Sales lead magnets are direct response offers specifically for lead generation and lead nurturing programs. They can be used to generate response from direct mail, email, advertising, search and online marketing. Lead magnets are the primary drivers in determining both the quantity and quality of your response. From this presentation, you will learn: how to generate ideas for lead magnets, how to find lead magnets that may already exist, how to create lead magnets from scratch, and much more.
This presentation was given by Bob McCarthy, President of McCarthy & King Marketing, at NEDMA's Annual Conference on May 14, 2014.
22. Lead Generation
Multi-Channel Outreach
• Top of the Funnel lead magnets
• Downloadable FREE information
• Track response against costs
McCarthyandKing.com 508-473-8643
24. Lead Capture
Your landing page
• Experiment with pURLs
• Experiment with video
• Simple lead forms
• Minimal contact info required
And don’t forget traditional response channels
(phone, reply mail, fax, walk in)
McCarthyandKing.com 508-473-8643
25. Lead Qualification
Find out who’s really a lead
• Create a preliminary survey
• Use lead magnets to incentivize response
• With each response, ask for more info
Or pick up the phone
McCarthyandKing.com 508-473-8643
26. Lead Nurturing
Use email to stay in touch and build relationship
• Move prospects through sales process with higher
commitment lead magnets
• Webinars, seminars
• Product/service brochures, spec sheets
• Case studies, customer interviews
• In-depth surveys
McCarthyandKing.com 508-473-8643
28. Lead Magnet “must-haves”
• Must tap into a prospect’s problem or question
• Must provide a solution without promotion
• Must be aligned with the prospect’s interest
• Must be aligned with the sales stage
• Must have a compelling title
• Must not disappoint with content
• Must be substantive enough to justify the “gate”
• Must position you (or you company) as an expert
McCarthyandKing.com 508-473-8643
29. Title Tips
McCarthyandKing.com 508-473-8643
• Titles will impact your response more than anything
• Create titles that are descriptive, not clever
• Try to include your audience in the title
(what every accountant needs to know)
• Don’t over promise
• Consider two-part titles (title and subtitle)
10 Pitfalls of Hiring Contractors
What every HR professional needs to know
• Design cover so title is readable in thumbnail.