Innovative lead generation
using the web
Bill Dotson
Scott Clark

Every company needs….
A written definition of a
lead (vs. inquiry)

Scott’s Web Sales Funnel Image

Every company needs….
An evolving system for
qualifying leads.

Every company needs….
A reliable lead tracking
tool.

Every company needs….
Methods to measure
effectiveness of campaigns
and learn from them.

Lead Generation on the Web
5 facts from the trenches.

1. Customers view your
website in a wide context.

2. Customer behavior is the
best resource you have for
designing your business.

3. Successful lead
generation systems
(leadsys) are single-
minded.

4. Every lost visitor carries
tremendous opportunity
cost.

Clicks:
Conversion Rate:
Average Sale:
Sales:
Avg Lifetime Sales Value:
Lifetime Sales:
Value / Visitor:
Life Value / Visitor:
Cost of Ads:
Cost of Mgmt:
Profit Per Click:
Life Profit Per Click:

5. Customers are task &
goal-oriented.

I just want to
Get a quote!!!!

Be Unambiguous.

6. Guessing what works on
the web is very expensive
(and unnecessary.)

7. Customers read 20%
Source: useit.com

8. Great marketing cannot
overcome a broken leadsys.
(Great leadsys cannot
overcome a broken offer.)

9. Paid search is a fabulous
way to test stuff.
Design of page.
Locating target market
Determining market size
Determining product positioning
Optimizing product
pitch/phrasing
Capturing negative backlash
Testing product pricing
Testing timing of product offer
Etc…

10. Dedicated lead generation
paths can boost lead rates by
hundreds of %.

Web Lead Generation Tactics

Tactic:
SEO
(for “profit” phrases)

Tactic:
Precision Paid Search
Marketing

Tactic:
Local Search Marketing
(Maps, OYP)

Tactic:
Participation in the
Blogosphere.
(sweat equity)

(Emerging) Tactic:
Twitter Outreach

Bill: More Tactics

Tactic:
Make useful tools.

Tactic:
High-Value Email
Campaigns

Personalized
Newsletter

Tactic:
Answering Questions with
Authority

Social media

Tactic:
Create fun experiences.

Fun
Practical

Tactic:
Host conversations.

Social media

More Tactics….
• Reward documents:
handouts, whitepapers, checklists
• Forums
• Videos / Video Blogs
• Podcasts / Webinars – live & recorded
• Slideshows with narration / Photo galleries
• Pay Per Call

After the meeting…
Bill Dotson –
Video & Add’l Lead Gen notes:
http://www.webmedley.com/blog
Scott Clark -
Videos, Slides, Notes, Links:
http://www.buzzmaven.com/leadgen

Sample Company: HVAC

Background
• What do we sell?
• Is our foundation in place?
– Site – able to edit it and create pages?
– CRM – service dates, equipment, client
since…
– And…

Lead Gen Foundation
• Search engines: Local and ads
• Search Engine & Stats knowledge
• Site Review
• Integrated Marketing – where’s the URL?

Idea:
Sell More Services.