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The Soft Ask: How to Generate Hundreds of Leads For Your Business Using Optify
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The Soft Ask: How to Generate Hundreds of Leads For Your Business Using Optify

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Lead generation campaigns can be divided into two groups - hard ask and soft ask. Hard ask campaigns are designed to generate sales-ready leads using offers like purchase, demo, free trial or …

Lead generation campaigns can be divided into two groups - hard ask and soft ask. Hard ask campaigns are designed to generate sales-ready leads using offers like purchase, demo, free trial or appointment setting. Soft ask campaigns are designed to convert anonymous visitors into opt-in leads using offers like content downloads, webinar registration and free product samples.

In this webinar presentation on how to build, execute and sell soft ask lead gen campaigns using Optify, our speakers covered a variety of topics. Jeffrey Jewett, Optify's Marketing Manager, gave a quick introduction to lead generation campaigns and covered the available channels and offers you can use to generate more leads using this method. Ting Van Osdol, Optify's Customer Engagement Manager,gave an overview of how to build soft-ask lead gen campaigns using Optify. And Rob Eleveld, Optify's CEO, will cover the agency angle and will explained how to price, package and sell lead gen campaigns as a service.

To watch the recorded webinar, visit our blog - http://www.optify.net/webinars/how-to-generate-hundreds-of-leads

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  • 1. Mastering the Soft Ask HOW TO GENERATE HUNDREDS OF LEADS FOR YOUR BUSINESS
  • 2. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 2 Rob Eleveld, CEO, Optify Rob Eleveld, CEO of Optify is a 20-year tech veteran with deep experience in B2B sales and marketing.    Follow Rob on Twitter - @RobertEleveld Speakers Ting Van Osdol ,Customer Engagement Manager, Optify Ting is the Customer Engagement Manager at Optify and focuses on customer engagement and satisfaction. Prior to Optify, Ting worked for The Knot and WildChina. Jeff Jewett, Marketing Manager, Optify Jeff is the Paid Media Marketing Manager at Optify where he manages all paid media and lead nurturing campaigns. Follow Jeff on Twitter - @jeffreyajewett How to Generate Hundreds of Leads for Your Business | @optify
  • 3. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 3 About Optify Optify delivers a simple digital marketing software suite for agencies. Our complete cloud-based software eliminates the need for standalone tools and empowers agency marketers to easily create and manage demand generation programs across multiple websites, nurture prospects, prioritize the best performing programs and streamline reporting of client results - all from one login. Optify, Inc 710 2nd Ave, Suite 840# Seattle, WA 98104 1 (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.net How to Generate Hundreds of Leads for Your Business | @optify
  • 4. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 4 Agenda DISCUSSION FRAMEWORK Soft Ask vs Hard Ask campaigns The Soft Ask framework How to build lead gen campaigns in Optify Packaging and pricing lead gen campaigns Selling lead gen services to clients one two three four five How to Generate Hundreds of Leads for Your Business | @optify
  • 5. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 5 Lead Gen Basics Goals: •  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 Generate Hundreds of Leads for Your Business | @optify
  • 6. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 6 “Hard Ask” vs. “Soft Ask” Campaigns Soft Ask §  Value Exchange (Contact Details for Content) §  Create hundreds of top-of-the-funnel leads Hard Ask §  Transactional Exchange (Payment or Action for Incentive or Offer) §  Create lower volume sales-ready leads How to Generate Hundreds of Leads for Your Business | @optify
  • 7. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 7 How to Generate Hundreds of Leads for Your Business | @optify
  • 8. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 8 “Hard Ask” vs. “Soft Ask” Campaigns Promotions Landing Page with “Hard Ask” Requires incentive Sales Promotions Landing Page with “Soft Ask” House List Nurture Hard Ask Campaigns to House List Sales How to Generate Hundreds of Leads for Your Business | @optify
  • 9. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 9 The Soft Ask There are numerous types of soft ask offers, like: •  Content: White paper, Guides, Presentations •  Webinars •  Survey, poll, quiz •  Free consultation •  Product samples •  Coupons •  Free products •  Tools, templates, How to Generate Hundreds of Leads for Your Business | @optify
  • 10. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 10 Content Creation A successful “Soft Ask” program requires great content... -  Start writing yourself -  Have your employees write -  Hire a writer -  Outsource writing: -  3rd party: WritersAccess, Media Piston, Brafton, -  Agencies -  Crowdsourcing (Freelancer, Guru, Elance) -  Partners (Sponsored Content) How to Generate Hundreds of Leads for Your Business | @optify
  • 11. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 11 Where do you promote your offer? Organic Search Social Media Press Coverage Referrals Viral Content Directories Paid Directories Paid Search Display Retargeting Social Ads Email How to Generate Hundreds of Leads for Your Business | @optify
  • 12. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 12 Step-by-step campaign planning Offer / Trigger • Offer • Landing Page + Thank you Page Autoresponder - Thank you for submitting your information • Offer • Autoresponder • Landing Page + Thank you Page Drip Campaign 1 – Welcome Promotion • Offer • Drip Email Drip Campaign 2 - Sign up for our 30mins Demo • Offer • Drip Email • Landing Page • Alert How to Generate Hundreds of Leads for Your Business | @optify
  • 13. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 13 “Soft Ask” Setup Framework Create the “offer” Create the landing page (and thank you page) Create the autoresponder(S) and drip campaign Create the sales alert (form) Create the URL’s & Promote the offer Track, measure and report How to Generate Hundreds of Leads for Your Business | @optify
  • 14. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 14 Content Format How to Generate Hundreds of Leads for Your Business | @optify
  • 15. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 15 “Soft Ask” Setup Framework Create the “offer” Create the landing page (and thank you page) Create the autoresponder(S) and drip campaign Create the sales alert (form) Create the URL’s & Promote the offer Track, measure and report How to Generate Hundreds of Leads for Your Business | @optify
  • 16. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 16 Landing Page Templates WYSIWYG Editor Creating Your Landing Page How to Generate Hundreds of Leads for Your Business | @optify
  • 17. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 17 Creating The Form Set required fields Set the thank you page and confirmation Only important fields How to Generate Hundreds of Leads for Your Business | @optify
  • 18. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 18 Thank You Page Branded, aligned Primary Call-to- Action Relevancy How to Generate Hundreds of Leads for Your Business | @optify
  • 19. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 19 “Soft Ask” Setup Framework Create the “offer” Create the landing page (and thank you page) Create the autoresponder(S) and drip campaign Create the sales alert (form) Create the URL’s & Promote the offer Track, measure and report How to Generate Hundreds of Leads for Your Business | @optify
  • 20. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 20 Simple Drip Campaign # Email name Trigger Timing Subject line From line Call-to- action Follow up 1 White paper Autoresponse White paper form Immediately Thank you for downloading our white paper! john@com pany.com Form Submition None 2 White paper Drip 1 White paper form 3 days after Our gift to you – Welcome Promo john@com pany.com Download the promo code Automated Thank you note. 3 White paper Drip 2 White paper form 7 days after Ready to learn morel? john@com pany.com Request for a demo Sales Call to schedule a demo. How to Generate Hundreds of Leads for Your Business | @optify
  • 21. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 21 Creating the Autoresponder(s) Name your email Personalized the “From Line” Schedule the response Relevant subject line Exclude irrelevant audience How to Generate Hundreds of Leads for Your Business | @optify
  • 22. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 22 Create the follow up emails How to Generate Hundreds of Leads for Your Business | @optify
  • 23. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 23 Email Branded, aligned Relevancy Calls-to- action Branded and Personalized “From” Calls-to- action How to Generate Hundreds of Leads for Your Business | @optify
  • 24. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 24 “Soft Ask” Setup Framework Create the “offer” Create the landing page (and thank you page) Create the autoresponder(S) and drip campaign Create the sales alert (form) Create the URL’s & Promote the offer Track, measure and report How to Generate Hundreds of Leads for Your Business | @optify
  • 25. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 25 Creating form alerts Trigger by the Thank You page & form submission Trigger by the Thank You page & form submission Alert via Email & Dashboard How to Generate Hundreds of Leads for Your Business | @optify
  • 26. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 26 “Soft Ask” Setup Framework Create the “offer” Create the landing page (and thank you page) Create the autoresponder(S) and drip campaign Create the sales alert (form) Create the URL’s & Promote the offer Track, measure and report How to Generate Hundreds of Leads for Your Business | @optify
  • 27. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 27 Creating the URL’s and promotion HTTP://PAGES.OPTIFY.NET/CAMPAIGN?OPTIFY_R=SOURCE&OPTIFY_RD=CAMPAIGN How to Generate Hundreds of Leads for Your Business | @optify
  • 28. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 28 “Soft Ask” Setup Framework Create the “offer” Create the landing page (and thank you page) Create the autoresponder(S) and drip campaign Create the sales alert (form) Create the URL’s & Promote the offer Track, measure and report How to Generate Hundreds of Leads for Your Business | @optify
  • 29. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 29 Track, measure and report White Paper Drip 2 Are you ready to learn more? How to Generate Hundreds of Leads for Your Business | @optify
  • 30. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 30 Lead Gen Campaign Framework Create the “offer” Create the landing page (and thank you page) Create the autoresponder(S) and drip campaign Create the sales alert (form) Create the URL’s & Promote the offer Track, measure and report How to Generate Hundreds of Leads for Your Business | @optify
  • 31. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 31 Objectives of a Soft Ask lead gen campaign service Target ~30% of your clients on longer term Lead Gen services via Soft Ask §  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: $1,500-$2,400 per campaign and VERY PROFITABLE §  This includes creating “the offer” §  3 campaigns at $1,500/mo = $4,500 of retainers for Soft Ask 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 in close 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 follow up is critical How to Generate Hundreds of Leads for Your Business | @optify
  • 32. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 32 Objectives of Pricing Lead Gen Services Objective 1: An ongoing LONGER TERM retainer with 30-40% 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-newsletter Objective 2: Price higher for tangible value •  Given higher prices, existing client relationships or proven value via a previous project or retainer-based service is important •  Clients can touch the dollar value of leads Objective 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 Generate Hundreds of Leads for Your Business | @optify
  • 33. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 33 Cost Structure – Lead Generation Who is executing the Lead Gen service? •  Target a $25-40/hr resource •  3-6yrs experience Creation of the soft ask “offer” •  Content piece: White paper – 8 hours of a writer at anywhere from $20/hr (Communications major at the local university) to $50/hr for top notch writer: $200-$400 cost to your firm per piece •  You can also offer surveys or “get entered into a drawing” or “sign up for monthly newsletter” at lower “offer creation” costs Each LeadGen tactical campaign: 8-12 hrs per month •  Customized, on-message Landing Page/Form for soft ask: (1 hr) •  Customized, on-message Landing Page for subsequent drip campaign: (1 hr) •  Automated response emails, sequencing of drip, & test sends: (4-7 hrs) •  Lead alerts & Smart-lists/segmentation (1-2 hrs) •  Measure and report to client: (1 hr) Recommended Lead Gen service: 1 soft ask campaign/mo. via different “channels” •  Campaign setup & execution: Creating the “offer + 10 hours/mo. Operational execution One-time setup costs •  Collect client logos and other branding for landing pages & emails •  Working out with client timely, consistent follow-up process for leads/alerts How to Generate Hundreds of Leads for Your Business | @optify
  • 34. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 34 Recommended retainer-based pricing for Lead Gen managed service Target ~70% gross margin for your list pricing (3x markup) •  Mark up your “offer” resource by 50% - $400-800 – This could be much less for a survey-type soft ask! •  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 retainer: $1,500 - $2,400 per month •  NOTE: $1,000 per month is still over 50% gross margin Recommended price range: Offer + Execution $1,000-1,500/month •  If more hours are required, push retainer up accordingly. But keep it < $3,000/mo and sell more of them. •  It is worth discounting to $300-400/mo to get more clients on the retainer. •  3 clients * $1,500/mo = $4,500 per month of retainers Justifying 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 and how many leads are required to get a new customer (8-15 leads/customer) How to Generate Hundreds of Leads for Your Business | @optify
  • 35. WWW.OPTIFY.NET SELLING LEAD GEN CAMPAIGNS
  • 36. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 36
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  • 40. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 40
  • 41. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 41
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  • 45. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 45
  • 46. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 46
  • 47. WWW.OPTIFY.NET THANK YOU. QUESTIONS?
  • 48. WWW.OPTIFY.NET © 2013 Optify, Inc. Company Confidential 48 Additional 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/demo Optify Free Trial: www.optify.net/free-trial Optify Pricing: www.optify.net/pricing Optify, Inc 710 2nd Ave, Suite 840# Seattle, WA 98104 1 (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.net How to Generate Hundreds of Leads for Your Business | @optify

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