How to Expedite Lead Generation Through Your Website

5 STEPS TO EXPEDITE
LEAD GENERATION
THROUGH YOUR
WEBSITE
A Driver Approach to Inbound Marketing
Madison Marketing Group

AFTER THIS WEBINAR
YOU’LL BE ABLE TO...
● Validate the business reasons behind your
driver campaign
● Set SMART goals that result in an efficient
return
● Outline a basic strategy for a campaign based
on buyer persona and your offers
● Assess the resources you do and don't have to
make it happen

DRIVER CAMPAIGN
CASE STUDY
Get the full case study: bitly.com/MMG-FDA

INBOUND MARKETING
Creating quality content that pulls people
toward your company and product, where
they naturally want to be.

INBOUND DRIVER
CAMPAIGNS
Creating quality content that solves a
specific buyer problem and using active,
targeted promotion to draw people toward
your company and product.
Active
Promotion
Buyers

DIFFERENCES
Builder
● Lead nurturing
● Steady, ongoing
activity
● Development of
organic traffic
● Industry trends
Driver
● Creating opportunities
● Project based
● Multiple channels of
distribution
● Specific offer,
persona, and time
frame

1.A proven product or service
2.Market demand
3.A defined sales process
4.Established lead nurturing
5.Aggressive growth goals
DRIVERS ARE FOR
COMPANIES WITH:

THE FIVE STEPS
1. Goal Setting
2. Project Planning
3. Production
4. Promotion
5. Monitoring

STEP ONE:
SMART GOAL SETTING
1. What is our overarching revenue goal?
2. Why does it matter to us?
3. What needs to happen in sales?

EXAMPLE SMART GOAL
1. Generate $125K in sales in the 3rd quarter
2. Make a substantial entrance into the market
with our new product or service line before
competitors catch up
3. Each sale of product/service X results in the
potential annual revenue of $5000, so our goal
is 25 deals closed by Sept 30th

ACCEPTABLE BUDGET ($$$)
Current average cost per new client
● $400 X 25 is $10,000
OR
Maintains desired profit margin
● 10% of $125,000 revenue is $12,500

SPEED OF RETURN
How quickly can you recover
initial expenses?
● Within 90 days - do a driver quarterly
● Within 6 months - do a driver twice a year

STEP TWO:
PROJECT PLANNING
● Who is our buyer persona(s)?
● What kind of content will align with their buying
journey to our sales offer?

CAMPAIGN STRATEGY
● What are our pillar and supporting content?
● Marketing automation assets?
● Best sources for traffic?
● Offline activities to support?

KNOW YOUR NUMBERS
● 250 leads
● 1250 visitors
● 50,000 reach
● 10.0% Lead to Sales Rate
● 20.0% Visitor to Lead Rate
● 2.5% Click-Thru Rate
To get 25 deals we need:

EXAMPLE STRATEGY
Promotion
● Database
● Social Media Ads
● Networking groups
Pillar Content
● eBook (TOFU)
● Self Assessment (MOFU)
● Planning tool (BOFU)
Supporting Content
● Three blog posts
● One-page for offer
● Analysis tool for sales

ASSESS SOFT AND
HARD COSTS
Hard Cost Soft Cost
Development
Outsourcing
Technology
Employee time
Capabilities
Distribution
Digital Promotion
Purchased list
Technology
Ad management
Phone calls
Networking
Get Quotes or
Estimates
% of work time on the
project and related salary
for time period

HUMAN RESOURCES

(gain from investment – cost of investment)
----------------------------------------------- * 100
(Cost of investment)
= Efficiency
THE CASE FOR FINANCIAL
EFFICIENCY

EXAMPLE OF EFFICIENCY
CALCULATION
($43,750 - $12,500)
------------------------------------ * 100
$12,500
= 250% Efficient
● $125,000 in sales in the 3rd quarter
● Gain is $43,750 (35% profit margin)
● Budgeted marketing expenses (hard) $12,500

EXAMPLE OF EFFICIENCY
CALCULATION
($43,750 - $35,500)
------------------------------------- * 100
$35,500
= 23% Efficient
● $125,000 in sales in the 3rd quarter
● Gain is $43,750 (35% profit margin)
● Budgeted marketing expenses (hard and soft)
$35,500

STEP THREE:
PRODUCTION

MILESTONES
● Work backwards to create reasonable timeframes
• Length of sales cycle
• Length of the marketing campaign
• Campaign development
● Establish preferred milestones for campaign
development
• Completion of content
• Development of marketing tools
• Review and feedback

PROJECT MANAGEMENT
Task
Management
Communication
Tools
Document
Sharing

PRO TIPS
● Plan about 80% of the way and get started
● Stick to milestones
● Stay flexible, the best ideas can come during
the development process
● Only have meetings when you need them and
use agendas
● Conduct a pre-mortem review

STEP FOUR:
PROMOTION
● Target the right people
● Promote your offers AND blog posts
● Use Lead Gen ads to reduce friction

TARGETING IS KEY
● Relevant LinkedIn groups and/or by company
name
● Exclude irrelevant job functions, seniorities
● Don’t overlook Facebook

WHAT TO PROMOTE
● 70% promote offers directly
● 10% to promote each blog post (30% total)

LEAD GEN ADS REDUCE
FRICTION
● LinkedIn just added
this functionality,
Facebook and Twitter
already have it
● Use Zapier to connect
lead data to HubSpot,
CRM, and other apps

STEP FIVE:
REVIEW
During the campaign
● Set up performance reports
● Heatmaps
● Let automation do the work
● Have the team help solve challenges
● Keep sales appraised
● Rotate ad creative, targeting groups

AFTER THE CAMPAIGN
● Document best practices
● Document changes for the next campaign
● Recognize those who’ve done well
● Plan (if not already in place) how to nurture
qualified leads
● Create new retargeting and email lists

FREE Inbound
Marketing Content
Audit and Customized
Driver Plan
Assistance is Available
Register before April 28th - bitly.com/inbound-audit

How to Expedite Lead Generation Through Your Website

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