This webinar by former Gartner CTO Mitch Lapides will discuss exactly how you improve your marketing efforts and generation more leads. Mitch delves into how to segment email lists, begin a lead gen campaign and MUCH more.

1. THE BUSINESS LEAD-
GENERATION PLAYBOOK
MI T CHE L L & CE O | FUL CRUMT E CH, L L C
HTTP://W WW.FULCRUMTECH.
NET
@ MI T CHL A P I DE S
C O P Y R I G H T © 2 0 1 2 F U L C R U M T E C H , L L C . AL L R I G H T S
RESERVED.

2. WEBINAR OFFER
 Thursday, Jan. 31, 2 PM ET
 Secrets of Google Maps: The Race for Local Business GOLD
• ON YOUR MARK – Why you should care about Google Maps
• GET SET – Setting it up and tips on using features often overlooked
• GO!! – How to get found in Google search results
• Sign up LogMyCalls.com/webinar
Daniel Henry, Co-Founder, SEP Connect
SEP Connect is extremely successful at placing local businesses on the Front Page
of Google. Daniel is one of the key creators of the technology behind SEP Connect
and has been instrumental in bringing the technology to market. As a co-founder,
Daniel has been involved with the product development, from the beginning, for all
the major platforms.
Prior to SEP Connect, Daniel led the #1 sales team at Ameriquest Mortgage, setting
the company record for quarterly sales on 4 separate occasions. Daniel also
managed a team of 75 sales people at RiverOak Capital, delivering $1MM in
monthly revenue.

3. WEBINAR OFFER
 LogMyCalls Free Trial
• LogMyCalls.com/30-day-trial
• Coupon Code: DAMGOOD
• Call (866) 811-8880

4. MITCH LAPIDES
A bit about me
• Founded FulcrumTech in 2004 as an email-marketing
agency
• 20 years in interactive marketing and product development
• Executive Vice President, Electronic Products, for Reed
Elsevier’s $1-billion Health Care Division
• Group Vice President and Chief Technology Officer at
Gartner—led gartner.com ($400 million website) through a
complete re-creation organizationally and technologically
• Consistently delivered double-digit growth for electronic
publishing operations
• Delivered over 100 software and website development
projects (as large as $30 million) from concept through
launch
• Known for carefully architecting solid business strategy
followed by the creation of an efficient organization to
deliver against those plans

5. BUSINESS LEAD-GENERATION
PLAYBOOK
Agenda
Part 1: Establish your goals and objectives
Part 2: Know your unique selling
proposition
Part 3: Understand your market
Part 4: Develop lead-generation strategy
Part 5: Establish your metrics dashboard
Part 6: Continually improve

6. PART 1
ESTABLISH YOUR
GOALS AND
OBJECTIVES

7. ESTABLISH YOUR GOALS AND OBJECTIVES
Why bother with
goals?
Clear goals and objectives can
align an entire company’s
employees toward a shared
end game.

8. PART 2
KNOW YOUR UNIQUE
SELLING
PROPOSITION

9. KNOW YOUR UNIQUE SELLING PROPOSITION (USP)
How to create a USP
Incorporate benefits.
Solve a pain point.
Be clear about what’s unique.
Make a promise.

10. PART 3
UNDERSTAND YOUR
MARKET

11. CREATE PERSONAS
Persona
All that you know about your
most profitable, optimal buyer.

12. CREATING YOUR PERSONAS
Creating your
personas
• Psychographics vs.
demographics
• Understand how each
consumes information

13. LANGUAGE MATTERS
Language matters
Understand your market.
Avoid buzzwords.
Know terms that convert.

14. HOW DO YOU FIGURE ALL THIS OUT?
Keyword Research

15. KEYWORD RESEARCH
With 3 billion searches per day,
how can you compete?
Use tools to uncover keyword niches.
Review Google Trends.
Leverage social metrics.
Use Google Alerts.

16. VERIFY AND TEST
How can you make sure it’s
working?
Use PPC.
Review impressions.
Make decisions.

17. WHERE IS YOUR MARKET?
Are you looking in all the right
places?
Web.
Social networks.
Offline.

18. LET’S RECAP…WHAT DO WE NOW KNOW?
Woohoo! Time to create the lead-
generation strategy!
You’ve defined your goals.
You know your USP.
You understand your market.

19. PART 4
DEVELOP LEAD-
GENERATION
STRATEGY

20. START WITH YOUR WEBSITE
Develop a lead-generation
checklist for your website.
Is it converting?
Do you have landing pages?
What are the current visit paths?
Are your calls-to-action compelling?

21. START WITH YOUR WEBSITE
Calls-to-action need to reach out
and grab your prospects.
Noticeable.
Action oriented.
Compelling offer.
Reasonable urgency.

22. START WITH YOUR WEBSITE
Landing pages are your digital
sales agents!
Strong benefits.
Offer details.
Reduce anxiety.
Form for lead collection.
Test, test, test.

23. EXAMPLE: ALLIED VAN LINES
BEFORE OPTIMIZATION AFTER OPTIMIZATION

24. HOW DO YOU CHOOSE WHAT TOOLS TO USE?
Forrester POST methodology can
help you choose the right tools.
People.
Objectives.
Strategy.
Technology.

25. YOUR LEAD-GENERATION TOOLBOX
Let’s review the options:
Social Tools Think beyond Facebook.
LinkedIn
Email
(including microsites and landing
Marketing Google+
Your Website
Twitter
Search Engine YouTube
Marketing
pages)
Niche sites
Content-
Focused Tools
Advertising
Offline Tools

26. YOUR LEAD-GENERATION TOOLBOX
Social Tools
Email Beyond email “blasts” lies
(including microsites and landing
Marketing real email marketing.
Your Website
Search Engine Outbound lead generation
Marketing
pages)
Lead nurturing
Content- Transactional
Focused Tools Shopping-cart abandonment
Newsletters for building awareness
Advertising
Offline Tools

27. YOUR LEAD-GENERATION TOOLBOX
Social Tools
Email
(including microsites and landing
Marketing Don’t overlook these.
Your Website
Search Engine SEO
Marketing
pages)
PPC
Content- Remarketing
Focused Tools
Advertising
Offline Tools

28. YOUR LEAD-GENERATION TOOLBOX
Social Tools Content tools power-up all
other channels.
Email
(including microsites and landing
Video
Marketing Blogs
Your Website
Search Engine eBooks
Marketing Social media
pages)
White papers
Content- Websites
Focused Tools
Microsites
Webinars
Advertising
Press releases
Offline Tools

29. YOUR LEAD-GENERATION TOOLBOX
Social Tools
Email
(including microsites and landing
Marketing
Your Website
Search Engine
Marketing
pages)
Content-
Focused Tools Paid media is still relevant.
Banner ads
Advertising Ad networks
Offline Tools

30. YOUR LEAD-GENERATION TOOLBOX
Social Tools
Email
(including microsites and landing
Marketing
Your Website
Search Engine And don’t be afraid to go old-
Marketing school.
pages)
Content- Call / call tracking
Focused Tools Telemarketing
Direct mail
Advertising Events
Networking
Offline Tools Referrals
Partnerships

31. THE SOCIAL MEDIA LANDSCAPE
There are too many options for
you to be everywhere.
Carefully choose the social
networks where your target
audiences are likely to engage.

32. VALUE OF BLOGGING
16-20 posts / month >20 posts / month
Traffic 2X 5X
Leads 3X 4X
Compared to blogging <4 times / month Source: Hubspot

33. VALUE OF TWITTER FOLLOWERS
301-1,000 >1,000
Traffic >5X >6X
Leads >4X >5X
Compared to <25 followers Source: Hubspot

34. VALUE OF FACEBOOK FANS
501-1,000 >1,000
Traffic 3.5X 22X
Leads >4X >12X
Compared to <25 fans Source: Hubspot
68% of Facebook users are more likely to buy based on
recommendations from a friend. (Source: Wildfire)

35. EMAIL MARKETING
Email marketing gives you the
best ROI compared with other
marketing tools.
$40.56 ROI for every dollar invested.
Source: Direct Marketing Association

36. EMAIL MARKETING
What’s so great about email?
Just a few numbers to consider.
72%
35.8%
2nd
39.4
Source: http://www.email-marketing-reports.com/basics/why.htm

37. IMPACT AND INTERRELATIONSHIPS OF
LEAD-GENERATION TOOLS

38. THE BIG 3: HOW THEY INTERRELATE
Search
Engine
Marketing
(SEO / PPC)
Social
Media
Email
Marketing

39. EXCUSE ME, SIR, BUT CAN YOU TELL ME
HOW TO GET TO CLOUD 9?

40. PART 5
ESTABLISH YOUR
METRICS DASHBOARD

41. METRICS TOOLS: SOCIAL MEDIA
Free tools are plentiful and
robust.
Hootsuite | Tweetdeck | Seesmic
Social Mention
Facebook Insights
FollowerWonk
Bit.ly
Google Analytics

42. METRICS TOOLS: SEO
SEO dashboard tools
Google Analytics
Google Webmaster Tools

43. METRICS TOOLS: EMAIL
First plan, then measure and
adjust.
ROI GoalsetterSM tool for planning –
http://www.fulcrumtech.net/email-roi
Email service provider metrics
(opens, clicks, bounces, unsubscribe
s)

44. METRICS TOOLS
But, what should I measure?
Measure what matters to your
business.

45. PART 6
CONTINUALLY
IMPROVE

46. CONTINUALLY IMPROVE
Be relentless.
Be relentless about continual
improvement. Know your goals.
Know your metrics and be creative
about how to improve every single
month.

47. CASE STUDIES: HEALTHCARE MARKET RESOURCES
Situation
Healthcare Market Resources
(HealthMR.com), a leader in the
healthcare market reporting
segment, needed their website to
drive more qualified leads.

48. CASE STUDIES: HEALTHCARE MARKET RESOURCES
Strategy
A new SEO-optimized lead
generation website. The website
strategy and design was 100%
focused on helping leads find relevant
information and driving them through
the sales funnel.

49. CASE STUDIES: HEALTHCARE MARKET RESOURCES
Results
Within the first week after
launch, newsletter signups increased
7 times over the performance of the
previous site. Contact form
completions improved 70%.

50. CASE STUDIES: GLOBAL PUBLISHER
Situation
FulcrumTech’s client, a global leader
in publishing, was looking to
dramatically improve results for their
holiday email campaign. Previous
years’ results were disappointing at
best.

51. CASE STUDIES: GLOBAL PUBLISHER
Strategy
FulcrumTech developed a three-wave
test plan which allowed the client to
rapidly test design, subject line, call-
to-action, day-of-week, and other key
conversion levers. Reporting from
each wave informed the subsequent
wave so that the campaign was
continually optimized to drive
maximum ROI.

52. CASE STUDIES: GLOBAL PUBLISHER
Results 2010 Results 2012 Results % improvement
Average unique open 9.29% 15.07% 62%
186% ROI! Plus double-digit rate
improvement in open Average total click-
through rate*
15.79% 17.6% 11.5%
rates, click-through rates and
Total Sales $47,585.21 $89,142.32 87%
total sales.
*not unique
Average 2012 unique click-through rate: 5.64%
And, this client now has critical
Overall, the 2012 campaign generated 186% ROI!
performance information about
their audience—they know
exactly what to test to drive
even better results for future
email campaigns.

53. CASE STUDIES: BREAKINGPOINT
Situation
Needed to create strong relationships
with hard-to-find prospects and
convert to leads on a limited budget.
Source: MarketingSherpa

54. CASE STUDIES: BREAKINGPOINT
Strategy
New blog
Monitoring
Blog participation
Twitter
LinkedIn Groups
More press releases
Promote social via email
Source: MarketingSherpa

55. CASE STUDIES: BREAKINGPOINT
Results
• Strong correlation between social
and lead volume
• 10,230 unique blog views in Q3
• 280 Twitter followers (>3,300
today)
• 141 members to LinkedIn Group
• 155% increase in web visitors
• 55% leads from web (became
largest contributor of leads)
• Reduced number of elaborate
demand generation campaigns
Source: MarketingSherpa

56. CASE STUDIES: IBM COGNOS
Situation
Sales cycle time was increasing
largely due to expanding buying
committees.
Rented email list performance was
declining.
Source: MarketingSherpa

57. CASE STUDIES: IBM COGNOS
Strategy
• Present company as thought-
leader.
• Rework website with additional
offers (white papers, online
demos, events, online
communities).
• Introduce lead-nurturing email
campaign and strong statistical
analysis.
Source: MarketingSherpa

58. CASE STUDIES: IBM COGNOS
Results
• Increased campaign response rate
from 0.5% to 17.5%
• 11% of website visitors complete a
registration form (industry average
of 3%)
• More relevant emails resulted in
open rates of 33%, up from 13%
• Click-through rates increased to
15.5% from 0.09%
• Cost per lead dropped 30%-40%
Source: MarketingSherpa

59. CASE STUDIES: REGUS
Situation
Temporary office space provider
needed to dispel image of being too
pricey and generate more leads.
Source: MarketingSherpa

60. CASE STUDIES: REGUS
Strategy
• Focus on start-ups, entrepreneurs,
and sole proprietors
• Campaign microsite
• Sweepstakes for free office space
• Viral videos
(http://youtu.be/SIm3uFn7iHo)
• Social media outreach –
participate on Facebook, Twitter,
LinkedIn
• In-person events
• Physical networking
• Set up monitoring dashboards
Source: MarketingSherpa

61. CASE STUDIES: REGUS
Results
• 30% increase in lead flow, spiked
to 60% during campaign
• 33% conversion on microsite leads
vs. 12% historically
• 114% increase in revenue year
over year for NY business
Source: MarketingSherpa

62. CASE STUDIES: SUMMARY
Your up-front strategy matters.
Be relevant.
Go where your market is.
Develop a relationship as you would
with another person.

63. CONTACT FULCRUMTECH
Mitch Lapides, President and CEO
Email: mlapides@fulcrumtech.net
Phone: 215-489-9336
Mitch Lapides
Twitter: @MitchLapides
Facebook: Facebook.com/FulcrumTech
LinkedIn: FulcrumTech
Special Offer: http://www.fulcrumtech.net/email-roi
90-day free trial

64. WEBINAR OFFER
 LogMyCalls Free Trial
• LogMyCalls.com/30-day-trial
• Coupon Code: DAMGOOD
• Call (866) 811-8880

65. NEXT WEBINAR
 Thursday, Jan. 31, 2 PM ET
 Secrets of Google Maps: The Race for Local Business GOLD
• ON YOUR MARK – Why you should care about Google Maps
• GET SET – Setting it up and tips on using features often overlooked
• GO!! – How to get found in Google search results
• Sign up LogMyCalls.com/webinar
Daniel Henry, Co-Founder, SEP Connect
SEP Connect is extremely successful at placing local businesses on the Front Page
of Google. Daniel is one of the key creators of the technology behind SEP Connect
and has been instrumental in bringing the technology to market. As a co-founder,
Daniel has been involved with the product development, from the beginning, for all
the major platforms.
Prior to SEP Connect, Daniel led the #1 sales team at Ameriquest Mortgage, setting
the company record for quarterly sales on 4 separate occasions. Daniel also
managed a team of 75 sales people at RiverOak Capital, delivering $1MM in
monthly revenue.