Uncover how to translate more of your content into site traffic, and more of your site traffic into qualified B2B leads. This session will walk you through creative and effective techniques to increase your content ROI. Whether you’re looking to increase sales meetings, product demos, applications, downloads, registrations, or mailing list subscriptions, you’ll walk away from this session armed with the know-how to transform your content into a powerful lead generation platform.

1. Crazy Effective Ways
to Increase Your Leads
through Content
MASTER
CLASS
Tom Shapiro
CEO
STRATABEAT
PHILADELPHIA, PA ~ MAY 2 - 3, 2022
DIGIMARCONMIDATLANTIC.COM | #DigiMarConMidAtlantic

2. Are We Nuts???
For every $92 spent driving website traffic,
only $1 is spent to convert those site visitors.
Source: Bryan Eisenberg

3. Tom Shapiro
• CEO of Stratabeat, a B2B marketing &
organic growth agency
• Author of the books “Rethink Lead
Generation” and “Rethink Your
Marketing”
• While Director of Digital Strategy at
prior company, grew from 85 to 700+
employees in 5 years
• Developed marketing strategies for
Fortune 500 companies such as Intel,
AT&T, GE, UnitedHealthcare, and
Hewlett-Packard
@TomShapiro @Stratabeat

4. Crazy Effective Methods
For Driving More Leads

5. IP Detection

6. 24 Visits

10. Answer Their Questions

11. Alfred Yarbus & Eye Tracking
Ilya Repin’s painting An Unexpected Visitor

19. What SPECIFIC QUESTIONS
are they asking as they land on your site?

20. Original Research &
Content Atomization

21. What You Need to Write the
Best Headlines [2021]

22. What You Need to Write the
Best Headlines [2021]
VS.

23. WH Y T H IS A P P ROACH IS SO P OWE RFU L
Benefits of Original Research & Data
Soft Benefits
• Glean unique insights
• Understand your audience more deeply
• Generate unique content
• Produce content that your competitors
CANNOT produce (or copy)
• Own a topic in your industry
• Engage your audience
• Set up recurring engagement opportunities
Marketing Metrics*
• Greater social shares (66%)
• More media mentions (63%)
• Increased backlinks (60%)
• Increased leads (55%)
• More mailing list subscribers (43%)
• Continue conducting original research
in the subsequent year (88%)
* Source: BuzzSumo/Mantis Research 2019
55%
More Leads

24. Marketers Find Original Research Successful

25. Content Atomization

28. 5 National TV
Appearances

29. Online Tools

34. What’s an ONLINE TOOL
your business could be offering?

35. Behavioral Intelligence
Scroll Mapping

38. Behavioral Intelligence
Click & Heat Mapping

40. Behavioral Intelligence
Friction Scores

41. Friction Scores
Happy Site Visitors Unhappy Site Visitors

42. Friction Events
Rage Clicks Mouse-Outs
Click Errors

43. Behavioral Intelligence
Session Recordings

45. Behavioral Intelligence Tools

46. Behaviorally-Triggered CTAs

48. 300%

49. Contextual CTAs

53. Exit-Intent CTAs

56. Evoke an Emotional Response

57. Antonio Damasio
Neuroscientist

58. Purchase Decisions Are
Based on EMOTIONS

59. Summary

60. Lead Generation Framework
Audience
• IP Detection
• Address Their
Questions
Content
• Original Content
• Content
Atomization
• Online Tools
Behavior
• Scroll Mapping
• Heat/Click
Mapping
• Reducing Friction
• Session Recordings
Neuroscience
• Evoke an
Emotional
Response
CTAs
• Behavior-based
CTAs
• Contextual CTAs
• Exit-Intent CTAs

61. Your 30-Day Plan

62. 30-Day Plan
Answer Each of These
What action will you take?
By when?
Who needs to be involved?
What budget is required?
How will you measure success?

63. Decision Matrix
IDEA SPEED EASE COST
LEADS or
REVENUE
ROI
Weekly Optimized Blog Post
Research Report
ABM Program

64. Rethink Lead Generation
Advanced Strategies to Generate
More Leads for Your Business
“If your lead gen needs a Red Bull, Tom’s book is here.”
FREE CHAPTER
TomShapiro.com/download/digimarcon
— Ann Handley, Chief Content Officer at MarketingProfs and
bestselling author

65. https://Stratabeat.com
Tom Shapiro, CEO
@TomShapiro
@Stratabeat