Web Performancing: Driving Leads in a Soft Economy Jeff G. Molander CEO [email_address] blog: www.jeffmolander.com twitter: @jeffreymolander

Goals Talk with each other Identify what works Why (common themes) Generate new ideas, strategies

Connecting a community of buyers and sellers through relevant and compelling information.

Evolve Faster

“ . . . IBM uses pre-determined ‘qualifications’ to popup an online chat. In just the first 3 months of operation, IBM has seen over 2,845 chats with new customers, resulting in 182 validated leads and is now extending the online chat to Germany, China and Japan.” Sandy Carter

The Web Local, regional targeting DIY, outsource or co-source? Aggregators, networks or exchanges? Virtual conferences / expos and “social media” Integration & Lead Management Online & multi-channel Scoring, quality improvements, hot-transfers, etc. “ Content Marketing” (custom media) How publishers, middle-men AND advertisers using? Typical goals for each? How ROI measured? What are delivery vehicles; what does it look like? Opportunities

The Web

Local, regional targeting

DIY, outsource or co-source?

Aggregators, networks or exchanges?

Virtual conferences / expos and “social media”

Integration & Lead Management

Online & multi-channel

Scoring, quality improvements, hot-transfers, etc.

“ Content Marketing” (custom media)

How publishers, middle-men AND advertisers using?

Typical goals for each? How ROI measured?

What are delivery vehicles; what does it look like?

Connecting a community of buyers and sellers through relevant and compelling information.

B2B Lead Generation Publishing to Existing customers hungry for content Re-sellers RSS Anyway customer wants it, when they want Relevant content beyond products Delicately leveraging promotions Discovering ‘info consumption’ habits of customer segments

Publishing to

Existing customers hungry for content

Re-sellers

RSS

Anyway customer wants it, when they want

Relevant content beyond products

Delicately leveraging promotions

Discovering ‘info consumption’ habits of customer segments

Lead Gen Using RSS Publishing

Lead Gen Using Communities

Which online lead generation strategies actually work ?

Aggregators Networks Events

Which online lead generation strategies actually work ? Q: What have you invested in and what has been the outcome -- good and bad? Discuss: Dissect problems. Summarize: Why the positive outcomes worked.

Is Your Lead Management System effective AND efficient? Q: Do you know what to pay for a lead? Q: Do your lead gen tactics tie to closed sales? Q: How do you define lead quality? Why? Q: What does your lead management process look like? What systems do you use? Why? Discuss: Dissect problems. Summarize: Why the positive outcomes worked.

Integration Web + Traditional

Web + Traditional

Are You Using CONTENT to Generate Leads? Q: Do you blog? Why or why not? Q: Do you host Webinars? Attend virt. events? Q: How can you use content to prompt behavior?

Content Marketing Basics What is “Content Marketing?” How are publishers, middle-men (affiliates) & advertisers using it? What are typical goals for each? How is ROI measured? What are the delivery vehicles and what does it look like? Business Planning Creating content that’s in demand Who “owns” content creation in the corporation? How to launch & continually create, and optimize an ongoing content marketing plan Challenges to exploiting opportunity Philosophical, trust and authenticity issues Sustainability

What is “Content Marketing?”

How are publishers, middle-men (affiliates) & advertisers using it?

What are typical goals for each? How is ROI measured?

What are the delivery vehicles and what does it look like?

Business Planning

Creating content that’s in demand

Who “owns” content creation in the corporation?

How to launch & continually create, and optimize an ongoing content marketing plan

Challenges to exploiting opportunity

Philosophical, trust and authenticity issues

Sustainability

Best Practice Leaders (online led gen) Education AllStarDirectories, CourseAdvisor, QuinStreet, eLearners, Vantage Media, ClassesUSA, World Class Strategies, Infilearnv QuinStreet Edvisors Financial Services Nextag LowerMyBills AffiliateFuel (Experian) MediaWhiz Leapfrog (Evanston) LendingTree Communications WhiteFence Red Ventures Letstalk.com ClearLink

Low Cost ‘Must Do’s’ Join relevant groups, participate ( share ) regularly Consider becoming proficient in using free tools like Answers, Groups www.executivesguide-linkedin.com Business Contact Exchange “ Short form, Instant Messaging for the Web and beyond” twitter.com/jeffreymolander

Resources Brian Carroll, InTouch (now MECLABS Group) www.startwithalead.com http://feeds.feedburner.com/B2bLeadGenerationBlog (podcast) Tim Ash, SiteTuners Author, Landing Page Optimization sitetuners.wordpress.com www.acceleratingITsales.com Brian & Jeffrey Eisenberg grokdotcom.com

Thanks! Jeff G. Molander CEO [email_address] blog: www.jeffmolander.com twitter: @jeffreymolander