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Key Elements of Lead Generation<br />Marketing Agency Training Program<br />November 2010<br />Peter Caputa IV<br />Partne...
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
Always Remember….<br />Your website is the most important marketing toolthat you have!<br />3<br />
It’s Like Monopoly<br />4<br />
Monopoly: Constantly Add Value<br />5<br />
Lead Conversion is Critical Step<br />Target Market<br />Conversion is where we take what we have spent time and money to ...
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
Put Yourself in the Mindset of the Visitor<br />Why are they there?<br />What do they want?<br />Does it make sense?<br />...
WWIF - What’s In It For Me?<br />VS.<br />
Try a “Kit”<br />
Target Offer to Content<br />11<br />
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
What is a Call to Action?<br />13<br />
Where To Place CTAs<br />Website Homepage<br />PPC Ads<br />Email Blast<br />Blog Articles<br />Inside Software<br />Direc...
Call to Action on Every Page<br />15<br />
Action Oriented, Simple and Clear<br />
Make it Pop<br />17<br />
Create a Sense of Urgency! Do it NOW!<br />18<br />CLICK NOW!<br />START TODAY!<br />LIMTED TIME OFFER<br />Apply Now!<br ...
Think about “Clickability”<br />19<br />
Use Color (Especially Contrasting Colors) <br />20<br />In the Above Page, What Button Catches Your Attention?<br />
Link Both Text & Images<br />
Match Offer and Landing Page<br />
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
Be Bossy! Tell People What to Do.<br />24<br />Sign up Now!<br />Contact Us!<br />Apply for the Program!<br />Download Now...
Use Numbers!<br />25<br />Numbered lists <br />Statistics<br />Discounts<br />
Use Images That Direct and Guide People<br />26<br />
Graphics Do Matter<br />Bad<br />Good<br />
Keep Your Forms Above the Fold<br />
Keep it Simple!<br />29<br />
Shorter Forms are Better<br />30<br />53% Conversion<br />32% Conversion<br />
Don’t Get Too Personal…It’s a “First Date”<br />31<br />
The Blink Test<br />
Go Naked<br />
How Naked is up to you…<br />
Don’t – Use a Clear / Cancel Button<br />
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
Measure the Lead Funnel<br />
Measure Campaign Effectiveness<br />
Which Offers Convert Best? <br />
Track Visitors, Leads, Sales<br />
Analyze Each Channel<br />
Analyze Each Channel<br />
Analyze Each Channel<br />
Analyze Each Channel<br />
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
Call to Action & Offer<br />0.2% Click Through Rate<br />Includes undelivered, blocked, etc.<br />No opportunity to use te...
Offer & Landing Page<br />
Edit Landing Page<br />
Page Properties for SEO<br />
Edit Page Side Bar<br />
Edit Page Body<br />
Offer & Landing Page<br />
Edit Form Fields<br />
Manage Field Properties<br />
Auto-Responder or Redirect<br />
Configure Form Actions<br />
Track Landing Page Performance<br />
Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effe...
How to Get Help… <br />
What’s HubSpot?<br />Inbound marketing software + training<br />Over 3,500 customers in 3 years<br />170+ employees<br />
Learn the Value of the HubSpot Software…<br />As a Marketing agency or consultant, you have access to longer trials IF you...
Learn the Benefits of the Value Added Reseller Program<br />Group of 200+ marketing agencies and consultants who leverage ...
Ask for Help… <br />Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: ht...
List of Upcoming Classes/Link to Recordings<br />64<br />http://www.hubspot.com/partners/training-program/classes<br />
Weekly Email about Upcoming Classes - Thursday<br />65<br />
Live Webinar: Every Tuesday @ 1PM EST<br />66<br />Additional Webinars SOMETIMES on Thursday at 2PM EST<br />
Register for Weekly Class(es) to Get Login<br />67<br />
Some Homework & Recorded Stuff Too…<br />68<br />Download: http://www.hubspot.com/partner-program--inbound-marketing-calcu...
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Key Elements for Lead Generation

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How marketing agencies can generate leads for their clients using compelling offers, effective Calls-to-Action and well designed landing pages.

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Key Elements for Lead Generation

  1. 1. Key Elements of Lead Generation<br />Marketing Agency Training Program<br />November 2010<br />Peter Caputa IV<br />Partner Program Manager<br />Twitter: @pc4media<br />pcaputa@hubspot.com<br />#IGenLeadsForClients<br />
  2. 2. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
  3. 3. Always Remember….<br />Your website is the most important marketing toolthat you have!<br />3<br />
  4. 4. It’s Like Monopoly<br />4<br />
  5. 5. Monopoly: Constantly Add Value<br />5<br />
  6. 6. Lead Conversion is Critical Step<br />Target Market<br />Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).<br />A cost becomes a benefit.<br />Website Visitors<br />Leads<br />Opportunities<br />Customers<br />
  7. 7. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
  8. 8. Put Yourself in the Mindset of the Visitor<br />Why are they there?<br />What do they want?<br />Does it make sense?<br />Does it look easy?<br />Do they trust you?<br />
  9. 9. WWIF - What’s In It For Me?<br />VS.<br />
  10. 10. Try a “Kit”<br />
  11. 11. Target Offer to Content<br />11<br />
  12. 12. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
  13. 13. What is a Call to Action?<br />13<br />
  14. 14. Where To Place CTAs<br />Website Homepage<br />PPC Ads<br />Email Blast<br />Blog Articles<br />Inside Software<br />Direct Mail<br />Anywhere that you want someone to do something…<br />
  15. 15. Call to Action on Every Page<br />15<br />
  16. 16. Action Oriented, Simple and Clear<br />
  17. 17. Make it Pop<br />17<br />
  18. 18. Create a Sense of Urgency! Do it NOW!<br />18<br />CLICK NOW!<br />START TODAY!<br />LIMTED TIME OFFER<br />Apply Now!<br />Get Exclusive Access!<br />
  19. 19. Think about “Clickability”<br />19<br />
  20. 20. Use Color (Especially Contrasting Colors) <br />20<br />In the Above Page, What Button Catches Your Attention?<br />
  21. 21. Link Both Text & Images<br />
  22. 22. Match Offer and Landing Page<br />
  23. 23. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
  24. 24. Be Bossy! Tell People What to Do.<br />24<br />Sign up Now!<br />Contact Us!<br />Apply for the Program!<br />Download Now!<br />
  25. 25. Use Numbers!<br />25<br />Numbered lists <br />Statistics<br />Discounts<br />
  26. 26. Use Images That Direct and Guide People<br />26<br />
  27. 27. Graphics Do Matter<br />Bad<br />Good<br />
  28. 28. Keep Your Forms Above the Fold<br />
  29. 29. Keep it Simple!<br />29<br />
  30. 30. Shorter Forms are Better<br />30<br />53% Conversion<br />32% Conversion<br />
  31. 31. Don’t Get Too Personal…It’s a “First Date”<br />31<br />
  32. 32. The Blink Test<br />
  33. 33. Go Naked<br />
  34. 34. How Naked is up to you…<br />
  35. 35. Don’t – Use a Clear / Cancel Button<br />
  36. 36. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
  37. 37. Measure the Lead Funnel<br />
  38. 38. Measure Campaign Effectiveness<br />
  39. 39. Which Offers Convert Best? <br />
  40. 40. Track Visitors, Leads, Sales<br />
  41. 41. Analyze Each Channel<br />
  42. 42. Analyze Each Channel<br />
  43. 43. Analyze Each Channel<br />
  44. 44. Analyze Each Channel<br />
  45. 45. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
  46. 46. Call to Action & Offer<br />0.2% Click Through Rate<br />Includes undelivered, blocked, etc.<br />No opportunity to use text<br />CPM priced appropriately<br />
  47. 47. Offer & Landing Page<br />
  48. 48. Edit Landing Page<br />
  49. 49. Page Properties for SEO<br />
  50. 50. Edit Page Side Bar<br />
  51. 51. Edit Page Body<br />
  52. 52. Offer & Landing Page<br />
  53. 53. Edit Form Fields<br />
  54. 54. Manage Field Properties<br />
  55. 55. Auto-Responder or Redirect<br />
  56. 56. Configure Form Actions<br />
  57. 57. Track Landing Page Performance<br />
  58. 58. Agenda<br />What Is Lead Generation and Why is it Important?<br />Step One: Develop an Offer<br />Step Two: Create an Effective CTA<br />Step Three: Build Your Landing Page<br />Step Four: Analyze How Each Campaign has done<br />How HubSpot Builds Landing Pages & Campaigns<br />How to Get Help<br />
  59. 59. How to Get Help… <br />
  60. 60. What’s HubSpot?<br />Inbound marketing software + training<br />Over 3,500 customers in 3 years<br />170+ employees<br />
  61. 61. Learn the Value of the HubSpot Software…<br />As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller <br />Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS<br />Gives you access to http://success.hubspot.com<br />
  62. 62. Learn the Benefits of the Value Added Reseller Program<br />Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients. <br />Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success. <br />Margin share of 20% on all deals for the life of the customer<br />Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates. <br />62<br />A Group that Wants to Change How the World Does Marketing!<br />
  63. 63. Ask for Help… <br />Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request<br />Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/<br />
  64. 64. List of Upcoming Classes/Link to Recordings<br />64<br />http://www.hubspot.com/partners/training-program/classes<br />
  65. 65. Weekly Email about Upcoming Classes - Thursday<br />65<br />
  66. 66. Live Webinar: Every Tuesday @ 1PM EST<br />66<br />Additional Webinars SOMETIMES on Thursday at 2PM EST<br />
  67. 67. Register for Weekly Class(es) to Get Login<br />67<br />
  68. 68. Some Homework & Recorded Stuff Too…<br />68<br />Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator<br />
  • TonyCookUSA

    Jan. 19, 2012
  • mlittell2007

    Feb. 15, 2011
  • tipiwi

    Dec. 10, 2010

How marketing agencies can generate leads for their clients using compelling offers, effective Calls-to-Action and well designed landing pages.

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