Sharing is the new lead gen - Talk at Web 2.0 expo

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  • Buyers will compare value prop with AdWords. You need to understand it deeply, understand why you to (adwords)
  • to execute on (you need to hire direct sales) Work very well when you have a valuable audience Are high-risk: until you have enough audience to matter, you can’t do the deals.
  • Web is all about measurement Lots of small companies It’s all measurable. Why don’t hear about them much: (they get profitable fast, don’t need funding) (image for lead gen) Ethical issues abound. Sharp-elbowed, somewhat sleazy market. By being clean and transparent you can have a clear value proposition for your customers and are clearly differentiated from the old-world.
  • With an open culture of sharing, digital objects already travel far. With SlideShare's new platform for lead generation, these presentations become traveling landing pages - which can capture leads wherever they get shared.
  • – 3 parties. Google video about balancing interests of all three Small businesses not used to paying per lead. Large businesses are happy to pay prices for detailed qualified leads. Can you supply enough to make them happy?
  • Its hard algorithmic work: not a vanilla web-dev project.
  • Groupon example. Make the creative

Transcript

  • 1. Sharing is the new lead gen Rashmi Sinha, SlideShare
  • 2. Inventing the new social paradigms comes naturally
  • 3. New paradigm with SlideShare
  • 4. Yelp – new way of finding restaurants
  • 5. Businesses still rely on search & display ads for sales
  • 6. Startups need to reinvent old business models
  • 7. GroupOn: new way of finding coupons
  • 8. Brand or performance
  • 9. AdWords sets the baseline for buyers
  • 10. Brand advertising need a LOT of traffic and capital
  • 11. And a valuable audience
  • 12. Branding & leads typically separate
    • Social sites can support both
  • 13. CPM to CPL continuum CPM (Cost per impression) CPC (Cost per click) CPL (Cost per Lead) Advertiser Risk High Medium Low Publisher Risk Low Medium High
  • 14. LeadGen – risk is yours
  • 15. Lead Gen models work well on web
  • 16.  
  • 17. Brand or Performance: What works for you
  • 18. LeadGen on SlideShare
  • 19. Our inspiration
    • If you want a copy of this presentation, please email me at james@nomoreleakyfaucets.com
  • 20.  
  • 21.
      • White Paper LeadGen – how it works on old school sites
  • 22. Content as bait
  • 23. How leads are sold
    • Per lead model (CPL)
    • Monthly commits
    • Filtering
  • 24. The equation
    • No of impression > No of click > No of form fills > No of “valid” leads
  • 25. What we launched with
  • 26. Not inspired by Glengary Glen Ross
  • 27. All about sharing
  • 28.  
  • 29. Set your documents free
  • 30. User experience is key
  • 31. Balance Competing Interests: Advertiser, end user and us
  • 32. A la carte price
  • 33. What we learnt
  • 34. Shorten the loop
  • 35.
      • Find the equation.
    Find your equation
  • 36. Contextual targeting is key
    • Don’t waste impressions
  • 37. Control the loop
  • 38. Iterate on landing page
  • 39. Optimize buyer experience (reduce barriers to buy)
    • Remove barriers to buying
  • 40. Optimize end user experience (reduce clicks to leads)
  • 41. Use a customer development approach
    • Simplest possible way to make it work. Fake it!
  • 42.
      • Don’t get stuck at a local maxima
  • 43. What I would do differently
    • Launch even earlier
    • Build lesser
  • 44. Watch for announcement tomorrow!
    • Reach me!
    • http://www.twitter.com/rashmi
    • http://www.slideshare.net/rashmi