Crazy Effective Ways to Increase Your Leads through Content - Tom Shapiro, Stratabeat

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Uncover how to translate more of your content into site traffic, and more of your site traffic into qualified B2B leads. This session will walk you through creative and effective techniques to increase your content ROI. Whether you’re looking to increase sales meetings, product demos, applications, downloads, registrations, or mailing list subscriptions, you’ll walk away from this session armed with the know-how to transform your content into a powerful lead generation platform.

Marketing

Crazy Effective Ways
to Increase Your Leads
through Content
MASTER
CLASS
Tom Shapiro
CEO
STRATABEAT
BOSTON, MA ~ JUNE 13 - 14, 2022
DIGIMARCONNEWENGLAND.COM | #DigiMarConNewEngland

Are We Nuts???
For every $92 spent driving website traffic,
only $1 is spent to convert those site visitors.
Source: Bryan Eisenberg

Tom Shapiro
• CEO of Stratabeat, a B2B marketing &
organic growth agency
• Author of the books “Rethink Lead
Generation” and “Rethink Your
Marketing”
• While Director of Digital Strategy at
prior company, grew from 85 to 700+
employees in 5 years
• Developed marketing strategies for
Fortune 500 companies such as Intel,
AT&T, GE, UnitedHealthcare, and
Hewlett-Packard
@TomShapiro @Stratabeat

Crazy Effective Methods
For Driving More Leads

Alfred Yarbus & Eye Tracking
Ilya Repin’s painting An Unexpected Visitor

What SPECIFIC QUESTIONS
are they asking as they land on your site?

What You Need to Write the
Best Headlines [2021]

What You Need to Write the
Best Headlines [2021]
VS.

WH Y T H IS A P P ROACH IS SO P OWE RFU L
Benefits of Original Research & Data
Soft Benefits
• Glean unique insights
• Understand your audience more deeply
• Generate unique content
• Produce content that your competitors
CANNOT produce (or copy)
• Own a topic in your industry
• Engage your audience
• Set up recurring engagement opportunities
Marketing Metrics*
• Greater social shares (66%)
• More media mentions (63%)
• Increased backlinks (60%)
• Increased leads (55%)
• More mailing list subscribers (43%)
• Continue conducting original research
in the subsequent year (88%)
* Source: BuzzSumo/Mantis Research 2019
55%
More Leads

Marketers Find Original Research Successful

What’s an ONLINE TOOL
your business could be offering?

Behavioral Intelligence
Click & Heat Mapping

Friction Scores
Happy Site Visitors Unhappy Site Visitors

Friction Events
Rage Clicks Mouse-Outs
Click Errors

Behavioral Intelligence
Session Recordings

Purchase Decisions Are
Based on EMOTIONS

Lead Generation Framework
Audience
• IP Detection
• Address Their
Questions
Content
• Original Content
• Content
Atomization
• Online Tools
Behavior
• Scroll Mapping
• Heat/Click
Mapping
• Reducing Friction
• Session Recordings
Neuroscience
• Evoke an
Emotional
Response
CTAs
• Behavior-based
CTAs
• Contextual CTAs
• Exit-Intent CTAs

30-Day Plan
Answer Each of These
What action will you take?
By when?
Who needs to be involved?
What budget is required?
How will you measure success?

Decision Matrix
IDEA SPEED EASE COST
LEADS or
REVENUE
ROI
Weekly Optimized Blog Post
Research Report
ABM Program

Rethink Lead Generation
Advanced Strategies to Generate
More Leads for Your Business
“If your lead gen needs a Red Bull, Tom’s book is here.”
FREE CHAPTER
TomShapiro.com/download/digimarcon
— Ann Handley, Chief Content Officer at MarketingProfs and
bestselling author

https://Stratabeat.com
Tom Shapiro, CEO
@TomShapiro
@Stratabeat

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Crazy Effective Ways to Increase Your Leads through Content - Tom Shapiro, Stratabeat

1. Crazy Effective Ways to Increase Your Leads through Content MASTER CLASS Tom Shapiro CEO STRATABEAT BOSTON, MA ~ JUNE 13 - 14, 2022 DIGIMARCONNEWENGLAND.COM | #DigiMarConNewEngland

2. Are We Nuts??? For every $92 spent driving website traffic, only $1 is spent to convert those site visitors. Source: Bryan Eisenberg

3. Tom Shapiro • CEO of Stratabeat, a B2B marketing & organic growth agency • Author of the books “Rethink Lead Generation” and “Rethink Your Marketing” • While Director of Digital Strategy at prior company, grew from 85 to 700+ employees in 5 years • Developed marketing strategies for Fortune 500 companies such as Intel, AT&T, GE, UnitedHealthcare, and Hewlett-Packard @TomShapiro @Stratabeat

4. Crazy Effective Methods For Driving More Leads

5. IP Detection

6. 24 Visits

10. Answer Their Questions

11. Alfred Yarbus & Eye Tracking Ilya Repin’s painting An Unexpected Visitor

12.

13.

14.

15.

16.

17.

18.

19. What SPECIFIC QUESTIONS are they asking as they land on your site?

20. Original Research & Content Atomization

21. What You Need to Write the Best Headlines [2021]

22. What You Need to Write the Best Headlines [2021] VS.

23. WH Y T H IS A P P ROACH IS SO P OWE RFU L Benefits of Original Research & Data Soft Benefits • Glean unique insights • Understand your audience more deeply • Generate unique content • Produce content that your competitors CANNOT produce (or copy) • Own a topic in your industry • Engage your audience • Set up recurring engagement opportunities Marketing Metrics* • Greater social shares (66%) • More media mentions (63%) • Increased backlinks (60%) • Increased leads (55%) • More mailing list subscribers (43%) • Continue conducting original research in the subsequent year (88%) * Source: BuzzSumo/Mantis Research 2019 55% More Leads

24. Marketers Find Original Research Successful

25. Content Atomization

26.

27.

28. 5 National TV Appearances

29. Online Tools

30.

31.

32.

33.

34. What’s an ONLINE TOOL your business could be offering?

35. Behavioral Intelligence Scroll Mapping

36.

37.

38. Behavioral Intelligence Click & Heat Mapping

39.

40. Behavioral Intelligence Friction Scores

41. Friction Scores Happy Site Visitors Unhappy Site Visitors

42. Friction Events Rage Clicks Mouse-Outs Click Errors

43. Behavioral Intelligence Session Recordings

44.

45. Behavioral Intelligence Tools

46. Behaviorally-Triggered CTAs

47.

48. 300%

49. Contextual CTAs

50.

51.

52.

53. Exit-Intent CTAs

54.

55.

56. Evoke an Emotional Response

57. Antonio Damasio Neuroscientist

58. Purchase Decisions Are Based on EMOTIONS

59. Summary

60. Lead Generation Framework Audience • IP Detection • Address Their Questions Content • Original Content • Content Atomization • Online Tools Behavior • Scroll Mapping • Heat/Click Mapping • Reducing Friction • Session Recordings Neuroscience • Evoke an Emotional Response CTAs • Behavior-based CTAs • Contextual CTAs • Exit-Intent CTAs

61. Your 30-Day Plan

62. 30-Day Plan Answer Each of These What action will you take? By when? Who needs to be involved? What budget is required? How will you measure success?

63. Decision Matrix IDEA SPEED EASE COST LEADS or REVENUE ROI Weekly Optimized Blog Post Research Report ABM Program

64. Rethink Lead Generation Advanced Strategies to Generate More Leads for Your Business “If your lead gen needs a Red Bull, Tom’s book is here.” FREE CHAPTER TomShapiro.com/download/digimarcon — Ann Handley, Chief Content Officer at MarketingProfs and bestselling author

65. https://Stratabeat.com Tom Shapiro, CEO @TomShapiro @Stratabeat

Crazy Effective Ways to Increase Your Leads through Content - Tom Shapiro, Stratabeat

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