Does your computer consulting website or MSP website generate enough high-quality, sales-ready leads? And of the leads that you do receive from your website, are those leads highly-qualified and ready to do business with your firm? Now that 57% of the typical B2B sales cycle is over before decision makers reach out to any vendor, it’s critical that your company have a gameplan for generating leads from its website. During this one hour webinar, you’ll learn: * What must happen first before your website is in a position to generate leads * Why most computer consulting businesses and MSPs are wasting at least half of their website traffic * How to create irresistible lead generation offers that cause conversion rates to go through the roof * What you can do to keep your sales funnel filled and accelerate the sales cycle * What it takes to transform qualified leads into highly-desirable paying clients * The key to making your best leads feel a burning desire to learn more * The 5 types of landing pages that nearly every computer consulting or MSP website must have * The basic workflow that must be mastered for effective lead generation * Which metrics matter most when it comes to generating more leads from your website * How to uncover which sources of website visitors ultimately monetized into paying clients And much more! Study the Slides to Get More Leads!

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How to Generate
More Leads from
Your Computer
Consulting or
MSP Website
#sphomerun

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Questions
• GoToWebinar Questions Panel (or)
• Twitter hashtag #sphomerun
Recording & Slides
• Will be e-mailed to all attendees
within two business days of the
event

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Joshua Feinberg
Co-Founder & Chief Marketing Officer
SP Home Run Inc.
Helps growing IT channel companies
get found by the right decision makers,
in the right places, at the right time
Former VAR, IT consultant, MCSE,
Microsoft content provider, and IBM rep
Follow @joshua_feinberg on Twitter

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“How to
Generate
More Leads
from Your
Computer
Consulting or
MSP Website”
Image: mikebabz

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Inbound Methodology
Attract
Convert
Close
Delight
Visitors
Leads
Clients
Promoters
HubSpot Inbound Methodology
(SP Home Run is a HubSpot Partner.)

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1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle

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4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations

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8. Call to Action (CTA)
Strategies
9. Metrics

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Engage in the
conversation on Twitter
#sphomerun

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1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle

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Image: wwarby

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B2B technology
providers have a
sales cycle (not impulse)
• Sometimes weeks
• Usually months,
or longer

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Do you know your
average sales cycle
length?

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The difference between
• The date a lead is
received
• The date that lead
materializes into a
paying client

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Then take the average of
those differences
• No PhD required
• Spreadsheets 101

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The problem?
And opportunity?

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Most computer
consulting and MSP
websites are only able to
sell to decision makers
that are ready to buy
immediately

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Huge oversight!
Totally unrealistic!
It’s not the way the
decision making process
works!

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Even worse?
Your company may
not even get the chance
to explain itself
Why?

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@Dharmesh

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57% of the typical B2B
sales cycle is over
before decision makers
contact anyone
(Source: CEB Group)

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Image: aprilsanders

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Image: katerha

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But how do you
get people to
trade?

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1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle

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Unless someone is very
far along in the buyer’s
journey, no one wants to
talk to a sales person
(Except maybe his/her
mom!)

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So what do you do
before then?
How can you appeal to
the 50% of leads that are
qualified, but not yet
ready to buy?

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Image: hsld

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How do you know what’s
irresistible?
Persona research!

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Gather information on
clients and potential
clients
Image: NASA Goddard Space Flight Center

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• Surveys
• Persona interviews
Image: Daniel Oines

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• What is their day like?
• What problems do
they have?
• What are their goals?

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• How do they research
IT products and
services?
• Where do they hang
out online? Offline?
• What do they search?

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Develop buyer personas
that identify behaviors,
pain points, and goals

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Next, create lead gen
offers that address
exactly what’s craved
most by those described
in your personas

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1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle

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Now that we know the
average sales cycle
length (# of days, weeks,
months, or years), can
inbound speed it up?

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To close sales faster:
1. Segment the sales
cycle
2. Develop lead gen
offers for each sales
cycle stage

39. Combine
SPHomeRun.com
(a)
lead gen
offers
(content)
with the
(b)
sales
cycle
stage
(context) Amazon says: People who buy
cookies also buy milk. Want some?
Image: Andy Melton
from Boise, ID, USA

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What are the
basic stages of the
typical B2B tech buying
process?

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The Right Offers for a B2B Tech Sales Cycle
1. Top of Funnel
2. Middle of Funnel
Research the
Problem
Establish
Buying Criteria
Evaluate
Vendors
Lead Gen Offers
Lead Gen Offers
Lead Gen Offers
•
•
•
•
•
•
•
•
•
•
•
• Trials
• Demos
• Needs
Assessments
• Quotes
White Papers
eBooks
Guides
Checklists
Videos
Kits
Source: HubSpot Inbound Methodology
(SP Home Run is a HubSpot Partner.)
Webinars
Case Studies
Samples
Spec Sheets
Catalogs
3. Bottom of Funnel

42. Develop the Right Lead Gen Offers to
SPHomeRun.com
Always Keep Your Sales Funnel Filled
Image: Donovan Govan.

43. Part of
SPHomeRun.com
persona
research
involves
uncovering the
buyer’s journey
(the path taken
from lead to
client)
Image: Sam Howzit

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Understanding the
buyer’s journey helps
you decide the kinds of
premium content assets
that are likely to move
leads down the funnel

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Each buyer persona
requires their own set of
highly-customized lead
gen offers

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Each stage of the sales
cycle requires their own
set of lead generation
offers

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So for optimal lead
generation results, you
need content for
A. Each persona
B. Each of the 3 sales
cycle stages

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How to Accelerate Sales with Content
Research
Problem
Ollie
Owner
Charley
Controller
Trish
Techie
Establish
Criteria
Evaluate
Vendors

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1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle

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4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations

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Premium Content vs.
Non-Premium Content
vs.
Image: tuchodi
Image: Rusty Clark

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Premium Content
Content that’s so valuable to a
particular persona that the
reader is willing to “pay” for it
with their contact information

53. Premium Content
SPHomeRun.com
Image: JoshSemans
Also sometimes
called “gated”
content because
it’s locked up
behind a landing
page

54. Premium
Content
is a big
part of
the
secret
sauce that turns targeted
website visitors into leads
SPHomeRun.com
Image: shyamh

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Premium Content
Webinars
White Papers
Planning
Guides
Consultations

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Non-Premium Content
Content that’s so remarkable
to a particular persona that
the person finishes reading
with a burning desire to find
out “what else” you have to
read (ex: Premium Content)

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Non-Premium Content
Blog Posts
Podcast Episodes
YouTube Channel
Twitter Profile
Facebook Page
LinkedIn Profile

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Non-Premium Content
Used to attract website
visitors to Premium
Content
So even Non-Premium
Content (aka Standard
Content) still has to be
awesome and
remarkable
Image: ajc1

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4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations

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Forms are such a big
part of commerce and
pop culture, it’s
no surprise that they
play such a vital role
with inbound

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Lead gen forms
• Collect visitor info
• Add info to database
• Send info to visitor
• Transfer visitor to a
confirmation page

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Lead gen forms usually
reside on dedicated
landing pages, but often
also appear in shortened
form on blog/website
sidebars

63. Without forms,
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your website will
not collect leads
Image: Elías Malaquías

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A form with 8 fields on a
webinar recording landing page

65. Forms Best Practices
SPHomeRun.com
1. Make the form headline
text consistent with CTA
text and landing page
headline text (action verb!)
2. Ask for enough data to
properly qualify leads, but
not so much to scare
people away (ask sales
and customer service)
3. Decide on required vs.
optional fields

66. Forms Best Practices
SPHomeRun.com
4. Link to privacy policy
5. For marketing automation
and lead scoring needs,
use drop-down lists, radio
buttons, and check boxes
to capture more
structured data
6. Change the default text on
the Submit button to be
consistent with form
headline

67. Forms Best Practices
SPHomeRun.com
7. When planning fields,
consider the current and
future needs of your ideal
buyer personas
8. If using progressive
profiling or Smart Forms,
decide which fields only
need to be asked once
9. Use the sales cycle stage
to decide what kinds of
data to gather

68. Image: pictureperfectpose
SPHomeRun.com
Forms should usually be built
before landing pages because
forms get inserted into
landing pages
A landing page doesn’t have
much value without a Form

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4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations

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Landing pages are like
24/7 employees that
once set up properly,
sit there day, night,
weekends, even holidays
and collect leads

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Even for tech providers
that only do business in
one local area in one
time zone, it’s shocking
how many leads come in
after hours
Image: keepitsurreal

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A new landing page gets
created for each and
every premium content
offer

74. Newsletter Subscription Landing Page
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1. Top of Funnel
Research the
Problem

75. White Paper Download Landing Page
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1. Top of Funnel
Research the
Problem

76. Planning Guide Landing Page
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1. Top of Funnel
Research the
Problem

77. Webinar Registration Landing Page
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2. Middle of Funnel
Establish
Buying Criteria

78. Free Needs Assessment Landing Page
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3. Bottom of Funnel
Evaluate
Vendors

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Landing Page Best Practices
(could easily spend an hour!)
• Clear, benefits-focused
headline
• Introduce value proposition
• Use bullet points
• Add a form with 4-8 fields

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Landing Page Best Practices
• Use white space
• Everything above the fold
• No navigation menu/links
• Related image (tangible)
• Redirects to confirm page
• Deliver over by email

81. How do you judge the performance
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of your landing pages?
Image: illang

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Conversion Rate (%)
# of website visitors that
completed a form and became
leads
compared to
# of website visitors that saw
that landing page

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For example…
25 website visitors completed
a form and became leads
compared to
100 website visitors that saw
that landing page
25% Conversion Rate

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While conversion rates are not
the be-all and end-all of
inbound marketing,
conversion rates should be
monitored weekly

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What’s a “good” conversion
rate?
It depends greatly on
personas and sales cycle
stage, but happy to share
SP Home Run metrics

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Landing Page Conversion
Rates (2013 YTD)
20.8% across all landing pages,
across all sales cycle stages
• Top of funnel high performers:
34.6% to 45.7%
(most: 15.3% to 29.8%)
• Middle of funnel: 31.4%
• Bottom of funnel: 6.2% to 11.7%

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How many landing pages are
enough?
• At minimum, cover your personas
and sales cycle stages
• Companies with 40+ landing pages
get 12 times more leads, compared
to those with only 1-5 landing
pages (Source: HubSpot State of
Inbound Marketing Report)

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Who else needs to
increase their inbound
lead generation 12x?
Get Your Free Inbound
Marketing Assessment
http://www.sphomerun.com/fma/

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4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations

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After a website visitor
completes a form on a
landing page and clicks
the button, that visitor is
redirected to a “thank
you” page

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From Landing Page Button
to Thank You Page

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A thank you page
• Follows up with new lead
• Makes good on the landing
page promise
• Manages expectations
• Recommends the next
logical call to action (CTA),
further down sales funnel

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Just like landing pages,
thank you pages are
business assets that
work for you 24/7

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An email confirmation
delivers largely the same
information as the thank
you page, except it goes
direct to the email inbox
for longer-lasting value

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An email confirmation
should come from a real
person and allow for a
two-way dialog

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An email confirmation
should follow all
standard email
marketing best practices
including CAN-SPAM
compliance

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8. Call to Action (CTA)
Strategies
9. Metrics

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A call to action (CTA) is
usually a graphical
button that sends
website visitors to a
particular landing page

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CTA Examples

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From CTA to Premium Content Offer
CTA
Landing Page
Thank You Page

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A CTA has a very simple
purpose:
to get the right website
visitors
to the right landing pages
at the right time

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Or quantitatively:
The CTA’s role is to generate a
high click through rate
(CTR %) and a high landing
page conversion rate (CR %)
among targeted website
visitors

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Besides appearing as a
button, CTAs commonly
appear in
•
•
•
•
Email marketing
Social media status updates
News releases
Videos/podcasts

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A CTA is often one of the
first things a potential
lead sees on your
website

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Many that teach about
lead generation tend to
talk about CTAs first
But that approach is
backwards

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It all starts with a
premium content offer
that’s created
specifically for a
persona and sales cycle
stage

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That premium content
offer is delivered on a
thank you page and/or a
confirmation email

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The website visitor gets
to the thank you page
and/or confirmation
email by completing a
form

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The form gets embedded
into a landing page that
persuades the website
visitor to complete the
form

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Then, and only then, are
you ready to create a
CTA that links to a
landing page
(It’s the final step, not
the first!)

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CTA Best Practices
•
•
•
•
•
Use an action verb when possible
Include the same keyword phrase
that’s found throughout the
destination landing page
Select a contrasting color
Keep most CTAs above the fold
Include a targeted CTA after each
blog post

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8. Call to Action (CTA)
Strategies
9. Metrics

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Which metrics matter
most when it comes to
generating more leads
from your website?

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1. Visits
2. Contacts (Leads)
3. Customers

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Sources of
• Visits
• Contacts
(Leads)
• Customers
Split Out by:
• Organic
Search
• Referrals
• Social Media
• Email
Marketing
• Paid Search
• Direct Traffic

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Closed Loop Marketing
The ability to know which sources of
website visitors ultimately monetized
into paying clients
It’s named “closed loop” because it’s
closing the knowledge-gap loop
between sales and marketing

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Closed Loop Marketing
Closed loop marketing helps set the
stage for more productive
sales/marketing alignment
(“Smarketing”)

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Recap

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1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle

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4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations

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8. Call to Action (CTA)
Strategies
9. Metrics

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Every piece of content
that you develop should
always include a
Call to Action (CTA)

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This webinar’s CTA is…
Image: James Lee
Drum roll please….

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http://www.sphomerun.com/freema

127. SPHomeRun.com
If you need
• more leads
• better marketing results
• more clients
Sign up for your Free Inbound
Marketing Assessment
http://www.sphomerun.com/freema

128. SPHomeRun.com
Inbound Marketing Assessment includes:
• 60 minute conversation by phone/online with
an Inbound Marketing Certified consultant
• a basic review of your strategy
• opportunities to improve your results
• how your marketing compares to your
competitors
• how your website can generate more
qualified leads
http://www.sphomerun.com/freema

129. Thank you for joining us
for today’s webinar!
SPHomeRun.com
http://www.sphomerun.com/freema

130. SPHomeRun.com
• © 2013 SP Home Run Inc.
• SP Home Run is a registered
trademark of SP Home Run Inc.
• All Worldwide Rights Reserved.
http://www.sphomerun.com/freema