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Practical B-to-B Lead Generation: 7 Tips from MarketingSherpa

Anne Holland

FounderMarketingSherpa

Jon Miller

VP MarketingMarketo

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Based on Real-life Data: MarketingSherpa Methodology

Our research comes from 5 sources:1. Surveys of Marketers & Agency Pros

2. Surveys of Consumers

3. Lab tests and Partnered Research

4. Sherpa Case Studies – 800+

5. “Best of” Data from 500+ Research Orgs.

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Tip #1. Save SEM Budget: Turn Off AdSense

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Tip #2. Make Content More Relevant to Prospects

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#1. It’s always about them (not you)Safety, ease, power, greed, ego

#2. Segment by prospect typeIndustry vs Job

#3. Content for each stage of the sales cycle

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Success Stories vs Case Studies

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© Copyright 2004 The Phelon Group Inc. All Rights Reserved.

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Tip #3. Drop (some) registration barriers

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Content Funnel with Registration Barrier Content Funnel without Registration Barrier

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Example freed content

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Tip #4. High impact nurturing requires multiple media

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Tip #5. Telemarketing trigger point: web activity

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5 min. 30 min. 1 hour 20+ hours

Time After Online Form-fill

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Tip #6. Include postal mail to best leads

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Tip #7. Measure evolving lead quality

HP Status Type Movement (9/1-9/30)

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For 530 pages of practical tips:B-to-B Lead Generation Handbook

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• Step-by-Step Instructions

• 60 Stats and Data Charts

• 158 Creative Samples

For special attendee-only $200.00 discount, go here:

http://B2BHandbook08.MarketingSherpa.com