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Lead Generation in a Soft Economy - Jeff Molander


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Web marketing skeptic Jeff Molander brings his no-nonsense, practical approach to this tips-focused discussion originally presented to the Illinois Technology Association's Sales Roundtable. Together, Jeff discussed...

- Which performance-based, online lead generation strategies and tactics actually work

- How to design effective AND efficient programs with an eye toward lead quality

- Leveraging co-opetition and use low-cost "content marketing" to win the Web game

- How you can work faster, better, smarter: What vendors, tech tools and resources can help you get the job done

Jeff Molander helps business leaders identify new opportunities to make more money by challenging contemporary marketing practices. He's recovering Internet advertising executive who's well-known as a hopeful skeptic. He is CEO of Molander & Associates Inc. where he provides investment guidance and interactive business strategy to financial services and marketing executives focused on customer acquisition. He's an accomplished entrepreneur having co-founded DoubleclickPerformics Inc. (now a division of Google) where he served as Vice President Sales & Marketing. He is widely recognized as an online performance marketing expert, business blogger (, podcaster, author and a leading thinker in the digital marketing space.

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Lead Generation in a Soft Economy - Jeff Molander

  1. 1. Web Performancing: Driving Leads in a Soft Economy Jeff G. Molander CEO [email_address] blog: twitter: @jeffreymolander
  2. 3. Goals Talk with each other Identify what works Why (common themes) Generate new ideas, strategies
  3. 4. Connecting a community of buyers and sellers through relevant and compelling information.
  4. 7. Evolve Faster
  5. 9. “ . . . IBM uses pre-determined ‘qualifications’ to popup an online chat. In just the first 3 months of operation, IBM has seen over 2,845 chats with new customers, resulting in 182 validated leads and is now extending the online chat to Germany, China and Japan.” Sandy Carter
  6. 11. <ul><li>The Web </li></ul><ul><ul><li>Local, regional targeting </li></ul></ul><ul><ul><li>DIY, outsource or co-source? </li></ul></ul><ul><ul><li>Aggregators, networks or exchanges? </li></ul></ul><ul><ul><li>Virtual conferences / expos and “social media” </li></ul></ul><ul><li>Integration & Lead Management </li></ul><ul><ul><li>Online & multi-channel </li></ul></ul><ul><ul><li>Scoring, quality improvements, hot-transfers, etc. </li></ul></ul><ul><li>“ Content Marketing” (custom media) </li></ul><ul><ul><li>How publishers, middle-men AND advertisers using? </li></ul></ul><ul><ul><li>Typical goals for each? How ROI measured? </li></ul></ul><ul><ul><li>What are delivery vehicles; what does it look like? </li></ul></ul>Opportunities
  7. 12. Connecting a community of buyers and sellers through relevant and compelling information.
  8. 15. B2B Lead Generation <ul><li>Publishing to </li></ul><ul><ul><li>Existing customers hungry for content </li></ul></ul><ul><ul><li>Re-sellers </li></ul></ul><ul><li>RSS </li></ul><ul><ul><li>Anyway customer wants it, when they want </li></ul></ul><ul><ul><li>Relevant content beyond products </li></ul></ul><ul><li>Delicately leveraging promotions </li></ul><ul><li>Discovering ‘info consumption’ habits of customer segments </li></ul>
  9. 16. Lead Gen Using RSS Publishing
  10. 17. Lead Gen Using Communities
  11. 19. Which online lead generation strategies actually work ?
  12. 20. Aggregators Networks Events
  13. 21. Which online lead generation strategies actually work ? Q: What have you invested in and what has been the outcome -- good and bad? Discuss: Dissect problems. Summarize: Why the positive outcomes worked.
  14. 23. Is Your Lead Management System effective AND efficient? Q: Do you know what to pay for a lead? Q: Do your lead gen tactics tie to closed sales? Q: How do you define lead quality?  Why? Q: What does your lead management process look like?  What systems do you use? Why? Discuss: Dissect problems. Summarize: Why the positive outcomes worked.
  15. 24. Integration <ul><li>Web + Traditional </li></ul>
  16. 25. Are You Using CONTENT to Generate Leads? Q: Do you blog? Why or why not? Q: Do you host Webinars? Attend virt. events? Q: How can you use content to prompt behavior?
  17. 26. Content Marketing Basics <ul><li>What is “Content Marketing?” </li></ul><ul><ul><li>How are publishers, middle-men (affiliates) & advertisers using it? </li></ul></ul><ul><ul><li>What are typical goals for each? How is ROI measured? </li></ul></ul><ul><ul><li>What are the delivery vehicles and what does it look like? </li></ul></ul><ul><li>Business Planning </li></ul><ul><ul><li>Creating content that’s in demand </li></ul></ul><ul><ul><li>Who “owns” content creation in the corporation? </li></ul></ul><ul><ul><li>How to launch & continually create, and optimize an ongoing content marketing plan </li></ul></ul><ul><li>Challenges to exploiting opportunity </li></ul><ul><ul><li>Philosophical, trust and authenticity issues </li></ul></ul><ul><ul><li>Sustainability </li></ul></ul>
  18. 27. Best Practice Leaders (online led gen) Education AllStarDirectories, CourseAdvisor, QuinStreet, eLearners, Vantage Media, ClassesUSA, World Class Strategies, Infilearnv QuinStreet Edvisors Financial Services Nextag LowerMyBills AffiliateFuel (Experian) MediaWhiz Leapfrog (Evanston) LendingTree Communications WhiteFence Red Ventures ClearLink
  19. 28. Low Cost ‘Must Do’s’ Join relevant groups, participate ( share ) regularly Consider becoming proficient in using free tools like Answers, Groups Business Contact Exchange “ Short form, Instant Messaging for the Web and beyond”
  20. 29. Resources Brian Carroll, InTouch (now MECLABS Group) (podcast) Tim Ash, SiteTuners Author, Landing Page Optimization Brian & Jeffrey Eisenberg
  21. 30. Thanks! Jeff G. Molander CEO [email_address] blog: twitter: @jeffreymolander