marketing for manufacturers: a high level guide to driving leads

Andy  Halko  @andyhalko  

Insivia  @insivia  

DRIVING LEADS AND SALES WITH SMART MARKETING

THINK SMART. ACT BOLD.

OUR GOAL IS

REVENUE

THE SCIENCE OF MARKETING

OPTIMIZING e!THE FUNNEL w !

CAN HAVE ` !

HUGE ` !IMPACT `!

THIS IS YOUR LEAD FUNNEL ON BAD MARKETING

BUSINESSES WITH A WRITTEN DESCRIPTION OF THEIR FUTURE

30%

25%

50%

GREATER COMPANY SIZE

MORE OWNER COMPENSATION

FASTER GROWTH

REVENUE MAPPING

Create Goals First!And how you will measure them.!

KNOW YOUR AUDIENCE Go deep and don’t guess.!

TARGET, TARGET, TARGET. It’s not “Marketing”, It’s “Micro Targeting”.!

LOTS OF OPTIONS LIMITED BUDGETS SEO   CONTENT  

PPC  

E-­‐MAIL  

SOCIAL  

TRADITIONAL  

MOBILE  

CONTENT VALUABLE UNIQUE

RELEVANT

SEARCH INBOUND LINKS SOCIAL SHARES

PHRASE FOCUSED

SOCIAL POSTS

SHARES VIRAL

E-MAIL CONTENT SEGMENTS

AUTOMATION CONTENT SEGMENTS PROFILES

PPC LANDING

PAGES

SALES FOLLOW UPS

TRADITIONAL TRADE SHOW DIRECT MAIL WORKSHOPS

BRAND AWARENESS

NEW CUSTOMER ATTRACTION

CLIENT EXPANSION + REFERRALS

NEW PRODUCT LAUNCH

PPC + ADVERTISING PUBLIC RELATIONS SPONSORSHIP SOCIAL MEDIA

PPC + SEO ADVERTISING SOCIAL MEDIA TRADITIONAL

E-MAIL MARKETING RETARGETING AUTOMATION SOCIAL MEDIA

PPC + ADVERTISING MICROSITES SOCIAL MEDIA AUTOMATION

The best place to hide a dead body is page 2

of search results

Know What Matters  

PAY-PER-CLICK

WORKS

WHY CAN PPC WORK SO WELL HIGHLY TARGETABLE

DETAILED TRACKING

BUDGETED

TESTABLE

INSTANT

EXTERNAL INSIGHT

$ 1,000 Initial Investment

$ 1.00 CPC = 1,000 Clicks

10% Lead Conversion = 100 Leads

$ 1,200 Average Sale

$ 9,600 in Sales

Optimize, Increase Budget, Win

8% Close Conversion = 8 Sales

$ 8,600 Return On Investment

QUALITY BEATS CASH

QUALITY SAVES CASH

SUBJECT LINE Tell, don’t sell.

IMPROVING EMAIL OPEN RATE

40% OF B2B MARKETERS RATED THE LEADS GENERATED BY EMAIL

MARKETING AS HIGH QUALITY.

SENDER Familiarity.

HISTORY Don’t burn bridges.

Limit the Actions

Use Images

Relevant, Engaging + Valuable

Segment & Target Information

Include Social Sharing

Test & Measure

CLICK- THROUGH RATES AVERAGE IS 1% – 4%  

E-MAILS THAT INCLUDE SOCIAL SHARING BUTTONS HAVE

158% HIGHER CLICK-THROUGH RATES.

Buy – Beg – Bug à Earn!

Shouting your message !out, and hoping your !customers hear it.!

Creating something that !draws the customer to you.!

The shift from outbound to inbound!

VALUE IS KING Help me solve a problem!

!Teach me something new!

!Tell me a story !

!Show me something I’ve never seen before!

!Make me laugh, or cry, or cheer!

PERSONA FOCUSED VALUE If it doesn’t fit their need, !

it is a huge hole in your funnel.!

NURTURE LEADS!50% of leads are qualified but are not ready to buy.!

95% Of prospects visiting your

website are there to research.!

Today’s prospects are !unlikely to buy until the last!

1/3

the purchasing process.

Automation!Stay top of mind while nurturing down the funnel!

CONVERTING SUSPECTS & LEADS

Tac>cal   Experien>al  

WE ARE IN CONTROL OF RESULTS

CLOSING SALES

BUILD A SYSTEM

GET A COPY OF THESE SLIDES insivia.com/wirenet

DRIVING LEADS AND SALES WITH SMART MARKETING