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Quick Wins of Lead Generation
Amit Lavi
April 2015
2April 2015 © Marketing Envy
Marketing Envy founders
Over 30 <gulp> years combined experience with tech start ups
and mult...
April 2015 © Marketing Envy 3
Our customers
April 2015 © Marketing Envy 4
The Ultimate Goal
5April 2015 © Marketing Envy
Automate and create procedures and monitoring
Growth - Build the machine
April 2015 © Marketing Envy 6
Quick Wins On Low Budget
7April 2015 © Marketing Envy
Messaging is the foundation of all your lead
generation efforts.
No shortcuts on this step
Ma...
April 2015 © Marketing Envy 8
Who you are
What you do
For who
Why you are better than
competitors
Why I should try your pr...
9April 2015 © Marketing Envy
Cliqdo messaging &
website before
April 2015 © Marketing Envy 10
Example
New mobile marketing channel for bloggers and
service providers with timely content
11April 2015 © Marketing Envy
Who & what
• New mobile marketing channel for bloggers and
service providers with timely con...
12April 2015 © Marketing Envy
Cliqdo is better because
• Breaks the 2-dimensional limits of blog, emails,
Facebook and Twi...
Thank You
14April 2015 © Marketing Envy
Step 2: Use & Test it
15April 2015 © Marketing Envy
Friends, Family & Fools
Does not a target audience make
Why use and test?
April 2015 © Marketing Envy 16
Setting up your test:
• Preliminary budget ~ $1500
• Who is your low hanging fruit / target...
17April 2015 © Marketing Envy
First attempt, Cliqdo landing pages
“Designed for fitness
trainers / dieticians”
“talented a...
18April 2015 © Marketing Envy
First attempt, Cliqdo ads
19April 2015 © Marketing Envy
20April 2015 © Marketing Envy
First attempt, Camilyo ads
21April 2015 © Marketing Envy
Never Assume
Test – Messaging
22April 2015 © Marketing Envy
• When you’ve found a channel that shows potential
• Found goal conversion rate and CPA
• Me...
23
April 2015 © Marketing Envy
Key: Do A Few Things
Really Really Well
24April 2015 © Marketing Envy
Your Web Is Your Mecca
25April 2015 © Marketing Envy
• Use the messaging tested and proven
• Use tools like CrazyEgg, ClickTail and Google
Analyt...
26April 2015 © Marketing Envy
Some of our favorite tools
27
April 2015 © Marketing Envy
Email Marketing
Outbound & Nurturing
April 2015 © Marketing Envy 28
Source:
https://www.marketingtechblog.c
om/top-marketing-tactics/
Email
29April 2015 © Marketing Envy
“$1 invested in email marketing
yields $44.25 ROI”
But the days of mass
spamming are over
Em...
30April 2015 © Marketing Envy
Who do you email, outbound:
• Cherry picked people who you have specifically researched
on L...
31April 2015 © Marketing Envy
Emails per interest &/or at certain time:
Email Nurturing & Segmenting
• Welcome email immed...
32April 2015 © Marketing Envy
PPC - Remarketing until they give up
From email visitors
Organic visitors
Mobile visitors
Al...
33April 2015 © Marketing Envy
• Google Search- Cover the basics
• Facebook – People 2 people
• Outbrain – For PR and aweso...
34April 2015 © Marketing Envy
Remarketing & Social in the Lead Gen Funnel
April 2015 © Marketing Envy 35
Content, Content, Content
April 2015 © Marketing Envy 36
Content & Social Media: The cost is in leg work
• Research what your target
audience is int...
April 2015 © Marketing Envy 37
Content & Social Media: Effective?
April 2015 © Marketing Envy 38
Content & Social Media: The cost is in leg work
• Create a 3 month content plan
• Frequency...
39April 2015 © Marketing Envy
Automating it all
40April 2015 © Marketing Envy
Automate your lead capturing - What do you need?
41April 2015 © Marketing Envy
Automate your lead capturing - On a budget for real
April 2015 © Marketing Envy 42
Thank you
Now go and grab leads
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Lead Generation Quick Wins - The Startup Marketing Meetup

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While building the marketing machine may seem like conquering Mount Everest (and it often is), there are some quick wins that will brighten up your day and pipeline. We'll let you in on those and also what are the fundamentals that you can't skip.

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Lead Generation Quick Wins - The Startup Marketing Meetup

  1. 1. Quick Wins of Lead Generation Amit Lavi April 2015
  2. 2. 2April 2015 © Marketing Envy Marketing Envy founders Over 30 <gulp> years combined experience with tech start ups and multi-national brands Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Askem, Cloudyn, BlazeMeter, DMG, ICQ, Tuteboard, GetEvents, Mantis Vision, Cliqdo, Outbrain Billy Cina Amit Lavi
  3. 3. April 2015 © Marketing Envy 3 Our customers
  4. 4. April 2015 © Marketing Envy 4 The Ultimate Goal
  5. 5. 5April 2015 © Marketing Envy Automate and create procedures and monitoring Growth - Build the machine
  6. 6. April 2015 © Marketing Envy 6 Quick Wins On Low Budget
  7. 7. 7April 2015 © Marketing Envy Messaging is the foundation of all your lead generation efforts. No shortcuts on this step Marketing 101: Messaging first, ALWAYS
  8. 8. April 2015 © Marketing Envy 8 Who you are What you do For who Why you are better than competitors Why I should try your product Need to reach precise answers to
  9. 9. 9April 2015 © Marketing Envy Cliqdo messaging & website before
  10. 10. April 2015 © Marketing Envy 10 Example New mobile marketing channel for bloggers and service providers with timely content
  11. 11. 11April 2015 © Marketing Envy Who & what • New mobile marketing channel for bloggers and service providers with timely content • Enables any time-based content to be easily turned into a mobile application For who • Service providers with an active Facebook page, blog, mailing list • Low hanging fruit: Fitness trainers; Life coaches; Dieticians; Music teachers; Business coaches; Art teachers; And many more! What we needed to convey
  12. 12. 12April 2015 © Marketing Envy Cliqdo is better because • Breaks the 2-dimensional limits of blog, emails, Facebook and Twitter • Enables providers to motivate their current clients and grow their client base on mobile Why I should try • It is easy to get going and use • Does not require programming or design • Competitive edge What we needed to convey
  13. 13. Thank You
  14. 14. 14April 2015 © Marketing Envy Step 2: Use & Test it
  15. 15. 15April 2015 © Marketing Envy Friends, Family & Fools Does not a target audience make Why use and test?
  16. 16. April 2015 © Marketing Envy 16 Setting up your test: • Preliminary budget ~ $1500 • Who is your low hanging fruit / target audience • Facebook &/or Google – Ads & landing pages You need answers to: • Is measurement working • Are you reaching your target audience • Are the leads relevant • Which channel has more potential • Do they get your message So how and what do you test
  17. 17. 17April 2015 © Marketing Envy First attempt, Cliqdo landing pages “Designed for fitness trainers / dieticians” “talented and innovative” “Join 6 month pilot” Name & email only
  18. 18. 18April 2015 © Marketing Envy First attempt, Cliqdo ads
  19. 19. 19April 2015 © Marketing Envy
  20. 20. 20April 2015 © Marketing Envy First attempt, Camilyo ads
  21. 21. 21April 2015 © Marketing Envy Never Assume Test – Messaging
  22. 22. 22April 2015 © Marketing Envy • When you’ve found a channel that shows potential • Found goal conversion rate and CPA • Messaging seems to be working – leads remember they signed up and are qualified Test – When to stop testing
  23. 23. 23 April 2015 © Marketing Envy Key: Do A Few Things Really Really Well
  24. 24. 24April 2015 © Marketing Envy Your Web Is Your Mecca
  25. 25. 25April 2015 © Marketing Envy • Use the messaging tested and proven • Use tools like CrazyEgg, ClickTail and Google Analytics to understand user behavior; change accordingly • Use call to actions and give people a reason to contact you • Use pop-ups wisely and give people something – white paper, webinar invite, free consultation/demo Is your web site working hard enough?
  26. 26. 26April 2015 © Marketing Envy Some of our favorite tools
  27. 27. 27 April 2015 © Marketing Envy Email Marketing Outbound & Nurturing
  28. 28. April 2015 © Marketing Envy 28 Source: https://www.marketingtechblog.c om/top-marketing-tactics/ Email
  29. 29. 29April 2015 © Marketing Envy “$1 invested in email marketing yields $44.25 ROI” But the days of mass spamming are over Email Marketing http://blog.hubspot.com/insiders/email-marketing-lead-generation
  30. 30. 30April 2015 © Marketing Envy Who do you email, outbound: • Cherry picked people who you have specifically researched on LinkedIn, Facebook, Twitter etc • Those who have completed an online form to receive your whitepaper, ebook ….. Getting Email Marketing Right http://blog.hubspot.com/insiders/email-marketing-lead-generation • Anyone who has come to your booth in the past, you have met at a conference ….
  31. 31. 31April 2015 © Marketing Envy Emails per interest &/or at certain time: Email Nurturing & Segmenting • Welcome email immediately upon form completion • Immediate sign in: Quick tips • No sign in after 2 days: All ok? • After 7 days: Quick tip & ebook • Towards end of trial: Special offer
  32. 32. 32April 2015 © Marketing Envy PPC - Remarketing until they give up From email visitors Organic visitors Mobile visitors All PPC channels
  33. 33. 33April 2015 © Marketing Envy • Google Search- Cover the basics • Facebook – People 2 people • Outbrain – For PR and awesome blogs • LinkedIn – Initial enterprise leads to blog • Twitter – Narrow audience but effective Which channels to use?
  34. 34. 34April 2015 © Marketing Envy Remarketing & Social in the Lead Gen Funnel
  35. 35. April 2015 © Marketing Envy 35 Content, Content, Content
  36. 36. April 2015 © Marketing Envy 36 Content & Social Media: The cost is in leg work • Research what your target audience is interested in • Topics people are talking about • Google search complete • Where is your target audience? • Linkedin, Facebook, Twitter, Pinterest, etc • See where your competitors are – follow or breakaway • Who are the influencers you should follow / seek
  37. 37. April 2015 © Marketing Envy 37 Content & Social Media: Effective?
  38. 38. April 2015 © Marketing Envy 38 Content & Social Media: The cost is in leg work • Create a 3 month content plan • Frequency of blogs and short updates • Which articles, when • Who is going to write – internal / external • Keep on top of breaking industry news • Consistency and frequency is key to success
  39. 39. 39April 2015 © Marketing Envy Automating it all
  40. 40. 40April 2015 © Marketing Envy Automate your lead capturing - What do you need?
  41. 41. 41April 2015 © Marketing Envy Automate your lead capturing - On a budget for real
  42. 42. April 2015 © Marketing Envy 42 Thank you Now go and grab leads

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