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

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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

/ The Battle for Leads
Lead gen follows a simple formula.
Easy, right?
Not exactly…
Great content Form fill out
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

/ 5 Untapped Lead Gen Tactics
1 LinkedIn is a lead gen gold mine.
First, are you measuring your organic lead gen efforts on
LinkedIn?

1 LinkedIn is a lead gen gold mine.
At the very least, you need to have this report in Google Analytics:
This ties LinkedIn content posts directly to leads.

LinkedIn is a lead gen gold mine.
1
Then, drive more visits to your landing pages with LinkedIn Publisher.

1
Published Posts offer
another free way to
highlight your most
important CTAs!

Targeting Options:
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

Test Twitter 2 for lead gen.
Capture email addresses
with one click at no cost
with Twitter’s Lead Gen
Cards!
Flevy Case Study
þ 1,200 leads
þ Lowest CPL of all
marketing channels.
Source https://business.twitter.com/success-stories/flevy

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.)
þ Keywords
þ Interests and gender
þ Location and language
þ Device
þ Lookalike audiences
þ Tailored audiences (lists in CRM)
Source https://business.twitter.com/success-stories/flevy
Targeting Options:

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

Don’t forget 4 to gate videos.
Most marketers gate whitepapers, but what about videos?
Source: http://www.marketo.com/webinars/optimize-ad-spend-with-personalized-targeting-and-analytics-2/
Source: http://www.marketo.com/definitive-guides/definitive-guide-to-engaging-content-marketing/

Highlight your CTAs and drive more leads with YouTube overlays.
Source: https://www.youtube.com/user/MarketoB2B

Or, take it a step further and gate access to your videos.
Tip:
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.

Retarget missed 5 lead opportunities.
Leave a website without
converting1
One visit is typically not enough to convert.
Leave a website without
converting1
Google Confifidential and Proprietary 4
one visit is typically not enough
96%
70%
Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts
without purchasing1
49% Typically visit 2-4 sites before
purchasing2
Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Google Confifidential and Proprietary 4
one visit is typically not enough
96%
70%
Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts
without purchasing1
49% Typically visit 2-4 sites before
purchasing2
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.

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

BONUS: Twitter offers
remarketing options, too.
Twitter Tailored Audiences :
Advertise to users that
have already visited your
website.
Source: https://blog.twitter.com/2014/introducing-the-website-
tag-for-remarketing

Challenge
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.
75%
Client Case Study
Results
30%
Boost in registrants
4x
CVR of standard display
Cost per registrant
2x
CTR of standard display
Solution

/ Accelerate Current Lead Gen
1 Use progressive profiling.
Widen the top of the funnel with progressive profiling.
Tip:
Decreasing form fields
from 6 to 4 improves
conversion rate by 48%.
Source: ZoomInfo

Learn to love 2 marketing automation.
Automate to align with sales & close deals faster!
Most companies are slow to
respond. Only 37%
respond in less than an
hour.
Companies that respond to
leads within an hour after
receiving a query are 7x as
likely to qualify the lead.
Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013

Learn to love 2 marketing automation.
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.

Report on revenue & score more budget.
It’s not enough to measure leads alone.

Report on revenue & score more budget.
Close the loop by tying mobile campaigns to revenue in CRM.

Mike Turner, Webmarketing123
Director of Business Development
e: results@webmarketing123.com t: 800. 619. 1570
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5 Winning Lead Gen Tactics You Haven't Tried, Yet

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