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Data-Driven LeadGen: Hacks & Tools To Take You From Start to Sales

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Data-Driven LeadGen: Hacks & Tools To Take You From Start to Sales

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Description

Get introduced to Lead Generation methods and discover how inbound and outbound strategies to build complex systems that will maximize Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) for your business. This fun, data-driven evening workshop is a fast-paced mix of lecture, hands-on exercises, and discussion. Your instructor, Rachel Beisel, will deliver practical takeaways that startup founders, marketing and sales teams can start using immediately.

Transcript

  1. 1. DATA-DRIVEN LEADGEN: HACKS &TOOLSTOTAKEYOU FROM STARTTO SALES Rachel Beisel @missbikesalot
  2. 2. A BIT ABOUT ME • CurrentVP of Marketing @GorillaLogic • Founder of LeadOut Sales • Hubspot, GA certified (this really doesn’t matter) • Run marketing teams in ad agencies, PR agencies, Software,Textiles, Outdoor, nonprofit in both services and product industries for B2B and B2C • Rather be discussing this while on a bike
  3. 3. AGENDA •How has marketing changed? •Inbound Marketing Overview •Outbound Marketing Overview •Marketing Automation Case Study for Product & Service •Break - 10 min •Testing & Measuring Success •Tools &Techniques •Group Exercise •Anything else you want to come away with?
  4. 4. WHY LEADGEN?
  5. 5. INBOUND MARKETING Bringing customers to you.
  6. 6. INBOUND • Increases leads by 400% • Higher conversion rates • Cheaper customer acquisition • Earned trust internally and externally • Some Tools (we’ll go over more later): • Hubspot/Marketo/etc • Drip • SendGrid • LeadIn
  7. 7. OUTBOUND MARKETING aka - Interruption marketing
  8. 8. OUTBOUND • IMHO, should be a part of your strategy. • BE HUMAN • Spam is spam if the person getting it doesn’t want to hear your message. • Collect all the information you can - enriched data and personalization always leads to better conversion • Tools: • ZenProspect • LeadGenius • EmailScout.io • Amazon mTurk
  9. 9. TOOLS
  10. 10. MARKETING AUTOMATION • Save time • Efficiency • CRM integration • Data collection • Multichannel management • Consistency • Personalization
  11. 11. WHICH MARKETING AUTOMATION PLATFORM • Hubspot • Market • Eloqua • Mastic - open source marketing automation • More here
  12. 12. BEST PRACTICES • Sunset Policy • Standardize Lead Sources, Lifecycle Stages • Use CleanUp workflows and always have them running • Set up or know your personas FIRST • Expect to spend a lot of time up front in the system. • Keep Lead Sources simplified for Sales team to use but detailed enough to trigger workflows • Meet regularly with your sales team • Make sure you and your sales team clearly define and agree on an MQL and an SQL
  13. 13. DATA ENRICHMENT • APIs- (find which one works for your leadgen purposes) • Email deliverability • Other Tools: • Clear bit Prospector and for google sheets • FullContact • mTurk • Experian (not so much data enrichment but need to validate info you find)
  14. 14. DESIGN • Engaging Design Increases Conversion Rates • Data viz works well • Fiverr • Place it • Recordit • Optimizely
  15. 15. CONTENT & SEOTOOLS • Screaming Frog • Slack • GoogleTrends,Webmaster Tools, and Planner • Chrome DeveloperTools • Moz
  16. 16. EMAIL, REPUTATION, DELIVERABILITY & MORE • Google PostmasterTools • DKIM • SSL Cert (more SEO but still need technical knowledge to implement) • AMP
  17. 17. KPIS & MEASURING SUCCESS • Benchmarks • Avoid “glory metrics” • Paralysis by Analysis • Example Product and Service KPIs here
  18. 18. TOOLSTO KEEPYOU SANE (PROJECT MANAGEMENT) • Wrike • Trello • PivotalTracker • Sprintly • Google Drive
  19. 19. NOWYOU HAVETHETOOLS - HOW DOYOU BUILD A LIST? • Leverage some of those APIs but if you’re not a dev…try Postman • CloudScrape/Kimono Labs to scrape once you’ve found a good source • mTurk and/or Clearbit to enrich • Gmail Contact Export • LinkedIn Contact Export • Industry specific ways
  20. 20. • Identify a performant segment of your audience • Develop a hypothesis • Launch something to support the hypothesis • Determine how to measure • Listen to performance • Optimize Accordingly LEADGEN MODEL
  21. 21. ANSWERTHESE QUESTIONS • Who is the target market? • Identify at least 2 triggers for potential customers. • How would you identify a list of qualified prospects? • How would you structure your messaging? • What would you use to measure success? • Assume someone is interested but not right now, how would you keep them in the loop?
  22. 22. EVEN WITH RIGHT TOOLS & EXPERIENCE • Set aside time to evaluate new tools • Know trends going on in the dev community - bc that’s where marketing trends will go. • You have to push your creative boundaries • You have to be ok with failure and your boss does too • If you’re a manager, remove blockers and rely on your team. If your team is junior, teach them how to LEARN not how to replicate. • Collaborate internally and externally. Marketing is a job that is never done and it doesn’t get easier. IT’S • Never stop learning or you will become extinct
  23. 23. OPTIONAL (BUT HIGHLY RECOMMENDED) READING • Predictable Revenue • 1% Windfall • Lean Startup • SCRUM • Think Opposite • sorryformarketing.com • sethgodin.com • Code Academy • Skill Crush • Hubspot free Inbound certification • Google Analytics free certification (this one is hard and you must study for it) • GoogleTag Manager,Adwords and many other free Google tutorials out there.

Description

Get introduced to Lead Generation methods and discover how inbound and outbound strategies to build complex systems that will maximize Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) for your business. This fun, data-driven evening workshop is a fast-paced mix of lecture, hands-on exercises, and discussion. Your instructor, Rachel Beisel, will deliver practical takeaways that startup founders, marketing and sales teams can start using immediately.

Transcript

  1. 1. DATA-DRIVEN LEADGEN: HACKS &TOOLSTOTAKEYOU FROM STARTTO SALES Rachel Beisel @missbikesalot
  2. 2. A BIT ABOUT ME • CurrentVP of Marketing @GorillaLogic • Founder of LeadOut Sales • Hubspot, GA certified (this really doesn’t matter) • Run marketing teams in ad agencies, PR agencies, Software,Textiles, Outdoor, nonprofit in both services and product industries for B2B and B2C • Rather be discussing this while on a bike
  3. 3. AGENDA •How has marketing changed? •Inbound Marketing Overview •Outbound Marketing Overview •Marketing Automation Case Study for Product & Service •Break - 10 min •Testing & Measuring Success •Tools &Techniques •Group Exercise •Anything else you want to come away with?
  4. 4. WHY LEADGEN?
  5. 5. INBOUND MARKETING Bringing customers to you.
  6. 6. INBOUND • Increases leads by 400% • Higher conversion rates • Cheaper customer acquisition • Earned trust internally and externally • Some Tools (we’ll go over more later): • Hubspot/Marketo/etc • Drip • SendGrid • LeadIn
  7. 7. OUTBOUND MARKETING aka - Interruption marketing
  8. 8. OUTBOUND • IMHO, should be a part of your strategy. • BE HUMAN • Spam is spam if the person getting it doesn’t want to hear your message. • Collect all the information you can - enriched data and personalization always leads to better conversion • Tools: • ZenProspect • LeadGenius • EmailScout.io • Amazon mTurk
  9. 9. TOOLS
  10. 10. MARKETING AUTOMATION • Save time • Efficiency • CRM integration • Data collection • Multichannel management • Consistency • Personalization
  11. 11. WHICH MARKETING AUTOMATION PLATFORM • Hubspot • Market • Eloqua • Mastic - open source marketing automation • More here
  12. 12. BEST PRACTICES • Sunset Policy • Standardize Lead Sources, Lifecycle Stages • Use CleanUp workflows and always have them running • Set up or know your personas FIRST • Expect to spend a lot of time up front in the system. • Keep Lead Sources simplified for Sales team to use but detailed enough to trigger workflows • Meet regularly with your sales team • Make sure you and your sales team clearly define and agree on an MQL and an SQL
  13. 13. DATA ENRICHMENT • APIs- (find which one works for your leadgen purposes) • Email deliverability • Other Tools: • Clear bit Prospector and for google sheets • FullContact • mTurk • Experian (not so much data enrichment but need to validate info you find)
  14. 14. DESIGN • Engaging Design Increases Conversion Rates • Data viz works well • Fiverr • Place it • Recordit • Optimizely
  15. 15. CONTENT & SEOTOOLS • Screaming Frog • Slack • GoogleTrends,Webmaster Tools, and Planner • Chrome DeveloperTools • Moz
  16. 16. EMAIL, REPUTATION, DELIVERABILITY & MORE • Google PostmasterTools • DKIM • SSL Cert (more SEO but still need technical knowledge to implement) • AMP
  17. 17. KPIS & MEASURING SUCCESS • Benchmarks • Avoid “glory metrics” • Paralysis by Analysis • Example Product and Service KPIs here
  18. 18. TOOLSTO KEEPYOU SANE (PROJECT MANAGEMENT) • Wrike • Trello • PivotalTracker • Sprintly • Google Drive
  19. 19. NOWYOU HAVETHETOOLS - HOW DOYOU BUILD A LIST? • Leverage some of those APIs but if you’re not a dev…try Postman • CloudScrape/Kimono Labs to scrape once you’ve found a good source • mTurk and/or Clearbit to enrich • Gmail Contact Export • LinkedIn Contact Export • Industry specific ways
  20. 20. • Identify a performant segment of your audience • Develop a hypothesis • Launch something to support the hypothesis • Determine how to measure • Listen to performance • Optimize Accordingly LEADGEN MODEL
  21. 21. ANSWERTHESE QUESTIONS • Who is the target market? • Identify at least 2 triggers for potential customers. • How would you identify a list of qualified prospects? • How would you structure your messaging? • What would you use to measure success? • Assume someone is interested but not right now, how would you keep them in the loop?
  22. 22. EVEN WITH RIGHT TOOLS & EXPERIENCE • Set aside time to evaluate new tools • Know trends going on in the dev community - bc that’s where marketing trends will go. • You have to push your creative boundaries • You have to be ok with failure and your boss does too • If you’re a manager, remove blockers and rely on your team. If your team is junior, teach them how to LEARN not how to replicate. • Collaborate internally and externally. Marketing is a job that is never done and it doesn’t get easier. IT’S • Never stop learning or you will become extinct
  23. 23. OPTIONAL (BUT HIGHLY RECOMMENDED) READING • Predictable Revenue • 1% Windfall • Lean Startup • SCRUM • Think Opposite • sorryformarketing.com • sethgodin.com • Code Academy • Skill Crush • Hubspot free Inbound certification • Google Analytics free certification (this one is hard and you must study for it) • GoogleTag Manager,Adwords and many other free Google tutorials out there.

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