If you'd like LOL (Lots of Leads) - you need a system to get your leads from marketing into the hands of sales. Dave Meyer of BizzyWeb shares how to track to ROI, get your leads into a repeatable system, and get your sales and marketing teams working as a big, happy SMarketing team.
2. • Digital Marketing
• Lead Generation
• Content
• Web Design
• Advertising
• Inbound Marketing
Who am I?
dave@bizzyweb.com
612-424-9990
@dave1meyer
3. Sales – Then
• Grab attention
• High pressure
• “Me, Me, Me”
• Pile of papers
• Sales VS. Marketing
Image source: Flickr user strangeinterlude via CC license
@dave1meyer | dave@bizzyweb.com
4. Sales – Now
• About the customer
• System for follow-ups
• Additional value at every turn
• SMarketing =
Sales connected to Marketing
Image source: Flickr user Sesc em São Paulo via CC license
@dave1meyer | dave@bizzyweb.com
5. The Model is Changing
@dave1meyer | dave@bizzyweb.com
14. Landing Pages
• Clear, concise headline
• Remove distractions: One CTA
• Simple as possible
• Track results
@dave1meyer | dave@bizzyweb.com
15. Know Your Audience
Buyer Personas:
Semi-fictional representations of your ideal customer
based on real data and educated guesses about their
demographics, behaviors, motivations and goals
@dave1meyer | dave@bizzyweb.com
16. Telling your Persona’s Story: 5 Chapters
One paragraph each:
• Job / Demographic info
• A day in the life
• Challenges and Pain Points
• Information Sources
• Common Objections
“Leslie works in a service-based
business. The owner wants to grow,
but doesn't know how to go about
marketing. Leslie wears multiple
hats and sort of understands
marketing, but needs help from an
expert. She doesn't know how to
plan a strategy, or how to dig into
marketing data or use it to make
informed decisions. She's a parent
and her off-time is "kid-focused”…
@dave1meyer | dave@bizzyweb.com
17. Connect to Convert
• Social Outreach
– Research First
– Collect in a CRM
– Set sequences
• New Ways to Engage
– Video Email
– GrowthBot
@dave1meyer | dave@bizzyweb.com
18. Social Outreach
• LinkedIn
– Research Prospects and Companies
– Automate AND personalize
– Invite after a personal connection
• Facebook / Twitter / Instagram
– Find out more about your prospects
– Research only
• Connect and Engage via Sequences
– Add value at every turn
@dave1meyer | dave@bizzyweb.com
19. Video Email
• Stand out from the crowd
• 30-60 second vids
• Customize keyframe
• Tools:
– Vidyard (built into HubSpot)
– Soapbox (Wistia)
– Loom
@dave1meyer | dave@bizzyweb.com
20. GrowthBot
• Free tool from HubSpot
• Research leads
– Keywords
– PPC spend
– Contacts
– Software in Use
@dave1meyer | dave@bizzyweb.com
21. Measure Your Marketing
• Set meaningful baseline
• NOT: hits, clicks or bounce rates
• Look for leads, sales, improved trends
• Pick one part of your flywheel and improve
• Look for insights
@dave1meyer | dave@bizzyweb.com
23. Measurable Lead Goals
• New Connections
• Engagement / Actions
• Closed Deals (or new sales)
• Improved ROI
@dave1meyer | dave@bizzyweb.com
24. Budgeting for ROI (B2B)
X =
/
/
=
=
Total Sales Revenue % Revenue From MQLs Marketing Revenue Goal
Marketing Revenue Goal Average Deal Size Customers Needed
Customers Needed Lead to Close Rate Total Leads Needed
@dave1meyer | dave@bizzyweb.com
25. Wrapping Up
• Lead Generation is a Process
• Target your leads
• Automate for results
• Keep it fresh, use video / etc.
• Measure and Improve
• Use a System!
@dave1meyer | dave@bizzyweb.com