Lead Generation and Lead Nurturing

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  • Founded in 2008 – HQ in Beaverton,OR. – Now 3rd Generation EMAIL and More…Who: Raghu Raghavan – Responsys CTO and co-founder + Engineering Team Act-On is the Fastest Growing SaaS: Taking the Market by Storm!!600 customers in less than 2 years At this pace…we be at 2,000 customers by end of 2012!!
  • Proven Success!! – not to mention making life a little less complicated for the Marketer: Marketing Automation make a huge impact on the Bottom Line.
  • Now that you have seen the potential numbers – These are the facts – When we talk about Marketing Automation – AlignmentOn a daily basis here At Act-On our Sales Team exactly why a lead is in fact a LEAD – No GuessingManagement of the tools in one platform – makes it simple for the whole teamResults Don’t Lie – Last year Act-On Grew Revenue 405 % Year over Year - here is how we can help you!!
  • As Nick just showed us how to Bring LEADS into the company Act-On gives you the tools to convert them. These as just a few…. Let’s talk about a Plan.
  • The over all Goal: GET STARTED TODAY!!!Start simple: 5 STEPS That we will Discuss---- Yes there are many options and things coming at you like crazy– However our Customers following the KISS Method: Keep It Simple for SalesTransition: Typically this is the BIGGEST NEED – and drives the most business!!
  • Steps to Increase Revenue – ContentDevelop the Content – This is your plan – Why do people need help? The who and the what --- What would they find value in? Why is itimportant to them – Start simple ---- ask yourself what common issues they are trying to solve??-- Map it out…
  • Steps to Increase Revenue – Keeping ScoreYour score may not be the same as ours: Both profile(title industry location) or Behavior (downloaded a WP – attended Webinar visited theses 4 webpages)BANT – Budget – Authority Need TimeLine ect. may be used – Certain things may be weighed HIGHER!!!Key here: the tool needs to be Flexible …. it has to be Easy to make changes as you refine scoring over time
  • Increase Revenue – Cadence | ProgressionCadence | Progression – Timing Is everything– When to send --- How much how often… without being bothersome. (Key here is relevancy)Progression – with in MA you have tools called, Smart Forms- Gated Forms Progressive Forms | Landing Pages and Prefill – Combined together allows prospects to fill out their information ONE TIME – or if the prefill is checked their “known data” will automatically pre-populate = Easy Conversion – Easy Follow upthat is tailored to their interests.
  • Steps to Increase Revenue – Align | HandoffAlign – Marketing with Sales – What does Qualified mean to Sales? (Sales/Marketing should Decide TOGETHER)Common Goal – All in alignmentHandoff – At Act-On this is Key for us – Real Time Hand off for effective follow up “Strike while the Iron is Hot” Automated triggers are KEY. - Free Trails – Request for Demo – Contact Me ect.Statistics show that the likely hood of closing a deal dramatically drops even with a single day delay – ( that makes a statement !!! – Step back for a second….look at your process – what does it say about you? )
  • Steps to Increase Revenue – Track | Measure | Refine | RepeatAgain starting simple in marketing will generate leads for sales and as lead flow increases the process will be measured based on you goals, then marketing can easily refine the process to enhance the quality. Repeating this places the organization on shortest path to the ultimate goal– RevenuMarketing Automation is a tool that gives marketers the ability to tie all of this together in one simple – easy to manage application
  • Act-On’s – Marketing Automation – built for Fortune 5 mil – Just voted – Simplest to Use – Easiest to Deploy and Best Overall Value Our goal: Provide you with the best tools to INCREASE REVENUE | CONVERSIONS – all at a LOWER COST:Next Steps: Full White Paper outlining these Steps and More Steps to consider – ie. Waking the Dead – Avoiding One-Offs and more will be mailed to you as a follow up…More Info on Act-On’s MA : Weekly Demo – Online Videos –Lead Nurturing & Scoring – List Segmentation – WebSite Visitor Tracking and more www. ActonSoftware.com Thank you Allie – I learned a lot from you today!!!Thank you all for attending – keep an eye out for the follow up email – we look forward to working with you all very soon.
  • Lead Generation and Lead Nurturing

    1. 1. Lead Generation and Lead Nurturing Presented by:Nick Footer | Anvil Media, Inc. | Business Development Executive Twitter: @nickfooter | nickf@anvilmediainc.comJeff Linton | Act-On Software | Senior Manager, Product Marketing Twitter: @ActOnSoftware | Jeff.Linton@ActOnSoftware.com
    2. 2. Anvil | Digital Marketing AgencyAnvil Media, Inc. is a digital marketing agency specializing in search engine optimization, pay-per-click management, online reputationmanagement, mobile marketing, social media marketing, web analytics, and site conversion optimization services.
    3. 3. PollAre you currently using marketing automation?
    4. 4. Anvil | What Is A Keyword?Anvil | Keyword Research
    5. 5. Anvil | Why Should You Care? Title Anvil | Keyword ResearchDo you own one of these?
    6. 6. Anvil | Impact Of Google Instant Anvil | Keyword Research
    7. 7. Anvil | Keyword ToolsAnvil | Keyword Research
    8. 8. Anvil | Organic Listings
    9. 9. Anvil | SEO - ContentBlogWhitepapersReviews/FAQVideosWebinarsPodcastsPress ReleasesArticlesGlossaryNewsletter Archives
    10. 10. Anvil | SEO - CodeHTML textCSS (Cascading Style Sheets)Breadcrumb navigationRobots.txt File404 Error Pages301 redirects & CanonicalizationXML & HTML Sitemap
    11. 11. Anvil | Code – 404s
    12. 12. Anvil | Code – Tag OptimizationKeyword used in title tagKeyword used in meta description (for click throughs)
    13. 13. Anvil | Credibility - Links Why Do Search Engines Care About Links?Links are a “vote” for your website Each site that links to you tells the search engines that your site must be useful and important. Another Your site must be good Site since others link to it. I Another Another will rank it higher! Site Site Your Site
    14. 14. Anvil | Credibility – Anchor TextAnchor Text: The text that, when clicked on, links to another website. Images don’t have anchor text. The anchor text in this link is “ROI Revolution”Nofollow: Only visible in website code. Tells search engines NOT to pass any “link” value.
    15. 15. Anvil | Local SEOLocal Search Stats | GrowingLocal Results Constantly Changing
    16. 16. Anvil | Local SEO Example
    17. 17. Anvil | Paid – Search Engines
    18. 18. Anvil | Paid – Components Search EngineConversion Keywords Landing Ad Creative Pages
    19. 19. Anvil | Paid – AdsHeadline = 25 CharactersDescription Line = 35 Characters x 2Display URL = 35 Characters
    20. 20. Anvil | Landing Pages Keywords in Headline It’s all about Fast Loading Images & Page UserKeywords in Experience Body Copy Clear Call to Action & Relevancy to Ad Privacy Policy - About Us
    21. 21. Anvil | Paid - ConversionIn the end, we need to get the user to do what we want them to do.
    22. 22. Anvil | Paid – Display NetworksContextually based resultsWe call this the “Content Network” or “DisplayNetwork”1000’s of Websites in Network
    23. 23. Anvil | Text Display Ads
    24. 24. Anvil | Display Image Ads
    25. 25. PollAre you currently utilizing social to drive leads for your business?
    26. 26. Anvil | Paid – SocialLots Of Networks | Demographic TargetingHyper Targeted Ads | User DataFree Advertising | Test FirstLanding Pages | Convert
    27. 27. Anvil | Social - Facebook800 LB Guerrilla | 1 billion users by AugustUnique Content | Landing TabsBuild Prospects Lists
    28. 28. Anvil | Social - Facebook
    29. 29. Anvil | Social - TwitterCustomer Service | Listening Programs
    30. 30. Anvil | Social - TwitterEngage | Not Push Marketing Platform
    31. 31. Anvil | Social - LinkedInQ&A | Proven Thought Leadership
    32. 32. Anvil | Social - LinkedInGroups | Foster Collaboration
    33. 33. Anvil | Social - YouTubeRecently Updated | Premium Channels
    34. 34. Anvil | Social - YouTubeSales Tool | Interactive
    35. 35. Anvil | Social – Google+Fastest Growing | 100 Million Users
    36. 36. Lead Generation ChannelsOrganic, Paid, Social Leads | Now Convert!
    37. 37. Act-On | Marketing Automation2008 | Beaverton OregonRaghu Raghavan | CEOFounder of Responsys | 2 IPO’sFastest Growing SaaS600 | 2 Years
    38. 38. Marketing Automation | Success46% Increase | Annual Revenue 26% Increase | Lead Conversions 25% Decrease | Cost Per Lead
    39. 39. Importance | Marketing Automation Sales | MarketingAlign Sales | Marketing | Customer Buying ProcessRemove the Unknown for Sales Why is this a LeadRemoves the Complexity All-in-OneMarketing Bigger | Stronger | More Effective for Less
    40. 40. Lead Nurturing | Conversions Understanding | Targeting Segmentation | Planning Nurture | Drip | Re-Market Demo | Free Trail | Contact SalesTop Performing organizations outperformed everyone else by 2-3xin revenue growth and lead-to-sales conversion. These organizationsare 3x more likely to use a Marketing Automation tool. Gleanster Research - 2011
    41. 41. Steps to Increase Revenue Today Develop Content Keep Score Cadence | Progression Align | Handoff Track | Measure & Refine | Repeat
    42. 42. Revenue | Content Focus | End in MindSolving Specific IssuesWhy it that Important Who Gets What Specific Content Create a Plan
    43. 43. Revenue | Keep ScoreCustom to Meet your Needs Profile Based Behavior Based B.A.N.T. Value = 10..20..30
    44. 44. Revenue | Cadence & ProgressionTiming When How Much How OftenAutomation Tools Progressive Forms (pre-fill) Landing Pages - EmailConvert | Track | Report
    45. 45. Revenue | Align & HandoffWhat is a Lead MQL to SQL Who Decides The Goal Automation Tools Scoring | Qualification Setting Triggers
    46. 46. Increase Revenue Today Track | Measure | Refine | Repeat Landing Pages Drip MarketingContent Website Webinars Segmentation Registration Forms
    47. 47. Start Today Plan with End in Mind Start Simple | K.I.S.S.Marketing Automation { 46% Increase in Revenue } { 26% Increase in Lead Conversions } { 25% Decrease in Cost / Lead } Informative Webinar Topics - Videos – Best Practices
    48. 48. PollAre you interested in learning more about Anvil’s services?
    49. 49. ContactNick FooterBusiness Development ExecutiveAnvil Media, Inc.310 NE Failing StreetPortland, OR 97212503.595.6050 x228 office503.481.6629 cellnickf@anvilmediainc.comTwitter: @nickfooterLinkedIn: nickfooter
    50. 50. Upcoming Anvil WebinarsMarch 21st, 2012 – 10am PSTLocal SEOApril 18th, 2012 – 10am PSTSite SearchMay 16th, 2012 – 10am PSTAdvanced AnalyticsFind Out More and Registerhttp://www.anvilmediainc.com/search-engine-marketing-webinars

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