1. Generating Better
Leads Over the Web
Presenter: Bud Gibson, Bud@BudGibson.com

2. Who here is in a lead
gen business?

3. Lead gen: A human being
closes the sale. Usually
requires customization.

4. Lead gen purchase
decisions are high
involvement.

5. Your customers are at least
researching you on the web. It
is a key part of your conversion
funnel.

6. The conversion funnel
Talk or trade show, blog post,
networking group, display ad Become Aware
General topic related
searches
Real world and targeted Research
social media queries
Company name search
Product name search
Compare
Company x price
Request a quote Purchase

7. Super Simple Strategy 1
• Dominate the compare and purchase
phases
• Use PPC like Google AdWords (more
control)
• Measure your results in terms of leads, cost
per lead, and cost per final sale. Refine.

8. What about the top of
the funnel: awareness
and research?

9. A list of questions
• Who are your main customer types
(personas)?
• How do they find out about you?
• What are their typical questions?
• How long does it take them to close?
• What is the average sale or size of
opportunity?

10. Ex: Autowatch, Auto
body repair
• Body shop owner • Nationwide Insurance
• Trade shows, • Contacts you after
conferences, 20 group proof of concept
• What is the cost? • Can you reduce
How does this help customer turnover?
my marketing? Can you help claims
management?
• 2 months to close on
$200/month • 18 months to close
subscription on 1800 body shops

11. Need two different web
site conversion funnels
• Body shop • Nationwide
• Clear explanation of • Enterprise caliber
system benefits demo
• Individual shop demo • Customer turnover
case study
• Real marketing
success stories • Claims management
case study
• Web training
• Proof you can scale

12. What this looks like

13. Key top of the funnel
strategies
• Get visitors to move from browsing to
engagement (but keep that engagement low
cost)
• Interactive guides
• chat and web conferencing
• Appropriate social media connections
(LinkedIn groups, other)
• Mailing list (but meaningful emails, not SPAM)

14. The upshot
• The bottom of the conversion funnel is the
low hanging fruit
• The top of the conversion funnel is harder
but you must do it to get sales
• Who is the customer?
• How do you target them?

15. Learn More
• BudGibson.com
• TheSearchMarketingWorkshop.com, will be
held again 11/16/2012
• Ask me about hiring students:
Bud@BudGibson.com