how to generate those leads all day everyday
TRANSCRIPT
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HOW TO GENERATE THOSE LEADS ALL
DAY EVERYDAY
Michael King (@iPullRank)
Founder, iPullRank
Like A Bawse
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DOWNLOAD THIS DECK
http://bit.ly/cta-lead-gen
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I Love Unbounce
I recently wore their shirt to do a rap show in Germany.
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I Appreciate Brutal Critiques
Unbounce shredded one of my old agency’s landing pages once.
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They Were Right Though
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We Fixed It
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It Worked A Lot Better
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Also To Be Fair They’ve Since Edited It
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Allow Me to Return the Favor
There’s no Page Title or Meta Description on the CalltoActionConference.com website.
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WHERE’S YOUR CALL TO ACTION, BRUH?!
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FOR SERIOUS THOUGH
Let’s Talk About Brands.
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Do You Know Who This Guy Is?
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Ethan Zuckerman
He invented the popup ad in 1994 while at Tripod because a car advertiser didn’t want their ad next to porn.
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He’s Since Apologized
Ethan begs for you forgiveness for he’s
knew not what he was doing.
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But Real Brands Use Popups
Just like everyone else, Apple employs popups
because they work.
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Because the Internet is Fueled By
Advertising
The usage of popups does not inherently
cheapen your brand. It’s only a problem
when they are done the wrong way.
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Lead generation is practical, measurable
and not about the feelings of advertisers or
marketers. It’s about meeting the needs of
people looking to accomplish specific
things.
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A LEAD GEN FRAMEWORK
Because frameworks.
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Standard Lead Gen Model
The standard lead gen model more or less mirrors the marketing funnel.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
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A Standard Close
This is what most of our lead generation efforts look like.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
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Unqualified Lead
This is when your sales team hates you because you haven’t handed off a warm lead.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
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Ball Dropped on a Great Lead
This is when you got a great lead, qualified it and then didn’t follow through on the nurturing.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
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Many Implementations Look Like This
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
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#RELATIONSHIPGOALS
We do a lot of one night stands in lead generation and not enough long term relationships.
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A Better Lead Gen Framework
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
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What Your Lead Gen Model Looks Like
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
THESE TWO GET SWITCHED
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Ideal Model
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
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Extreme Disqualification
The design collaborative Superfriend.ly aggressively looks to disqualify people by not having a form at all and listing all the reasons why you might not be a fit.
http://superfriend.ly
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Superfriendly Model
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
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Which Can Come Across As This
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Insight
As with anything else, your lead gen tactics must be dictated by your business objectives.
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DATA DRIVEN PERSONAS(UNDERSTAND/PREPARE)
Yes. Again and always, suckas.
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Different User Types Different Traffic
Segmentation reveals the rate at which different user types visit your site.
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Different User Type Yield Different Conversions
Segmentation reveals how different populations convert
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The World’s Fastest Data-Driven Segmentation
Let’s make your persona process super quick.
Segment your data as you see fitRun it through social media toolsExport your mailing list
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STEP ONE: Get Your Mailing List
Anyone generating leads should have a mailing list. Never underestimate the power of email.
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STEP TWO: Run It Through FullContact
Use FullContact’s Person API to append data to the mailing list http://www.fullcontact.com
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They Have a Spreadsheet
In case you don’t have the ability to use APIs, use their spreadsheet
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Here’s What That Looks Like
This is an example of a mailing list with data appended to it.
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Use DemographicsPro
Upload your Twitter list for analysis. http://www.demographicspro.com
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Here’s What That Yields
DemographicsPro generates A 20+ page report on your twitter list
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Upload Your Mailing List to Audience Insights
https://www.facebook.com/ads/audience_insights/
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Or Just Use Audience Insights Without A Mailing List
With 1.2 billion people on Facebook, it’s a damn good research panel.
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Segment Your Data
Audience insights lets you segment on demographics & psychographics
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Acxiom’s PersonicxSegments
Facebook’s tool connects to Acxiom’s data for more context
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Acxiom’s PersonicxSegments Data
http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf
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Check Against Your Google Analtyics Data
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Build Your Personas
You now have more than enough data to build out user stories, needs and identify key characteristics. You can also determine how to measure them in GA with Advanced Segments.
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Personas Dictate your Acquisition Mix
Whether it’s B2B or B2C, it doesn’t matter what the industry stats say. Your audience needs to dictate where you spend your money on acquisition.
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IT COMES DOWN TO THE HOOK
Whether or not you build personas, the effectiveness of any lead generation campaign comes down to your “hook.” Personas help you tailor that hook and measure segmented performance.
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THE ULTIMATE CONTENT AUDIT QUICK HIT
(FULFILL)
Convert all the things.
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From Personas to Readability
The demographics on your personas will tell you where you need to be as far as the readability of your content.
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$0.00
$100.00
$200.00
$300.00
$400.00
Fairly Easy Difficult Easy Standard Fairly Difficult Very Confusing
Reading Difficulty vs. Page Value
This pivot chart will help you identify where opportunities to improve the clarity of your copy lie.
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Get this with URLProfiler
URLProfile will pull both the Page Value metric and the readability scores for your site http://www.urlprofiler.com
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CONTENT AUDIT AND CONVERSION WORKFLOW
START
STEP ONE
DETERMINE AUDIT SIZE
STEP TWO
START WITHSCREAMINGFROG(OR DUMP URLSFROM GA)
STEP THREE
PASS IT TO URL PROFILER
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WORKFLOW CONTINUED
STEP 4
IMPORT INTO EXCEL
STEP 5
COLOR CODE YOUR QUANT SHEET
STEP 6
PERFORM QUAL ANALYSIS
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Edit your Copy Based on Readability Scoring in Word
Update your copy so that it fits the reading level of your target personas. Word can help you with the process as you write in the Spelling and Grammar. Enable Options > Proofing > “Show readability statistics”
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14.44% in Lead Capture
Our latest client that we’ve done this for has seen a 14.44% increase in lead capture period over period from Organic Search.
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QUALIFYING LEADS(QUALIFY)
The most important part.
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PERSONAS SHOULD DICTATE QUALIFICATION
When defining your personas, they should inform the features that can be measured to determine whether or not a user is qualified.
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Demographic Qualification
When you capture a lead, run it through FullContact via Webhooks to qualify based on demographic data. http://www.fullcontact.com http://intelligence.towerdata.com
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FirmographicQualification
When you capture a lead, run it through FullContact Company API via Webhooks to get firmographic data and qualify.
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Call Tracking with CallRail
CallRail offers an easy to use solution for call tracking with simple API http://www.callrail.com
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Feedback Loop
The CallRail API lends itself easily to create a dashboard for your call center or salespeople to determine call quality. This way you can get a complete picture of whether or not your leads are good.
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Lead Scoring Model
80-100 – Highly Engaged;
< 40 – Very Low Engagement;
40-80 – Medium Engagement;
There needs to be a feedback loop between sales and marketing to determine the accuracy of this model.
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SiteSpy
SiteSpy allows you to setup simple scoring
models in Wordpress
https://wordpress.org/plugins/site-watch/
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Mintigo & Infer
Higher End platforms for lead scoring and predictive modeling are Infer http://www.infer.com and Mintigo http://www.mintigo.com
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NURTURING LEADSWITH YOUR CONTENT
(NURTURE)
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One Night Stand
Don’t be one. #relationshipgoals
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Content Upgrades
Launch e-books as pages rather than PDFs than relaunch them as PDFs with lead capture forms.
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Build the Relationship
Nurture your marketing qualified leads with
continued content and offers to keep yourself top of mind until they become hand raisers.
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DON’T RELY ON HAND RAISERS
“Hand Raisers” or SQLs that are immediately ready to convert when they visit are rare. Focus on nurturing your MQLs to buying temperature.
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LOW EFFORT VS. HIGH EFFORT LEAD GEN
The Test
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NATURAL DEMAND VS. ARTIFICIAL DEMAND
I wanted to determine what works better, a campaign where we just throw up a landing page and capture existing demand or where we do in-depth research and create lots of assets.
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LOW EFFORT LEAD GEN
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Ashley Madison
So, you might have heard, hackers leaked the entire Ashley Madison dataset.
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Found the Dataset
We downloaded it and uploaded it to Twitter and Facebook for retargeting purposes.
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Made a Landing Page
We made a landing page for reputation management with the hook being the data leak.
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Social Ads
Running ads on Twitter and Facebook based on
the leaked email addresses
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SearchMetrics List
Searchmetrics publishes a weekly list of 100 sites that lost and gained the most visibility in Organic Search.
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Got the List and Made Two Landing Pages
We made one landing page for the losers and another for the winners with the hooks being the needs of each group.
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Running Some Ads
We’re running Twitter, Facebook and LinkedIn ads to people that work at the companies in marketing functions.
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HIGH EFFORT LEAD GEN
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INC. 500 List
We wanted to re-rank the Inc. 500 based on each site’s propensity to be banned in Google.
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Analysis
We performed detailed statistical analysis based on the Searchmetrics Winners and Losers and re-ranked the INC500 based on the model we’d developed. There’s also a whitepaper.
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Built Custom Reports
…and researched contacts to send them to in
companies at the Inc. 500
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We Built a Backend
We get alerted whenever people visit their custom report
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Small Pool Retargeting
We retarget those contacts so their grade in our study can chase them around the web.
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Emails to Follow
We make sure to nurture those people that have downloaded the ebookfurther by letting them know about the rest of our campaign and to find out where they’d rank among the Inc. 500.
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So what works best, Mike?
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Do You Know Who This Guy Is?
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Let’s Find Out Together
You’ll know when I know: http://astronaut.ipullrank.com/leaderboard
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TACTICS THAT USUALLY WORK
Some experiences I’d like to share with you guys.
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Get Lots of MQLs
Got an e-book? Post a tangential content piece on a high traffic site in your industry. Always give them the option to join the mailing list or Pay with a Tweet http://www.paywithatweet.com
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Works Swimmingly
451 tweets (6.14%) and 1211 newsletter signups (16.49%) in a pretty short timeframe. I’ll take that.
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Pop-Ups
I hate them. You hate them. But they work more often than not.
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2014 Conversions by Month
Phone Call
Contact Us Submission
Trademark App Submission
More Conversions Despite Panda
Things had been going great until that client got hit by Panda, but then we launched pop-ups up beat our previous best month with far less traffic.
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51.5% Improvement in the A/B test
We A/B tested the popup vs. not having the popup and we got 51.5% increase in improvement in lead capture.
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PLEASE Don’t Neil Patel It Up Though.
Popups are a great opportunity to use personalization and behavioral targeting.
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Use Ninja Popups
For WP users, Ninja Popups is all that you need for static exit intent pop-ups.
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Or Personyze
With Personyze you can do personalized popups based on a variety of behaviors and features of the user.
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Flyouts Usually Work Too
As a user these catch me every time. As a marketer, I’m able to capture lots of MQLs this way.
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0%
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Flyout Effectiveness
Impressions Click-Through-Rate
Your Mileage May Vary
Flyouts work, but their conversion rate has been completely random in my experience.
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Flyout Fire
There are a number of similar WP plugins for this, but the one we use is Flyout Fire.
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A COUPLE OF HACKS
Some cool things you should use for your lead gen.
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Pre-browsing Directives
Browsers have a number of ways to preload assets and speed up the rendering of pages. The one we will focus on is rel-prerender.
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Rel-Prerender
Caveat: Analytics packages outside of GA are not equipped to account for this.
<link rel=“prerender” href=“http://www.example.com”>
<link rel=“prefetch” href=“http://www.example.com”>
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Before and After
On ipullrank.com we’ve seen an average of 27.33% improvement of page load for new users. Up to 60% improvement for inferior browsers like Internet Explorer
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Use on Series Pages
It’s difficult to predict which page a user is going to navigate to next, but using rel-prerender on pages in a series is effective.
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Programmatic Placement
You can also make a decision dynamically to inject rel-prerender into the page. For example, if a user hovers over a link for a certain amount of time.
var prerender = document.createElement ("link");
prerender.setAttribute("rel", "prerender");
prerender.setAttribute("href",getNextUrl(window.location));
document.getElementsByTagName("head")[0].appendChild(prerender);
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Stop Retargeting the Wrong People
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FingerPrintJS
https://github.com/Valve/fingerprintjs2
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0% 25% 50% 75% 100%
Opera Mini
Safari (in-app)
Android Browser
Safari
Internet Explorer
Firefox
Chrome
%Unique
Browser Fingerprint + IP Address
Track the browser fingerprint with the IP address in a database. If the user has purchased already, don’t cookie them
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RETARGET ONLY THOSE HAVEN’T BOUGHT
Setup a Database with that keeps track of the browser fingerprint, IP address and the campaign name. Check against that before placing retargeting cookies.
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LAST WORDS
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Follow the Flow
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
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Eff That
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THAT’S ALL I’VE GOT
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THANK YOU!MICHAEL KING
FOUNDER
DIGITAL MARKETING CONSULTANT
IPULLRANK
http://Ipullrank.com