5 winning lead gen tactics you haven't tried, yet
TRANSCRIPT
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1 The Battle for Leads How to Win More Leads in a Saturated Market
2 5 Untapped Lead Gen Tactics Discover 5 Lead Gen Tips You Haven’t Tried, Yet
3 Accelerate Current Lead Gen Efforts How to Improve Lead Gen Programs
4 Tie Digital Performance to Revenue Score More Marketing Budget for 2015
5 Live Q&A Ask Your Toughest Digital Marketing Questions
On the Agenda
#123webinar | @webmarketing123
Lead gen follows a simple formula.
Great content Form fill out
Leads
Easy, right? Not exactly…
/ The Battle for Leads
#123webinar | @webmarketing123
Prospects see 3,500+ marketing messages a day.
(source: Yankevich Consumer Research)
#123webinar | @webmarketing123
Content marketing is crowded.
93% of B2B marketers use content marketing.
/ The Battle for Leads
#123webinar | @webmarketing123
Content marketing is crowded. B2B marketers use an average of 13 content marketing tactics.
/ The Battle for Leads
#123webinar | @webmarketing123
Work smarter to get ahead now.
“[Create incredible content] so that you can earn and own an audience soon, before the world of content goes from the wild west to an overcrowded, hyper-competitive field…”
Rand Fishkin Moz Co-founder
Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014
/ The Battle for Leads
#123webinar | @webmarketing123
1 The Battle for Leads How to Win More Leads in a Saturated Market
2 5 Untapped Lead Gen Tactics Discover 5 Lead Gen Tips You Haven’t Tried, Yet
3 Accelerate Current Lead Gen Efforts How to Improve Lead Gen Programs
4 Tie Digital Performance to Revenue Score More Marketing Budget for 2015
5 Live Q&A Ask Your Toughest Digital Marketing Questions
On the Agenda
#123webinar | @webmarketing123
LinkedIn is a lead gen gold mine. 1
/ 5 Untapped Lead Gen Tactics
First, are you measuring your organic lead gen efforts on LinkedIn?
#123webinar | @webmarketing123
LinkedIn is a lead gen gold mine. 1
At the very least, you need to have this report in Google Analytics:
This ties LinkedIn content posts directly to leads.
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
1 Then, drive more visits to your landing pages with LinkedIn Publisher.
LinkedIn is a lead gen gold mine.
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
1
Published Posts offer another free way to highlight your most important CTAs!
LinkedIn is a lead gen gold mine.
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
1 Finally, bump up the volume with Sponsored Stories.
LinkedIn is a lead gen gold mine.
þ Location þ Industry þ Job Title þ Job Function þ Seniority þ Company þ Company size þ School þ Degree þ Field of Study þ Groups þ Skills þ Age and Gender
Targeting Options:
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
Test Twitter for lead gen. 2
Capture email addresses with one click at no cost with Twitter’s Lead Gen Cards!
Source https://business.twitter.com/success-stories/flevy
þ 1,200 leads þ Lowest CPL of all
marketing channels.
Flevy Case Study
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
Test Twitter for lead gen. 2
Prefer to drive leads to a landing page for more details?
Adjust the GA report to track Twitter, as well.
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
Test Twitter for lead gen. 2
Take it to the next level with paid lead gen options: Promoted Tweets. (This includes Lead Gen Cards.)
Source https://business.twitter.com/success-stories/flevy
þ Keywords þ Interests and gender þ Location and language þ Device þ Lookalike audiences þ Tailored audiences (lists in CRM)
Targeting Options:
/ 5 Untapped Lead Gen Tactics
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Make the most of Slideshare. 3 Add lead capture to your webinar and presentation decks!
/ 5 Untapped Lead Gen Tactics
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Don’t forget to gate videos. 4 Most marketers gate whitepapers, but what about videos?
Source: http://www.marketo.com/definitive-guides/definitive-guide-to-engaging-content-marketing/
Source: http://www.marketo.com/webinars/optimize-ad-spend-with-personalized-targeting-and-analytics-2/
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
Don’t forget to gate videos. 4 Highlight your CTAs and drive more leads with YouTube overlays.
Source: https://www.youtube.com/user/MarketoB2B
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
Don’t forget to gate videos. 4 Or, take it a step further and gate access to your videos.
Source: http://wistia.com/blog/how-we-use-turnstile-to-capture-leads
Try a service like Wistia or marketing automation to gate on-demand content.
Tip:
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
Retarget missed lead opportunities. 5 One visit is typically not enough to convert.
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
But one visit is typically not enough
96%
70%
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts without purchasing1
Leave a website without converting1
49% Typically visit 2-4 sites before purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
But one visit is typically not enough
96%
70%
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts without purchasing1
Leave a website without converting1
49% Typically visit 2-4 sites before purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Source: Google New Opportunities for Remarketing Deck
Remarketing gives you a
second chance to bring past
visitors back to your site to
convert.
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
Retarget missed lead opportunities. 5 Google remarketing produces results on search & display.
Google Ad words (RLSA) GDN (Display Remarketing)
3x Previous site visitors convert at a 3x higher rate.
450% Advertisers see a 450% increase in CTR.
Source: Google New Opportunities for Remarketing Deck
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
Retarget missed lead opportunities. 5 BONUS: Twitter offers remarketing options, too.
Advertise to users that have already visited your website.
Twitter Tailored Audiences :
Source: https://blog.twitter.com/2014/introducing-the-website-tag-for-remarketing
/ 5 Untapped Lead Gen Tactics
#123webinar | @webmarketing123
Client Case Study
Results
4x CVR of standard display
Boost in registrants
30% Cost per registrant
2x
75%
CTR of standard display
Drive net new registrants for Driscoll’s Rewards Club loyalty program.
Use remarketing on the GDN to target those who have visited Driscoll’s site and left without converting.
Solution
Challenge
#123webinar | @webmarketing123
1 The Battle for Leads How to Win More Leads in a Saturated Market
2 5 Untapped Lead Gen Tactics Discover 5 Lead Gen Tips You Haven’t Tried, Yet
3 Accelerate Current Lead Gen Efforts How to Improve Lead Gen Programs
4 Tie Digital Performance to Revenue Score More Marketing Budget for 2015
5 Live Q&A Ask Your Toughest Digital Marketing Questions
On the Agenda
#123webinar | @webmarketing123
Use progressive profiling. 1 Widen the top of the funnel with progressive profiling.
Decreasing form fields from 6 to 4 improves conversion rate by 48%.
Tip:
Source: ZoomInfo
/ Accelerate Current Lead Gen
#123webinar | @webmarketing123
Learn to love marketing automation. 2
/ Accelerate Current Lead Gen
Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013
Companies that respond to leads within an hour after receiving a query are 7x as likely to qualify the lead.
Most companies are slow to respond. Only 37% respond in less than an hour.
Automate to align with sales & close deals faster!
#123webinar | @webmarketing123
Learn to love marketing automation. 2
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
Companies that automate lead management see 10% or greater increase in revenue within 6-9 months.
Source: Forrester Research; 2013 Source: Focus Research; 2013
Plus, nurtured leads add to the bottom line.
/ Accelerate Current Lead Gen
#123webinar | @webmarketing123
1 The Battle for Leads How to Win More Leads in a Saturated Market
2 5 Untapped Lead Gen Tactics Discover 5 Lead Gen Tips You Haven’t Tried, Yet
3 Accelerate Current Lead Gen Efforts How to Improve Lead Gen Programs
4 Tie Digital Performance to Revenue Score More Marketing Budget for 2015
5 Live Q&A Ask Your Toughest Digital Marketing Questions
On the Agenda
#123webinar | @webmarketing123
It’s not enough to measure leads alone.
Report on revenue & score more budget.
#123webinar | @webmarketing123
Report on revenue & score more budget.
Close the loop by tying mobile campaigns to revenue in CRM.
#123webinar | @webmarketing123
1 The Battle for Leads How to Win More Leads in a Saturated Market
2 5 Untapped Lead Gen Tactics Discover 5 Lead Gen Tips You Haven’t Tried, Yet
3 Accelerate Current Lead Gen Efforts How to Improve Lead Gen Programs
4 Tie Digital Performance to Revenue Score More Marketing Budget for 2015
5 Live Q&A Ask Your Toughest Digital Marketing Questions
On the Agenda
#123webinar | @webmarketing123 e: [email protected] t: 800. 619. 1570
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Mike Turner, Webmarketing123 Director of Business Development
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