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5 Winning Lead Gen Tactics You Haven't Tried, Yet

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5 Winning Lead Gen Tactics You Haven't Tried, Yet

  1. 1. #123webinar | @webmarketing123
  2. 2. / About Webmarketing123 #123webinar | @webmarketing123 We drive revenue. Not just clicks and traffic. SEM SEO Attribution Display Video Content Creation ROI Tracking Social Website Design Conversion Optimization
  3. 3. FAQs Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box. #123webinar | @webmarketing123 1. How can I ask questions? 2. Can I have a copy of the slides? Yes! We’ll email you a copy after the presentation.
  4. 4. #123webinar | @webmarketing123 1 The Battle for Leads How to Win More Leads in a Saturated Market 2 5 Untapped Lead Gen Tactics Discover 5 Lead Gen Tips You Haven’t Tried, Yet 3 Accelerate Current Lead Gen Efforts How to Improve Lead Gen Programs 4 Tie Digital Performance to Revenue Score More Marketing Budget for 2015 5 Live Q&A Ask Your Toughest Digital Marketing Questions On the Agenda
  5. 5. / The Battle for Leads Lead gen follows a simple formula. Easy, right? Not exactly… #123webinar | @webmarketing123 Great content Form fill out Leads
  6. 6. Prospects see 3,500+ marketing messages a day. (source: Yankevich Consumer Research) #123webinar | @webmarketing123
  7. 7. Content marketing is crowded. #123webinar | @webmarketing123 93% of B2B marketers use content marketing. / The Battle for Leads
  8. 8. / The Battle for Leads Content marketing is crowded. B2B marketers use an average of 13 content marketing tactics. #123webinar | @webmarketing123
  9. 9. / The Battle for Leads Work smarter to get ahead now. “[Create incredible content] so that you can earn and own an audience soon, before the world of content goes from the wild west to an overcrowded, hyper-competitive #123webinar | @webmarketing123 field…” Rand Fishkin Moz Co-founder Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014
  10. 10. #123webinar | @webmarketing123 1 The Battle for Leads How to Win More Leads in a Saturated Market 2 5 Untapped Lead Gen Tactics Discover 5 Lead Gen Tips You Haven’t Tried, Yet 3 Accelerate Current Lead Gen Efforts How to Improve Lead Gen Programs 4 Tie Digital Performance to Revenue Score More Marketing Budget for 2015 5 Live Q&A Ask Your Toughest Digital Marketing Questions On the Agenda
  11. 11. / 5 Untapped Lead Gen Tactics 1 LinkedIn is a lead gen gold mine. First, are you measuring your organic lead gen efforts on LinkedIn? #123webinar | @webmarketing123
  12. 12. / 5 Untapped Lead Gen Tactics 1 LinkedIn is a lead gen gold mine. At the very least, you need to have this report in Google Analytics: This ties LinkedIn content posts directly to leads. #123webinar | @webmarketing123
  13. 13. / 5 Untapped Lead Gen Tactics LinkedIn is a lead gen gold mine. #123webinar | @webmarketing123 1 Then, drive more visits to your landing pages with LinkedIn Publisher.
  14. 14. LinkedIn is a lead gen gold mine. #123webinar | @webmarketing123 1 Published Posts offer another free way to highlight your most important CTAs! / 5 Untapped Lead Gen Tactics
  15. 15. / 5 Untapped Lead Gen Tactics LinkedIn is a lead gen gold mine. Targeting Options: #123webinar | @webmarketing123 1 Finally, bump up the volume with Sponsored Stories. þ Location þ Industry þ Job Title þ Job Function þ Seniority þ Company þ Company size þ School þ Degree þ Field of Study þ Groups þ Skills þ Age and Gender
  16. 16. Test Twitter 2 for lead gen. #123webinar | @webmarketing123 Capture email addresses with one click at no cost with Twitter’s Lead Gen Cards! Flevy Case Study þ 1,200 leads þ Lowest CPL of all marketing channels. Source https://business.twitter.com/success-stories/flevy / 5 Untapped Lead Gen Tactics
  17. 17. Test Twitter 2 for lead gen. / 5 Untapped Lead Gen Tactics Prefer to drive leads to a landing page for more details? Adjust the GA report to track Twitter, as well. #123webinar | @webmarketing123
  18. 18. Test Twitter 2 for lead gen. Take it to the next level with paid lead gen options: Promoted Tweets. (This includes Lead Gen Cards.) þ Keywords þ Interests and gender þ Location and language þ Device þ Lookalike audiences þ Tailored audiences (lists in CRM) Source https://business.twitter.com/success-stories/flevy #123webinar | @webmarketing123 Targeting Options: / 5 Untapped Lead Gen Tactics
  19. 19. / 5 Untapped Lead Gen Tactics Make the 3 most of Slideshare. Add lead capture to your webinar and presentation decks! #123webinar | @webmarketing123
  20. 20. / 5 Untapped Lead Gen Tactics Don’t forget 4 to gate videos. Most marketers gate whitepapers, but what about videos? Source: http://www.marketo.com/webinars/optimize-ad-spend-with-personalized-targeting-and-analytics-2/ Source: http://www.marketo.com/definitive-guides/definitive-guide-to-engaging-content-marketing/ #123webinar | @webmarketing123
  21. 21. Don’t forget 4 to gate videos. Highlight your CTAs and drive more leads with YouTube overlays. #123webinar | @webmarketing123 Source: https://www.youtube.com/user/MarketoB2B / 5 Untapped Lead Gen Tactics
  22. 22. / 5 Untapped Lead Gen Tactics Don’t forget 4 to gate videos. Or, take it a step further and gate access to your videos. Tip: #123webinar | @webmarketing123 Source: http://wistia.com/blog/how-we-use-turnstile-to-capture-leads Try a service like Wistia or marketing automation to gate on-demand content.
  23. 23. / 5 Untapped Lead Gen Tactics Retarget missed 5 lead opportunities. #123webinar | @webmarketing123 Leave a website without converting1 One visit is typically not enough to convert. Leave a website without converting1 Google Confifidential and Proprietary 4 one visit is typically not enough 96% 70% Understanding Shopping Cart Abandonment, Forrester Research, May 2010 Abandon shopping carts without purchasing1 49% Typically visit 2-4 sites before purchasing2 Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited) Google Confifidential and Proprietary 4 one visit is typically not enough 96% 70% Understanding Shopping Cart Abandonment, Forrester Research, May 2010 Abandon shopping carts without purchasing1 49% Typically visit 2-4 sites before purchasing2 Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited) Source: Google New Opportunities for Remarketing Deck Remarketing gives you a second chance to bring past visitors back to your site to convert.
  24. 24. / 5 Untapped Lead Gen Tactics Retarget missed 5 lead opportunities. Google remarketing produces results on search & display. Google Ad words (RLSA) GDN (Display Remarketing) #123webinar | @webmarketing123 3x Previous site visitors convert at a 3x higher rate. 450% Advertisers see a 450% increase in CTR. Source: Google New Opportunities for Remarketing Deck
  25. 25. Retarget missed 5 lead opportunities. #123webinar | @webmarketing123 BONUS: Twitter offers remarketing options, too. Twitter Tailored Audiences : Advertise to users that have already visited your website. Source: https://blog.twitter.com/2014/introducing-the-website- tag-for-remarketing / 5 Untapped Lead Gen Tactics
  26. 26. Challenge Drive net new registrants for Driscoll’s Rewards Club loyalty program. Use remarketing on the GDN to target those who have visited Driscoll’s site and left without converting. 75% #123webinar | @webmarketing123 Client Case Study Results 30% Boost in registrants 4x CVR of standard display Cost per registrant 2x CTR of standard display Solution
  27. 27. #123webinar | @webmarketing123 1 The Battle for Leads How to Win More Leads in a Saturated Market 2 5 Untapped Lead Gen Tactics Discover 5 Lead Gen Tips You Haven’t Tried, Yet 3 Accelerate Current Lead Gen Efforts How to Improve Lead Gen Programs 4 Tie Digital Performance to Revenue Score More Marketing Budget for 2015 5 Live Q&A Ask Your Toughest Digital Marketing Questions On the Agenda
  28. 28. / Accelerate Current Lead Gen 1 Use progressive profiling. Widen the top of the funnel with progressive profiling. Tip: Decreasing form fields from 6 to 4 improves conversion rate by 48%. Source: ZoomInfo #123webinar | @webmarketing123
  29. 29. / Accelerate Current Lead Gen Learn to love 2 marketing automation. Automate to align with sales & close deals faster! Most companies are slow to respond. Only 37% respond in less than an hour. Companies that respond to leads within an hour after receiving a query are 7x as likely to qualify the lead. Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013 #123webinar | @webmarketing123
  30. 30. Learn to love 2 marketing automation. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. Companies that automate lead management see 10% or greater increase in revenue within 6-9 months. Source: Forrester Research; 2013 Source: Focus Research; 2013 #123webinar | @webmarketing123 Plus, nurtured leads add to the bottom line. / Accelerate Current Lead Gen
  31. 31. #123webinar | @webmarketing123 1 The Battle for Leads How to Win More Leads in a Saturated Market 2 5 Untapped Lead Gen Tactics Discover 5 Lead Gen Tips You Haven’t Tried, Yet 3 Accelerate Current Lead Gen Efforts How to Improve Lead Gen Programs 4 Tie Digital Performance to Revenue Score More Marketing Budget for 2015 5 Live Q&A Ask Your Toughest Digital Marketing Questions On the Agenda
  32. 32. Report on revenue & score more budget. #123webinar | @webmarketing123 It’s not enough to measure leads alone.
  33. 33. Report on revenue & score more budget. Close the loop by tying mobile campaigns to revenue in CRM. #123webinar | @webmarketing123
  34. 34. #123webinar | @webmarketing123 1 The Battle for Leads How to Win More Leads in a Saturated Market 2 5 Untapped Lead Gen Tactics Discover 5 Lead Gen Tips You Haven’t Tried, Yet 3 Accelerate Current Lead Gen Efforts How to Improve Lead Gen Programs 4 Tie Digital Performance to Revenue Score More Marketing Budget for 2015 5 Live Q&A Ask Your Toughest Digital Marketing Questions On the Agenda
  35. 35. Mike Turner, Webmarketing123 Director of Business Development e: results@webmarketing123.com t: 800. 619. 1570 #123webinar | @webmarketing123 Let’s Talk! Thanks! Get a second opinion on your SEO. In a 30 minute consultation, learn: ü Where you rank in relation to competitors ü Measure revenue opportunity from Search ü What you can do to accelerate results from SEO now

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