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Lead Generation
Inexpensive Tactics for Starting Out

Presented by:
Adam Proehl
About Me
• In Online Marketing since 1998; specialize in complex & multichannel sales
• Principle at NordicClick Interactive – a full service Digital
Marketing Agency based in Minneapolis

• Spoken at many industry conferences including Pubcon, SEMPO,
eMetrics, B2B, OMS, SES, MDMA, BMA
• Instructor at the Online Marketing Institute, and University of
San Francisco
• Long Suffering Minnesota Sports Fan
This is Me
Topics
• Tactics & How To’s
• Do’s & Don’ts
• B2C & B2B applications
#1

You need a list

@adamproehl
#1 You need a list
• Email is often:
– Overlooked
– under optimized
– Mis-used

• Not just about email,
but start here

@adamproehl
#1 You need a list
• Before you have a product
• Before you spend big $ elsewhere
• Think progress, not perfection

@adamproehl
#1 You need a list
Tool: “Coming Soon”
templates/examples

bit.ly/18ViTXD
@adamproehl
#2 Get something out of a visit
• Entice them to stay
• Get something of value

• Provide value in return

@adamproehl
#3 Retargeting
“Don’t let them leave, but when they do…”

@adamproehl
#3 Retargeting
• Low traffic minimums
–
–
–
–

Google (Display Network): 100 visits
Google (Search Network): 1000 visits
AdRoll (DSP on FBX): 1000 visits
Host of other networks, DSP’s, etc.

• Offer something compelling
– Draw them back
– Impressions will add up
@adamproehl
#3 Retargeting
Test Offers/Segments
1. Something not originally seen, but
relevant
2. The same thing, but with a slightly
different angle/pitch/approach

Attend a retargeting session!
@adamproehl
#4 WhitePapers
“Millions written…..Dozens read”
- Unknown

@adamproehl
#4 WhitePapers
Not opposed……….
• Don’t overuse or default to them
• Avoid the crutch default mentality

@adamproehl
#5 Whitepaper Alternatives
• Research Paper
• Study Guide
• Video (maybe)
• Archived webinar recording
@adamproehl
#5 Whitepaper Alternatives
• Webinar
• Templates

• Free Tips
• Industry Analysis

• Case Study
• E-Book
@adamproehl
#5 Whitepaper Alternatives

The list goes on…..
• Paper guide
• Podcast
• Step by step guide
• Live event access

BOTTOM LINE: Get creative
@adamproehl
#6 Surveys
• Create a survey
• Share on social networks
• Link from a landing page
(retargeting)

@adamproehl
#6 Surveys
• Give it away in exchange for participation

@adamproehl
#6 Surveys
Other Tactics:

• Targeted ad buys (“Get the report” approach)
• Retarget landing page visitors

@adamproehl
#6 Surveys
Tools:
• Survey Gizmo

• Survey Monkey
• Qualtrics

@adamproehl
#7 Partner, Partner, Partner
Leverage an existing list:

• Gain introduction

• Joint or sponsored webinar
• Interview / Procure content

• Co-brand or white label
(Obligatory Cheesy
Stock Photo)

@adamproehl
#7 Partner, Partner, Partner
Financials:
• Rev Share
• Bundle

• Trade
• Flat Fee
• Etc.

@adamproehl
#8 B2B Path
• Content
• Capture

• Nurture
• Close
• Report

@adamproehl
Summary
• Get a list
• Get a list
• Get a list

If you don’t, good luck with everything else!
@adamproehl
Thank You
Adam Proehl
adam@nordicclick.com
@adamproehl

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Lead Generation Tactics for Starting Out

  • 1. Lead Generation Inexpensive Tactics for Starting Out Presented by: Adam Proehl
  • 2. About Me • In Online Marketing since 1998; specialize in complex & multichannel sales • Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis • Spoken at many industry conferences including Pubcon, SEMPO, eMetrics, B2B, OMS, SES, MDMA, BMA • Instructor at the Online Marketing Institute, and University of San Francisco • Long Suffering Minnesota Sports Fan
  • 4. Topics • Tactics & How To’s • Do’s & Don’ts • B2C & B2B applications
  • 5. #1 You need a list @adamproehl
  • 6. #1 You need a list • Email is often: – Overlooked – under optimized – Mis-used • Not just about email, but start here @adamproehl
  • 7. #1 You need a list • Before you have a product • Before you spend big $ elsewhere • Think progress, not perfection @adamproehl
  • 8. #1 You need a list Tool: “Coming Soon” templates/examples bit.ly/18ViTXD @adamproehl
  • 9. #2 Get something out of a visit • Entice them to stay • Get something of value • Provide value in return @adamproehl
  • 10. #3 Retargeting “Don’t let them leave, but when they do…” @adamproehl
  • 11. #3 Retargeting • Low traffic minimums – – – – Google (Display Network): 100 visits Google (Search Network): 1000 visits AdRoll (DSP on FBX): 1000 visits Host of other networks, DSP’s, etc. • Offer something compelling – Draw them back – Impressions will add up @adamproehl
  • 12. #3 Retargeting Test Offers/Segments 1. Something not originally seen, but relevant 2. The same thing, but with a slightly different angle/pitch/approach Attend a retargeting session! @adamproehl
  • 13. #4 WhitePapers “Millions written…..Dozens read” - Unknown @adamproehl
  • 14. #4 WhitePapers Not opposed………. • Don’t overuse or default to them • Avoid the crutch default mentality @adamproehl
  • 15. #5 Whitepaper Alternatives • Research Paper • Study Guide • Video (maybe) • Archived webinar recording @adamproehl
  • 16. #5 Whitepaper Alternatives • Webinar • Templates • Free Tips • Industry Analysis • Case Study • E-Book @adamproehl
  • 17. #5 Whitepaper Alternatives The list goes on….. • Paper guide • Podcast • Step by step guide • Live event access BOTTOM LINE: Get creative @adamproehl
  • 18. #6 Surveys • Create a survey • Share on social networks • Link from a landing page (retargeting) @adamproehl
  • 19. #6 Surveys • Give it away in exchange for participation @adamproehl
  • 20. #6 Surveys Other Tactics: • Targeted ad buys (“Get the report” approach) • Retarget landing page visitors @adamproehl
  • 21. #6 Surveys Tools: • Survey Gizmo • Survey Monkey • Qualtrics @adamproehl
  • 22. #7 Partner, Partner, Partner Leverage an existing list: • Gain introduction • Joint or sponsored webinar • Interview / Procure content • Co-brand or white label (Obligatory Cheesy Stock Photo) @adamproehl
  • 23. #7 Partner, Partner, Partner Financials: • Rev Share • Bundle • Trade • Flat Fee • Etc. @adamproehl
  • 24. #8 B2B Path • Content • Capture • Nurture • Close • Report @adamproehl
  • 25. Summary • Get a list • Get a list • Get a list If you don’t, good luck with everything else! @adamproehl