This document discusses innovative lead generation techniques for websites. It provides an overview of key concepts like defining leads versus inquiries, using a sales funnel to qualify leads, and having a lead tracking tool. It then lists 10 facts about lead generation, including that customers view websites in various contexts and are task-oriented. Various lead generation tactics are outlined such as search engine optimization, paid search, local search, blogging, social media, and high-value content like tools, emails and answering questions. It emphasizes that great lead generation systems are more important than the offer itself, and that testing techniques like paid search can provide valuable insights.

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

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

3. Scott’s Web Sales Funnel Image

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

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

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

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. Clicks:
Conversion Rate:
Average Sale:
Sales:
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.)

20. 7. Customers read 20%
Source: 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:
Create fun experiences.

44. Fun
Practical

45. Tactic:
Host conversations.

46. Social media

47. More Tactics….
• Reward documents:
handouts, whitepapers, checklists
• Forums
• Videos / Video Blogs
• Podcasts / Webinars – live & recorded
• Slideshows with narration / Photo galleries
• Pay Per Call

48. After the meeting…
Bill Dotson –
Video & Add’l Lead Gen notes:
http://www.webmedley.com/blog
Scott Clark -
Videos, Slides, Notes, Links:
http://www.buzzmaven.com/leadgen

49. Sample Company: HVAC

50. Background
• What do we sell?
• Is our foundation in place?
– Site – able to edit it and create pages?
– CRM – service dates, equipment, client
since…
– And…

51. Lead Gen Foundation
• Search engines: Local and ads
• Search Engine & Stats knowledge
• Site Review
• Integrated Marketing – where’s the URL?

52. Idea:
Sell More Services.