Lead generation campaigns can be divided into two groups - hard ask and soft ask. Hard ask campaigns are designed to generate sales-ready leads using offers like purchase, demo, free trial or appointment setting. Soft ask campaigns are designed to convert anonymous visitors into opt-in leads using offers like content downloads, webinar registration and free product samples. In this webinar presentation on how to build, execute and sell soft ask lead gen campaigns using Optify, our speakers covered a variety of topics. Jeffrey Jewett, Optify's Marketing Manager, gave a quick introduction to lead generation campaigns and covered the available channels and offers you can use to generate more leads using this method. Ting Van Osdol, Optify's Customer Engagement Manager,gave an overview of how to build soft-ask lead gen campaigns using Optify. And Rob Eleveld, Optify's CEO, will cover the agency angle and will explained how to price, package and sell lead gen campaigns as a service. To watch the recorded webinar, visit our blog - http://www.optify.net/webinars/how-to-generate-hundreds-of-leads

1. Mastering the Soft Ask
HOW TO GENERATE HUNDREDS OF LEADS FOR YOUR BUSINESS

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Rob Eleveld, CEO, Optify
Rob Eleveld, CEO of Optify is a 20-year tech veteran with deep
experience in B2B sales and marketing.
Follow Rob on Twitter - @RobertEleveld
Speakers
Ting Van Osdol ,Customer Engagement Manager, Optify
Ting is the Customer Engagement Manager at Optify and focuses on
customer engagement and satisfaction.
Prior to Optify, Ting worked for The Knot and WildChina.
Jeff Jewett, Marketing Manager, Optify
Jeff is the Paid Media Marketing Manager at Optify where he manages
all paid media and lead nurturing campaigns.
Follow Jeff on Twitter - @jeffreyajewett
How to Generate Hundreds of Leads for Your Business | @optify

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About Optify
Optify delivers a simple digital marketing software suite for agencies. Our
complete cloud-based software eliminates the need for standalone tools
and empowers agency marketers to easily create and manage demand
generation programs across multiple websites, nurture prospects,
prioritize the best performing programs and streamline reporting of client
results - all from one login.
Optify, Inc
710 2nd Ave, Suite 840#
Seattle, WA 98104
1 (206) 388-4234 (phone)#
1 (877) 2-OPTIFY (toll-free)#
1 (206) 787-1410 (fax)
#
Sales: sales@optify.net#
Help: support@optify.net#
Other Inquiries: info@optify.net
How to Generate Hundreds of Leads for Your Business | @optify

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Agenda
DISCUSSION FRAMEWORK
Soft Ask vs Hard Ask campaigns
The Soft Ask framework
How to build lead gen campaigns in Optify
Packaging and pricing lead gen campaigns
Selling lead gen services to clients
one
two
three
four
five
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Lead Gen Basics
Goals:
• Generate leads
• Deliver qualified leads to sales
• Increase house list size (subscribers)
Internal
checklist/ques1ons:
• Why
are
you
building
it?
(Goals,
measurements)
• Who
are
you
targe8ng?
(demographic,
firmographic,
personas)
• What
are
they
interested
in?
(Industry
news,
8ps
and
tricks,
thought
leadership,
company
updates)
• Where
are
they
online?
(Blog,
outsourced,
aggregated)
• When
will
they
see
it?
(Purchase
cycle
stage)
How to Generate Hundreds of Leads for Your Business | @optify

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“Hard Ask” vs. “Soft Ask” Campaigns
Soft Ask
§ Value Exchange (Contact Details for Content)
§ Create hundreds of top-of-the-funnel leads
Hard Ask
§ Transactional Exchange (Payment or Action for Incentive or Offer)
§ Create lower volume sales-ready leads
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How to Generate Hundreds of Leads for Your Business | @optify

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“Hard Ask” vs. “Soft Ask” Campaigns
Promotions
Landing
Page with
“Hard Ask”
Requires incentive
Sales
Promotions
Landing
Page with
“Soft Ask”
House List
Nurture
Hard Ask
Campaigns
to House
List
Sales
How to Generate Hundreds of Leads for Your Business | @optify

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The Soft Ask
There are numerous types of soft ask offers, like:
• Content: White paper, Guides, Presentations
• Webinars
• Survey, poll, quiz
• Free consultation
• Product samples
• Coupons
• Free products
• Tools, templates,
How to Generate Hundreds of Leads for Your Business | @optify

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Content Creation
A successful “Soft Ask” program requires great content...
- Start writing yourself
- Have your employees write
- Hire a writer
- Outsource writing:
- 3rd party: WritersAccess, Media Piston, Brafton,
- Agencies
- Crowdsourcing (Freelancer, Guru, Elance)
- Partners (Sponsored Content)
How to Generate Hundreds of Leads for Your Business | @optify

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Where do you promote your offer?
Organic
Search
Social
Media
Press
Coverage
Referrals
Viral
Content
Directories
Paid
Directories
Paid Search
Display
Retargeting
Social Ads
Email
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Step-by-step campaign planning
Offer / Trigger
• Offer
• Landing Page + Thank you Page
Autoresponder
- Thank you for
submitting your
information
• Offer
• Autoresponder
• Landing Page + Thank you Page
Drip Campaign 1
– Welcome
Promotion
• Offer
• Drip Email
Drip Campaign 2
- Sign up for our
30mins Demo
• Offer
• Drip Email
• Landing Page
• Alert
How to Generate Hundreds of Leads for Your Business | @optify

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“Soft Ask” Setup Framework
Create the “offer”
Create the landing
page (and thank
you page)
Create the
autoresponder(S)
and drip campaign
Create the sales
alert (form)
Create the URL’s &
Promote the offer
Track, measure
and report
How to Generate Hundreds of Leads for Your Business | @optify

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Content Format
How to Generate Hundreds of Leads for Your Business | @optify

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“Soft Ask” Setup Framework
Create the “offer”
Create the landing
page (and thank
you page)
Create the
autoresponder(S)
and drip campaign
Create the sales
alert (form)
Create the URL’s &
Promote the offer
Track, measure
and report
How to Generate Hundreds of Leads for Your Business | @optify

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Landing Page Templates
WYSIWYG Editor
Creating Your Landing Page
How to Generate Hundreds of Leads for Your Business | @optify

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Creating The Form
Set required fields
Set the thank you
page and
confirmation
Only important fields
How to Generate Hundreds of Leads for Your Business | @optify

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Thank You Page
Branded, aligned
Primary Call-to-
Action
Relevancy
How to Generate Hundreds of Leads for Your Business | @optify

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“Soft Ask” Setup Framework
Create the “offer”
Create the landing
page (and thank
you page)
Create the
autoresponder(S)
and drip campaign
Create the sales
alert (form)
Create the URL’s &
Promote the offer
Track, measure
and report
How to Generate Hundreds of Leads for Your Business | @optify

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Simple Drip Campaign
#
Email
name
Trigger
Timing
Subject line
From
line
Call-to-
action
Follow
up
1
White paper
Autoresponse
White paper
form
Immediately
Thank you for
downloading
our white
paper!
john@com
pany.com
Form
Submition
None
2
White paper
Drip 1
White paper
form
3 days after
Our gift to you
– Welcome
Promo
john@com
pany.com
Download the
promo code
Automated
Thank you
note.
3
White paper
Drip 2
White paper
form
7 days after
Ready to learn
morel?
john@com
pany.com
Request for a
demo
Sales Call
to schedule
a demo.
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Creating the Autoresponder(s)
Name your email
Personalized the “From Line”
Schedule the response
Relevant subject line
Exclude irrelevant audience
How to Generate Hundreds of Leads for Your Business | @optify

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Create the follow up emails
How to Generate Hundreds of Leads for Your Business | @optify

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Email
Branded,
aligned
Relevancy
Calls-to-
action
Branded and
Personalized
“From”
Calls-to-
action
How to Generate Hundreds of Leads for Your Business | @optify

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“Soft Ask” Setup Framework
Create the “offer”
Create the landing
page (and thank
you page)
Create the
autoresponder(S)
and drip campaign
Create the sales
alert (form)
Create the URL’s &
Promote the offer
Track, measure
and report
How to Generate Hundreds of Leads for Your Business | @optify

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Creating form alerts
Trigger by the
Thank You page
& form
submission
Trigger by the
Thank You page
& form
submission
Alert via Email &
Dashboard
How to Generate Hundreds of Leads for Your Business | @optify

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“Soft Ask” Setup Framework
Create the “offer”
Create the landing
page (and thank
you page)
Create the
autoresponder(S)
and drip campaign
Create the sales
alert (form)
Create the URL’s &
Promote the offer
Track, measure
and report
How to Generate Hundreds of Leads for Your Business | @optify

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Creating the URL’s and promotion
HTTP://PAGES.OPTIFY.NET/CAMPAIGN?OPTIFY_R=SOURCE&OPTIFY_RD=CAMPAIGN
How to Generate Hundreds of Leads for Your Business | @optify

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“Soft Ask” Setup Framework
Create the “offer”
Create the landing
page (and thank
you page)
Create the
autoresponder(S)
and drip campaign
Create the sales
alert (form)
Create the URL’s &
Promote the offer
Track, measure
and report
How to Generate Hundreds of Leads for Your Business | @optify

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Track, measure and report
White Paper Drip 2
Are you ready to learn more?
How to Generate Hundreds of Leads for Your Business | @optify

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Lead Gen Campaign Framework
Create the “offer”
Create the landing
page (and thank
you page)
Create the
autoresponder(S)
and drip campaign
Create the sales
alert (form)
Create the URL’s &
Promote the offer
Track, measure and
report
How to Generate Hundreds of Leads for Your Business | @optify

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Objectives of a Soft Ask lead gen campaign service
Target ~30% of your clients on longer term Lead Gen services via Soft
Ask
§ Lead Gen is the core of B2B and local marketing
§ So every client is an eligible target: get 50% on this service.
Price to sell them consistently: $1,500-$2,400 per campaign and VERY
PROFITABLE
§ This includes creating “the offer”
§ 3 campaigns at $1,500/mo = $4,500 of retainers for Soft Ask lead gen
campaigns!
Getting clients on retainers enables you to expand to additional services
§ This services should continue your progression to positioning retainers.
§ More retainer services means more cash flow visibility.
A Lead Gen service provides very concrete value to clients
§ You hear more digital marketing service opportunities/needs when you are in
close and ongoing contact with clients.
You can execute against the channel you are comfortable with (PPC,
Email, Paid Social, etc)
§ But the lead capture, prioritization, and follow up is critical
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Objectives of Pricing Lead Gen Services
Objective 1: An ongoing LONGER TERM retainer with 30-40% of
clients
• High value opportunity to have ongoing billable relationship
• Builds on simpler retainer-based offerings like Customer Newsletter
• http://www.optify.net/webinars/how-to-develop-create-send-sell-
customer-newsletter
Objective 2: Price higher for tangible value
• Given higher prices, existing client relationships or proven value via
a previous project or retainer-based service is important
• Clients can touch the dollar value of leads
Objective 3: Offer a service the owner/principal isn’t required to
execute
• Moderate price-points and scalability of the agency requires training
a mid-level resource (W2 or 1099)
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Cost Structure – Lead Generation
Who is executing the Lead Gen service?
• Target a $25-40/hr resource
• 3-6yrs experience
Creation of the soft ask “offer”
• Content piece: White paper – 8 hours of a writer at anywhere from $20/hr
(Communications major at the local university) to $50/hr for top notch writer: $200-$400
cost to your firm per piece
• You can also offer surveys or “get entered into a drawing” or “sign up for monthly
newsletter” at lower “offer creation” costs
Each LeadGen tactical campaign: 8-12 hrs per month
• Customized, on-message Landing Page/Form for soft ask: (1 hr)
• Customized, on-message Landing Page for subsequent drip campaign: (1 hr)
• Automated response emails, sequencing of drip, & test sends: (4-7 hrs)
• Lead alerts & Smart-lists/segmentation (1-2 hrs)
• Measure and report to client: (1 hr)
Recommended Lead Gen service: 1 soft ask campaign/mo. via different “channels”
• Campaign setup & execution: Creating the “offer + 10 hours/mo. Operational execution
One-time setup costs
• Collect client logos and other branding for landing pages & emails
• Working out with client timely, consistent follow-up process for leads/alerts
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Recommended retainer-based pricing for Lead
Gen managed service
Target ~70% gross margin for your list pricing (3x markup)
• Mark up your “offer” resource by 50% - $400-800 – This could be much less for a
survey-type soft ask!
• Mark up your $25-40/hr resource * 3 = $75-120/hr:
• 2 tactical campaigns per month as part of the service
• Split down the middle: 10 hrs * $100/hr = $1,000
• Mark up $50/mo./client for Optify Professional to $150/mo
• Total monthly retainer: $1,500 - $2,400 per month
• NOTE: $1,000 per month is still over 50% gross margin
Recommended price range: Offer + Execution $1,000-1,500/month
• If more hours are required, push retainer up accordingly. But keep it < $3,000/mo
and sell more of them.
• It is worth discounting to $300-400/mo to get more clients on the retainer.
• 3 clients * $1,500/mo = $4,500 per month of retainers
Justifying the return on investment for a client
• ROI in terms of average value of a lead.
• If client does not know value of leads, take the average value of a customer and
how many leads are required to get a new customer (8-15 leads/customer)
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SELLING LEAD GEN CAMPAIGNS

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THANK
YOU. QUESTIONS?

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Additional Resources
• Lead generation campaign guide: #
http://www.optify.net/forms/the-essential-guide-to-b2b-lead-generation-campaigns
• 2013 B2B Lead Generation Report: #
http://www.optify.net/forms/2013-b2b-lead-generation-report
• Autoresponders guide:#
http://www.optify.net/forms/autoresponders-ebook-for-b2b-marketers
• Optify best practices: Lead Gen Campaigns#
http://www.optify.net/inbound-marketing-resources/how-to-webinars/optify-best-
practices-lead-generation-campaigns
Optify Demo: www.optify.net/demo
Optify Free Trial: www.optify.net/free-trial
Optify Pricing: www.optify.net/pricing
Optify, Inc
710 2nd Ave, Suite 840#
Seattle, WA 98104
1 (206) 388-4234 (phone)#
1 (877) 2-OPTIFY (toll-free)#
1 (206) 787-1410 (fax)
#
Sales: sales@optify.net#
Help: support@optify.net#
Other Inquiries: info@optify.net
How to Generate Hundreds of Leads for Your Business | @optify