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Love at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline

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How can B2B marketers keep the pipeline fully stocked with a steady flow of high-quality leads? It’s easy - just be appealing, be available and be smooth! We cover strategies for attracting leads, promoting your content, and optimising your conversions.

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Love at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline

  1. @msweezey! Love @ First click Alluring Lead Generation Tactics to Pack your Pipeline
  2. @msweezey! Safe  Harbor     Safe  harbor  statement  under  the  Private  Securi5es  Li5ga5on  Reform  Act  of  1995:       This  presenta5on  may  contain  forward-­‐looking  statements  that  involve  risks,  uncertain5es,  and  assump5ons.  If  any  such  uncertain5es  materialize  or  if   any  of  the  assump5ons  proves  incorrect,  the  results  of  salesforce.com,  inc.  could  differ  materially  from  the  results  expressed  or  implied  by  the  forward-­‐ looking  statements  we  make.  All  statements  other  than  statements  of  historical  fact  could  be  deemed  forward-­‐looking,  including  any  projec5ons  of   product  or  service  availability,  subscriber  growth,  earnings,  revenues,  or  other  financial  items  and  any  statements  regarding  strategies  or  plans  of   management  for  future  opera5ons,  statements  of  belief,  any  statements  concerning  new,  planned,  or  upgraded  services  or  technology  developments   and  customer  contracts  or  use  of  our  services.       The  risks  and  uncertain5es  referred  to  above  include  –  but  are  not  limited  to  –  risks  associated  with  developing  and  delivering  new  func5onality  for  our   service,  new  products  and  services,  our  new  business  model,  our  past  opera5ng  losses,  possible  fluctua5ons  in  our  opera5ng  results  and  rate  of   growth,  interrup5ons  or  delays  in  our  Web  hos5ng,  breach  of  our  security  measures,  the  outcome  of  any  li5ga5on,  risks  associated  with  completed  and   any  possible  mergers  and  acquisi5ons,  the  immature  market  in  which  we  operate,  our  rela5vely  limited  opera5ng  history,  our  ability  to  expand,  retain,   and  mo5vate  our  employees  and  manage  our  growth,  new  releases  of  our  service  and  successful  customer  deployment,  our  limited  history  reselling   non-­‐salesforce.com  products,  and  u5liza5on  and  selling  to  larger  enterprise  customers.  Further  informa5on  on  poten5al  factors  that  could  affect  the   financial  results  of  salesforce.com,  inc.  is  included  in  our  annual  report  on  Form  10-­‐K  for  the  most  recent  fiscal  year  and  in  our  quarterly  report  on  Form   10-­‐Q  for  the  most  recent  fiscal  quarter.  These  documents  and  others  containing  important  disclosures  are  available  on  the  SEC  Filings  sec5on  of  the   Investor  Informa5on  sec5on  of  our  Web  site.       Any  unreleased  services  or  features  referenced  in  this  or  other  presenta5ons,  press  releases  or  public  statements  are  not  currently  available  and  may   not  be  delivered  on  5me  or  at  all.  Customers  who  purchase  our  services  should  make  the  purchase  decisions     based  upon  features  that  are  currently  available.  Salesforce.com,  inc.  assumes  no  obliga5on  and  does  not  intend  to  update  these  forward-­‐looking   statements.  
  3. @msweezey! Biography:  Mathew  Sweezey     Mathew  is  the  head  of  thought  leadership  for  B2B   marke5ng  at  Salesforce.com.  Listed  as  the  one  the  top  10   most  influen5al  B2B  marke5ng  thought  leaders  by   Onaly5ca,  and  one  of  the  Top  5  Marketers  Under  30  by   Technology  Associa5on  of  Georgia.  He’s  been  featured  in   Huffington  Post,  Mashable,  Clickz,  MOZ.com,  and  mul5ple   books  on  the  topic  of  B2B  marke5ng.  He  also  owns  a   brewery  in  Atlanta  Georgia.         What’s  the  future   of  marke5ng?  
  4. @msweezey! 12hours The National Institute of Health (UK) reports the average person is in front of a screen for 12 hours each day. !
  5. @msweezey! Media UBIQUITYMore people have cell phones than have access to clean drinking water, or electricity. !
  6. @msweezey! IBMSays there was more data created in the past 2 years than had ever existed before on earth. !
  7. @msweezey! It’s not just whitepapers Content Re-Defined
  8. @msweezey! “I want content”Said no customer ever!
  9. @msweezey! 1/EscapePeople  wan5ng  to  escape  will  lean  on  self  discover   and  social  channels.  They  are  looking  to  escape  their   work,  life,  job,  and  take  a  short  break.  No  barring  on   sales  readiness.        
  10. @msweezey!
  11. @msweezey! 2/LearnPeople  wan5ng  to  learn  are  looking  on  ways  to  do   their  job  becer.  This  can  also  take  place  during  an   escape.  May  be  an  early  sign  of  sales  readiness  if  they   move  to  research.    
  12. @msweezey!
  13. @msweezey! 3/ResearchPeople  wan5ng  to  research  will  dedicate  5me  to   search,  learn,  and  solve.  They  are  looking  for  content   to  help  them  solve  for  a  problem.  Shows  sales   readiness    
  14. @msweezey!
  15. @msweezey! Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. Time Frequency Relevance Depends on where they are
  16. @msweezey! Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. Time Frequency GIRL AT THE PARTY
  17. @msweezey! Drive more leads with better content Pack the Pipeline
  18. @msweezey! Identify stagesThis means doing interviews with customers !
  19. @msweezey! What are the questions they ask here What do they want to learn here
  20. @msweezey! Write an Article / Publish it  
  21. @msweezey! Shoot A video and Host it  
  22. @msweezey! Get TargetedNew ways to identify potential companies!
  23. @msweezey! Find companies based on .js  
  24. @msweezey! Add Companies via 3rd party  
  25. @msweezey! IP Based TargetingBreak into the accounts!
  26. @msweezey! Only show one ad to one person  
  27. @msweezey! Social TargetingLearn to use social in tactical ways to get email!
  28. @msweezey! Learn what Psychographic means  Buy  this  book:  hcp://www.amazon.com/Complete-­‐Social-­‐Media-­‐Community-­‐Managers/dp/1118466853       Works on all social channels! You can use POWER EDITOR IN facebook to access these features. You can also use 3rd party social tools to access even more data.!
  29. @msweezey! Optimize for Mobile!  It costs more for desktop ads – NEVER DO right side bar ads!
  30. @msweezey! Have videos with inline CTA’s  
  31. @msweezey! Learn to use Social RE-Targeting  Place social beacons on the thank you page for content !
  32. @msweezey! Nurture Via emailThe goal of nurturing is to move them to the next stage!
  33. @msweezey! John,       I  no5ced  an  ar5cle  on  Content  experience,     and  thought  you  might  like  to  give  it  a  look.     John,       There  is  a  video  in  our  resource  library  on     Lead  nurturing  best  prac5ces,  here’s  a  link  to  it.     It  was  recorded  with  Jay  Baer.     John,       I’m  not  sure  if  you  follow  this  guy  on  social.  But   If  you’re  on  Twicer  you  might  want  to     check  out  @jaybaer.  We’ve  just  shot  a  webinar..     Get better eMAILS GET MORE CONVERSIONS  EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL!
  34. @msweezey! ConclusionBetter content, delivered in targeted ways Is the best way to drive more leads!
  35. @msweezey! Thank youI’ll be in the Pardot lounge @msweezey  

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