Easy Marketing Hacks for Channel Partners (Like You!) Part 3: Lead Gen 101 - The Anatomy of a Wildly Successful Marketing Campaign

619.573.6377 | gimmemojo.com | @mojomktg619.573.6377 | gimmemojo.com | @mojomktg

619.573.6377 | gimmemojo.com | @mojomktg
WELCOME!
Two weeks ago: Master the Basics:
Simple Tips for Budgeting, Branding
& Messaging
Last week: How You Can Win on
the Web – Today and in 2017
TODAY: Lead Gen 101: The
Anatomy of a Wildly Successful
Marketing Campaign

V
WHO IS MOJO?
V
Telecom, IT, and
Cloud Only
Have helped dozens
of carriers, agents and
VARs improve their
revenues and branding.
We have
LOTS of data
on what works

WHO’S WORKING THEIR MOJO?

Angela Leavitt
Founder & Chief Mojo-Making Officer
15+ years of sales & marketing
9 years in Channel marketing
Speaker of Channel Partners, ITExpo,
CompTel
Andrea McCarter
Sales & Marketing Specialist
• Degree in Marketing from SDSU
• Experience with multiple agencies
• Manages critical campaign elements
TODAY’S PRESENTERS

Save questions for the end.
Put them in the “Questions” box. We will answer them all!
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You can also tag us with @MojoMktg
Want the slides? Great!
Send your feedback to info@gimmemojo.com
HOUSEKEEPING

WHO WANTS LEADS

WHY DON’T THE OLD
TRICKS WORK ANYMORE
CXOs / IT Directors are bombarded with information.
The “Sea of Sameness” is dizzying.
The telecom / IT industry has a reputation for burning people.
We want our network’s opinion.

In the connection
economy, trust and
relationships are the
new currency.
THE GREAT SHIFT
SETH GODIN

THE NEW SALES & MARKETING FUNNEL

Additions &
Variations
Fishing
Campaign
Model
Farming
Campaign
Model
YOU’LL DISCOVER

YOU ARE A
HUSTLER
YOU ARE
TRUSTWORTHY
GUIDING PRINCIPLES & ASSUMPTIONS
You have testimonials
You look legit, not mom & pop
Your reputation is stellar
You build your warm market
You stay in front of people
Campaigns don’t replace
relationships

We’ve been testing
We’re going to talk about
– Exactly what we did
– Numbers from results
But sorry, we’re under NDA.
HERE WE GO

FISHING METHOD

FISHING
TIMING
1-2 months of prep
2-3 weeks of execution
1-2 months of follow up
THE “LAUNCH” MODEL

FISHING
ELEMENTS
Research
Offer
Content
Landing Page
Email
Digital / Social
Webinar
NOTE: Simplify if you need to

FISHING
1. RESEARCH
Pain points
Questions
Lowest hanging fruit
What’s hot right now
HOW?
–Ask your customers –Ask your prospects –Ask your sales team

FISHING
2. DEVELOP A “MAFIA OFFER”
Something they cannot refuse
Directly address your
prospect’s pain & questions
It must STAND OUT (hint: free telecom audit is outdated)

FISHING
3. DEVELOP CONTENT TO
SUPPORT THE OFFER
Address pain & questions
Create some intriguing &
entertaining
Give VALUE
Include invite to attend webinar
GOAL: Prospect knows, likes and trusts you

FISHING
3. TYPES OF CONTENT THAT WORK WELL:
VIDEOS WORKSHEETS WHITE PAPERS
INFOGRAPHICS CASE STUDIES

FISHING
4. CREATE LANDING PAGE
Include opt-in
Create more educational
content (PDF downloads)
Include links to webinar
registration

FISHING
5. CREATE EMAIL AUTO
RESPONDERS
Thanks for viewing!
Here’s more info…
And even more info…
More info still… and join
the webinar to learn more

FISHING
6. DRIVE TRAFFIC TO LANDING PAGE
Best way: through a strategic partner
(3rd party)
Digital Marketing
–PPC, Remarketing
Your own email database /other lists
Social Media
–BIG DATA AND FACEBOOK: HOLY
COW
–Memes
–LinkedIn Groups
–Sponsored Ads

FISHING
7. CONDUCT THE
WEBINAR: 1 HOUR
90% educational / 10%
offer
Address more pain
Show authority,
leadership, connections

FISHING
8. PRESENT THE OFFER
Include scarcity
Include testimonials
Demonstrate the value
Repeat offer three times
Want more opt-ins?
Create a guarantee
SPECIAL
OFFER

FISHING
EXAMPLE:
THE KEY: The List and the Offer
INDUSTRY LIST OF
1500
PARTNER LIST OF
500
EMAIL OPEN RATES
23%
WEBINAR SIGNUPS
64
ATTENDEES
45
NEW CUSTOMERS
10

FISHING
IMPORTANT MATH:
Now what? What you do next is the most important part!
LIST
2000
EMAIL OPEN RATES
23%
(1,540 DIDN’T OPEN)
WEBINAR SIGNUPS
64
(396 DIDN’T SIGN UP)
ATTENDEES
45
(19 DIDN’T ATTEND)
NEW CUSTOMERS
8
37 DIDN’T BUY

FISHING
WHAT’S NEXT?
Did not OPEN?
Try an edgier subject line
Did not sign up for WEBINAR?
Try more intriguing topic
Did not ATTEND?
Send presentation slides / videos
Did not SIGN UP for offer?
Could be timing. Put into nurture campaign
MORAL: Tailor the experience to each unique user.

FISHING
MANUAL
Low / no cost platforms
–MailChimp, Constant Contact,
iContact
More time to manage overall
AUTOMATED
Marketo, Pardot, HubSpot, Infusionsoft
Higher cost: $200+ / mo.
Intricate to set up
Payoff is huge - “smart” emailing

FISHING
WHY MARKETING
AUTOMATION SOFTWARE?
Manage prospects according to
their interaction with you
Scores the leads, so you can see
who’s hot and not
Provides invaluable data to help
you track success and tweak
where necessary

CAMPAIGN ADDITIONS
& VARIATIONS

ADDITIONS &
VARIATIONS
RECOMMENDED FOR:
Highly targeted list
HOT leads
Your top 50-100 targets

ADDITIONS &
VARIATIONS
USE MULTIPLE MODALITIES:
SIGHT TOUCH HEARING

ADDITIONS &
VARIATIONS
DIRECT MAIL
Is not dead! It’s all in the HOW…
Handwritten on the envelope
Use a stamp
Send 1st Class

ADDITIONS &
VARIATIONS
LUMPY MAIL
Always gets past the gate keeper
Tie in the object with the offer
Be creative
The more personalized, the better
A 3-piece mail sequence works
well
STORY: The Rubik’s Cube

ADDITIONS &
VARIATIONS
LINKEDIN MAIL
Email connections
Email those you’re in a group
with
Sponsored InMail

ADDITIONS &
VARIATIONS
MORE CONTENT
Videos
Blogs
Infographics
News, reports
Don’t sell, educate!

ADDITIONS &
VARIATIONS
USE THE PHONE
Use scripts
Leave scripted messages
Call multiple times

ADDITIONS &
VARIATIONS
POINTERS
Wednesday and Thursday are the
best days to call
4-6 PM is the best time to contact
8-9 and 4-5 is the best time to
qualify a lead
*http://www.leadresponsemanagement.org/

ADDITIONS &
VARIATIONS
FOLLOW UP
Persistence is key
10-12 touches total
Some will talk to you purely out of
curiosity or respect

FARMING METHOD
5 STEPS TO CREATING REAL
THOUGHT LEADERSHIP

STEP # 1
1. You can’t be all things to all people
2. Niche = shortcut to expertise
3. Start with one and add more over time
CHOOSE A NICHE

STEP # 2
1. Think of your largest, most recognized
customer
2. Develop case study, video testimonial, other
endorsement
3. Got more? Have at it. Overwhelming is good
GET ENDORSED

STEP # 3
DEMONSTRATE
EXPERTISE
Develop messaging around your specialization
Put it everywhere:
– Website
– Business cards
– Collateral
– Social pages
– Video content
– Blog
– Infographics

STEP # 4
DEVELOP STRATEGIC
PARTNERSHIPS
Find the industry’s associations
– Volunteer on their
committees
– Write blog/articles for their
publications
– Participate in their LinkedIn
groups
– SPEAK at their events
– Build relationships with
their media people
– Record targeted videos
– Develop a true partnership
– Work promotions through
your partnership

STEP # 5
LEVERAGE DIGITAL
& BIG DATA
Follow your prospects around the web
– Remarketing
– Social media ads
Never been easier to target your EXACT audience
– Whatever they’ve purchased
– What their interests are

The more of a “Rock Star” you become in that industry,
the more leads and referrals you will receive
Increased Referrals
More Trust
Shorter sales cycles
Price becomes less of
an issue
Prospects contact
you pre-sold
More invitations to
speak
RESULTS

Rinse & repeat with a new niche market.
FARMING METHOD
RECAP
Develop
Strategic
Partnerships
Choose a
Niche Market
Demonstrate
Expertise
with Targeted
Content
Leverage
Digital &
Big Data
Get
Endorsed

THAT’S A WRAP!
Part 1: Master the Basics: Simple
Tips for Budgeting, Branding &
Messaging
Part 2: How You Can Win on the
Web – Today and in 2017
Part 3: Lead Gen 101: The Anatomy
of a Wildly Successful Marketing
Campaign

619.573.6377 | gimmemojo.com | @mojomktg619.573.6377 | gimmemojo.com | @mojomktg
angela@GimmeMojo.com @MojoMktg Linkedin.com/in/angelaleavitt
Want these slides?
Send feedback to info@gimmemojo.com

Easy Marketing Hacks for Channel Partners (Like You!) Part 3: Lead Gen 101 - The Anatomy of a Wildly Successful Marketing Campaign

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