How to generate those leads all day everyday

HOW TO GENERATE THOSE LEADS ALL

DAY EVERYDAY

Michael King (@iPullRank)

Founder, iPullRank

Like A Bawse

DOWNLOAD THIS DECK

http://bit.ly/cta-lead-gen

IPULLRANK.COM @ IPULLRANK

I Love Unbounce

I recently wore their shirt to do a rap show in Germany.


I Appreciate Brutal Critiques

Unbounce shredded one of my old agency’s landing pages once.


They Were Right Though


We Fixed It


It Worked A Lot Better


Also To Be Fair They’ve Since Edited It


Allow Me to Return the Favor

There’s no Page Title or Meta Description on the CalltoActionConference.com website.

WHERE’S YOUR CALL TO ACTION, BRUH?!

FOR SERIOUS THOUGH

Let’s Talk About Brands.


Do You Know Who This Guy Is?


Ethan Zuckerman

He invented the popup ad in 1994 while at Tripod because a car advertiser didn’t want their ad next to porn.


He’s Since Apologized

Ethan begs for you forgiveness for he’s

knew not what he was doing.


But Real Brands Use Popups

Just like everyone else, Apple employs popups

because they work.


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.

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.

A LEAD GEN FRAMEWORK

Because frameworks.


Standard Lead Gen Model

The standard lead gen model more or less mirrors the marketing funnel.

DONENOT DONE

FULFILL

CAPTURE

QUALIFY

NURTURE

CLOSE


A Standard Close

This is what most of our lead generation efforts look like.

DONENOT DONE

FULFILL

CAPTURE

QUALIFY

NURTURE

CLOSE


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


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


Many Implementations Look Like This

DONENOT DONE

FULFILL

CAPTURE

QUALIFY

NURTURE

CLOSE

#RELATIONSHIPGOALS

We do a lot of one night stands in lead generation and not enough long term relationships.


A Better Lead Gen Framework

FULFILLEDMISALIGNED

FULFILL

CAPTURE

QUALIFY

NURTURE

CLOSE

UNDERSTAND

PREPARE


What Your Lead Gen Model Looks Like

FULFILLEDMISALIGNED

FULFILL

CAPTURE

QUALIFY

NURTURE

CLOSE

UNDERSTAND

PREPARE

THESE TWO GET SWITCHED


Ideal Model

FULFILLEDMISALIGNED

FULFILL

CAPTURE

QUALIFY

NURTURE

CLOSE

UNDERSTAND

PREPARE


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

http://superfriend.ly/


Superfriendly Model

FULFILLEDMISALIGNED

FULFILL

CAPTURE

QUALIFY

NURTURE

CLOSE

UNDERSTAND

PREPARE


Which Can Come Across As This

Insight

As with anything else, your lead gen tactics must be dictated by your business objectives.

DATA DRIVEN PERSONAS(UNDERSTAND/PREPARE)

Yes. Again and always, suckas.


Different User Types Different Traffic

Segmentation reveals the rate at which different user types visit your site.


Different User Type Yield Different Conversions

Segmentation reveals how different populations convert


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


STEP ONE: Get Your Mailing List

Anyone generating leads should have a mailing list. Never underestimate the power of email.


STEP TWO: Run It Through FullContact

Use FullContact’s Person API to append data to the mailing list http://www.fullcontact.com

http://www.fullcontact.com/


They Have a Spreadsheet

In case you don’t have the ability to use APIs, use their spreadsheet


Here’s What That Looks Like

This is an example of a mailing list with data appended to it.


Use DemographicsPro

Upload your Twitter list for analysis. http://www.demographicspro.com

http://www.demographicspro.com/


Here’s What That Yields

DemographicsPro generates A 20+ page report on your twitter list


Upload Your Mailing List to Audience Insights

https://www.facebook.com/ads/audience_insights/

https://www.facebook.com/ads/audience_insights/


Or Just Use Audience Insights Without A Mailing List

With 1.2 billion people on Facebook, it’s a damn good research panel.


Segment Your Data

Audience insights lets you segment on demographics & psychographics


Acxiom’s PersonicxSegments

Facebook’s tool connects to Acxiom’s data for more context


Acxiom’s PersonicxSegments Data

http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf

http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf


Check Against Your Google Analtyics Data


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.


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.

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.

THE ULTIMATE CONTENT AUDIT QUICK HIT

(FULFILL)

Convert all the things.


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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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.


Get this with URLProfiler

URLProfile will pull both the Page Value metric and the readability scores for your site http://www.urlprofiler.com

http://www.urlprofiler.com/


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


WORKFLOW CONTINUED

STEP 4

IMPORT INTO EXCEL

STEP 5

COLOR CODE YOUR QUANT SHEET

STEP 6

PERFORM QUAL ANALYSIS


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”


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.

QUALIFYING LEADS(QUALIFY)

The most important part.

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.


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

http://www.fullcontact.com/

http://intelligence.towerdata.com/


FirmographicQualification

When you capture a lead, run it through FullContact Company API via Webhooks to get firmographic data and qualify.


Call Tracking with CallRail

CallRail offers an easy to use solution for call tracking with simple API http://www.callrail.com

http://www.callrail.com/


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.


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.


SiteSpy

SiteSpy allows you to setup simple scoring

models in Wordpress

https://wordpress.org/plugins/site-watch/

https://wordpress.org/plugins/site-watch/


Mintigo & Infer

Higher End platforms for lead scoring and predictive modeling are Infer http://www.infer.com and Mintigo http://www.mintigo.com

http://www.infer.com/

http://www.mintigo.com/

NURTURING LEADSWITH YOUR CONTENT

(NURTURE)


One Night Stand

Don’t be one. #relationshipgoals


Content Upgrades

Launch e-books as pages rather than PDFs than relaunch them as PDFs with lead capture forms.


Build the Relationship

Nurture your marketing qualified leads with

continued content and offers to keep yourself top of mind until they become hand raisers.

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.

LOW EFFORT VS. HIGH EFFORT LEAD GEN

The Test

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.

LOW EFFORT LEAD GEN


Ashley Madison

So, you might have heard, hackers leaked the entire Ashley Madison dataset.


Found the Dataset

We downloaded it and uploaded it to Twitter and Facebook for retargeting purposes.


Made a Landing Page

We made a landing page for reputation management with the hook being the data leak.


Social Ads

Running ads on Twitter and Facebook based on

the leaked email addresses


SearchMetrics List

Searchmetrics publishes a weekly list of 100 sites that lost and gained the most visibility in Organic Search.


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.


Running Some Ads

We’re running Twitter, Facebook and LinkedIn ads to people that work at the companies in marketing functions.

HIGH EFFORT LEAD GEN


INC. 500 List

We wanted to re-rank the Inc. 500 based on each site’s propensity to be banned in Google.


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.


Built Custom Reports

…and researched contacts to send them to in

companies at the Inc. 500


We Built a Backend

We get alerted whenever people visit their custom report


Small Pool Retargeting

We retarget those contacts so their grade in our study can chase them around the web.


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.

So what works best, Mike?


Do You Know Who This Guy Is?


Let’s Find Out Together

You’ll know when I know: http://astronaut.ipullrank.com/leaderboard

http://astronaut.ipullrank.com/leadboard

TACTICS THAT USUALLY WORK

Some experiences I’d like to share with you guys.


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

http://www.paywithatweet.com/


Works Swimmingly

451 tweets (6.14%) and 1211 newsletter signups (16.49%) in a pretty short timeframe. I’ll take that.


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.


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.


PLEASE Don’t Neil Patel It Up Though.

Popups are a great opportunity to use personalization and behavioral targeting.


Use Ninja Popups

For WP users, Ninja Popups is all that you need for static exit intent pop-ups.


Or Personyze

With Personyze you can do personalized popups based on a variety of behaviors and features of the user.


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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Flyout Effectiveness

Impressions Click-Through-Rate

Your Mileage May Vary

Flyouts work, but their conversion rate has been completely random in my experience.


Flyout Fire

There are a number of similar WP plugins for this, but the one we use is Flyout Fire.

A COUPLE OF HACKS

Some cool things you should use for your lead gen.


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.


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”>

http://www.example.com/

http://www.example.com/


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


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.


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);


Stop Retargeting the Wrong People


FingerPrintJS

https://github.com/Valve/fingerprintjs2


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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

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.

LAST WORDS


Follow the Flow

FULFILLEDMISALIGNED

FULFILL

CAPTURE

QUALIFY

NURTURE

CLOSE

UNDERSTAND

PREPARE


Eff That

THAT’S ALL I’VE GOT

THANK YOU!MICHAEL KING

FOUNDER

DIGITAL MARKETING CONSULTANT

IPULLRANK

[email protected]

http://Ipullrank.com

How to generate those leads all day everyday

Marketing

Transcript of How to generate those leads all day everyday