DATA-DRIVEN LEADGEN: HACKS & TOOLS TO TAKE YOU

FROM START TO SALESRachel Beisel

@missbikesalot

A BIT ABOUT ME

• Current VP of Marketing @GorillaLogic

• Founder of LeadOut Sales

• Hubspot, GA certified (this really doesn’t matter)

• Run marketing teams in ad agencies, PR agencies, Software, Textiles, Outdoor, nonprofit in both services and product industries for B2B and B2C

• Rather be discussing this while on a bike

AGENDA•How has marketing changed?

•Inbound Marketing Overview

•Outbound Marketing

Overview

•Marketing Automation Case

Study for Product & Service

•Break - 10 min

•Testing & Measuring

Success

•Tools & Techniques

•Group Exercise

•Anything else you want to

come away with?

WHY LEADGEN?

INBOUND MARKETINGBringing customers to you.

INBOUND• Increases leads by 400%

• Higher conversion rates

• Cheaper customer acquisition

• Earned trust internally and externally

• Some Tools (we’ll go over more later):

• Hubspot/Marketo/etc

• Drip

• SendGrid

• LeadIn

OUTBOUND MARKETINGaka - Interruption marketing

OUTBOUND• IMHO, should be a part of your

strategy.

• BE HUMAN

• Spam is spam if the person getting it doesn’t want to hear your message.

• Collect all the information you can - enriched data and personalization always leads to better conversion

• Tools:

• ZenProspect

• LeadGenius

• EmailScout.io

• Amazon mTurk

TOOLS

MARKETING AUTOMATION• Save time

• Efficiency

• CRM integration

• Data collection

• Multichannel management

• Consistency

• Personalization

WHICH MARKETING AUTOMATION PLATFORM

• Hubspot

• Market

• Eloqua

• Mastic - open source marketing automation

• More here

BEST PRACTICES• Sunset Policy

• Standardize Lead Sources, Lifecycle Stages

• Use CleanUp workflows and always have them running

• Set up or know your personas FIRST

• Expect to spend a lot of time up front in the system.

• Keep Lead Sources simplified for Sales team to use but detailed enough to trigger workflows

• Meet regularly with your sales team

• Make sure you and your sales team clearly define and agree on an MQL and an SQL

DATA ENRICHMENT• APIs- (find which one works for your

leadgen purposes)

• Email deliverability

• Other Tools:

• Clear bit Prospector and for google sheets

• FullContact

• mTurk

• Experian (not so much data enrichment but need to validate info you find)

DESIGN• Engaging Design Increases

Conversion Rates

• Data viz works well

• Fiverr

• Place it

• Recordit

• Optimizely

CONTENT & SEO TOOLS• Screaming Frog

• Slack

• Google Trends, Webmaster Tools, and Planner

• Chrome Developer Tools

• Moz

EMAIL, REPUTATION, DELIVERABILITY & MORE

• Google Postmaster Tools

• DKIM

• SSL Cert (more SEO but still need technical knowledge to implement)

• AMP

KPIS & MEASURING SUCCESS

• Benchmarks

• Avoid “glory metrics”

• Paralysis by Analysis

• Example Product and Service KPIs here

TOOLS TO KEEP YOU SANE (PROJECT MANAGEMENT)

• Wrike

• Trello

• Pivotal Tracker

• Sprintly

• Google Drive

NOW YOU HAVE THE TOOLS - HOW DO YOU BUILD A LIST?

• Leverage some of those APIs but if you’re not a dev…try Postman

• CloudScrape/Kimono Labs to scrape once you’ve found a good source

• mTurk and/or Clearbit to enrich

• Gmail Contact Export

• LinkedIn Contact Export

• Industry specific ways

• Identify a performant segment of your audience

• Develop a hypothesis

• Launch something to support the hypothesis

• Determine how to measure

• Listen to performance

• Optimize Accordingly

LEADGEN MODEL

ANSWER THESE QUESTIONS• Who is the target market?

• Identify at least 2 triggers for potential customers.

• How would you identify a list of qualified prospects?

• How would you structure your messaging?

• What would you use to measure success?

• Assume someone is interested but not right now, how would you keep them in the loop?

EVEN WITH RIGHT TOOLS & EXPERIENCE

• Set aside time to evaluate new tools

• Know trends going on in the dev community - bc that’s where marketing trends will go.

• You have to push your creative boundaries

• You have to be ok with failure and your boss does too

• If you’re a manager, remove blockers and rely on your team. If your team is junior, teach them how to LEARN not how to replicate.

• Collaborate internally and externally. Marketing is a job that is never done and it doesn’t get easier. IT’S

• Never stop learning or you will become extinct

OPTIONAL (BUT HIGHLY RECOMMENDED) READING

• Predictable Revenue

• 1% Windfall

• Lean Startup

• SCRUM

• Think Opposite

• sorryformarketing.com

• sethgodin.com

• Code Academy

• Skill Crush

• Hubspot free Inbound certification

• Google Analytics free certification (this one is hard and you must study for it)

• Google Tag Manager, Adwords and many other free Google tutorials out there.