1. THE BUSINESS LEAD-
GENERATION PLAYBOOK
MITCHELL LAPIDES | PRESIDENT & CEO | FULCRUMTECH, LLC
HTTP://WWW.FULCRUMTECH.NET
COPYRIGHT © 2012 FULCRUMTECH, LLC. ALL RIGHTS RESERVED.

2. A LITTLE ABOUT ME
§ 20 years in interactive marketing and product development
§ Executive Vice President, Electronic Products, for Reed Elsevier’s
$1-billion Health Care Division
§ Group Vice President and Chief Technology Officer at Gartner —
led gartner.com ($400 million website) through a complete
re-creation organizationally and technologically
§ Consistently delivered double-digit growth for electronic publishing
operations
§ Delivered over 100 software and website development projects (as
large as $30 million) from concept through launch
§ Known for carefully architecting solid business strategy followed by
the creation of an efficient organization to deliver against those
plans

3. BUSINESS LEAD-GENERATION PLAYBOOK
§ Part 1: Establish your goals and objectives
§ Part 2: Know your unique selling proposition
§ Part 3: Understand your market
§ Part 4: Develop lead-generation strategy
§ Part 5: Establish your metrics dashboard
§ Part 6: Continually improve

4. PART 1
ESTABLISH YOUR GOALS
AND OBJECTIVES

5. ESTABLISH YOUR GOALS AND OBJECTIVES
Types of goals Why bother?
§ Brand awareness Clear goals and
objectives can
§ Lead conversion align an entire
§ Customer service company’s
employees.
§ Customer loyalty and retention
§ Customer value
Define measurable objectives
§ Specific | Measurable | Attainable | Realistic | Time-bound
§ Increase website leads by 25% in 90 days
§ Increase subscription retention rate by 10% by June 27
§ Increase order size by 15% in 2nd quarter

6. PART 2
KNOW YOUR UNIQUE
SELLING PROPOSITION

7. KNOW YOUR UNIQUE SELLING PROPOSITION (USP)
Great examples…
§ When it absolutely, positively has to be there overnight
§ Pizza delivered in 30 minutes or it’s free
§ The Quicker Picker-Upper
§ Pick Enterprise. We’ll pick you up.
How to create a USP:
§ Incorporate benefits
§ Solve a pain point
§ Be clear about what’s unique
§ Make a promise

8. PART 3
UNDERSTAND YOUR
MARKET

9. CREATE PERSONAS
Why care about personas? Persona:
All that you
§ Put yourself in your prospect’s shoes: know about your
most profitable,
§ Would that affect your home page? optimal buyer.
§ How would that change your social strategy?
§ What would your landing pages look like?
§ How would you tweet?
§ What would your email newsletter look like?
§ Use them to ensure relevance, value, and call
to action
Bryan Eisenberg | http://www.clickz.com/clickz/column/1707005/the-case-persona-based-lead-generation

10. CREATING YOUR PERSONAS
§ Psychographics vs. demographics
§ Understand how each consumes information
Bryan Eisenberg | http://www.clickz.com/clickz/column/1707005/the-case-persona-based-lead-generation

11. LANGUAGE MATTERS
§ Understand the language used
by market
§ Avoid industry buzzwords that
may not resonate with your
target audience
§ Know the terms that convert for
you in your market

12. HOW DO YOU FIGURE ALL THIS OUT?
KEYWORD RESEARCH!

13. KEYWORD RESEARCH
§ 3 billion searches per day on Google alone
(comScore estimate)
§ Uncover keyword niches (groups of terms)
§ Popularity
§ Competitiveness
§ Ones you can win with
§ Resources:
§ Google Adwords keyword research tool
§ https://adwords.google.com/o/
Targeting/Explorer
§ Wordtracker
§ http://www.wordtracker.com/

14. KEYWORD RESEARCH
Other topics you need to
include
§ Review Google Insights
§ Leverage social metrics (e.g.,
TweetTab, Twitscoop, Social
Mention)
§ Use Google Alerts

15. VERIFY AND TEST
§ Verify - Test conversion of keywords selected using pay per
click (PPC)
§ Review impressions for actual search frequency
§ Analyze conversions for PPC visits
§ If response is bad (and your marketing is not an issue),
choose new keywords
§ If response is great, start investing in search engine
optimization (SEO)!

16. WHERE IS YOUR MARKET?
Where is your market?
§ Web?
§ Which social networks?
§ Offline?

17. LET’S RECAP…WHAT DO WE NOW KNOW?
§ Goals and objectives
§ Unique selling proposition
§ Our market
§ Our optimal prospect
§ Personas
§ The terms they use and search with
§ The terms that convert for us
§ Where our market is hanging out
Woohoo!
Time to create the lead-generation strategy!

18. PART 4
DEVELOP LEAD-
GENERATION STRATEGY

19. START WITH YOUR WEBSITE
Quick lead-generation checklist for your website
General
§ Does your website currently convert?
§ Do you have dedicated landing pages for advertising and
promotions?
§ What are the current visit paths and do they make sense?
§ Home page—Does it have clear calls to action that match your
goals?
§ Internal pages—Does each have a clear call to action to a relevant
landing page?
§ Calls to action—Do they match your buyers’ personas at each level
of buying cycle?
§ Blog—Do you have one and does each post lead to a call to
action?

20. START WITH YOUR WEBSITE
Calls to action
§ Are they action oriented?
§ Are they in the eye path?
§ Do they match buyer persona needs?
§ Is there an offer?
§ Is there a sense of urgency?

21. START WITH YOUR WEBSITE
Landing pages
§ Where you do the selling!
§ Details of the offer –
incentive and sense of
urgency
§ Reduce anxiety with trust-
building content
§ Form for lead collection
§ Hero image
§ Test and improve

22. EXAMPLE: ALLIED VAN LINES
BEFORE OPTIMIZATION AFTER OPTIMIZATION

23. HOW DO YOU CHOOSE WHAT TOOLS TO USE?
Leverage Forrester’s POST methodology:
§ People – Who are you trying to reach?
§ Objectives – What do you want to achieve?
§ Strategy – Understand how relationships will change as a
result of what you put in place
§ Technology – Select the technology to deliver your results

24. YOUR LEAD-GENERATION TOOLBOX
Let’s review the options:
Social Tools § Facebook: 900 million active
users
Email § LinkedIn: 161 million
(including microsites and landing
Marketing professionals (39% in United
Your Website
Search Engine States)
Marketing § Google+: 100 million active
pages)
Content- users
Focused Tools § Twitter: Over 140 million active
users
Advertising
§ YouTube: 4 billion views / day
Offline Tools § Many others

25. YOUR LEAD-GENERATION TOOLBOX
Social Tools § Outbound lead generation
§ Lead nurturing
Email
(including microsites and landing
Marketing § Transactional (including
Your Website
upsell)
Search Engine
Marketing § Shopping-cart abandonment
pages)
Content- § Newsletters for building
Focused Tools awareness
Advertising
Offline Tools

26. YOUR LEAD-GENERATION TOOLBOX
Social Tools
Email
(including microsites and landing
Marketing § Search engine optimization
Your Website
(SEO)
Search Engine
Marketing § Pay-per-click (PPC)
pages)
advertising
Content-
Focused Tools § Remarketing
Advertising
Offline Tools

27. YOUR LEAD-GENERATION TOOLBOX
Social Tools § Video
§ Blogs
Email
(including microsites and landing
Marketing § eBooks
Your Website
Search Engine § Social media
Marketing § White papers
pages)
Content- § Websites
Focused Tools
§ Microsites
Advertising § Webinars
§ Press releases
Offline Tools

28. YOUR LEAD-GENERATION TOOLBOX
Social Tools
Email
(including microsites and landing
Marketing
Your Website
Search Engine
Marketing
pages)
Content-
Focused Tools
§ Banner ads
Advertising
§ Ad networks
Offline Tools

29. YOUR LEAD-GENERATION TOOLBOX
Social Tools
Email
(including microsites and landing
Marketing
Your Website
Search Engine § Call / call tracking
Marketing § Telemarketing
pages)
Content- § Direct mail
Focused Tools
§ Events
Advertising § Networking
§ Referrals
Offline Tools
§ Partnerships

30. THE SOCIAL MEDIA LANDSCAPE

31. VALUE OF BLOGGING
16-20 posts / month >20 posts / month
Traffic 2X 5X
Leads 3X 4X
Compared to blogging <4 times / month Source: Hubspot

32. VALUE OF TWITTER FOLLOWERS
301-1,000 >1,000
Traffic >5X >6X
Leads >4X >5X
Compared to <25 followers Source: Hubspot

33. VALUE OF FACEBOOK FANS
501-1,000 >1,000
Traffic 3.5X 22X
Leads >4X >12X
Compared to <25 fans Source: Hubspot
68% of Facebook users are more likely to buy based on
recommendations from a friend (Source: Wildfire)
But start to create metrics for real return on investment (ROI)!

34. EMAIL MARKETING
Email marketing accounts for $67.8 billion in sales, with an ROI of
$40.56 for every dollar invested.
ROI for Every $1 Invested
Source: Direct Marketing Association

35. EMAIL MARKETING
§ In an Econsultancy survey, 72% reported email-marketing ROI is
better than all tactics except for SEO.
§ In a MerchantCircle survey of over 8,000 local businesses, 35.8%
indicated email as one of the top 3 most effective marketing or
advertising tactics; only SEO and social profiles scored higher.
§ 2010 ForeSee Results 2010 report indicated email as 2nd biggest
influence on retail website visits (biggest was brand familiarity).
§ Datran Media 2010 Annual Marketing & Media Survey reported
39.4% of industry executives cited email marketing as strongest
advertising channel of all choices.
Source: http://www.email-marketing-reports.com/basics/why.htm

36. IMPACT AND INTERRELATIONSHIPS OF
LEAD-GENERATION TOOLS

37. THE BIG 3: HOW THEY INTERRELATE
Catches the organic
Search results plus existing
Engine marketing efforts
Marketing
(SEO / PPC)
Social
Builds engagement
Media
List-building
Email
Marketing
Nurtures and generates
repeat sales in a very
measurable way

38. EXCUSE ME, SIR, BUT CAN YOU TELL ME
HOW TO GET TO CLOUD 9?
§ Most tools have great case studies…as well
as awful case studies.
§ The question is what is most appropriate for
your specific situation.
§ When you get the right tool with the right
need, you will be on cloud 9!

39. PART 5
ESTABLISH YOUR
METRICS DASHBOARD

40. METRICS TOOLS
Social dashboard tools
§ Social Mention
§ Klout
§ HootSuite
§ BlogPulse
§ Facebook Insights
§ Measure…
§ Fans / followers
§ Engagement (comments, likes, shares)
§ Most popular posts
§ Sentiment ratings
§ Popular hashtags
§ Top influencers in your space

41. METRICS TOOLS
SEO dashboard tools:
§ Google analytics
§ Google webmaster tools
§ Measure…
§ Visit volume
§ Terms that convert
§ Ranking of terms that matter
§ Bounce rate
§ Conversions (ultimately the
only thing that counts!)

42. METRICS TOOLS
Email dashboard:
§ ROI GoalsetterSM tool for
planning –
http://www.fulcrumtech.net/
email-roi - access for free for 90
days with promotion code –
somebizlife12 good until 6/20/12
§ Email service provider metrics
(opens, clicks, bounces,
unsubscribes)
§ Measure…
§ Revenue, profit, and ROI
§ Conversions

43. METRICS TOOLS
Measure what matters to YOUR business!

44. PART 6
CONTINUALLY
IMPROVE

45. CONTINUALLY IMPROVE
§ Be relentless about continual improvement
§ Know your goals
§ Know your metrics and be creative about how to
improve every month

46. CASE STUDIES: BREAKINGPOINT
Situation
§ Limited budget
§ Create strong relationships with hard-to-find prospects and
convert to leads
Source: MarketingSherpa

47. CASE STUDIES: BREAKINGPOINT
Strategy
§ New blog
§ Monitored using TweetScan, Google Alerts, and
Boardtracker.com
§ Participation in other blogs
§ Created Twitter account for shorter versions of their
content, trivia, and quizzes
§ Created LinkedIn groups
§ Created more, shorter press releases and sent through
PitchEngine
§ Promote social outposts in email, website
§ Clear dashboard
§ Social – Blog views, twitter followers, LinkedIn group members
§ Web – Unique website visitors, SEO traffic, leads, leads by source
§ Correlations between social and lead volume
Source: MarketingSherpa

48. CASE STUDIES: BREAKINGPOINT
Results
§ Strong correlation between social
and lead volume
§ 10,230 unique blog views in Q3
§ 280 Twitter followers (>3,300 today)
§ 141 members to LinkedIn Group
§ 155% increase in web visitors
§ 55% leads from web (became largest
contributor of leads)
§ Reduced number of elaborate
demand generation campaigns
Source: MarketingSherpa

49. CASE STUDIES: IBM COGNOS
Situation
§ Sales cycle time increasing
§ Expanding buying committees
§ Rented email list performance declining
Source: MarketingSherpa

50. CASE STUDIES: IBM COGNOS
Strategy
§ Present company as thought-leader
§ Generate demand
§ Support and enable sales team
§ Reworked website with additional
offers (white papers, online demos,
events, online communities);
information organized by business
task and by industry; lead capture
§ Introduce lead-nurturing email
campaign (1,480 variations); tied to
prospect-specific offers; strong calls
to action (call or opt in to newsletter)
§ Conducted statistical analysis of
interactions
Source: MarketingSherpa

51. CASE STUDIES: IBM COGNOS
Results
§ Increased campaign response rate from
0.5% to 17.5%
§ Determined online demos had highest rate
of leads
§ Face-to-face events had biggest impact
on deal size and close rate
§ Conversion rate died 10 days after offer
presented
§ Determined optimal timing of nurturing
emails
§ 11% of website visitors complete a
registration form (industry average of 3%)
§ More relevant emails resulted in open rates
of 33%, up from 13%
§ Click-through rates increased to 15.5%
from 0.09%
§ Cost per lead dropped 30%-40%
Source: MarketingSherpa

52. CASE STUDIES: REGUS
Situation
§ Temporary office space
provider needed to dispel
image of being too pricey and
generate more leads
Source: MarketingSherpa

53. CASE STUDIES: REGUS
Strategy
§ Focus on start-ups, entrepreneurs, and sole
proprietors
§ Conducted market research
(demographics, competition, social
situation)
§ Campaign microsite
§ Sweepstakes for free office space
§ Viral videos (http://youtu.be/SIm3uFn7iHo)
§ Social media outreach – participate on
Facebook, Twitter, LinkedIn
§ In-person events
§ Physical networking
§ Set up monitoring dashboards
Source: MarketingSherpa

54. CASE STUDIES: REGUS
Results
§ 30% increase in lead flow,
spiked to 60% during
campaign
§ 33% conversion on microsite
leads vs. 12% historically
§ 114% increase in revenue
year over year for NY
business
Source: MarketingSherpa

55. CASE STUDIES: SUMMARY
§ Your up-front
strategy matters
§ Be relevant
§ Go where your
market is
§ Develop a
relationship as you
would with another
person

56. CONTACT FULCRUMTECH
Mitch Lapides, President and CEO
Email: mlapides@fulcrumtech.net
Phone: 215-489-9336
Mitch
Lapides
Twitter: @MitchLapides
Facebook: Facebook.com/FulcrumTech
LinkedIn: FulcrumTech
Special Offer: http://www.fulcrumtech.net/email-roi
Promo code: somebizlife12 valid for 90-day free trial (offer
expires 6/20/2012)