Delivered by Angela Leavitt of Mojo Marketing on March 28, 2017 at MSPWorld in New Orleans, discover specific digital, content and social media techniques designed to drive leads.

1. The Anatomy of a Wildly
Successful Lead Gen Campaign
Angela Leavitt
#MSPWorld #MSPAlliance

2. Angela Leavitt, Mojo Marketing
Founder & Chief Mojo-Making Officer
• 15+ years of sales & marketing
• Has worked with nearly 150
telecom, IT and cloud services
companies
• Speaker of Channel Partners,
ITExpo, CompTel

3. V
WHO IS MOJO?
V
Telecom, IT, and Cloud
Only
Have helped dozens
of carriers, MSPs and VARs
improve their
revenues and branding.
We have LOTS of
data on what
works

4. WHO’S WORKING THEIR MOJO?

5. Save questions for the end
I’ll stay until all questions are answered.
Do you tweet? Use #MSPWorld
You can also tag us with @MojoMktg
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Send your feedback to info@gimmemojo.com
HOUSEKEEPING

6. Additions &
Variations
Fishing
Campaign
Model
YOU’LL DISCOVER
Farming
Campaign
Model

7. WHO WANTS LEADS

8. WHY DON’T THE OLD
TRICKS WORK ANYMORE
• CXOs / IT Directors are bombarded with information.
• The “Sea of Sameness” is dizzying.
• The telecom / IT industry has a reputation for burning people.
• We want our network’s opinion.

9. In the connection
economy, trust and
relationships are the
new currency.
THE GREAT SHIFT
SETH GODIN

10. THE NEW SALES & MARKETING FUNNEL

11. YOU ARE A
HUSTLER
YOU ARE
TRUSTWORTHY
GUIDING PRINCIPLES & ASSUMPTIONS
• You have testimonials
• You look legit, not mom & pop
• Your reputation is stellar
• You build your warm market
• You stay in front of people
• Campaigns don’t replace
relationships

12. We’ve been testing
We’re going to talk about
– Exactly what we did
– Numbers from results
HERE WE GO

13. FISHING METHOD

14. FISHING
TIMING
• 1-2 months of prep
• 2-3 weeks of execution
• 1-2 months of follow up
THE “LAUNCH” MODEL

15. ELEMENTS
• Research
• Offer
• Content
• Landing Page
• Email
• Digital / Social
• Webinar
FISHING
NOTE: Simplify if you need to
THE “LAUNCH” MODEL

16. 1. RESEARCH
• Pain points
• Questions
• Lowest hanging fruit
• What’s hot right now
HOW?
–Ask your customers –Ask your prospects –Ask your sales team
FISHINGTHE “LAUNCH” MODEL

17. 2. DEVELOP A “MAFIA OFFER”
• Something they cannot refuse
• Directly address your prospect’s
pain & questions
FISHING
It must STAND OUT (hint: free telecom audit is outdated)
THE “LAUNCH” MODEL

18. 3. DEVELOP CONTENT TO
SUPPORT THE OFFER
• Address pain & questions
• Create some intriguing &
entertaining
• Give VALUE
• Include invite to attend webinar
FISHING
GOAL: Prospect knows, likes and trusts you
THE “LAUNCH” MODEL

19. 3. TYPES OF CONTENT THAT WORK WELL:
FISHING
VIDEOS WORKSHEETS WHITE PAPERS
INFOGRAPHICS CASE STUDIES
THE “LAUNCH” MODEL

20. 4. CREATE LANDING PAGE
• Include opt-in
• Create more educational
content (PDF downloads)
• Include links to webinar
registration
FISHING
THE “LAUNCH” MODEL

21. 5. CREATE EMAIL AUTO
RESPONDERS
• Thanks for viewing! Here’s
more info…
• And even more info…
• More info still… and join
the webinar to learn more
FISHING
THE “LAUNCH” MODEL

22. 6. DRIVE TRAFFIC TO LANDING PAGE
• Best way: through a strategic partner
• Digital Marketing
• PPC, Remarketing
• Your own email database / other lists
• Social Media
• BIG DATA AND FACEBOOK
• Memes
• LinkedIn Groups
• Sponsored Ads
FISHING
THE “LAUNCH” MODEL

23. 7. CONDUCT THE WEBINAR: 1 HOUR
• 90% educational / 10% offer
• Address more pain
• Show authority, leadership,
connections
FISHING
THE “LAUNCH” MODEL

24. 8. PRESENT THE OFFER
• Include scarcity
• Include testimonials
• Demonstrate the value
• Repeat offer three times
• Want more opt-ins?
Create a guarantee
FISHING
SPECIAL
OFFER
THE “LAUNCH” MODEL

25. EXAMPLE:
FISHING
THE KEY: The List and the Offer
INDUSTRY LIST OF
1500
PARTNER LIST OF
500
EMAIL OPEN RATES
23%
WEBINAR SIGNUPS
64
ATTENDEES
45
NEW CUSTOMERS
8
THE “LAUNCH” MODEL

26. IMPORTANT MATH:
FISHING
Now what? What you do next is the most important part!
LIST
2000
EMAIL OPEN RATES
23%
(1,540 DIDN’T OPEN)
WEBINAR SIGNUPS
64
(396 DIDN’T SIGN UP)
ATTENDEES
45
(19 DIDN’T ATTEND)
NEW CUSTOMERS
8
37 DIDN’T BUY
THE “LAUNCH” MODEL

27. WHAT’S NEXT?
• Did not OPEN? Try an edgier subject line
• Did not sign up for WEBINAR? Try more intriguing topic
• Did not ATTEND? Send presentation slides / videos
• Did not SIGN UP for offer? Could be timing. Put into
nurture campaign
FISHING
MORAL: Tailor the experience to each unique user.
THE “LAUNCH” MODEL

28. MANUAL
• Low / no cost platforms
–MailChimp, Contant Contact,
iContact
• More time to manage overall
FISHING
AUTOMATED
• Marketo, Pardot, HubSpot, Hatchbuck
• Higher cost: $200+ / mo.
• Intricate to set up
• Payoff is huge…“smart” emailing
THE “LAUNCH” MODEL

29. WHY MARKETING
AUTOMATION SOFTWARE?
• Manage prospects according to
their activities
• Lead scoring
• Invaluable data to help you track
and tweak
FISHINGTHE “LAUNCH” MODEL

30. CAMPAIGN ADDITIONS
& VARIATIONS

31. ADDITIONS & VARIATIONS
RECOMMENDED FOR:
• Highly targeted list
• HOT leads
• Your top 50-100 targets

32. USE MULTIPLE MODALITIES:
ADDITIONS & VARIATIONS
SIGHT TOUCH HEARING

33. DIRECT MAIL
• Is not dead! It’s all in the HOW…
• Handwritten on the envelope
• Use a stamp
• Send 1st Class
ADDITIONS & VARIATIONS

34. LUMPY MAIL
• Always gets past the gate keeper
• Tie in the object with the offer
• Be creative
• The more personalized, the better
• A 3-piece mail sequence works well
ADDITIONS & VARIATIONS
STORY: The Rubik’s Cube

35. LINKEDIN MAIL
• Email connections
• Email those you’re in a group
with
• Sponsored InMail
ADDITIONS & VARIATIONS

36. MORE CONTENT
• Videos
• Blogs
• Infographics
• News, reports
• Don’t sell, educate!
ADDITIONS & VARIATIONS

37. USE THE PHONE
• Use Scripts
• Leave scripted messages
• Call multiple times
ADDITIONS & VARIATIONS

38. POINTERS
• Use Scripts
• Leave scripted messages
–“I just sent you an
email/mailer/LinkedIn message”
–”I want to personally invite you to…”
• Call multiple times
ADDITIONS & VARIATIONS

39. POINTERS
• Having more than one person
involved in the process is more
effective than having one carry out
the entire process
• Have someone setup the
appointment and another one close
ADDITIONS & VARIATIONS

40. POINTERS
• Wednesday and Thursday are the
best days to call
• Can you guess the worst?
• 4-6 PM is the best time to contact
• 8-9 and 4-5 is the best time to
qualify a lead
ADDITIONS & VARIATIONS
*http://www.leadresponsemanagement.org/

41. POINTERS
• Persistence is key
• 10-12 touches total
• Some will talk to you purely out of
curiosity or respect
ADDITIONS & VARIATIONS

42. FARMING METHOD
7 STEPS TO CREATING REAL
THOUGHT LEADERSHIP

43. STEP # 1
1. You can’t be all things to all people
2. Niche = shortcut to expertise
3. Start with one and add more over time
CHOOSE A NICHE

44. STEP # 2
1. Think of your largest, most recognized
customer
2. Develop case study, video testimonial, other
endorsement
3. Got more? Have at it. Overwhelming is good
GET ENDORSED

45. STEP # 3
DEMONSTRATE
EXPERTISE
Develop messaging around your specialization
Put it everywhere:
– Website
– Business cards
– Collateral
– Social pages
– Video content
– Blog
– Infographics

46. STEP # 4
DEVELOP STRATEGIC
PARTNERSHIPS
Find the industry’s associations
– Volunteer on their
committees
– Write blog/articles for their
publications
– Participate in their LinkedIn
groups
– SPEAK at their events
– Build relationships with
their media people
– Record targeted videos
– Be creative
– Develop a true partnership
– Work promotions through
your partnership

47. STEP # 5
LEVERAGE DIGITAL
& BIG DATA
Follow your prospects around the web (Google
remarketing, Facebook ads, etc.)
Never been easier to target your EXACT
audience
– Whatever they’ve purchased
– What their interests are
Everything is moving toward “pay to play”

48. The more of a “Rock Star” you become in that industry,
the more leads and referrals you will receive
RESULTS
Increased Referrals
More Trust
Shorter sales cycles
Price becomes less of an
issue
Prospects contact you pre-
sold
More invitations to speak

49. angela@GimmeMojo.com @MojoMktg Linkedin.com/in/angelaleavitt
Want these slides?
Send feedback to info@gimmemojo.com