How To Generate Leads And Drive Revenue Via Email And Social

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In this webinar, Tamara Gielen cover trends, best practices and tactics to generate leads via social media (Twitter, Facebook, blogs, communities etc) and how to nurture and convert those leads into paying customers.

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How To Generate Leads And Drive Revenue Via Email And Social

  1. 1. How To Generate LeadsAnd Drive Revenue WithSocial & Email MarketingTamara Gielen, Plan to Engage@tamaragielen
  2. 2. Your presenter today• 12+ years of experience in online marketing• Specialized in email marketing• Author, blogger, spea ker, consultant ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2
  3. 3. Marketing goal: generate SQLs Lead Lead scoring nurturing Lead Tools &generation Sales Processes Qualified Lead ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 3
  4. 4. The tools you’ll use Email Tools Search Ads Social Content Forms Testing Analysis ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 4
  5. 5. What we’ll cover today1. Using social media to generate leads2. Scoring leads to identify readiness-to-buy3. Nurturing leads with email marketing ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 5
  6. 6. Use social media togenerate leads 6
  7. 7. 1. Relevant content ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 7
  8. 8. Content that people share ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 8
  9. 9. Some examples ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 9
  10. 10. Some examples ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 10
  11. 11. Some examples ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 11
  12. 12. Some examples ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 12
  13. 13. 2. Landing pages that convert• A/B tested design & copy ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 13
  14. 14. 2. Landing pages that convert• A/B tested design & copy• Single-topic ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 14
  15. 15. 2. Landing pages that convert• A/B tested design & copy• Single-topic• No site-navigation ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 15
  16. 16. 2. Landing pages that convert• A/B tested design & copy• Single-topic• No site-navigation• Short forms ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 16
  17. 17. 3. Traffic, traffic, traffic Ads Email Search Social ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 17
  18. 18. Tweet about your content ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 18
  19. 19. Promote it on Facebook ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 19
  20. 20. Blog about it ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 20
  21. 21. Calls-to-action everywhere ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 21
  22. 22. Calls-to-action everywhere ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 22
  23. 23. Calls-to-action everywhere ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 23
  24. 24. Promote it to your list ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 24
  25. 25. CaptureAnalyze Score NEXT STEP NurtureYES Convert? NO ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 25
  26. 26. Score leads to identifyreadiness-to-buy 26
  27. 27. Lots of criteria to score on Email Web behavior responses Event BANT attendanceDemographics Score Sales input ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 27
  28. 28. Score defines message flow ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 28
  29. 29. Nurture leads with emailmarketing 29
  30. 30. Permission is key ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 30
  31. 31. Basic lead nurturing campaignsNew incoming leads Stay in touch- Welcome Focus content & timing on:- Educate -buyer roles  personas- Promote other content -buying stages ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 31
  32. 32. Sample lead nurturing path• Day 1: introductory email ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 32
  33. 33. Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 33
  34. 34. Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download• Day 15: personal email from sales rep ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 34
  35. 35. Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download• Day 15: personal email from sales rep• Day 30: Best practices white paper ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 35
  36. 36. Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 36
  37. 37. Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 37
  38. 38. Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series• Day 75: personal email from sales rep offering product demo ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 38
  39. 39. Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series• Day 75: personal email from sales rep offering product demo• Day 85: Call from sales rep to schedule in- person meeting ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 39
  40. 40. Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series• Day 75: personal email from sales rep offering product demo• Day 85: Call from sales rep to schedule in-person meeting• Day 90: sales proposal via emailSource:http://www.marketo.com/library/definitive-guide-to-lead-nurturing.pdf ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 40
  41. 41. Some greatresources
  42. 42. Check these out! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 42
  43. 43. B2Bemailmarketing.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 43
  44. 44. Thank you!Connect with me:tamara@PlanToEngage.com+32 477 666 930www.PlanToEngage.comwww.linkedin.com/in/tamaragielen 44

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