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How to generate those leads all day everyday

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Mike King's Unbounce Call to Action Conference talk

Published in: Marketing

How to generate those leads all day everyday

  1. HOW TO GENERATE THOSE LEADS ALL DAY EVERYDAY Michael King (@iPullRank) Founder, iPullRank Like A Bawse
  2. DOWNLOAD THIS DECK http://bit.ly/cta-lead-gen
  3. IPULLRANK.COM @ IPULLRANK I Love Unbounce I recently wore their shirt to do a rap show in Germany.
  4. IPULLRANK.COM @ IPULLRANK I Appreciate Brutal Critiques Unbounce shredded one of my old agency’s landing pages once.
  5. IPULLRANK.COM @ IPULLRANK They Were Right Though
  6. IPULLRANK.COM @ IPULLRANK We Fixed It
  7. IPULLRANK.COM @ IPULLRANK It Worked A Lot Better
  8. IPULLRANK.COM @ IPULLRANK Also To Be Fair They’ve Since Edited It
  9. IPULLRANK.COM @ IPULLRANK Allow Me to Return the Favor There’s no Page Title or Meta Description on the CalltoActionConference.com website.
  10. WHERE’S YOUR CALL TO ACTION, BRUH?!
  11. FOR SERIOUS THOUGH Let’s Talk About Brands.
  12. IPULLRANK.COM @ IPULLRANK Do You Know Who This Guy Is?
  13. IPULLRANK.COM @ IPULLRANK Ethan Zuckerman He invented the popup ad in 1994 while at Tripod because a car advertiser didn’t want their ad next to porn.
  14. IPULLRANK.COM @ IPULLRANK He’s Since Apologized Ethan begs for you forgiveness for he’s knew not what he was doing.
  15. IPULLRANK.COM @ IPULLRANK But Real Brands Use Popups Just like everyone else, Apple employs popups because they work.
  16. IPULLRANK.COM @ IPULLRANK Because the Internet is Fueled By Advertising The usage of popups does not inherently cheapen your brand. It’s only a problem when they are done the wrong way.
  17. Lead generation is practical, measurable and not about the feelings of advertisers or marketers. It’s about meeting the needs of people looking to accomplish specific things.
  18. A LEAD GEN FRAMEWORK Because frameworks.
  19. IPULLRANK.COM @ IPULLRANK Standard Lead Gen Model The standard lead gen model more or less mirrors the marketing funnel. DONENOT DONE FULFILL CAPTURE QUALIFY NURTURE CLOSE
  20. IPULLRANK.COM @ IPULLRANK A Standard Close This is what most of our lead generation efforts look like. DONENOT DONE FULFILL CAPTURE QUALIFY NURTURE CLOSE
  21. IPULLRANK.COM @ IPULLRANK Unqualified Lead This is when your sales team hates you because you haven’t handed off a warm lead. DONENOT DONE FULFILL CAPTURE QUALIFY NURTURE CLOSE
  22. IPULLRANK.COM @ IPULLRANK Ball Dropped on a Great Lead This is when you got a great lead, qualified it and then didn’t follow through on the nurturing. DONENOT DONE FULFILL CAPTURE QUALIFY NURTURE CLOSE
  23. IPULLRANK.COM @ IPULLRANK Many Implementations Look Like This DONENOT DONE FULFILL CAPTURE QUALIFY NURTURE CLOSE
  24. #RELATIONSHIPGOALS We do a lot of one night stands in lead generation and not enough long term relationships.
  25. IPULLRANK.COM @ IPULLRANK A Better Lead Gen Framework FULFILLEDMISALIGNED FULFILL CAPTURE QUALIFY NURTURE CLOSE UNDERSTAND PREPARE
  26. IPULLRANK.COM @ IPULLRANK What Your Lead Gen Model Looks Like FULFILLEDMISALIGNED FULFILL CAPTURE QUALIFY NURTURE CLOSE UNDERSTAND PREPARE THESE TWO GET SWITCHED
  27. IPULLRANK.COM @ IPULLRANK Ideal Model FULFILLEDMISALIGNED FULFILL CAPTURE QUALIFY NURTURE CLOSE UNDERSTAND PREPARE
  28. IPULLRANK.COM @ IPULLRANK Extreme Disqualification The design collaborative Superfriend.ly aggressively looks to disqualify people by not having a form at all and listing all the reasons why you might not be a fit. http://superfriend.ly
  29. IPULLRANK.COM @ IPULLRANK Superfriendly Model FULFILLEDMISALIGNED FULFILL CAPTURE QUALIFY NURTURE CLOSE UNDERSTAND PREPARE
  30. IPULLRANK.COM @ IPULLRANK Which Can Come Across As This
  31. Insight As with anything else, your lead gen tactics must be dictated by your business objectives.
  32. DATA DRIVEN PERSONAS (UNDERSTAND/PREPARE) Yes. Again and always, suckas.
  33. IPULLRANK.COM @ IPULLRANK Different User Types Different Traffic Segmentation reveals the rate at which different user types visit your site.
  34. IPULLRANK.COM @ IPULLRANK Different User Type Yield Different Conversions Segmentation reveals how different populations convert
  35. IPULLRANK.COM @ IPULLRANK The World’s Fastest Data-Driven Segmentation Let’s make your persona process super quick. Segment your data as you see fitRun it through social media toolsExport your mailing list
  36. IPULLRANK.COM @ IPULLRANK STEP ONE: Get Your Mailing List Anyone generating leads should have a mailing list. Never underestimate the power of email.
  37. IPULLRANK.COM @ IPULLRANK STEP TWO: Run It Through FullContact Use FullContact’s Person API to append data to the mailing list http://www.fullcontact.com
  38. IPULLRANK.COM @ IPULLRANK They Have a Spreadsheet In case you don’t have the ability to use APIs, use their spreadsheet
  39. IPULLRANK.COM @ IPULLRANK Here’s What That Looks Like This is an example of a mailing list with data appended to it.
  40. IPULLRANK.COM @ IPULLRANK Use DemographicsPro Upload your Twitter list for analysis. http://www.demographicspro.com
  41. IPULLRANK.COM @ IPULLRANK Here’s What That Yields DemographicsPro generates A 20+ page report on your twitter list
  42. IPULLRANK.COM @ IPULLRANK Upload Your Mailing List to Audience Insights https://www.facebook.com/ ads/audience_insights/
  43. IPULLRANK.COM @ IPULLRANK Or Just Use Audience Insights Without A Mailing List With 1.2 billion people on Facebook, it’s a damn good research panel.
  44. IPULLRANK.COM @ IPULLRANK Segment Your Data Audience insights lets you segment on demographics & psychographics
  45. IPULLRANK.COM @ IPULLRANK Acxiom’s Personicx Segments Facebook’s tool connects to Acxiom’s data for more context
  46. IPULLRANK.COM @ IPULLRANK Acxiom’s Personicx Segments Data http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf
  47. IPULLRANK.COM @ IPULLRANK Check Against Your Google Analtyics Data
  48. IPULLRANK.COM @ IPULLRANK Build Your Personas You now have more than enough data to build out user stories, needs and identify key characteristics. You can also determine how to measure them in GA with Advanced Segments.
  49. IPULLRANK.COM @ IPULLRANK Personas Dictate your Acquisition Mix Whether it’s B2B or B2C, it doesn’t matter what the industry stats say. Your audience needs to dictate where you spend your money on acquisition.
  50. IT COMES DOWN TO THE HOOK Whether or not you build personas, the effectiveness of any lead generation campaign comes down to your “hook.” Personas help you tailor that hook and measure segmented performance.
  51. THE ULTIMATE CONTENT AUDIT QUICK HIT (FULFILL) Convert all the things.
  52. IPULLRANK.COM @ IPULLRANK From Personas to Readability The demographics on your personas will tell you where you need to be as far as the readability of your content.
  53. IPULLRANK.COM @ IPULLRANK $0.00 $100.00 $200.00 $300.00 $400.00 Fairly Easy Difficult Easy Standard Fairly Difficult Very Confusing Reading Difficulty vs. Page Value This pivot chart will help you identify where opportunities to improve the clarity of your copy lie.
  54. IPULLRANK.COM @ IPULLRANK Get this with URLProfiler URLProfile will pull both the Page Value metric and the readability scores for your site http://www.urlprofiler.com
  55. IPULLRANK.COM @ IPULLRANK CONTENT AUDIT AND CONVERSION WORKFLOW START STEP ONE DETERMINE AUDIT SIZE STEP TWO START WITH SCREAMING FROG (OR DUMP URLS FROM GA) STEP THREE PASS IT TO URL PROFILER
  56. IPULLRANK.COM @ IPULLRANK WORKFLOW CONTINUED STEP 4 IMPORT INTO EXCEL STEP 5 COLOR CODE YOUR QUANT SHEET STEP 6 PERFORM QUAL ANALYSIS
  57. IPULLRANK.COM @ IPULLRANK Edit your Copy Based on Readability Scoring in Word Update your copy so that it fits the reading level of your target personas. Word can help you with the process as you write in the Spelling and Grammar. Enable Options > Proofing > “Show readability statistics”
  58. IPULLRANK.COM @ IPULLRANK 14.44% in Lead Capture Our latest client that we’ve done this for has seen a 14.44% increase in lead capture period over period from Organic Search.
  59. QUALIFYING LEADS (QUALIFY) The most important part.
  60. PERSONAS SHOULD DICTATE QUALIFICATION When defining your personas, they should inform the features that can be measured to determine whether or not a user is qualified.
  61. IPULLRANK.COM @ IPULLRANK Demographic Qualification When you capture a lead, run it through FullContact via Webhooks to qualify based on demographic data. http://www.fullcontact.com http://intelligence.towerdata.com
  62. IPULLRANK.COM @ IPULLRANK Firmographic Qualification When you capture a lead, run it through FullContact Company API via Webhooks to get firmographic data and qualify.
  63. IPULLRANK.COM @ IPULLRANK Call Tracking with CallRail CallRail offers an easy to use solution for call tracking with simple API http://www.callrail.com
  64. IPULLRANK.COM @ IPULLRANK Feedback Loop The CallRail API lends itself easily to create a dashboard for your call center or salespeople to determine call quality. This way you can get a complete picture of whether or not your leads are good.
  65. IPULLRANK.COM @ IPULLRANK Lead Scoring Model 80-100 – Highly Engaged; < 40 – Very Low Engagement; 40-80 – Medium Engagement; There needs to be a feedback loop between sales and marketing to determine the accuracy of this model.
  66. IPULLRANK.COM @ IPULLRANK SiteSpy SiteSpy allows you to setup simple scoring models in Wordpress https://wordpress.org/pl ugins/site-watch/
  67. IPULLRANK.COM @ IPULLRANK Mintigo & Infer Higher End platforms for lead scoring and predictive modeling are Infer http://www.infer.com and Mintigo http://www.mintigo.com
  68. NURTURING LEADS WITH YOUR CONTENT (NURTURE)
  69. IPULLRANK.COM @ IPULLRANK One Night Stand Don’t be one. #relationshipgoals
  70. IPULLRANK.COM @ IPULLRANK Content Upgrades Launch e-books as pages rather than PDFs than relaunch them as PDFs with lead capture forms.
  71. IPULLRANK.COM @ IPULLRANK Build the Relationship Nurture your marketing qualified leads with continued content and offers to keep yourself top of mind until they become hand raisers.
  72. DON’T RELY ON HAND RAISERS “Hand Raisers” or SQLs that are immediately ready to convert when they visit are rare. Focus on nurturing your MQLs to buying temperature.
  73. LOW EFFORT VS. HIGH EFFORT LEAD GEN The Test
  74. NATURAL DEMAND VS. ARTIFICIAL DEMAND I wanted to determine what works better, a campaign where we just throw up a landing page and capture existing demand or where we do in-depth research and create lots of assets.
  75. LOW EFFORT LEAD GEN
  76. IPULLRANK.COM @ IPULLRANK Ashley Madison So, you might have heard, hackers leaked the entire Ashley Madison dataset.
  77. IPULLRANK.COM @ IPULLRANK Found the Dataset We downloaded it and uploaded it to Twitter and Facebook for retargeting purposes.
  78. IPULLRANK.COM @ IPULLRANK Made a Landing Page We made a landing page for reputation management with the hook being the data leak.
  79. IPULLRANK.COM @ IPULLRANK Social Ads Running ads on Twitter and Facebook based on the leaked email addresses
  80. IPULLRANK.COM @ IPULLRANK SearchMetrics List Searchmetrics publishes a weekly list of 100 sites that lost and gained the most visibility in Organic Search.
  81. IPULLRANK.COM @ IPULLRANK Got the List and Made Two Landing Pages We made one landing page for the losers and another for the winners with the hooks being the needs of each group.
  82. IPULLRANK.COM @ IPULLRANK Running Some Ads We’re running Twitter, Facebook and LinkedIn ads to people that work at the companies in marketing functions.
  83. HIGH EFFORT LEAD GEN
  84. IPULLRANK.COM @ IPULLRANK INC. 500 List We wanted to re-rank the Inc. 500 based on each site’s propensity to be banned in Google.
  85. IPULLRANK.COM @ IPULLRANK Analysis We performed detailed statistical analysis based on the Searchmetrics Winners and Losers and re- ranked the INC500 based on the model we’d developed. There’s also a whitepaper.
  86. IPULLRANK.COM @ IPULLRANK Built Custom Reports …and researched contacts to send them to in companies at the Inc. 500
  87. IPULLRANK.COM @ IPULLRANK We Built a Backend We get alerted whenever people visit their custom report
  88. IPULLRANK.COM @ IPULLRANK Small Pool Retargeting We retarget those contacts so their grade in our study can chase them around the web.
  89. IPULLRANK.COM @ IPULLRANK Emails to Follow We make sure to nurture those people that have downloaded the ebook further by letting them know about the rest of our campaign and to find out where they’d rank among the Inc. 500.
  90. So what works best, Mike?
  91. IPULLRANK.COM @ IPULLRANK Do You Know Who This Guy Is?
  92. IPULLRANK.COM @ IPULLRANK Let’s Find Out Together You’ll know when I know: http://astronaut.ipullrank.com/leaderboard
  93. TACTICS THAT USUALLY WORK Some experiences I’d like to share with you guys.
  94. IPULLRANK.COM @ IPULLRANK Get Lots of MQLs Got an e-book? Post a tangential content piece on a high traffic site in your industry. Always give them the option to join the mailing list or Pay with a Tweet http://www.paywithatweet.com
  95. IPULLRANK.COM @ IPULLRANK Works Swimmingly 451 tweets (6.14%) and 1211 newsletter signups (16.49%) in a pretty short timeframe. I’ll take that.
  96. IPULLRANK.COM @ IPULLRANK Pop-Ups  I hate them. You hate them. But they work more often than not.
  97. IPULLRANK.COM @ IPULLRANK - 20 40 60 80 100 120 140 160 180 200 Jan Feb Mar April May Jun Jul Aug Sep Oct Nov Dec Jan 2014 Conversions by Month Phone Call Contact Us Submission Trademark App Submission More Conversions Despite Panda Things had been going great until that client got hit by Panda, but then we launched pop-ups up beat our previous best month with far less traffic.
  98. IPULLRANK.COM @ IPULLRANK 51.5% Improvement in the A/B test We A/B tested the popup vs. not having the popup and we got 51.5% increase in improvement in lead capture.
  99. IPULLRANK.COM @ IPULLRANK
  100. IPULLRANK.COM @ IPULLRANK PLEASE Don’t Neil Patel It Up Though. Popups are a great opportunity to use personalization and behavioral targeting.
  101. IPULLRANK.COM @ IPULLRANK
  102. IPULLRANK.COM @ IPULLRANK Use Ninja Popups For WP users, Ninja Popups is all that you need for static exit intent pop-ups.
  103. IPULLRANK.COM @ IPULLRANK Or Personyze With Personyze you can do personalized popups based on a variety of behaviors and features of the user.
  104. IPULLRANK.COM @ IPULLRANK Flyouts Usually Work Too As a user these catch me every time. As a marketer, I’m able to capture lots of MQLs this way.
  105. IPULLRANK.COM @ IPULLRANK 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 0 200 400 600 800 1000 1200 1400 1600 7/2/2015 7/3/2015 7/4/2015 7/5/2015 7/6/2015 7/7/2015 7/8/2015 7/9/2015 7/10/2015 7/11/2015 7/12/2015 Flyout Effectiveness Impressions Click-Through-Rate Your Mileage May Vary Flyouts work, but their conversion rate has been completely random in my experience.
  106. IPULLRANK.COM @ IPULLRANK Flyout Fire There are a number of similar WP plugins for this, but the one we use is Flyout Fire.
  107. A COUPLE OF HACKS Some cool things you should use for your lead gen.
  108. IPULLRANK.COM @ IPULLRANK Pre-browsing Directives Browsers have a number of ways to preload assets and speed up the rendering of pages. The one we will focus on is rel-prerender.
  109. IPULLRANK.COM @ IPULLRANK Rel-Prerender Caveat: Analytics packages outside of GA are not equipped to account for this. <link rel=“prerender” href=“http://www.example.com”> <link rel=“prefetch” href=“http://www.example.com”>
  110. IPULLRANK.COM @ IPULLRANK Before and After On ipullrank.com we’ve seen an average of 27.33% improvement of page load for new users. Up to 60% improvement for inferior browsers like Internet Explorer
  111. IPULLRANK.COM @ IPULLRANK Use on Series Pages It’s difficult to predict which page a user is going to navigate to next, but using rel-prerender on pages in a series is effective.
  112. IPULLRANK.COM @ IPULLRANK Programmatic Placement You can also make a decision dynamically to inject rel-prerender into the page. For example, if a user hovers over a link for a certain amount of time. var prerender = document.createElement ("link"); prerender.setAttribute("rel", "prerender"); prerender.setAttribute("href",getNextUrl(window.location)); document.getElementsByTagName("head")[0].appendChild(prerender);
  113. IPULLRANK.COM @ IPULLRANK Stop Retargeting the Wrong People
  114. IPULLRANK.COM @ IPULLRANK FingerPrintJS https://github.com/Valve/fingerprintjs2
  115. IPULLRANK.COM @ IPULLRANK 0% 25% 50% 75% 100% Opera Mini Safari (in-app) Android Browser Safari Internet Explorer Firefox Chrome %Unique Browser Fingerprint + IP Address Track the browser fingerprint with the IP address in a database. If the user has purchased already, don’t cookie them
  116. RETARGET ONLY THOSE HAVEN’T BOUGHT Setup a Database with that keeps track of the browser fingerprint, IP address and the campaign name. Check against that before placing retargeting cookies.
  117. LAST WORDS
  118. IPULLRANK.COM @ IPULLRANK Follow the Flow FULFILLEDMISALIGNED FULFILL CAPTURE QUALIFY NURTURE CLOSE UNDERSTAND PREPARE
  119. IPULLRANK.COM @ IPULLRANK Eff That
  120. THAT’S ALL I’VE GOT
  121. THANK YOU! MICHAEL KING FOUNDER DIGITAL MARKETING CONSULTANT IPULLRANK mike@ipullrank.com http://Ipullrank.com

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