How to Be Efficient with Lead Generation | Sarah Bedrick | Boca Raton HubSpot User Group

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Sarah Bedrick, Program Leader of Intro Training from the HubSpot Academy Team, explains the lead generation conversion process, lead conversion best practices, and how to be efficient with lead generation to a sell-out crowd at the Boca Raton HubSpot User Group meeting on Tuesday, March 11, 2014.

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How to Be Efficient with Lead Generation | Sarah Bedrick | Boca Raton HubSpot User Group

  1. 1. LEADGENERATION How to be efficient with
  2. 2. Sarah Bedrick Program Leader, Intro Training HubSpot Academy Team owns a craft beer blog for girls. @sbedrick
  3. 3. #BocaHUG
  4. 4. 1 Why lead generation. 2 How to best do lead generation. 3 How to get the most out of your lead generation. AGENDA
  5. 5. WHY LEAD GENERATION.1
  6. 6. First, what is the lead generation (conversion) process?
  7. 7. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
  8. 8. Taken to a pretty helpful blog article.
  9. 9. And when I get to the bottom, there is additional help in the form of an offer.
  10. 10. CONVERSION PROCESS 2 Landing Page 3 Thank You Page 1 Call-to-Action
  11. 11. When we select this, we’re taking to a landing page with a form.
  12. 12. Landing page where we provide our information to get the offer in return.
  13. 13. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
  14. 14. Thank you page where we receive the offer immediately.
  15. 15. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
  16. 16. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
  17. 17. Wallet-friend approach.
  18. 18. MARCUS SHERIDAN. • Owned a failing pool company. • Bought in to inbound marketing as a last ditch resort. • Created content, upon content, upon content.
  19. 19. Make marketingthatpeople love.
  20. 20. HOW TO BEST DO LEAD GENERATION.2
  21. 21. Make sure you have all three components: CTA, Landing Page & thank-you page. LEAD CONVERSION BEST PRACTICES: Make sure all three components follow best practices. Keep buyer personas in mind. Build content based on the buyer’s journey.
  22. 22. Make sure you have all three components: CTA, Landing Page & thank-you page. LEAD CONVERSION BEST PRACTICES: Make sure all three components follow best practices. Keep buyer personas in mind. Build content based on the buyer’s journey.
  23. 23. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
  24. 24. Make sure you have all three components: CTA, Landing Page & thank-you page. LEAD CONVERSION BEST PRACTICES: Make sure all three components follow best practices. Keep buyer personas in mind. Build content based on the buyer’s journey.
  25. 25. BUYER PERSONAS are fictional characters marketers create by doing research. They represent your ideal customer & help you to refine your marketing activities.
  26. 26. BUYER PERSONAS are fictional characters marketers create by doing research. They represent your ideal customer & help you to refine your marketing activities.
  27. 27. How has having developing buyer personas helped your company succeed?
  28. 28. Make sure you have all three components: CTA, Landing Page & thank-you page. LEAD CONVERSION BEST PRACTICES: Make sure all three components follow best practices. Keep buyer personas in mind. Build content based on the buyer’s journey.
  29. 29. The Buyer’s Journey Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give name to their problem. Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity. Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision. Decision Stage Consideration Stage Awareness Stage
  30. 30. Make sure you have all three components: CTA, Landing Page & thank-you page. LEAD CONVERSION BEST PRACTICES: Make sure all three components follow best practices. Keep buyer personas in mind. Build content based on the buyer’s journey.
  31. 31. What are some best practices that you find most important?
  32. 32. PROTIP: TAKE HUBSPOT ACADEMY TRAINING
  33. 33. Make sure you have all three components: CTA, Landing Page & thank-you page. LEAD CONVERSION BEST PRACTICES: Make sure all three components follow best practices. Keep buyer personas in mind. Build content based on the buyer’s journey.
  34. 34. HOW TO BE EFFICIENT WITH LEAD GENERATION. 3
  35. 35. • Map all content to buyer personas & buyer’s journey. • Recycle & reuse existing content. • Promote content • Get everyone involved. • Learn what works from analytics. 5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:
  36. 36. • Map all content to buyer personas & buyer’s journey. • Recycle & reuse existing content. • Promote content • Get everyone involved. • Learn what works from analytics. 5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:
  37. 37. Map your content to personas and the buyer’s journey PHOTO CREDIT: HDWALLPAPERSONLY.COM
  38. 38. The Buyer’s Journey Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give name to their problem. Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity. Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision. Decision Stage Consideration Stage Awareness Stage
  39. 39. Awareness Stage Consideration Stage Decision Stage Blog post Content offer List How-to FAQ Best of News Q&A Opinion Curated Troubleshoot Issue Resolve Risks Upgrade Improve Optimize Prevent eBook Whitepaper Checklist Infographic Other educational content Keyword: _______ _______ Title: __________ ________ Persona name: _________ Blog post Content offer List Interview How-to FAQ Best of News Q&A Opinion Curated Solution Provider Service Supplier Tool Device Software Appliance eBook Whitepaper Checklist Podcast Webinar Video Worksheet/Calc Template Case studies Keyword: _______ _______ Title: __________ ________ Blog post Content offer List How-to FAQ Best of News Q&A Opinion Curated Product- focused Compariso n Compare Versus Vs. Comparison Pros and Cons Benchmarks Review Test Comparison chart Purchasing guide Case studies Product literature Worksheet/Calc Webinar Checklist Keyword: _______ _______ Title: __________ ________ BUYER’S JOURNEY POST OR OFFER? OFFER FORMAT CONTENTTYPE RELEVANT TERMS YOUR KEYWORD YOUR CONTENT Download me.
  40. 40. • Map all content to buyer personas & buyer’s journey. • Recycle & reuse existing content. • Promote content • Get everyone involved. • Learn what works from analytics. 5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:
  41. 41. A C E djust. What needs to be added? Removed? Re-worded? Take out purely internal content and make it public-friendly. ombine. How can you combine related or unrelated things to provide new value and meaning? xpand. What have you already done that you can dig deeper into—or provide a more comprehensive big picture view? RE-PURPOSING EXISTING CONTENT
  42. 42. How have you repurposed or recycled existing content?
  43. 43. Lists, how to’s & other blogs Find existing content to combine & repurpose:
  44. 44. Similar to “The State of Inbound Marketing” and apply it to your own industry. Publish your own yearly report.
  45. 45. CONTENT QUICK WIN: Repackage existing content
  46. 46. Take longer offers & shorten them turning them into shorter offers. 2 Page eBook250 Page eBook
  47. 47. • Map all content to buyer personas & buyer’s journey. • Recycle & reuse existing content. • Promote content • Get everyone involved. • Learn what works from analytics. 5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:
  48. 48. Use HubSpot to share content.
  49. 49. • Map all content to buyer personas & buyer’s journey. • Recycle & reuse existing content. • Promote content • Get everyone involved. • Learn what works from analytics. 5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:
  50. 50. HOW DO YOU GET OTHERS INVOLVED?
  51. 51. 4 WAYS TO GET EVERYONE INVOLVED: 1. Make it everyone's job (even consider tying to benefits). 2. Gamification: whoever's post gets the most views wins a prize. 3. Hold each person responsible for a certain amount of content per week, month, or quarter. 4. Kill two birds with one stone: create content that helps you achieve other goals.
  52. 52. • Map all content to buyer personas & buyer’s journey. • Recycle & reuse existing content. • Promote content • Get everyone involved. • Learn what works from analytics. 5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:
  53. 53. How would/do you review your data?
  54. 54. • Which landing pages convert the most leads, and why? • What content offers do the best, and why? • After content mapping, are there any gaping voids that need to be filled? • Is there room to fine-tune existing content to convert more? ASK YOURSELF THESE QUESTIONS:
  55. 55. PROTIP: Use analytics to see which content performs best and share more of it - and share new spin-off versions.
  56. 56. PROTIP: USE CONTEXT OF SOCIAL MEDIA TO SHARE MORE RELEVANT CONTENT WITH EXISTING LEADS. Green: existing customer Orange: contact in your database brand new user Grey: Mismatched contact info
  57. 57. • Map all content to buyer personas & buyer’s journey. • Recycle & reuse existing content. • Promote content • Get everyone involved. • Learn what works from analytics. 5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:
  58. 58. There you have it, build more “website employees” to convert more visitors into leads.
  59. 59. REACH OUT ON TWITTER: THANK YOU! @SBEDRICK #BOCAHUG

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