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 searcher’s query in a useful, efficient manner
Uniquely Valuable – provides information that’s unavailable
elsewhere
Great 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 Content
Use 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 Twitter’s “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!
•Enterprise
•B2B
•SMB
•Industries
•Regions
•Interests – 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 don’t 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)
Source: @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 2 3Stages
1. BUYING STAGES
•Early: Be a Better Technician
•Mid: Why IT Automation
•Late: Why Kaseya
•Customer: Success
2. BUYING PROFILES
•Technical 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?
It’s 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
Applicable
Event
ARCS &
PILLARS
Add audience or persona
JAN MAR APR MAY JUN JUL
EVENTS
AUDIENCE &
SEGMENTS
ONGOING
AVERAGE / MONTH
•x programs
•x webinars
•x live events
•x 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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Lead Generation Best Practices | Kaseya Partner Program VAR Onboarding Tool

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