In this presentation, we go through some of the lessons from the trenches of web marketing that, if you internalize can give new life to your lead generation plans. Also discussed are some tactics for leadbait such as SEO, PPC, as well as Twitter and Social Media.

1. Innovative lead generation using the web Bill Dotson Scott Clark

2. Scott’s Web Sales Funnel Image

3. A written definition of a lead (vs. inquiry) Every company needs….

4. An evolving system for qualifying leads. Every company needs….

5. A reliable lead tracking tool. Every company needs….

6. Methods to measure effectiveness of campaigns and learn from them. Every company needs….

7. Lead Generation on the web 5 facts from the trenches.

8. 1. Customers view your website in a wide context .

10. 2. Customer behavior is the best resource you have for designing your business.

12. 3. Successful lead generation systems (leadsys) are single-minded .

14. 4. Every lost visitor carries tremendous opportunity cost .

15. Conversion Rate: Average Customer Sale: Sales Per Month: Avg Lifetime Sales Value: Lifetime Sales: Value / Visitor: Life Value / Visitor: Cost of Ads: Cost of Mgmt: Profit Per Click: Life Profit Per Click:

16. 5. Customers are task & goal-oriented.

17. I just want to Get a quote!!!!

18. Be Unambiguous .

19. 6. Guessing what works on the web is very expensive (and unnecessary.) Illustration: marketingexperiments.com

20. 7. Customers read 20% Illustration: useit.com

21. 8. Great marketing cannot overcome a broken leadsys. (Great leadsys cannot overcome a broken offer.)

22. 9. Paid search is a fabulous way to test stuff. Design of page. Locating target market Determining market size Determining product positioning Optimizing product pitch/phrasing Capturing negative backlash Testing product pricing Testing timing of product offer Etc…

23. 10. Dedicated lead generation paths can boost lead rates by hundreds of %.

25. Web Lead Generation Tactics

26. Tactic: SEO (for “profit” phrases)

27. Tactic: Precision Paid Search Marketing

28. Tactic: Local Search Marketing (Maps, OYP)

29. Tactic: Participation in the Blogosphere. (sweat equity)

30. (Emerging) Tactic: Twitter Outreach

33. Bill: More Tactics

34. Tactic: Make useful tools.

39. Tactic: High-Value Email Campaigns

40. Personalized Newsletter

41. Tactic: Answering Questions with Authority

42. Social media

43. Tactic: Creating fun experiences.

44. Fun Practical

45. Tactic: Hosting conversations.

46. Social media