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Lead Generation Quick Start Series

          Workshop #3

Transforming Your Company Into
       A “Lead Magnet”
Today’s Speakers:
Featuring:	
  
Candyce	
  Edelen	
              Moderator:	
  
CEO	
                            Andrew	
  Gaffney	
  	
  
PropelGrowth	
                   Editor	
  
@CandyceEdelen	
                 DemandGen	
  Report	
  
	
                               @agaffney	
  
Jeanne	
  Hopkins	
              	
  
Director	
  of	
  Marke:ng	
  
HubSpot	
  
@jeannehopkins	
  
	
  
Welcome Webinar Attendees
Your	
  GoToWebinar	
  A<endee	
  Viewer	
  is	
  made	
  of	
  2	
  parts:	
  

       1. Viewer Window                                       2. Control Panel




                                                                  Type your question here
About DemandGen Report
-­‐  Launched	
  in	
  2007	
  to	
  track	
  best	
  
     prac:ces	
  in	
  lead	
  genera:on	
  
     	
  
-­‐  NewsleLer	
  has	
  grown	
  to	
  more	
  
     than	
  25,000	
  readers	
  
     	
  
-­‐  We	
  also	
  offer	
  a	
  menu	
  of	
  research	
  
     and	
  best	
  prac:ces	
  reports	
  	
  
     	
  
-­‐  New	
  audio/video	
  podcasts	
  at	
  
     DemandGenReport.com	
  	
  	
                           @DG_Report	
  
                                                             linkd.in/DG_Specialists	
  	
  
Content	
  &	
  Findability	
  
How	
  to	
  Use	
  Content	
  to	
  Drive	
  Inbound	
  MarkeKng	
  	
  
and	
  Generate	
  Leads	
  




                                  presented	
  by	
  
                                  	
  	
  Candyce	
  Edelen	
  
                                  	
  	
  	
  	
  CEO,	
  PropelGrowth	
  
Topics	
  
Crea:ng	
  and	
  publishing	
  content	
  
    §  Findability	
  
    §  Developing	
  content	
  
    §  Website	
  as	
  a	
  lead	
  capture	
  tool	
  
ALrac:ng	
  and	
  engaging	
  an	
  audience	
  
    §  Social	
  media	
  
    §  Engagement	
  strategies	
  
    §  Driving	
  traffic	
  back	
  to	
  the	
  website	
  
CreaKng	
  and	
  Publishing	
  Content	
  

§  Focus	
  on	
  customer	
  needs	
  
§  Iden:fy	
  behavior	
  in	
  early	
  stages	
  of	
  buying	
  process	
  
§  Develop	
  a	
  messaging	
  strategy	
  	
  
Findability	
  

§  Focus	
  on	
  how	
  your	
  customers	
  search	
  
§  No	
  “vanity	
  terms”	
  
§  Determine	
  search	
  terms	
  
    –  Adwords	
  tool	
  (adwords.google.com)	
  
    –  Wonder	
  wheel	
  
Google	
  Wonder	
  Wheel	
  
Google	
  Wonder	
  Wheel	
  
Develop	
  Content	
  
Engineer	
  Website	
  for	
  Engagement	
  

§    Landing	
  pages	
  
§    Related	
  links	
  
§    Resources	
  center	
  
§    Lead	
  capture	
  forms	
  
§    SEO	
  best	
  prac:ces	
  
§    Integrated	
  blog	
  
Using	
  Social	
  Media	
  to	
  A<ract	
  a	
  Following	
  

§    Find	
  social	
  sites	
  your	
  clients	
  use	
  
§    Establish	
  profiles	
  and	
  join	
  groups	
  
§    Listen	
  to	
  discussions	
  
§    Interact	
  where	
  appropriate	
  
Social	
  Sites	
  


                                                                     Groups
     Full	
  profile,	
  keywords	
                  Find	
  relevant	
  groups,	
  	
       Company	
  page,	
  content	
  
       link	
  blog	
  +	
  Twi<er	
              listen	
  to	
  conversaKons,	
           discussions,	
  comments	
  
                                                                    	
  




   Human	
  engagement,	
                         Subscribe,	
  comment	
                   Join	
  relevant	
  groups,	
  
 conversaKons	
  (hashtags)	
                   invite	
  and	
  do	
  guest	
  blogs	
     engage	
  in	
  discussion	
  




Trade Pubs
 Post	
  content,	
  comment,	
  	
          Company	
  channel,	
  viral	
  video,	
  
white	
  papers,	
  op-­‐ed	
  arKcles	
       embeddable,	
  comments	
  
Wrapping	
  up	
  

§    Inbound	
  marke:ng	
  requires	
  compelling	
  content	
  
§    Start	
  from	
  your	
  customer’s	
  point	
  of	
  view	
  
§    Consider	
  findability	
  at	
  every	
  step	
  
§    Look	
  for	
  opportuni:es	
  to	
  engage	
  your	
  audience	
  
Learn	
  More	
  
§  cedelen@propelgrowth.com	
  

§  www.propelgrowth.com/blog	
  

§  www.propelgrowth.com/trendspoLers	
  

§  www.linkedin.com/in/candyceedelen	
  

§  @CandyceEdelen	
  

§  www.focus.com/profiles/candyce-­‐edelen/public	
  

	
  
Get	
  Found	
  


 Convert	
  


 Analyze	
  
HubSpot	
  Conversion	
  Funnel	
  
Inbound	
  vs.	
  Outbound	
  
Blog	
  Frequency	
  vs.	
  Customer	
  AcquisiKon	
  
Acquire	
  Customers	
  by	
  Channel	
  
B2B	
  vs.	
  B2C	
  
Lead	
  Sources	
  
Questions
1. Viewer Window    2. Control Panel




                      Type your question here
Thank you for attending!
	
  Next	
  in	
  the	
  series:	
  
	
  
#4	
  The	
  Role	
  of	
  Content	
  in	
  Driving	
  Leads	
  
     	
  May	
  24	
  at	
  1pm	
  ET	
  	
  
Featuring:	
  	
  
Joe	
  Pulizzi,	
  Execu:ve	
  Director,	
  
Content	
  Marke:ng	
  Ins:tute	
  
            Spread	
  the	
  word	
  with	
  Colleagues	
  Registered?	
  	
  
                   -­‐>	
  bit.ly/LeadGen-­‐QuickStart	
  <-­‐	
  

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Transforming Your Company Into A “Lead Magnet”

  • 1. Lead Generation Quick Start Series Workshop #3 Transforming Your Company Into A “Lead Magnet”
  • 2. Today’s Speakers: Featuring:   Candyce  Edelen   Moderator:   CEO   Andrew  Gaffney     PropelGrowth   Editor   @CandyceEdelen   DemandGen  Report     @agaffney   Jeanne  Hopkins     Director  of  Marke:ng   HubSpot   @jeannehopkins    
  • 3. Welcome Webinar Attendees Your  GoToWebinar  A<endee  Viewer  is  made  of  2  parts:   1. Viewer Window 2. Control Panel Type your question here
  • 4. About DemandGen Report -­‐  Launched  in  2007  to  track  best   prac:ces  in  lead  genera:on     -­‐  NewsleLer  has  grown  to  more   than  25,000  readers     -­‐  We  also  offer  a  menu  of  research   and  best  prac:ces  reports       -­‐  New  audio/video  podcasts  at   DemandGenReport.com       @DG_Report   linkd.in/DG_Specialists    
  • 5. Content  &  Findability   How  to  Use  Content  to  Drive  Inbound  MarkeKng     and  Generate  Leads   presented  by      Candyce  Edelen          CEO,  PropelGrowth  
  • 6. Topics   Crea:ng  and  publishing  content   §  Findability   §  Developing  content   §  Website  as  a  lead  capture  tool   ALrac:ng  and  engaging  an  audience   §  Social  media   §  Engagement  strategies   §  Driving  traffic  back  to  the  website  
  • 7. CreaKng  and  Publishing  Content   §  Focus  on  customer  needs   §  Iden:fy  behavior  in  early  stages  of  buying  process   §  Develop  a  messaging  strategy    
  • 8. Findability   §  Focus  on  how  your  customers  search   §  No  “vanity  terms”   §  Determine  search  terms   –  Adwords  tool  (adwords.google.com)   –  Wonder  wheel  
  • 12. Engineer  Website  for  Engagement   §  Landing  pages   §  Related  links   §  Resources  center   §  Lead  capture  forms   §  SEO  best  prac:ces   §  Integrated  blog  
  • 13. Using  Social  Media  to  A<ract  a  Following   §  Find  social  sites  your  clients  use   §  Establish  profiles  and  join  groups   §  Listen  to  discussions   §  Interact  where  appropriate  
  • 14. Social  Sites   Groups Full  profile,  keywords   Find  relevant  groups,     Company  page,  content   link  blog  +  Twi<er   listen  to  conversaKons,   discussions,  comments     Human  engagement,   Subscribe,  comment   Join  relevant  groups,   conversaKons  (hashtags)   invite  and  do  guest  blogs   engage  in  discussion   Trade Pubs Post  content,  comment,     Company  channel,  viral  video,   white  papers,  op-­‐ed  arKcles   embeddable,  comments  
  • 15. Wrapping  up   §  Inbound  marke:ng  requires  compelling  content   §  Start  from  your  customer’s  point  of  view   §  Consider  findability  at  every  step   §  Look  for  opportuni:es  to  engage  your  audience  
  • 16. Learn  More   §  cedelen@propelgrowth.com   §  www.propelgrowth.com/blog   §  www.propelgrowth.com/trendspoLers   §  www.linkedin.com/in/candyceedelen   §  @CandyceEdelen   §  www.focus.com/profiles/candyce-­‐edelen/public    
  • 17. Get  Found   Convert   Analyze  
  • 20. Blog  Frequency  vs.  Customer  AcquisiKon  
  • 21. Acquire  Customers  by  Channel  
  • 24. Questions 1. Viewer Window 2. Control Panel Type your question here
  • 25. Thank you for attending!  Next  in  the  series:     #4  The  Role  of  Content  in  Driving  Leads    May  24  at  1pm  ET     Featuring:     Joe  Pulizzi,  Execu:ve  Director,   Content  Marke:ng  Ins:tute   Spread  the  word  with  Colleagues  Registered?     -­‐>  bit.ly/LeadGen-­‐QuickStart  <-­‐