br />Twitter: davidreske<br />Linked-In: David Reske<br />Dave Reske, Managing Director<br />dreske@nowspeed.com<br />508 616-0111 x202<br />www.nowspeed.com<br />
    2. 2. Nowspeed Demand Generation Programs<br />
    3. 3. Nowspeed Clients<br />
    4. 4. Nowspeed Team <br /><ul><li>Strong team of experts
    5. 5. Passionate about results
    6. 6. All of the skills needed
    7. 7. Strategy, Search and Creative</li></li></ul><li>What is World-Class?<br />
    8. 8. Characteristics of World-Class Marketing Programs<br />Know which levers to pull in order to improve results<br />Use the most effective toolsfirst<br />Build consistent and predictable programs<br />Plan far ahead, but stay flexible <br />Create alignment with sales with common metrics<br />AlignStrategy with Marketing Tactics <br />Ask hard questions and answer them with data<br />Integrate marketing programs to work together<br />Leverage content from one program for others<br />Leverage best practices everywhere<br />Test, measure and learn<br />
    9. 9. Optimized Internet Marketing Programs<br />- Know which levers to pull in order to improve results<br />Lead Generation Goals<br />Internet <br />Marketing<br />Programs<br /><ul><li>Inbound
    10. 10. Outbound</li></ul>Prospect<br />Customer<br />Nurture<br />
    11. 11. Marketing Sherpa Chart- Use the most effective tools first!<br />
    12. 12. Build consistent and predictable programsPlanfar ahead, but stay flexible <br />Offer Creation and Landing Page Design<br />PPC Campaign Optimization<br />Social Media to build traffic<br />Home Page Design Optimization<br />Email Marketing Automation Program<br />SEO to grow organic search traffic<br />
    13. 13. Plan to improve the program ROI<br />
    14. 14. Sample Planner: Activities<br />
    15. 15. Marketing and Sales Alignment- Create alignment between sales/marketing with common metrics<br />Waterfall Conversion Rates<br />Average<br />Conversion<br />Sales & marketing act as an integrated team with a common goal of pipeline development<br />Common Goals<br />Common Definitions<br />Common Metrics<br />Integrated Programs<br />Inquiries<br />3.9%<br />Marketing Qualified Leads (MQLs)<br />58.3%<br />Sales Accepted Leads<br />49.1%<br />Sales Qualified Leads (SQLs)<br />23.1%<br />Closed/Won Business<br />Source: SiriusDecisions<br />
    16. 16. AlignStrategy with Marketing Tactics <br />Planning<br />What are your<br />key messages?<br />Who is your target audience?<br />How do you ensure performance?<br />How do optimize your investment?<br />Do you know what it takes to win?<br />
    17. 17. Integrate marketing programs to work together<br />
    18. 18. Integrate marketing programs to work together<br />
    19. 19. Content Along the Buying Cycle<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />16<br />eBook / White Paper<br />Where else can visitors get these resources?<br />Are they current, of high-quality, updated often?<br />How well do they competitively position you?<br />Impression<br />Analyst Report / Publication<br />Blog / Article / Tweet / Podcast<br />Lead<br />Case Study / Video Testimonial<br />Guided Tour / Product Demo<br />Webinar<br />Quality Contact<br />Press & News<br />Prospect<br />Glossary / ROI Calculator<br />Free Trial / Free Consultation<br />Help Desk / Chat / Forum<br />Customer<br />Training / Usage Tips <br />Contact Information<br />
    20. 20. Content Architecture<br />Buying Cycle<br />
    21. 21. Relevant Offers: Driving Conversions<br />High-Performance Offers do the following:<br />Are highly relevant to a visitors information requirements and key purchase criteria<br />Communicate objective value in their design and subject matter<br />Are cutting-edge, topical, and related to highly-searched or discussed topics in an industry<br />
    22. 22. White Paper Examples<br />
    23. 23. Integrated Marketing- Leverage content from one program for others<br />SEO – Create articles for distribution to build links<br />SMM – Create Blog posts, YouTube video, tweet series, linked-in discussions, Facebook<br />PPC – Leverage as offer for campaign <br />PR – Submit press release announcing content<br />Email – Leverage as offer for email campaign <br />Ads – Leverage as offer for campaign <br />Web – Turn content into SEO optimized web pages<br />
    24. 24. Website Design & Development Great design that delivers results<br />Designed to Drive Leads<br />Strong Branding<br />Compelling Headline & Key Messages<br />Social Media Integrated<br />Comprehensive Information Architecture<br />
    25. 25. Web Analytics - Decisions that Improve Results- Ask hard questions and answer them with data<br /><ul><li>Is traffic moving up?
    26. 26. Which offers and links are most effective?
    27. 27. Is PR working?
    28. 28. Are search efforts and directories working?
    29. 29. Example</li></li></ul><li>Integrated Marketing – Gaining Leverage and Power from all of your Programs<br />Use the best offers on the home page<br />Consistent Brand, Look & Feel<br />SMM optimize the web site with comments & feedback on landing pages, post to digg, delicious, integrate blogs with website design, create hub page to bring SMM content to web site<br />SEO optimize the web site tags and content <br />Test landing page designs to optimize conversion rates and then use across all campaigns<br />SEO Optimized Press Releases <br />Optimized Landing Pages<br />Optimized Landing Pages<br />
    30. 30. Search Marketing Paid and Organic Search <br />Paid<br />Organic<br />
    31. 31. Pay Per Click (PPC) Search Marketing- Ask hard questions and answer them with data<br />What is your average Cost/Lead in your SEM campaigns?<br />What is your total SEM budget per month?<br />How many leads are you generating from SEM each month?<br />Business Value <br />Lower Cost Per Lead<br />More leads for marketing dollars spent<br />Higher Revenue and Gross Margin<br />
    32. 32. How to Optimize Pay Per Click Campaigns- Leverage best practices everywhere<br />Build comprehensive keyword list<br />Create Adword groups for similar words<br />Select offers<br />Create ads for each offer tailored to each group <br />Link to landing pages<br />Analyze Results<br />Keyword Research Example <br />
    33. 33. Landing Page Case Study - Old Landing Page- Test, measure and learn<br />25992 Impressions<br />65 clicks<br />4.4 average position<br />1 conversion <br />CPL: $329.60!!!<br />Budget used up quickly, resulted in poor conversions, little ability to be promoted throughout the day.<br />
    34. 34. Generic New Landing Page<br /><ul><li>10419 Impressions
    35. 35. 55 clicks
    36. 36. 6.6 average position
    37. 37. 7 conversions
    38. 38. CPL: $40.37</li></ul>Drastically improves conversion rate and CPL<br />
    39. 39. CustomNew Landing Page<br /><ul><li>13662 Impressions
    40. 40. 19 clicks
    41. 41. 3.3 average position
    42. 42. 15 conversions
    43. 43. CPL: $22.74
    44. 44. UMOL brand
    45. 45. Copy specific to program (example above)
    46. 46. Leads funneled directly to this program</li></li></ul><li>Landing Page Multivariate Testing- Test, measure and learn<br /><ul><li>Multivariate testing:
    47. 47. Evaluation of multiple variables simultaneously
    48. 48. Users may see:
    49. 49. Headline A, Image B, Copy C
    50. 50. Headline B, Image C, Copy A
    51. 51. And on and on…</li></li></ul><li>Reporting & Optimization- Ask hard questions and answer them with data<br /><ul><li>Utilize dashboard to report findings and recommendations on all program metrics on a monthly basis</li></li></ul><li>Integrated Marketing – Gaining Leverage and Power from all of your Programs<br />Leverage Great Offers for PPC Campaigns<br />Test messages and ad copy and use best messages for email subject lines<br />Test messages and ad copy and use best messages for advertising<br />Create Best Practice Landing Pages<br />
    52. 52. Integrated Marketing – Gaining Leverage and Power from all of your Programs<br />Leverage Great Offers for Advertising Campaigns<br />Advertise on social media sites<br />Advertise on sites with good PR pickup<br />Test messages and ad copy and use best messages for ads<br />Create Best Practice Landing Pages<br />
    53. 53. Search Engine Optimization (SEO)- Ask hard questions and answer them with data<br />Has your website been optimized for organic search?<br />What are five of your most important keywords?<br />How much traffic (what percent) is coming from Organic search?<br />How many leads per month are being driven by Organic search?<br />Is link popularity strong enough?<br />Business Value<br />Better keyword visibility on search engines<br />More organic search traffic to web site<br />More leads with no media cost<br />
    54. 54. SEO Strategy <br />Increase search engine rank on selected keywords<br />Increase overall traffic to the site<br />Increase lead flow<br />
    55. 55. Search Engine Market Share - Searches<br />
    56. 56. SEO Steps to Good Rankings- Leverage best practices everywhere<br /><ul><li>Keywords
    57. 57. High Traffic, Low Competition, Good Fit for Business
    58. 58. Content
    59. 59. 500-1200 words per page depending on competitive ranking pages
    60. 60. Must be relevant to search term and contain quality information
    61. 61. Page Elements
    62. 62. Body Copy, Title Tag, Meta Keywords, Meta Description, Alt Tags
    63. 63. Link Popularity
    64. 64. Directory Submissions
    65. 65. Press Releases
    66. 66. Blogging
    67. 67. Make it Easy to Crawl
    68. 68. Clean HTML
    69. 69. No “Black hat” techniques</li></li></ul><li>SEO Visibility and Organic Traffic<br />Situation and Goals<br />Increase the visibility within the search engines for relevant keywords and to drive traffic to website. <br />Nowspeed Program<br />Provided keyword research and keyword recommendations. Developed implementation strategy of content, new page submissions to search engines and incorporated link building plan.<br />Results:<br />Increased search engine visibility for targeted keywords. <br />Increased Organic traffic by 89%<br />
    70. 70. Integrated Marketing – Gaining Leverage and Power from all of your Programs<br />Leverage content architecture<br />Build links from article and content distribution, blog comments<br />SEO Optimized Blog content<br />Build links from SEO Optimized Press Releases <br />SEO Optimized Web site content<br />
    71. 71.
    72. 72. What are your Goals?<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />41<br />Sales, offer downloads, etc.<br />Participating and/or listening to conversations<br />Driving traffic to your site, i.e. landing page, hub page<br />Building awareness around your brand/product<br />
    73. 73. Social Media Marketing- Ask hard questions and answer them with data<br />Do you have an SMM strategy?<br />Do you have a blog? How effective is it?<br />Have you identified the best blog and social media sites for you to participate in? Are you working these sites effectively?<br />How many new links are being driven by social media?<br />How much traffic is begin driven by social media?<br />Business Value<br />Brand visibility and impressions<br />More links to web site<br />Better keyword visibility on search engines<br />More organic search traffic to web site<br />More leads with no media cost<br />
    74. 74. Social Media Marketing Program- Leverage best practices everywhere<br />Thought Leadership<br />Followers<br />“Buzz”<br />Subscribers<br />Brand Building<br />Blog<br />Website & Blog Traffic<br />Listening & Learning<br />Leads<br />
    75. 75. Create Core Content Packages and Distribute to Social Media Sites<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />44<br />
    76. 76. Integrated Marketing – Gaining Leverage and Power from all of your Programs<br />Use content and offers as basis for creating and delivering content on social media sites<br />Use keywords that are part of the SEO effort to get multiple search results across social media sites for your content<br />Build online relationships with key marketplace influencers<br />Comments & feedback on landing pages<br />Post to Digg, delicious<br />Integrate blogs with website design <br />Create hub page <br />Use Email to build communities<br />Post to Digg, Delicious from email<br />Advertise on social media sites<br />
    77. 77. Integrated Marketing – Gaining Leverage and Power from all of your Programs<br />Create releases to promote excellent content<br />Build online relationships with key marketplace influencers<br />Build links from SEO Optimized Press Releases <br />Advertise on sites with good PR pickup<br />SEO optimize releases and treat as landing pages<br />
    78. 78. Email Marketing- Ask hard questions and answer them with data<br />How large is your in-house prospect list?<br />Do you have an e-newsletter? How often do you send it? <br />Do you use rented email lists? How effective are they?<br />What is the average CRT and Conversion rate of your email?<br />Do you have a systematic Lead Nurture program?<br />Business Value<br />Higher Click through rate (CTR) and conversion rate <br />More leads at a lower cost per lead<br />More effective movement of prospects through the buying cycle<br />
    79. 79. Email Marketing- Leverage best practices everywhere<br />List Building<br />Offer Selection<br />Creative Design<br />Techniques to Improve Performance<br />Personalization<br />Subject lines<br />Spam filters<br />Execution and Testing <br />
    80. 80. Email Marketing Analysis<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />49<br />
    81. 81. Lead Nurture<br />Lead nurture system design with business rules to automate follow-up and ongoing communication <br />Engage leads in a dialog through automation<br />Build lead nurturing campaigns through a drag-and-drop interface<br />
    82. 82. Lead Nurturing Trigger Based Email Campaigns<br />
    83. 83. Integrated Marketing – Gaining Leverage and Power from all of your Programs<br />Leverage Great Offers for Email Campaigns<br />Test messages and ad copy and use best messages for ads<br />Create Best Practice Landing Pages<br />
    84. 84. Characteristics of World-Class Marketing Programs<br />Know which levers to pull in order to improve results<br />Use the most effective toolsfirst<br />Build consistent and predictable programs<br />Plan far ahead, but stay flexible <br />Create alignment with sales with common metrics<br />AlignStrategy with Marketing Tactics <br />Ask hard questions and answer them with data<br />Integrate marketing programs to work together<br />Leverage content from one program for others<br />Leverage best practices everywhere<br />Test, measure and learn<br />
    85. 85. Creating a World Class, Integrated Lead Generation ProgramDial in: (888) 296-6500 ; 991084 Twitter: #nowspeedLeadGenQuestions: amuniz@nowspeed.com<br />Blog: www.internet-marketing-strategies-and-secrets.com/<br />Twitter: davidreske<br />Linked-In: David Reske<br />Dave Reske, Managing Director<br />dreske@nowspeed.com<br />508 616-0111 x202<br />www.nowspeed.com<br />
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