This document provides an overview of how to do great marketing without spending a lot. It discusses laying the foundation through developing buyer personas, keyword definitions, and lead definitions. It recommends attracting prospects through thought leadership, humor and personality. The document also discusses nurturing leads over time through content like blogs, newsletters, webinars and white papers. It emphasizes the importance of measuring marketing performance through metrics. The overall summary is how to develop buyer personas, attract prospects through thought leadership, nurture leads over time with content, and measure marketing performance with metrics.

1. How to Do Great Marketing
Without spending a lot

2. How to Do Great Marketing
• How to Get Started
– Laying the foundation
• Cranking up marketing
– Think Like a Publisher
• Ongoing marketing efforts
– The heartbeat of the business

5. Other keys
• Contact to Close
• Devise offers
• Think of the entire buying process
• Be patient – 6 months

6. PART 1 – SETTING THE
FOUNDATION

7. Attraction Strategies
• Top of Find
• Humor
• Personality
• Thought Leadership
• Seed Nurturing

8. Setting the Foundation – base
questions
• Who are you?
• What problems do we solve?
• Who needs solutions?
• What drives decisions?
• Where do they look?
• Whom do they trust?
• What are our goals?

9. Buyer Personas
The Single Most Valuable Thing You Can Do
• Job description
• Priority Initiatives
• Perceived Barriers
• Why We Win/Buyer Success
• Why We Lose
• Buying Triggers

10. Action Item
Download the free ebook at
www.buyerpersona.com
“The Buyer Persona Manifesto”
Watch Mistakes in Buyer Personas at
www.madmarketing.tv

11. Other Base Activities
• Keyword definition
What do people type into Google?
• Agreed lead definitions
What does a good lead look like?
• Buying process identification
How do people procure our offerings?

12. Attraction Strategies
• Top of Find
• Humor
• Personality
• Thought Leadership
Relevant X Distinctive = Effective

13. Action Item
Watch Mad Marketing TV – Leaping from the
Content Ocean with Doug Kessler
www.madmarketing.tv

14. Phase 2 – Putting it in motion

15. Content Engine
• Continually collect and curate content
• Map content to buying process
• Use all media – print, audio, video

16. Think Like a Publisher
• Daily/Weekly – a blog post
www.fearlesscompetitor.com for example
• Monthly – newsletter or video
• Bi-Monthly – press release
• Quarterly – in person event, ebook and webinar
• Half year – white paper and webinar
• Yearly – direct mail, in person event, white paper,
video release

17. Action Item
Watch Mad Marketing TV with content
marketing experts Joe Pulizzi and Jim Burns
www.madmarketing.tv

18. Lead Nurturing
• 9 out of 10 visitors are not ready to buy
• Stay in touch and earn their trust
• Tell a story – Problem to Solution

19. Action Item
To Learn More about Lead Nurturing, please visit
http://www.findnewcustomers.com/leadnurturing

20. Lead Scoring
• We may have earned their trust, but how do
we know when they’re ready.
• Lead Scoring
• Map the behaviors that mean they are ready.
– Demographics
– Behaviors (digital body language)

21. Action Item
Download and Read the Grande Guide to Lead Scorin
http://www.eloqua.com/topics/lead-scoring.html

22. Lead Handoff
• Process of giving a warm lead to sales
• Best to have tele call first
• Include history of prospect
• Need service level agreement
• Claw back un-followed up leads

23. Deployment and Measurement
Phase 3

24. Marketing Automation
• Now that everything is in place, buy software
to automate it all.
• Good vendors, but we plug our sponsor, Act-
On Software (inexpensive)
www.actonsoftware.com

25. Lead Nurturing Deployment
• Set up the steps for story
• Branch off based on behaviors
• Test and refine

26. TEST, TEST, TEST

27. Metrics and Measures
• Develop metrics to measure performance
• Focus on things that drive results
• Don’t worry about getting it right at first

28. Action Item
• Check out the content and free tools
www.lenskold.com

29. Action Items

30. Landing pages
• Landing page is web page for a single purpose
• Call to action to share content
• Goal is to drive action or result

31. Action Item
Watch Landing Page Optimization with Tim Ash
www.madmarketing.tv

32. QUESTIONS?

33. Thank You!
• Jeff Ogden, President of Find New Customers
• www.findnewcustomers.com
• http://about.me/jeffogden
• @fearlesscomp
• Or just Google “Jeff Ogden”