Lead Generation Best Practices | Kaseya Partner Program VAR Onboarding Tool

Lead Generation Best Practices

February 2015

Copyright 2015 Kaseya

We hear it just as often as you do!

More leads. Better leads. More pipeline.

Copyright 2015 Kaseya 2

Agenda

1. Preparation

2. Content planning

3. Content publishing

4. Lead generation techniques

5. Lead conversion techniques

6. Analytics & tools

7. Recap & next steps


Preparation



Lead generation is not just a random

selection of marketing tactics


Instead, you must first identify who

you want your buyer to be


Then pick the right attack model to

generate the right leads

Inbound marketing strategy:

Broad touch

Low cost

Field and target marketing strategy:

Targeted touch

High cost


Source: @Marketo

How top Partners use lead gen


Content Planning



Good content = high performance

Poor content = low performance

Content determines the effectiveness

of your lead gen campaigns


The 6 NEW rules for effective

content


One-of-a-Kind appears nowhere else on the web

Relevant contains content engines can interpret as on-topic

Helpful resolves the searchers query in a useful, efficient manner

Uniquely Valuable provides information thats unavailable

elsewhereGreat UX is easy & pleasurable to consume on any device

Likely to Spread convincingly answers the question:

Who will amplify this content and why?

Source: @Moz

Tip 1: Pick a topic, tell a story, and

have a point of view

1. Compile your

data

2. Create a

narrative

3. Have a unifying

theme your

POV!


Tip 2: Align content to buying stage

Buying Stage Content Approach Sample ContentUse Web Form for

Lead Capture?

Awareness

Top of funnel

Thought leadership to

build brand and

awareness

Research data, use case

videos, curated lists,

infographics, thought

leadership

No

Evaluation

Middle of funnel

Tools that help buyers

find you when they

are looking for

solutions

Buying guides, RFP

templates, ROI

calculators, whitepapers,

analyst reports, webinars

Yes

Decision

Bottom of funnel

Company-specific

information to help

evaluate and reaffirm

selection

Pricing, demos, services

information, 3rd party

reviews, customer case

studies

No (primarily)


Tip 3: Make sure your content can

be FOUND

1. Social promotion

2. H1 Tag

3. >2 H2 Tags

4. Metadata including

title, descriptors,

keywords

5. Links to related content

6. Alt tags for images

7. Read

http://moz.com/beginn

ers-guide-to-seo


Content Publishing



But how do I create content on a limited budget?

And I only have an Events Manager to help me?


Content is more than a whitepaper

eBooks

Blog posts

Use cases & videos

Podcasts

SlideShare presentations

Infographics

Articles

Webinars

Whitepapers

And of course web forms


Leverage the library for conent

Campaign kits

New Release

messaging

documents

Issues & analysis

whitepapers &

eBooks

18

Visual content works (topic is key)

eBook

9,000+ Views

1,878 Downloads

Slideshare

1,000+ Views

15 Favorites

181 Downloads


RRR Rules for Content

Rewrite, repurpose and

retire


Rewritten Asset

2009


2014

Repurpose: fka Line Extensions


Repurposed Asset

Core Asset

MSP Global Pricing Survey Report, 2014

(14 pp)

Additional Reports, POVs

Webinars

eBooks

Infographics


Repurposed Blogs


Retired Asset


Lead Generation Techniques



Really.


Leads are like fish.

9 Effective Lead Gen Techniques

1. Build web forms to capture leads

2. Use Slideshare

3. Use Twitter

4. Use Facebook

5. Use LinkedIn

6. Use third party email vendors

7. Use your blog

8. Use your webinars

9. Syndicate your content


1. Anatomy of a Web Form


1. Web form length matters


Source: @Marketo

You have a great deck

Make it very visual and

appealing

Use the Slideshare form

2. Use Slideshare


3. Use Twitters 4-1-1 Rule

For every one self-serving tweet, you should

re-tweet one relevant tweet and most

importantly share four pieces of relevant

content written by others.

Joe Pulizzi, Content Marketing Institute

Do This Not This


Source: @Marketo

I like carrot

cake.

4. Facebook for lead

generation

Test a mix of content offers make sure they are visual!


Great targeting!

EnterpriseB2BSMBIndustriesRegionsInterests ex: IT services, managed services

5. LinkedIn Promoted Posts


6. Paid email campaigns

Use good vendors

Negotiate when possible

Control the email design

Use a relevant and vetted offer

Test! Test!

Launch a backup plan if results dont meet your goal


7. Use your blog


9. Content syndication

1. Pick syndication vendor wisely

2. Consider mid-stage content

3. Add web form

4. Integrate with CRM system

5. Define segments and filters

6. New names matter

7. T&Cs (including opt outs)

8. Freshness


Effectiveness Summary

Reference

No.

Lead Gen Name Relative Expected

Results

Relative Cost

1 Web form

2 Slideshare

3 Twitter

4 Facebook

5 LinkedIn

6 Email

7 Blog

8 Webinars

9 Content Syndication


Tip 1: Multi-Touch Promotion

Typical Webinar Promotion:

Series Invite + Big Bang Press Release

T-2 weeks invite

T-1 weeks invite v2

T-2 days invite

Typical Webinar Confirmation:

Confirmation Email

Reminder 2 days prior Email and Boxpilot

Reminder 1 hour prior

Typical Webinar Follow-up:

Minutes after event with slides

1-2 days later with recording

Phone call (Leads)

Copyright 2015 Kaseya 40Source: @Marketo

3rd email drives

the most

registrations

Tip 2: Events (all): Follow-Up Fast

1. Email with slides out within the hour

2. Recording out within 48 hours

3. Immediate sales notifications and interesting moments

4. Follow-up survey included requests for a demo

5. Follow-up offers to continue engagement


Source: @Marketo

Tip 3: Make programs scalable


Source: @Marketo

Lead Conversion Techniques



Now what?


You got a lead but they wont return your call.

95%5%

Most leads are not fast-moving and

instead, progress slowly and carefully


Relevant emails = better

engagement


Source: @Marketo

Leverage the library for templates

Email templates

Campaign kits

Logos and badges


Lead Nurturing Relevance

A

B

C

D

1 23

Stages

1. BUYING STAGESEarly: Be a Better Technician

Mid: Why IT Automation

Late: Why Kaseya

Customer: Success

2. BUYING PROFILESTechnical Decision Maker

Business Decision Maker

Executive

Get The Definitive Guide to Lead Nurturing

http://marketo.com/DG2LN


Content Approach - Example


Early stage content: +3 Attend webinar: +5 Visit any webpage: +1 Visit careers pages: -10 Inactivity: -1, -5, -10

Early stage content: +3 Attend webinar: +5 Visit any webpage: +1 Visit careers pages: -10 Inactivity: -1, -5, -10

Visit pricing pages: +10 Watch demos: +5 Mid-stage content: +8 Late-stage content: +12 Searches for branded

keyword, ie Kaseya: +8

Visit pricing pages: +10 Watch demos: +5 Mid-stage content: +8 Late-stage content: +12 Searches for branded

keyword, ie Kaseya: +8

Tip 1: For Advanced Users


Scored behaviors may exceed 500 unique activities!

Analytics & Tools



Are you doing it?


Its true.

Set goals


Source: @Marketo

Use Metrics to Set/Justify Budgets

55

X%

X% X% X% X%

X%

Campaigns Campaigns

X%

X%

Demo + POC

X%

X%

Awareness Familiarity Consideration Evaluation Customer

Helpful Tool #1 Content Plan


Q1 Q2 Q3 Q4

Theme 1 Theme 2 Theme 3 Theme 4

Ebook Ebook Ebook Ebook

Infographic Infographic Infographic Infographic

Slide Deck Slide Deck Slide Deck Slide Deck

Blog Posts Blog Posts Blog Posts Blog Posts

ONGOING INITIATIVE

ONGOING INITIATIVE

ONGOING INITIATIVE

Helpful Tool #2 Campaign Plan


Social

Webinars

PPC

Paid Programs

Nurturing & DB Emails

FEB

Applicable Event

ApplicableEvent

ARCS &

PILLARS

Add audience or persona



JAN MAR APR MAY JUN JUL

EVENTS

AUDIENCE &

SEGMENTS

ONGOING

AVERAGE / MONTHx programsx webinarsx live eventsx paid programs

Applicable Event

Applicable Event

Applicable Event

Applicable Event

Applicable Event

High Level Program Initiative



Helpful Tool #3 Webinar

Campaign Analysis


Current List for Program Send(X number of leads)

Webinar Sign-Ups(X%)

Webinar Attend(X%)

Webinar Follow Up Includes Offer for Demo(X%)

Attend(X%)

Good Leads(X%)

Opportunities(X%)

Won(X%)

Program Launch Date:

Goals:

List Size:

Roughly X% Register ~ X Number

Webinar Dates:

X% Attend X Number

X% Register for Demo X Number

X% Fit the Right Profile X Number

X% Fit the Right Profile X Number

Of those that attend the demo, X% become

opportunities X Number

Win X% - X Wins

Recap

1. Focus on segmentation and quality content to drive your lead gen engine

2. Use 3 Rs for content dev

3. Consider 4-1-1 approach for social campaigns

4. Use sales tactics to improve content conversions, such as rapid follow ups and plan for scalability

5. Set goals and measure all the touch points, where possible


@DavidCastroFLA

/dcastro

kaseya.channeltivity.com

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