asae lunch learning webinar: turn your website into a lead gen machine

Turn Your Website

into a Lead Gen

Machine

Adam Higgins

MarTech Consultant

HighRoad Solution

Today’s buyer makes 70%

of their purchase decision

based on the content on

your website.

• Inbound Marketing

• What is Interactive Content

• Interactive Content Examples

– Self-Assessments

– Calculators

• Buyer’s Journey

• Closing Tips

Agenda

Inbound

Marketing

• Using Content to Drive Conversions

or Sales

• Content is Contextual

• Automated Marketing Messages

based on Prospects Actions

• One-to-One Conversation with the

Prospect

• Build a Connection

Inbound Marketing

Inbound Method

“56% of all customer interactions

happen during a multi-event, multi-

channel journey”

Research by McKinsey & Company

Digital Relevance, Ardath Albee

Buyer’s Journey

• There are Several Touchpoints

Before the Buyer Purchases

• Marketing Automation Programs

Tracks the Touchpoints

• Trigger Contextual Content Based

on the Touchpoints

• Context Drives the Purchase

• Marketing Automation Provides ROI

on Activity

Buyer’s Journey is Not Linear

“Buyers view 8 content assets on

average during their buying

process”

IDG Customer Engagement Study

Digital Relevance, Ardath Albee

Attract: Search

Fundraising advice and tips

Attract: Read Blog

Enter email…

SUBSCRIBE

Connect: Subscribes

Enter email…

SUBSCRIBE

Engage: Contextual Ads

Engage: Contextual Emails

What is

Interactive

Content?

• Interactive Content Components

– Self - Assessments

– Calculators

– Quizzes / Trivia / Gamification

– Polls / Surveys

• Can add to any program to create a

stand-alone experience or work into

existing content

Interactive Content

• Content that results in prospect

engagement

– Beyond the action of just reading

content

– Beyond the action of viewing content

Engaging

• What type of engagement?

– Something that results in value for the

prospect

– Creates a two-way channel – shift from

Push Marketing to Pull Marketing

Value

• Marketers are creating more content

today than they were a year ago

• Educate the Buyer

• In user-centric view, have to address

the “what’s in it for me?” factor

• Move towards Pull Marketing

• Gather more insights!

Why?

Educating the Buyer

Self-Assessments

• Certification / Degree

• Where You Are in Your Career?

• Find the Right Career Path

• Is the Annual Conference the Right Event to

Attend?

• Am I a Good Fit for a Committee / Chapter /

Volunteer Position?

Ideas for Associations

• People rank themselves via assessments

• Natural curiosity to see where they rank

amongst peers or in industry

• Add data to better profile the prospects

• Build a persona

WHY?

Self-Assessments

Self-Assessments

Self-Assessments

Self-Assessments

Self-Assessments

Self-Assessments

Calculators

• What You Save as a Member

• How Much More You Would Earn with a

Certification?

• How Much of an Impact Your Participation

Makes in the Community?

Ideas for Associations

• Prospects identify specific parameters when

using a calculator

• Detailed numbers to aggregate across all

prospects

• Quickly identify the persona

Why?

Calculators

Calculators

Buyer’s

Journey

1. Searched Google

2. Read Blogs

3. Completed Calculator

4. Clicked Ad

5. Read Email

6. Click CTA in Email

7. Viewed Product Page

Touchpoints

8. Added Product to Cart

9. Viewed Payment Form

10. Submitted Payment Form

11. Viewed Confirmation Page

12. Lead Converted to Customer

Touchpoints

“Organizations using lead

scoring experience a 77%

increase in lead generation

ROI”Sharpspring

• Attribute each touchpoint to a weighted

scoring system.

• Find where leads fall on the bell curve

• Setup triggered messages based on a lead’s

score

• Helps to identify lead’s ready to buy

Lead Scoring

1. Searched Google (0)

2. Read Blogs (+10)

3. Completed Calculator (+15)

4. Clicked Ad (+20)

5. Read Email (+10)

6. Click CTA in Email (+15)

7. Viewed Product Page (+10)

Score Each Touchpoint

8. Added Product to Cart (+30)

9. Viewed Payment Form (+40)

10.Submitted Payment Form (+50)

11.Viewed Confirmation Page

12.Lead Converted to Customer

Score Each Touchpoint

Find Engaged Leads

• Going beyond the click, and

determine if the email generated

revenue.

– Email Campaign Generated $1400.

– Email Types of Fundraising Generated

$20,000 over the last Year

Attribute Revenue to Content

• Attribute campaigns to organization and

departments goals

• Organization Goal

– Grow Products Sales by 5% in the next Year

Campaigns Align with Goals

Tips

• Use Interactive Content Components to

engage with a prospect

– Start the dialogue

– Collect actionable insights

– Identify / Optimize your personas

Engage

• Be inspired by Retail / For Profit approach

– Many ideas to extrapolate and apply to

association programs

Be Inspired

• Remember value of Personalization when

creating interactive content

– Context

– What’s In It for Me?

Personalization

Marketing Technology for Associations

Contact us: HighRoad Solution

Name: Adam Higgins

Phone: 703.297.8254

Email: ahiggins@highroadsolution.com

www.highroadsolution.com

www.highroadu.com