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Sales Lead Magnets
Creating Sales Lead Magnets
for the Sales Funnel
Bob McCarthy
McCarthy & King Marketing
McCarthyandKing...
McCarthyandKing.com 508-473-8643
The 40-40-20 Rule
McCarthyandKing.com 508-473-8643
One-Step Selling
vs
Two-Step Selling
McCarthyandKing.com 508-473-8643
What is a Lead Magnet?
A Lead Magnet is a
direct response offer
specifically for generating sales leads
McCarthyandKing.co...
McCarthyandKing.com 508-473-8643
McCarthyandKing.com 508-473-8643
McCarthyandKing.com 508-473-8643
McCarthyandKing.com 508-473-8643
McCarthyandKing.com 508-473-8643
McCarthyandKing.com 508-473-8643
McCarthyandKing.com 508-473-8643
McCarthyandKing.com 508-473-8643
McCarthyandKing.com 508-473-8643
McCarthyandKing.com 508-473-8643
Lead Magnets
are more educational
than promotional
(that’s what makes them appealing)
McCarthyandKing.com 508-473-8643
Lead Magnets
answer their questions
and
demonstrate your knowledge
McCarthyandKing.com 508-473-8643
Lead Magnets
are not just calls-to-action
within a campaign.
They should be the centerpiece
of the campaign.
McCarthyandKi...
Lead Generation Offers
Information Kits
Brochures
Consultations
Demonstrations
Trials
Lead Magnets
McCarthyandKing.com 508...
Common lead magnets
McCarthyandKing.com 508-473-8643
White papers
Tip sheets
Ebooks
Guidebooks
How-to booklets
Step-by-ste...
Mapping your Sales Process
McCarthyandKing.com 508-473-8643
Lead Generation
Multi-Channel Outreach
• Top of the Funnel lead magnets
• Downloadable FREE information
• Track response a...
Multi-Channel Leads
McCarthyandKing.com 508-473-8643
Lead Capture
Your landing page
• Experiment with pURLs
• Experiment with video
• Simple lead forms
• Minimal contact info ...
Lead Qualification
Find out who’s really a lead
• Create a preliminary survey
• Use lead magnets to incentivize response
•...
Lead Nurturing
Use email to stay in touch and build relationship
• Move prospects through sales process with higher
commit...
Sales Engagement
One-to-One High-Commitment Engagements
• Demonstrations, presentations
• Audits, reviews
• Consultations,...
Lead Magnet “must-haves”
• Must tap into a prospect’s problem or question
• Must provide a solution without promotion
• Mu...
Title Tips
McCarthyandKing.com 508-473-8643
• Titles will impact your response more than anything
• Create titles that are...
Title Ideas
McCarthyandKing.com 508-473-8643
Report
Checklist
Cheat Sheet
Playbook
Guide
Planning Guide
Guidebook
Handbook...
Pick a Number
10 Rules
10 Laws
10 Lessons
10 Tenets
10 Secrets
10 Truths
10 Mysteries
10 Tips
10 Questions
10 Myths
10 Com...
Thank you.
Bob McCarthy
McCarthy and King Marketing
www.McCarthyandKing.com
508-473-8643
McCarthyandKing.com 508-473-8643
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NEDMA14: Creating Sales Lead Magnets for Your Sales Funnel - Bob McCarthy

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Sales lead magnets are direct response offers specifically for lead generation and lead nurturing programs. They can be used to generate response from direct mail, email, advertising, search and online marketing. Lead magnets are the primary drivers in determining both the quantity and quality of your response. From this presentation, you will learn: how to generate ideas for lead magnets, how to find lead magnets that may already exist, how to create lead magnets from scratch, and much more.

This presentation was given by Bob McCarthy, President of McCarthy & King Marketing, at NEDMA's Annual Conference on May 14, 2014.

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Transcript of "NEDMA14: Creating Sales Lead Magnets for Your Sales Funnel - Bob McCarthy"

  1. 1. Sales Lead Magnets Creating Sales Lead Magnets for the Sales Funnel Bob McCarthy McCarthy & King Marketing McCarthyandKing.com 508-473-8643
  2. 2. McCarthyandKing.com 508-473-8643
  3. 3. The 40-40-20 Rule McCarthyandKing.com 508-473-8643
  4. 4. One-Step Selling vs Two-Step Selling McCarthyandKing.com 508-473-8643
  5. 5. What is a Lead Magnet? A Lead Magnet is a direct response offer specifically for generating sales leads McCarthyandKing.com 508-473-8643
  6. 6. McCarthyandKing.com 508-473-8643
  7. 7. McCarthyandKing.com 508-473-8643
  8. 8. McCarthyandKing.com 508-473-8643
  9. 9. McCarthyandKing.com 508-473-8643
  10. 10. McCarthyandKing.com 508-473-8643
  11. 11. McCarthyandKing.com 508-473-8643
  12. 12. McCarthyandKing.com 508-473-8643
  13. 13. McCarthyandKing.com 508-473-8643
  14. 14. McCarthyandKing.com 508-473-8643
  15. 15. McCarthyandKing.com 508-473-8643
  16. 16. Lead Magnets are more educational than promotional (that’s what makes them appealing) McCarthyandKing.com 508-473-8643
  17. 17. Lead Magnets answer their questions and demonstrate your knowledge McCarthyandKing.com 508-473-8643
  18. 18. Lead Magnets are not just calls-to-action within a campaign. They should be the centerpiece of the campaign. McCarthyandKing.com 508-473-8643
  19. 19. Lead Generation Offers Information Kits Brochures Consultations Demonstrations Trials Lead Magnets McCarthyandKing.com 508-473-8643
  20. 20. Common lead magnets McCarthyandKing.com 508-473-8643 White papers Tip sheets Ebooks Guidebooks How-to booklets Step-by-step guides Case studies Customer interviews Videos Q&As Charts Infographics Tutorials Podcasts Templates Webinars/Seminars
  21. 21. Mapping your Sales Process McCarthyandKing.com 508-473-8643
  22. 22. Lead Generation Multi-Channel Outreach • Top of the Funnel lead magnets • Downloadable FREE information • Track response against costs McCarthyandKing.com 508-473-8643
  23. 23. Multi-Channel Leads McCarthyandKing.com 508-473-8643
  24. 24. Lead Capture Your landing page • Experiment with pURLs • Experiment with video • Simple lead forms • Minimal contact info required And don’t forget traditional response channels (phone, reply mail, fax, walk in) McCarthyandKing.com 508-473-8643
  25. 25. Lead Qualification Find out who’s really a lead • Create a preliminary survey • Use lead magnets to incentivize response • With each response, ask for more info Or pick up the phone McCarthyandKing.com 508-473-8643
  26. 26. Lead Nurturing Use email to stay in touch and build relationship • Move prospects through sales process with higher commitment lead magnets • Webinars, seminars • Product/service brochures, spec sheets • Case studies, customer interviews • In-depth surveys McCarthyandKing.com 508-473-8643
  27. 27. Sales Engagement One-to-One High-Commitment Engagements • Demonstrations, presentations • Audits, reviews • Consultations, strategy sessions • Spec reviews • Trials McCarthyandKing.com 508-473-8643
  28. 28. Lead Magnet “must-haves” • Must tap into a prospect’s problem or question • Must provide a solution without promotion • Must be aligned with the prospect’s interest • Must be aligned with the sales stage • Must have a compelling title • Must not disappoint with content • Must be substantive enough to justify the “gate” • Must position you (or you company) as an expert McCarthyandKing.com 508-473-8643
  29. 29. Title Tips McCarthyandKing.com 508-473-8643 • Titles will impact your response more than anything • Create titles that are descriptive, not clever • Try to include your audience in the title (what every accountant needs to know) • Don’t over promise • Consider two-part titles (title and subtitle) 10 Pitfalls of Hiring Contractors What every HR professional needs to know • Design cover so title is readable in thumbnail.
  30. 30. Title Ideas McCarthyandKing.com 508-473-8643 Report Checklist Cheat Sheet Playbook Guide Planning Guide Guidebook Handbook Manual Lessons Blueprint Instruction Guide Tutorial Advisory Review Tool Kit Bible Brief Executive Briefing Abstract Your Guide to Road Map
  31. 31. Pick a Number 10 Rules 10 Laws 10 Lessons 10 Tenets 10 Secrets 10 Truths 10 Mysteries 10 Tips 10 Questions 10 Myths 10 Commandments 10 Guideposts 10 Ways 10 Reasons Why 10 Ideas 10 Steps 10 Misunderstandings 10 Mistakes 10 Missteps 10 Pitfalls McCarthyandKing.com 508-473-8643
  32. 32. Thank you. Bob McCarthy McCarthy and King Marketing www.McCarthyandKing.com 508-473-8643 McCarthyandKing.com 508-473-8643
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