The document provides inexpensive tactics for lead generation when starting out. It recommends building an email list as the first priority before spending money elsewhere. Additional tactics discussed include getting website visitors to stay engaged by providing value, retargeting visitors who leave through ads, creating whitepapers or alternative forms of content to attract leads, conducting surveys in exchange for content, partnering with other companies to leverage existing lists, and focusing content marketing towards B2B audiences through the stages of capture, nurture, and close. The key message is to focus initially on developing an email list to have success with other tactics.

1. Lead Generation
Inexpensive Tactics for Starting Out
Presented by:
Adam Proehl

2. About Me
• In Online Marketing since 1998; specialize in complex & multichannel sales
• Principle at NordicClick Interactive – a full service Digital
Marketing Agency based in Minneapolis
• Spoken at many industry conferences including Pubcon, SEMPO,
eMetrics, B2B, OMS, SES, MDMA, BMA
• Instructor at the Online Marketing Institute, and University of
San Francisco
• Long Suffering Minnesota Sports Fan

3. This is Me

4. Topics
• Tactics & How To’s
• Do’s & Don’ts
• B2C & B2B applications

5. #1
You need a list
@adamproehl

6. #1 You need a list
• Email is often:
– Overlooked
– under optimized
– Mis-used
• Not just about email,
but start here
@adamproehl

7. #1 You need a list
• Before you have a product
• Before you spend big $ elsewhere
• Think progress, not perfection
@adamproehl

8. #1 You need a list
Tool: “Coming Soon”
templates/examples
bit.ly/18ViTXD
@adamproehl

9. #2 Get something out of a visit
• Entice them to stay
• Get something of value
• Provide value in return
@adamproehl

10. #3 Retargeting
“Don’t let them leave, but when they do…”
@adamproehl

11. #3 Retargeting
• Low traffic minimums
–
–
–
–
Google (Display Network): 100 visits
Google (Search Network): 1000 visits
AdRoll (DSP on FBX): 1000 visits
Host of other networks, DSP’s, etc.
• Offer something compelling
– Draw them back
– Impressions will add up
@adamproehl

12. #3 Retargeting
Test Offers/Segments
1. Something not originally seen, but
relevant
2. The same thing, but with a slightly
different angle/pitch/approach
Attend a retargeting session!
@adamproehl

13. #4 WhitePapers
“Millions written…..Dozens read”
- Unknown
@adamproehl

14. #4 WhitePapers
Not opposed……….
• Don’t overuse or default to them
• Avoid the crutch default mentality
@adamproehl

15. #5 Whitepaper Alternatives
• Research Paper
• Study Guide
• Video (maybe)
• Archived webinar recording
@adamproehl

16. #5 Whitepaper Alternatives
• Webinar
• Templates
• Free Tips
• Industry Analysis
• Case Study
• E-Book
@adamproehl

17. #5 Whitepaper Alternatives
The list goes on…..
• Paper guide
• Podcast
• Step by step guide
• Live event access
BOTTOM LINE: Get creative
@adamproehl

18. #6 Surveys
• Create a survey
• Share on social networks
• Link from a landing page
(retargeting)
@adamproehl

19. #6 Surveys
• Give it away in exchange for participation
@adamproehl

20. #6 Surveys
Other Tactics:
• Targeted ad buys (“Get the report” approach)
• Retarget landing page visitors
@adamproehl

21. #6 Surveys
Tools:
• Survey Gizmo
• Survey Monkey
• Qualtrics
@adamproehl

22. #7 Partner, Partner, Partner
Leverage an existing list:
• Gain introduction
• Joint or sponsored webinar
• Interview / Procure content
• Co-brand or white label
(Obligatory Cheesy
Stock Photo)
@adamproehl

23. #7 Partner, Partner, Partner
Financials:
• Rev Share
• Bundle
• Trade
• Flat Fee
• Etc.
@adamproehl

24. #8 B2B Path
• Content
• Capture
• Nurture
• Close
• Report
@adamproehl

25. Summary
• Get a list
• Get a list
• Get a list
If you don’t, good luck with everything else!
@adamproehl

26. Thank You
Adam Proehl
adam@nordicclick.com
@adamproehl