AGENCY MARKETING INNOVATIONS How IMPACT BRANDING increased lead generation by 500% in 2 years

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AGENCY
MARKETING
INNOVATIONS
How IMPACT BRANDING increased
lead generation by 500% in 2 years.
John Bonini @Bonini84
Marketing Director, IMPACT

2. JOHN
BONINI
@Bonini84
- Joined IMPACT in 2012
- Employee #6
- Assumed role of
Marketing Director in July
2012

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7,286
67,069
820% increase

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251
577% increase
1,700

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You need to be blogging.
You need to know your sales funnel.
You need to align sales and marketing.

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No shit, John

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But what came in between?
?

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But what came in between?

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Oh…
No shit, John
!

10. “If you’re riding the bandwagon,
you can’t be steering it” @Bonini84

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Oh
shit!

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CONTENT:
Make a commitment to quantity
and quality

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“You should be blogging.”
No shit.

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Moved all content efforts in house

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We made a bet on
quality over quantity.

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Freelancer
Blog Posts
(7 weekly)
Premium content
(1 per month)
Contractor
Blog Posts
(5 per week)
Premium content
(1 per month)
Writing Service Specialty Blogs
(As needed)
Content
Strategy Content
Strategy

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Blog Posts
(7 weekly)
Premium content
(1 per month)
Blog Posts
(5 per week)
Premium content
(1 per month)
Specialty Blogs
(As needed)
Content
Strategy
Marketing
Director
Content
Strategy
Freelancer
Contractor
Writing
Service

18. Treat every inbound link as a relationship.
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=

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IMPACT
60%
Co-marketing
10%
Guest
Posting
20%
Personal
Branding
10%

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@CarlyStec

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Oh shit!

22. Make a commitment to quality and quantity.
“Donuts are proof that
quality is repeatable”
@Bonini84

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LEAD GENERATION:
Know Your Ecosystem

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“Know your sales funnel.”
No shit.

25. SPOILER ALERT!!
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Lead
Lead
Lead
Sales
Top
Middle
Bottom

27. eco sys tem noun
: the complex of a community and its
environment functioning as a unit.
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Know your ecosystem.

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29. • Focused on delighting
• Vehicle for reengagement
• Aligns with our ecosystem
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customers
• Expanded it to opportunities
• Became a vehicle for
referral marketing
• Lowers barrier of entry

30. Know your ecosystem.
“Know your ecosystem. Identify the behaviors
that drive sales and aim to repeat them” @Bonini84

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33. View-to-submission = 1.4%
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Up to
View-to-submission = 2.4%
By removing additional CTAs

34. “Get out of the way
and let people
consume your
content”
@Bonini84

35. Join sales and marketing under “new
business development”
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SMARKETING:

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“Align sales and marketing.”
No shit.

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Revenue
Leads Nurturing
Lead Quality
• Sales
contributes to
the blog
• Marketing sits
in on
consultation
calls
• Persona driven

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Revenue
Leads Nurturing
Lead Nurturing
• Marketing
creates
workflows via
sales intel
• Sales keeps
detailed CRM
log that feeds
nurturing

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Revenue
Leads Nurturing
Connecting
• Marketing
makes connect
calls as an
exercise
• Marketing
writes sales/
connect scripts

43. @Bonini84
Join marketing and sales under
“new business development.”
“A knockout is more
likely if you’re punching
with both hands”

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1. Make a commitment to
quality and quantity.
2. Know your ecosystem.
3. Join marketing and sales
under “new business
development” umbrella.

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If this all sounds
like hard work…
No shit.

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Make the right organizational
move. Not a quick one.
Provide full autonomy.
Stay flexible from an executive
standpoint.
Stay the hell away from conventional
wisdom.

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QUESTIONS ?

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THANK YOU