Check out these proven - yet often overlooked - lead generation strategies. Generating leads is a marketer's single most important objective. Yet, only 1 in 10 marketers say their lead generation efforts are highly efficient and effective.
That's why we've compiled the 30 greatest lead generation lessons in this brand new guide, so you can start reeling in those leads.
Download these 30 tips to learn:
• What makes the best lead-generating content
• What drives killer landing page performance
• How to create offers that are impossible to ignore
• Secret website optimization tips with A/B testing
Compilation of quotes about lead generation, marketing, appointment setting that will inspire you.
Presentation by http://callboxinc.com
Compiled by http://nex-sales.com/
What does it take to grow your customer base from 0 to 25,000 in just 2 years and multiply both revenue and clients 10X in 3?
In this webinar, find out the lead generation strategies behind these 2 REAL growth stories of startups LeadPages and WordStream. Conversion Educator Tim Paige and Founder and CTO of WordStream Larry Kim reveal the secrets and tactics behind their almost unbelievable success.
You’ll walk away with a trifecta of know-how:
-3 lessons learned from processing over 4 MILLION opt-ins per month
-3 ways to exponentially increase conversions with paid search advertising
-The 3 most important landing page elements to test
For more information, visit www.wordstream.com.
We all know the balance of power has shifted and the buyer now holds all the cards. What does this really mean for marketing? How can you sell to today's buyer? What's love got to do with it? This presentation will try to change your view of marketing and your mindset of how to approach generating more revenue through inbound marketing. Read it now, for the love of marketing!
Building Your Revenue Engine As Your Startup EvolvesHana Abaza
Startups go through different stages of evolution. In this presentation we discuss what your marketing and sales engine might look like with a specific deep dive into demand generation, optimizing your unit economics and focusing on a specific buyer persona.
Hypnotic Content: What Direct Response Can Teach Software Companies - Susan S...Traction Conf
Susan shares techniques to generate an immediate response from prospects and compel them to take action. She'll cover the power of "trigger" words and soap-operatic storytelling for any type of business, even if you're selling enterprise software! June 22 & 23, 2016 at http://tractionconf.io.
Compilation of quotes about lead generation, marketing, appointment setting that will inspire you.
Presentation by http://callboxinc.com
Compiled by http://nex-sales.com/
What does it take to grow your customer base from 0 to 25,000 in just 2 years and multiply both revenue and clients 10X in 3?
In this webinar, find out the lead generation strategies behind these 2 REAL growth stories of startups LeadPages and WordStream. Conversion Educator Tim Paige and Founder and CTO of WordStream Larry Kim reveal the secrets and tactics behind their almost unbelievable success.
You’ll walk away with a trifecta of know-how:
-3 lessons learned from processing over 4 MILLION opt-ins per month
-3 ways to exponentially increase conversions with paid search advertising
-The 3 most important landing page elements to test
For more information, visit www.wordstream.com.
We all know the balance of power has shifted and the buyer now holds all the cards. What does this really mean for marketing? How can you sell to today's buyer? What's love got to do with it? This presentation will try to change your view of marketing and your mindset of how to approach generating more revenue through inbound marketing. Read it now, for the love of marketing!
Building Your Revenue Engine As Your Startup EvolvesHana Abaza
Startups go through different stages of evolution. In this presentation we discuss what your marketing and sales engine might look like with a specific deep dive into demand generation, optimizing your unit economics and focusing on a specific buyer persona.
Hypnotic Content: What Direct Response Can Teach Software Companies - Susan S...Traction Conf
Susan shares techniques to generate an immediate response from prospects and compel them to take action. She'll cover the power of "trigger" words and soap-operatic storytelling for any type of business, even if you're selling enterprise software! June 22 & 23, 2016 at http://tractionconf.io.
Growth Marketing: Secrets for Fueling Bottom-Line RevenueLotus Growth
Growth marketing is the practice of using data and agility to drive revenue.
This prescriptive guide solves the most pressing growth challenges with proven B2B marketing and demand generation strategies. With it, you will connect the dots from current reality to future company vision.
We give you the direction and context to optimize the marketing and sales funnel, and explain how to make incremental changes to uncover areas where your company is losing money. Next, we explore the strategies to scale programs that are producing the most leads in target and impacting bottom-line revenue.
14 Reasons Why Inbound Marketers Make Great AdvertisersHubSpot
It turns out inbound marketers make for great advertisers. But why? To find out we started looking at the campaigns our customers were creating to uncover what made them so effective.
David Cancel's presentation slides from the 2017 Revenue Summit conference. Look back 5-10 years ago, and sales and marketing teams were all focused on this same thing: Attracting website visitors. Back then, everyone was asking questions like…How do I rank higher in search? How frequently should I be posting on social media sites? How long should my emails subject line be?
Some people are still asking these questions today, but for the most part these are questions that we’ve already found the answers to.People have figured out how to attract attention and get awareness and get people to their websites, thanks in part to all of the technology that’s been developed: marketing automation software, social media management software, blogging software with built-in SEO tools, and the list goes on.
That was the first wave in sales and marketing.
Now it’s time to move on to the next wave.
Enabling Digital Conversations at Scale: 5 Keys for Driving Growth & Engageme...Traction Conf
TractionConf.io 2017. Email is the foundation of a successful customer communication strategy and plays a vital role in driving growth and the bottom line. In this session, SendGrid CMO, Scott Heimes leverages data insights and customer examples to reveal the 5 rules for building a strong and effective email program. He'll also share actionable insights on email deliverability and demystify the art and science behind ensuring your emails get to the inbox.
WordStream Advisor helps you optimize the money you spend on paid search and social ads to effectively convert those leads into paying customers.
We are experts in paid search; we’ve analyzed BILLIONS in AdWords spend. And we’ve baked that knowledge into our software, to help you do what really works in PPC, every week.
Our software is constantly evolving to keep up with the ever changing digital landscape.
Join our PPC experts to see the latest updates to our software, you'll see how to:
-Advertise on Facebook
-WordStream Advisor makes social PPC easy AND effective, providing you with guided workflows and powerful tools to help you succeed.
-Set cost per action goals
-Set a target CPA goal and then let our 20-Minute Work Week generate customized weekly recommendations to help you reach that goal.
-Build beautiful mobile responsive landing pages
-Building pages that work across devices is super easy with our new landing page builder.
From Portent's Webinar Series, here is October's session on conversion rate optimization. Our Director of SEO, Josh Patrice, provides 47 actionable tips to get your site's conversions improving ASAP!
In this highly interactive session, affiliate marketing veteran Ola Edvardsson takes a fresh look at what really works in the affiliate marketing space.
Email Marketing Benchmarks and Recommendations for 2016GetResponse
Email Marketing Benchmarks and Recommendations for 2016 - webinar presentation by Kath Pay of Holistic Email Marketing and Michal Leszczynski of GetResponse. Be sure to check out this and other webinars on Getresponse.tv
SaaSFest 2015 - "Building a Long Lasting SaaS Top of Funnel" by Hiten Shah of...Price Intelligently
While some companies build marketing machines across a plethora of channels, others choose to "own" one channel deeply. Hiten Shah, CEO of Quicksprout, walks through his experience with building a content machine across Crazyegg, Kissmetrics, and now Quicksprout for long term SaaS growth.
How To Create Content That Helps You Nail Your Business Objectives. We hear it every day: How do we create engaging content? In reality, this is a problem that doesn’t deserve a solution. Why? Because content that simply garners engagement is unlikely to help your brand meet its business goals. The content you create should help your brand reach its goals, and for that to occur you must make loyalty a priority.
In this session marketers will walk away knowing…
- Why content loyalty is important and how it helps all areas of the business
- What types of content inspires loyalty
- How to create content that moves the needle for their brand
It’s strange times. While medical professionals are striving to maintain the COVID-19, businesses around the world are struggling with the disruption of day-to-day work life.
It’s the first time in marketing and sales where it’s confusing. Many of us don’t know what the next steps are.
That’s why Leadfeeder’s CMO, Andy Culligan, and our friends Marc Chabot, CEO of Reachdesk, and Alex Olley, Co-Founder of Reachdesk hosted a webinar on Thursday, March 19 on how to keep calm and create a pipeline during the coronavirus outbreak.
In this webinar, both teams shared strategies marketers and salespeople can use to build a pipeline of high-intent online leads now during a time of crisis.
Lead generation express the marketing process of challenging and apprehend interest in a product or service for the ambition of advance sales pipeline.
Generating leads - both high in quantity and quality - is a marketers most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. Here are 30 lead generation tips, tricks, and ideas to get you started on the path to more leads.
Growth Marketing: Secrets for Fueling Bottom-Line RevenueLotus Growth
Growth marketing is the practice of using data and agility to drive revenue.
This prescriptive guide solves the most pressing growth challenges with proven B2B marketing and demand generation strategies. With it, you will connect the dots from current reality to future company vision.
We give you the direction and context to optimize the marketing and sales funnel, and explain how to make incremental changes to uncover areas where your company is losing money. Next, we explore the strategies to scale programs that are producing the most leads in target and impacting bottom-line revenue.
14 Reasons Why Inbound Marketers Make Great AdvertisersHubSpot
It turns out inbound marketers make for great advertisers. But why? To find out we started looking at the campaigns our customers were creating to uncover what made them so effective.
David Cancel's presentation slides from the 2017 Revenue Summit conference. Look back 5-10 years ago, and sales and marketing teams were all focused on this same thing: Attracting website visitors. Back then, everyone was asking questions like…How do I rank higher in search? How frequently should I be posting on social media sites? How long should my emails subject line be?
Some people are still asking these questions today, but for the most part these are questions that we’ve already found the answers to.People have figured out how to attract attention and get awareness and get people to their websites, thanks in part to all of the technology that’s been developed: marketing automation software, social media management software, blogging software with built-in SEO tools, and the list goes on.
That was the first wave in sales and marketing.
Now it’s time to move on to the next wave.
Enabling Digital Conversations at Scale: 5 Keys for Driving Growth & Engageme...Traction Conf
TractionConf.io 2017. Email is the foundation of a successful customer communication strategy and plays a vital role in driving growth and the bottom line. In this session, SendGrid CMO, Scott Heimes leverages data insights and customer examples to reveal the 5 rules for building a strong and effective email program. He'll also share actionable insights on email deliverability and demystify the art and science behind ensuring your emails get to the inbox.
WordStream Advisor helps you optimize the money you spend on paid search and social ads to effectively convert those leads into paying customers.
We are experts in paid search; we’ve analyzed BILLIONS in AdWords spend. And we’ve baked that knowledge into our software, to help you do what really works in PPC, every week.
Our software is constantly evolving to keep up with the ever changing digital landscape.
Join our PPC experts to see the latest updates to our software, you'll see how to:
-Advertise on Facebook
-WordStream Advisor makes social PPC easy AND effective, providing you with guided workflows and powerful tools to help you succeed.
-Set cost per action goals
-Set a target CPA goal and then let our 20-Minute Work Week generate customized weekly recommendations to help you reach that goal.
-Build beautiful mobile responsive landing pages
-Building pages that work across devices is super easy with our new landing page builder.
From Portent's Webinar Series, here is October's session on conversion rate optimization. Our Director of SEO, Josh Patrice, provides 47 actionable tips to get your site's conversions improving ASAP!
In this highly interactive session, affiliate marketing veteran Ola Edvardsson takes a fresh look at what really works in the affiliate marketing space.
Email Marketing Benchmarks and Recommendations for 2016GetResponse
Email Marketing Benchmarks and Recommendations for 2016 - webinar presentation by Kath Pay of Holistic Email Marketing and Michal Leszczynski of GetResponse. Be sure to check out this and other webinars on Getresponse.tv
SaaSFest 2015 - "Building a Long Lasting SaaS Top of Funnel" by Hiten Shah of...Price Intelligently
While some companies build marketing machines across a plethora of channels, others choose to "own" one channel deeply. Hiten Shah, CEO of Quicksprout, walks through his experience with building a content machine across Crazyegg, Kissmetrics, and now Quicksprout for long term SaaS growth.
How To Create Content That Helps You Nail Your Business Objectives. We hear it every day: How do we create engaging content? In reality, this is a problem that doesn’t deserve a solution. Why? Because content that simply garners engagement is unlikely to help your brand meet its business goals. The content you create should help your brand reach its goals, and for that to occur you must make loyalty a priority.
In this session marketers will walk away knowing…
- Why content loyalty is important and how it helps all areas of the business
- What types of content inspires loyalty
- How to create content that moves the needle for their brand
It’s strange times. While medical professionals are striving to maintain the COVID-19, businesses around the world are struggling with the disruption of day-to-day work life.
It’s the first time in marketing and sales where it’s confusing. Many of us don’t know what the next steps are.
That’s why Leadfeeder’s CMO, Andy Culligan, and our friends Marc Chabot, CEO of Reachdesk, and Alex Olley, Co-Founder of Reachdesk hosted a webinar on Thursday, March 19 on how to keep calm and create a pipeline during the coronavirus outbreak.
In this webinar, both teams shared strategies marketers and salespeople can use to build a pipeline of high-intent online leads now during a time of crisis.
Lead generation express the marketing process of challenging and apprehend interest in a product or service for the ambition of advance sales pipeline.
Generating leads - both high in quantity and quality - is a marketers most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. Here are 30 lead generation tips, tricks, and ideas to get you started on the path to more leads.
30 Lead Generation Tips and Tricks for FranchisorsDustin DeTorres
Generating leads for your franchise can be frustrating, cumbersome and expensive. Days of relying on franchise brokers and cold calling are dead. You now need to create a magnetic site that actually brings potential franchisees to you, capture their info and nurture to them over time. I created this eBook to give you 30 ways you can start attracting new leads to your franchise today. Enjoy!
The 30 Greatest Lead Generation Tips, Tricks & IdeasTPG
Generating leads - both high in quantity and quality - is a marketers most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. What gives?
Two fundamental truths exist when marketing a startup.
“Nothi Ng kills a bad compaNy faster thaN good marketiNg.”
OnE iS THAT A grEAT PrODUCT ALOnE iS nOT EnOUgH TO SUCCEED.
THE OTHEr iS THAT nO AMOUnT OF MArKETing WiLL MAKE A CrAP PrODUCT gAin A MASS AUDiEnCE.
How to Build Marketing Presentations for Webinarstodd.lewis
Marketing webinars can build awareness of your company, help advance prospects along the sales cycle and establish you as a thought leader in your field. Or they can frustrate and annoy your audience so that they never want to hear from you again!
Join Ken Molay, president of Webinar Success and a former director of product marketing, as he presents practical guidelines for creating webinar presentations that engage your audience and create sales interest.
In this one-hour, interactive webinar you'll:
* Find out how to hook an audience quickly and make them want to pay attention.
* Learn the commonly used presentation technique that actually works against you in a webinar.
* Get examples of proper structure and flow for a marketing webinar.
* Hear much more practical advice on building engaging webinar presos.
Slides from CTA Conf 2018 hosted by Unbounce
- How and when to invest in product marketing
- How product marketing work with other teams
- Positioning, messaging and go-to-market frameworks
Digital Marketing: The Game Changer for Businesses in a Post COVID-19 EconomyBoulder SEO Marketing
Webinar slides of "Digital Marketing: The Game Changer for Businesses in a Post COVID-19 Economy". Learn more at https://boulderseomarketing.com/seo-and-social-media-classes/digital-marketing-course/
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing CampaignMLT Creative
Beginning by producing a stellar B2B marketing offer, through promoting it on your channels, to measuring its impact, you will learn how to piece together the main components of a holistic marketing campaign.
Evolution Digital discuss how content plays a huge role in generating website traffic and increasing your sales at eCommerce Expo Ireland 2016 on April 19th in Dublin, Ireland.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
2. TABLE OF CONTENTS
Introduction | 3
The Mechanics of Lead Generation | 4
The 30 Greatest Tips, Tricks and Ideas | 5
CHAPTER 1: Content and Offers | 5
CHAPTER 2: Calls-To-Action | 13
CHAPTER 3: Landing Pages | 20
CHAPTER 4: Forms | 28
CHAPTER 5: Channels | 33
Conclusion | 40
Page 2Share This!
3. “LEADS ARE THE METRIC THAT,
AS MARKETERS, WE RELY ON.
BECAUSE LEADS MEAN MONEY.”
Generating leads - both high in quantity and quality - is a marketers most important objective. A successful
lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in
10 marketers feel their lead generation campaigns are effective. What gives?
There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know
which parts need fine tuning. In this guide, we will expose the top 30 techniques marketers should utilize to
increase leads and revenue. These tactics have been tested over the past 7 years and have been used by
our 8,000+ customers to generate more than 9.8 million leads last year.
So what goes into a best-of-class lead generation engine? First, lets take a look into the mechanics of high
performing lead generation campaigns....
– KIPP BODNAR
Page 3Share This!
4. Before we dive into the 30 tips, we should first cover the mechanics of lead generation. The best lead
generation campaigns contain most, if not all, of these components. From a tactical perspective, a marketer
needs four crucial elements to make inbound lead generation happen. These include:
THE MECHANICS OF LEAD GENERATION
Page 4Share This!
OFFER CALL-TO-ACTION LANDING PAGE FORM
An offer is a piece of
content that is perceived
high in value. Offers include
ebooks, whitepapers, free
consultations, coupons and
product demonstrations.
A call-to-action (CTA) is
either text, an image or a
button that links directly to
a landing page so people
can find and download
your offer.
A landing page, unlike
normal website pages, is
a specialized page that
contains information about
one particular offer, and a
form to download that offer.
You can’t capture leads
without forms. Forms
will collect contact
information from a visitor
in exchange for an offer.
The tips in this ebook will cover each of these elements so that each component is fully optimized to help you
generate the most leads for your business. Now then, let’s get started.
5. CREATING IRRESISTIBLE OFFERS
1CHAPTER
Yes. It’s one of the most powerful words in the human language. And if you think about all the
things we do as marketers, it’s ultimately to get people to say “yes” to our offers.
When an offer is exclusive, scarce, or in high demand, it becomes more desirable. Whether they
are whitepapers, free trials, memberships, sales promotions, or downloads, these irresistible
elements can overcome a lead’s typical friction, doubt, or concern.
Why do these elements work? Because they trigger a physiological reaction that makes an offer
more valuable. People need to perceive the value of your offer to be greater than what you’re
asking for in return. The higher the perception of value, the more irresistible the offer. So how do
you create irresistible offers? Glad you asked....
Page 5Share This!
6. If you look at the principle of supply and demand, you’ll notice that when supply is limited, demand goes up.
Scarcity has a psychological influence on us, making us want something even more if there isn’t enough to go
around. Scarcity is great because it creates a fear of shortage, and thus a sense of urgency.
Limited Time Offers
Limited time offers are among the most popular in the scarcity category. Just think about your average car
dealership. Practically every commercial is a limited time deal. “Get 0% financing before it’s gone!”
Limited Quantity Offers
When something is of limited quantity, it suddenly becomes more unique or exclusive. In some studies, limited
quantity or supply offers have outperformed limited-time offers. Why? Because it’s hard to tell when an offer of
limited quantity will suddenly become unavailable, while a time-based offer has a known end time. Limited quantity
offers are great for not only getting people to say “yes” to your offer, but to avoid procrastination completely.
Limited Time and Limited Quantity
Groupon is the perfect example of using both tactics. All Groupon deals end within a certain time frame, and
they limit the number of people who can buy a Groupon. That’s a powerful combination. The site also packages
these scarcity tactics with discounting, which is another great value-add, especially for ecommerce businesses.
1. USE THE ELEMENT OF SCARCITY
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7. It’s a natural tendency for humans to copy one another, even without realizing it -- we like to be a part of
tribes and social communities. So when we notice our social circle is doing one thing, we tend to follow suit.
One great way to make an offer more valuable is to show that other people are participating in that offer.
Proof in Numbers
When possible, a great way to indicate how awesome an offer is to
mention the number of people who have purchased, downloaded, signed
up, or donated.
Some examples include:
Webinars: On this page promoting our webinar with Facebook, we’ve stated that more than 40,000
have signed up.
Blog Subscription: Similarly, on our blog under our “subscribe” module, it indicates over 130,000 people
have subscribed. This is proof that it’s a highly trustworthy and popular blog people should follow.
Conferences: Events like SXSW and INBOUND are some of the hottest events because tons of
people flock to them every year.
Just make sure your claims are not only true, but believable.
2. THE BANDWAGON EFFECT
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8. After Prince William and Kate Middleton got married in April of 2011, no one could stop talking about Kate’s
wedding dress. Within hours after the wedding, vendors began making near-identical copies or similar styles
of the Stella McCartney-designed dress. Even vendors such as David’s Bridal now have a “Royal” category so
you can dress “just like Kate.”
When something is buzz-worthy, it creates high demand. In situations like this, you can align offers with
“what’s hot.” Companies will often leverage newsjacking for this type of technique
and it works very well for offers, too.
As an example, earlier this year people couldn’t stop talking about Pinterest.
HubSpot capitalized on this craze by creating the first Pinterest ebook for
business owners and marketers, How to Use Pinterest for Business. It
quickly became one of HubSpot’s most successful ebooks with more than
125,000 downloads to date. Because it was the first and only ebook available
on Pinterest (and we made sure people knew that), and learning how to use
Pinterest for marketing was in high demand, it made the offer more unique and
thus more irresistible -- that’s the power of leveraging both timing and popularity!
3. LEVERAGE NEWSJACKING
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9. Brian Halligan, HubSpot CEO and co-founder, once said that “you can have a great offer with a bad title and
no one will download it. But if you have an amazing title, suddenly everyone wants it.” Yes - people do judge a
book by it’s cover. If your offer is a piece of content, such as a whitepaper, ebook, or presentation, put effort
into creating an amazing title.
For an experiment, we changed the title of an ebook and ran an A/B test to see which one would perform
better. We took the original title “The Productivity Handbook for Busy Marketers” and changed it to
“7 Apps That Will Change the Way You Do Marketing.”
As you can see, the revised version outperformed the original by 776% at generating leads (first time
submissions). Not only that, but it resulted in more customers as well. If you’re struggling to come up
with the perfect headline, try using the Headline Analyzer Tool by Advanced Marketing Institute or read
7 Proven Headlines that Convert.
4. FOCUS ON CREATING AN AMAZING TITLE
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10. The most common offer I see on most websites is “Contact Us.” Sure, you want all your prospects to talk to
sales, but not everyone is ready. As you know, buyers are more likely to do their own research before even
engaging with a sales rep. And, every prospect is at a different stage of exploration. Some may need more
education than others. That’s why it’s important to develop different offers at different buying cycles.
Someone at the top of the buying cycle may be more interested in an informational piece like a guide or
ebook, whereas someone more committed at the bottom of the cycle might be more interested in a free
trial or demo. You don’t need to pick and choose; create offers for each phase, and include a primary and
secondary CTA to these offers on various pages throughout your site.
5. CREATE OFFERS FOR DIFFERENT
BUYING STAGES
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Early Middle Ready
11. A professional image is necessary but you still want to avoid the dreaded corporate gobbledygook.
What is gobbledygook you ask? Great question.
These are jargon terms and phrases that have been over-used and abused rendering them meaningless
(you’ll find them mostly in the high-tech industry, but everyone is an offender at one point or another). These
words are meant to add more emphasis of a particular subject but instead they make your eyes roll.
Avoid these words when describing your offers
Next Generation
Flexible
Robust
Scalable
Easy to use
Cutting edge
Ground breaking
Best of breed
Mission critical
To learn more, download The Gobbledygook Manifesto ebook by David Meerman Scott
6. AVOID CORPORATE GOBBLEDYGOOK
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12. Not all offers are created equal. Some “formats” of offers perform better than others at converting leads.
For example, what’s more valuable, a whitepaper or an ebook?
Below are the type of offers, in order of performance, that generate the most amount of leads.
Ebooks or Guides
Templates or Presentations
Research Reports (ex: State of Inbound Marketing)
Whitepapers
Kits (multiple offers packaged together)
Live Webinars
On-demand Videos
Blog (including offers in the nav or sidebar)
Blog posts (if there is a CTA in the post)
Middle-of-the-funnel offers: Demo Requests, Contact Sales, RFP, Etc (more sales-ready offers).
It’s important to test different types of offers with your audience to determine what works for you.
While ebooks score high on our list, you may find that reports, videos or other formats do better.
7. USE HIGH-VALUE OFFER FORMATS
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13. CALLS-TO-ACTION THAT ROCK
2CHAPTER
Calls-to-action (CTA) are the secret sauce to driving people to your offers. If your CTAs aren’t
effective at capturing people’s attention and persuading them to the click, then it makes the offer
useless.
CTAs can be used on product pages (non-landing pages), in display ads, email, social media,
direct mail and pretty much anywhere you can market your offer.
But not all CTAs are created equal. In a world where every brand is fighting for consumers
attention, it’s critical that prospects choose your offer over your competitors. In this guide, we’ll
uncover tips to creating CTAs that rock.
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14. Calls-to-action do best “above the fold” - the space where your web page is viewable to the user without
having to scroll down. According to heat map analysis, anything “below the fold” will only be viewed by 50%
of people who visit your page. Doubling impressions on your CTAs can significantly increase your lead count.
8. PLACE YOUR CTA WHERE
THE EYE CAN SEE
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Notice the placement of
the primary CTA on the
Freshbooks homepage.
Two buttons for “Try it Free
for 30 Days” stand out
above the fold
15. That is one of my favorite phrases I learned from the folks at MarketingExperiements. Often times, marketers
will put more focus on being clever than clear. Be crystal clear about what offer is in your CTA. And be
specific. If you’re giving away a free guide, say “Download our FREE guide to X.” If you’re hosting a free
webinar, say “Register for our FREE webinar on X.” X should clearly convey a compelling benefit of receiving
the offer. This is much more effective than “Download Now” or “Get a Free Article.” These simply aren’t
specific enough.
9. CLARITY TRUMPS PERSUASION
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Notice that this CTA is to promote a free ebook.
There is little copy in this banner ad and a
button that indicates it’s clickable.
16. A call-to-action is meant to stand out, so if your CTA blends in too much with your site design, no one will
notice it. You want as many eyeballs to land on that call-to-action as possible, so use contrasting colors to
make the CTA stand out, and more importantly, use design to make it clear it is a clickable call-to-action.
10. USE CONTRAST TO MAKE
CTAs STAND OUT
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While Evernote has a
beautifully designed website,
the primary call-to-action for
their free trial is somewhat
buried because the button is
the same color as the green
background. It would be
worth testing to see that if a
different color - such as blue,
red, or orange - would result
in more clicks.
17. This tip might seem minor, but it’s incredible how often businesses miss this opportunity. Calls-to-action are
meant to send visitors to a dedicated landing page where they receive a specific offer. Do not use CTAs to
drive people to your homepage. Even if your CTA is about your brand or product (and perhaps not an offer
like a download), still send them to a targeted landing page that is relevant to what they are looking for.
If you have the opportunity to use a CTA, send them to a page that will convert them into a lead.
11. LINK YOUR CTA TO A DEDICATED
LANDING PAGE
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This CTA for a Twitter
ebook drives visitors
directly to a landing page
for that ebook.
18. CTAs shouldn’t be one size fits all. If your company offers various products or services, you may want to
consider creating a different offer for each of them. Then you can place CTAs linking to each offer on the
website pages that are most relevant to that offer.
12. PROMOTE OFFERS ON PRODUCT PAGES
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In this example, a CTA
for “Request a Demo” is
placed on a product page.
To generate more leads,
we might also have a CTA
for a “Free Guide to SEO,”
because it is related to the
product offering.
19. Even if someone completes a form on your website (thus they’ve converted as a lead), don’t stop there.
Increasing engagement is also a top priority for marketers so that prospects turn into loyal fans.
Once someone reaches a “thank you page,” the page that a visitor arrives on after completing a form, use
that space as an opportunity to promote more offers and content. For example, if a visitor on hubspot.com
downloads a guide on email marketing, we can offer them another offer for a Email RFP for a chance to see
a demo of our email marketing platform.
13. THANK YOU PAGES ARE GREAT
CTA REAL ESTATE
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PrecallPro, a HubSpot customer,
offers a secondary call-to-action
for a demonstration on their
thank-you page.
20. LANDING PAGES THAT CONVERT
3CHAPTER
Landing pages are one of the most important elements of lead generation. In fact, according to
MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies.
The use of landing pages enables marketers to direct website visitors to targeted pages and
capture leads at a much higher rate.
What’s great about landing pages is that they direct your visitors to one particular offer without
the distractions of everything else on your website. Visitors are on a landing page for one and
only purpose: to complete the lead capture form.
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21. Landing pages, sometimes called a “Lead Capture Page,” are used to convert visitors into leads by
completing a transaction or by collecting contact information from them. Landing pages consist of:
14. ELEMENTS OF AN EFFECTIVE
LANDING PAGE
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A headline and (optional) sub-headline
At least one supporting image
A brief description of the offer
(Optional) supporting elements such as
testimonials or security badges
And most importantly, a form to
capture information