Delivered at the Women in the Channel conference, part of the Channel Partners Conference & Expo, Angela Leavitt discusses the evolution of lead generation and how to effectively harness the power of "The Connection Economy."

1. Traditional Lead Gen is as Outdated
as the Scrunchie
Angela Leavitt
Mojo Marketing

2. Let’s take a journey back in time...

3. Remember when...?

4. Remember when...?

5. Welcome to the Information Age

6. Those Were the Days!

7. Fast Forward to 2014

8. Email in 2014

9. 2014 Google

10. 2014 Google

11. How do you make buying
decisions today?

12. How do we make decisions today?
We research…online.
Blogs
Articles
Consumer
Guides
White Papers
Case Studies
Videos
Infographics
News
Podcasts

13. How do we make decisions today?
We ask our social
network.

14. I hate to break it to you...

15. Welcome to The Connection Economy

16. Information Age Rules
• Spamming cold lists worked well
• So did cold calling
• It was more of a numbers game
• Biggest muscles would win
• Online gimmicks & tricks could work
• “Sprinters” could do well

17. Connection Economy Rules
• Thought leadership reigns
• Prospects are educated into your funnel
• Building a “tribe” or fan base is essential
• Reviews, referrals, testimonials = $$
• Specialists & niches rule
• Strategic partnerships are invaluable

18. Connection Economy Rules (cont.)
• Giving, giving, giving is the principle
• Your value = your relationships
• People are just as important than the
brands they represent
• Fewer sprints, more marathons

19. Connection Economy Rules (cont.)
“Marketing has always been a grueling and competitive
sport – not unlike running a marathon. With the changes in
the buying process in media and technology, and managing
expectations, it’s like running a marathon as the ground
shifts beneath your feet.”
David Raab, Author, “Winning the Marketing Measurement Marathon”

20. Thanks a lot, Internet!

21. Is Content King?
Creative
Content
Is King

22. Creative Content is King.

23. Change is hard, but necessary.

24. Generating leads is like gathering apples...

25. The Good News...
• It naturally weeds out fakers
• It continues to build on itself
• It multiplies exponentially
• The playing field is leveled
• Very few are willing to do what it takes

26. Your Goal: Harness the Power

27. Step-by-Step Guide
• Think of your largest/most recognized company
• Develop case study, video testimonial, other
endorsement
• What industry are they in?
• Learn that industry’s jargon

28. Step-by-Step Guide
• Develop messaging around your specialization
• Put it everywhere
– Website
– Business cards
– Collateral
– Social pages
– Video content
– Blog
– Infographics

29. Step-by-Step Guide
• Find the industry’s associations
– Volunteer on their committees
– Write blogs/articles for their publications
– Participate in their LinkedIn groups
– SPEAK at their events
– Build relationships with their media people
– Record targeted videos
– Be creative
– Develop a TRUE PARTNERSHIP
– Work promotions through your partnership

30. Step-by-Step Guide
• Leverage Big Data
– Follow your prospects around the web
(Google remarketing, Facebook ads, etc.)
– Never been easier to target your EXACT audience
– What they’ve purchased
– What their interests are
– Everything is moving toward “pay to play”

31. The Results?
•
Increased referrals
•
More trust (less having to “sell”)
•
Shorter sales cycles
•
Price becomes less of an issue
•
Prospects contact you pre-sold
•
More invitations to speak
•
The more of a “Rock Star” you become
in that industry, the more leads and
referrals you will receive

32. The Plan in Action
Here are some ways we leverage the
Connection Economy.
Feel free to borrow or steal!

33. The Plan in Action
Niche industry: Telecom
Partner association: Channel Partners

34. The Plan in Action

35. The Plan in Action

36. The Plan in Action

37. The Plan in Action

38. The Plan in Action

39. The Plan in Action

40. The Results?
• 80% + growth each year since inception with no dedicated sales person
• “I’m calling because I see you specialize in telecom…”
• #1 on Google for “Telecom Marketing”
• “I’ve watched all your videos. I feel like I know you. You get me and my
industry. How can we work together?”

41. Q&A
Tweet your scrunchie pics to
@MojoMktg
for a chance to win a free
infographic!!!
Angela Leavitt
@MojoMktg