Lead Generation Campaigns That Rock: How To Create and Execute (and Sell) Them

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As a B2B or agency marketer, your primary goal is to generate leads for your sales team or your clients. Creating lead generation campaigns that work is not a simple task, but it is possible. …

As a B2B or agency marketer, your primary goal is to generate leads for your sales team or your clients. Creating lead generation campaigns that work is not a simple task, but it is possible.

View this presentation and learn:
- How to use Optify to build a simple lead gen campaign
- Best practices on putting together a lead gen campaign, including best practices for landing pages, autoresponse emails and more
- How to package and price lead gen campaigns as a new service your agency can offer
- How to sell lead gen campaign services to your existing customers and to your prospects

Learn more and watch the recorded webinar here http://www.optify.net/webinars/how-to-build-lead-gen-campaigns

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  • 1. Lead Generation Campaigns That RockHOW TO CREATE , EXECUTE AND SELL THEM
  • 2. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential2Rob Eleveld, CEO, OptifyRob Eleveld, CEO of Optify is a 20-year tech veteran withdeep experience in B2B sales and marketing.    Rob is passionate about growing business through partnerchannels at Optify and excited about the opportunity thatinbound marketing affords to forward-thinking digitalmarketing agencies. Follow Rob on Twitter - @RobertEleveld SpeakersTing Van Osdol, Customer Engagement Manager, OptifyTing is the Customer Engagement Manager at Optify andfocuses on customer engagement and satisfaction. Tingbelieves that understanding our customers is the key tosuccessful customer support. Ting drives customer usage bydesigning and executing customer engagement programs andmanaging the help and support system.Prior to Optify, Ting worked for The Knot and WildChina.How to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 3. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential3About OptifyOptify delivers a simple digital marketing software suite for agencies. Ourcomplete cloud-based software eliminates the need for standalone toolsand empowers agency marketers to easily create and manage demandgeneration programs across multiple websites, nurture prospects,prioritize the best performing programs and streamline reporting of clientresults - all from one login.Optify, Inc710 2nd Ave, Suite 840#Seattle, WA 981041 (206) 388-4234 (phone)#1 (877) 2-OPTIFY (toll-free)#1 (206) 787-1410 (fax)#Sales: sales@optify.net#Help: support@optify.net#Other Inquiries: info@optify.netHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 4. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential4AgendaDISCUSSION FRAMEWORKWebinar series introductionLead generation campaign frameworkHow to build lead gen campaigns in OptifyPackaging and pricing lead gen campaignsSelling lead gen services to clientsonetwothreefourfiveHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 5. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential5Introducing our webinar series: "Simple & Integrated Retainer-Based ServicesHow can I expand my digital marketing services offering?§  So we’re going to keep it simple for those who don’t yet offer theseservices.How can I scale my business when I am tapped out?§  So these services are designed to be executed by more junior folksusing Optify.Can you get me started with exactly how to execute this service?§  Well, we’re going to try. But your enthusiasm and creativity add farmore than what we can show here.How should I price this service? AND/OR How do I get my clientson retainers?§  We’re addressing both of these questions quite specifically. Do you offer any co-branded sales materials?§  Yes! You will see some very shortly in this webinar . . . for you to re-use later!How to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 6. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential6Objectives of a lead generation campaign serviceHalf of clients should be on a Lead Gen retainer service§  Lead Gen is the core of B2B and local marketing§  So every client is an eligible target: get 50% on this service.Price to sell them consistently: $1,000-$1,500 per campaign and VERYPROFITABLE§  Not including promotion budget §  50% gross margins even at $750 per month§  5 campaigns at $1,250/mo = $6,250 of retainers for lead gen campaigns!Getting clients on retainers enables you to expand to additional services§  This services should continue your progression to positioning retainers.§  More retainer services means more cash flow visibility.A Lead Gen service provides very concrete value to clients§  You hear more digital marketing service opportunities/needs when you are inclose and ongoing contact with clients.You can execute against the channel you are comfortable with (PPC,Email, Paid Social, etc)§  But the lead capture, prioritization, and followup is criticalHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 7. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential7Lead Gen BasicsGoals:•  Generate leads•  Deliver qualified leads to sales•  Increase house list size (subscribers)Internal  checklist/ques1ons:    •  Why  are  you  building  it?                      (Goals,  measurements)  •  Who  are  you  targe8ng?                                                  (demographic,  firmographic,  personas)  •  What  are  they  interested  in?            (Industry  news,  8ps  and  tricks,  thought                                                                                        leadership,  company  updates)  •  Where  are  they  online?                                                  (Blog,  outsourced,  aggregated)  •  When  will  they  see  it?                                              (Purchase  cycle  stage)    How to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 8. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential8“Hard Ask” vs. “Soft Ask” CampaignsHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 9. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential9“Hard Ask” vs. “Soft Ask” CampaignsPromotionsLandingPage with“Hard Ask”Requires incentiveSalesPromotionsLandingPage with“Soft Ask”House ListNurtureHard AskCampaignsto HouseListSalesHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 10. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential10“Hard Ask” Setup FrameworkCreate the “offer”Create thelanding page (andthank you page)Create theautoresponder(S)Create Form Alertfor SalesCreate the URL’s& Promote theofferTrack, measureand reportPromotionsLandingPage with“Hard Ask”Requires incentiveSalesHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 11. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential11The core of every lead generation campaignOrganicSearchSocialMediaPressCoverageReferralsViralContentDirectoriesPaidDirectoriesPaid SearchDisplayRetargetingSocial AdsEmailHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 12. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential12“Hard Ask” Setup FrameworkCreate the“offer”Create the landingpage (and thankyou page)Create theautoresponder(S)Create Form Alertfor SalesCreate the URL’s& Promote theofferTrack, measureand reportHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 13. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential13Designing the IncentiveThere are four types of incentives:•  Gift•  Terms•  Price•  QuantityHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 14. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential14“Hard Ask” Setup FrameworkCreate the “offer”Create thelanding page(and thank youpage)Create theautoresponder(S)Create Form Alertfor salesCreate the URL’s& Promote theofferTrack, measureand reportHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 15. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential15Landing Page TemplatesWYSIWYG EditorCreating Your Landing PageHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 16. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential16Creating The FormSet required fieldsSet the thank youpage andconfirmation Only important fieldsHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 17. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential17Thank You PageBranded, alignedPrimary Call-to-ActionRelevancyHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 18. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential18“Hard Ask” Setup FrameworkCreate the“offer”Create thelanding page(and thank youpage)Create theautoresponder(s)Create FormAlert for SalesCreate the URL’s& Promote theofferTrack, measureand reportHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 19. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential19Creating the Autoresponder(s) Name your emailPersonalized the “From Line”Schedule the response Relevant subject line Exclude irrelevant audienceHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 20. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential20Immediate EmailBranded,alignedRelevancy Calls-to-actionBranded andPersonalized“From”Calls-to-actionHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 21. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential21“Hard Ask” Setup FrameworkCreate the “offer”Create thelanding page(and thank youpage)Create theautoresponder(s)Create Form Alertsfor SalesCreate the URL’s& Promote theofferTrack, measureand reportHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 22. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential22Creating form alertsTrigger by formsubmissionAlert via Email &DashboardHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 23. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential23“Hard Ask” Setup FrameworkCreate the “offer”Create thelanding page(and thank youpage)Create theautoresponder(s)Create Form Alertsfor SalesCreate the URL’s& Promote theofferTrack, measureand reportHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 24. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential24Creating the URL’s and promotionHTTP://PAGES.OPTIFY.NET/CAMPAIGN?OPTIFY_R=SOURCE&OPTIFY_RD=CAMPAIGNHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 25. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential25“Hard Ask” Setup FrameworkCreate the “offer”Create thelanding page(and thank youpage)Create theautoresponder(s)Create FormAlerts for SalesCreate the URL’s& Promote theofferTrack, measureand reportHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 26. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential26Track, measure and reportHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 27. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential27Lead Gen Campaign FrameworkCreate the “offer”Create the landingpage (and thankyou page)Create theautoresponder(S)Create the leadalert & smart listCreate the URL’s &Promote the offerTrack, measureand reportHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 28. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential28Objectives of Pricing Lead Gen ServicesObjective 1: An ongoing retainer with 40-50% of clients•  High value opportunity to have ongoing billable relationship•  Builds on simpler retainer-based offerings like Customer Newsletter•  http://www.optify.net/webinars/how-to-develop-create-send-sell-customer-newsletterObjective 2: Price higher for tangible value•  Given higher prices, existing client relationships or proven value via aprevious project or retainer-based service is important•  Clients can touch the dollar value of leadsObjective 3: Offer a service the owner/principal isn’t required to execute•  Moderate price-points and scalability of the agency requires training a mid-level resource (W2 or 1099)How to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 29. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential29Cost Structure – Lead GenerationWho is executing the Lead Gen service?•  Target a $25-40/hr resource•  3-6yrs experienceEach LeadGen tactical campaign: ~4-6 hrs per month•  Create offer/campaign – ie PPC or Paid Social: •  Customized, on-message Landing Page/Form: (1 hr)•  Automated response email(s) & test send: (1 hrs)•  Lead alerts & Smart-lists/segmentation (0.5 hrs)•  Measure and report to client: (0.5 hrs)Recommended Lead Gen service: 2 tactical campaigns/mo. via different“channels”•  Roughly 10 hours per month per clientOne-time setup costs•  Collect client logos and other branding for landing pages & emails•  Working out with client timely, consistent follow-up process for leads/alertsHow to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 30. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential30Recommended retainer-based pricing for LeadGen managed serviceTarget ~70% gross margin for your list pricing (3x markup)•  Mark up your $25-40/hr resource * 3 = $75-120/hr: •  2 tactical campaigns per month as part of the service•  Split down the middle: 10 hrs * $100/hr = $1,000•  Mark up $50/mo./client for Optify Professional to $150/mo•  Total monthly newsletter retainer: $1,150 per month•  NOTE: $750 per month is still over 50% gross marginRecommended price range: $1,000-1,500/month•  If more hours are required, push retainer up accordingly. But keep it < $2,500/moand sell more of them.•  It is worth discounting to $300-400/mo to get more clients on the retainer.•  5 clients * $1,250/mo = $6,250 per month of retainersJustifying the return on investment for a client•  ROI in terms of average value of a lead.•  If client does not know value of leads, take the average value of a customer andhow many leads are required to get a new customer (8-15 leads/customer)How to Create , Execute and Sell Lead Gen Campaigns | @optify
  • 31. WWW.OPTIFY.NETSELLING LEAD GEN CAMPAIGNS
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  • 42. WWW.OPTIFY.NETTHANKYOU. QUESTIONS?
  • 43. WWW.OPTIFY.NET© 2013 Optify, Inc. Company Confidential43Additional Resources•  Lead generation campaign guide: #http://www.optify.net/forms/the-essential-guide-to-b2b-lead-generation-campaigns •  2013 B2B Lead Generation Report: #http://www.optify.net/forms/2013-b2b-lead-generation-report•  Autoresponders guide:#http://www.optify.net/forms/autoresponders-ebook-for-b2b-marketers•  Optify best practices: Lead Gen Campaigns#http://www.optify.net/inbound-marketing-resources/how-to-webinars/optify-best-practices-lead-generation-campaigns Optify Demo: www.optify.net/demoOptify Free Trial: www.optify.net/free-trialOptify Pricing: www.optify.net/pricingOptify, Inc710 2nd Ave, Suite 840#Seattle, WA 981041 (206) 388-4234 (phone)#1 (877) 2-OPTIFY (toll-free)#1 (206) 787-1410 (fax)#Sales: sales@optify.net#Help: support@optify.net#Other Inquiries: info@optify.netHow to Create , Execute and Sell Lead Gen Campaigns | @optify