5 Winning Lead Gen Tactics You Haven't Tried, Yet

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FAQs


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


Lead gen follows a simple formula.

Great content Form fill out

Leads

Easy, right? Not exactly…

/ The Battle for Leads


Prospects see 3,500+ marketing messages a day.

(source: Yankevich Consumer Research)


Content marketing is crowded.

93% of B2B marketers use content marketing.



Content marketing is crowded. B2B marketers use an average of 13 content marketing tactics.



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








On the Agenda


LinkedIn is a lead gen gold mine. 1

/ 5 Untapped Lead Gen Tactics

First, are you measuring your organic lead gen efforts on LinkedIn?


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.



1 Then, drive more visits to your landing pages with LinkedIn Publisher.

LinkedIn is a lead gen gold mine.



1

Published Posts offer another free way to highlight your most important CTAs!




1 Finally, bump up the volume with Sponsored Stories.


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:



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




Prefer to drive leads to a landing page for more details?

Adjust the GA report to track Twitter, as well.




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:



Make the most of Slideshare. 3 Add lead capture to your webinar and presentation decks!



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/



Don’t forget to gate videos. 4 Highlight your CTAs and drive more leads with YouTube overlays.

Source: https://www.youtube.com/user/MarketoB2B



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:



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.



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



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



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







On the Agenda


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


Learn to love marketing automation. 2


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!


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.








On the Agenda


It’s not enough to measure leads alone.

Report on revenue & score more budget.


Report on revenue & score more budget.

Close the loop by tying mobile campaigns to revenue in CRM.







On the Agenda

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Mike Turner, Webmarketing123 Director of Business Development

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5 Winning Lead Gen Tactics You Haven't Tried, Yet

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Transcript of 5 Winning Lead Gen Tactics You Haven't Tried, Yet