Automate, Optimize and Improve Your Lead Generation
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From #DSDET - Digital Summit in Detroit, September 2018. - Build a new blueprint to map out your current lead-gen process and decide what’s working - Understand which audiences matter most to your business - Set follow-ups designed to convert (without being annoying) - Set better measurable, achievable goals for your lead funnels
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Automate, Optimize and Improve Your Lead Generation
- 1. Automate, Improve and Optimize your Lead Generation
- 2. • Digital Marketing • Lead Generation • Content • Web Design • Advertising • Inbound Marketing Who am I? dave@bizzyweb.com 612-424-9990 @dave1meyer
- 3. Sales – Then • Grab attention • High pressure • “Me, Me, Me” • Pile of papers • Sales VS. Marketing Image source: Flickr user strangeinterlude via CC license @dave1meyer | dave@bizzyweb.com
- 4. Sales – Now • About the customer • System for follow-ups • Additional value at every turn • SMarketing = Sales connected to Marketing Image source: Flickr user Sesc em São Paulo via CC license @dave1meyer | dave@bizzyweb.com
- 5. Agenda • Blueprint for Lead Generation • Choosing Your Audience • Connect to Convert • Measurable Lead Funnel Goals @dave1meyer | dave@bizzyweb.com
- 6. Lead Generation Blueprint @dave1meyer | dave@bizzyweb.com
- 11. Generating Conversions Call to action Landing Page Thank You Page @dave1meyer | dave@bizzyweb.com
- 12. Landing Pages • Clear, concise headline • Remove distractions: One CTA • Simple as possible • Track results @dave1meyer | dave@bizzyweb.com
- 13. Know Your Audience Buyer Personas: Semi-fictional representations of your ideal customer based on real data and educated guesses about their demographics, behaviors, motivations and goals @dave1meyer | dave@bizzyweb.com
- 14. Telling your Persona’s Story: 5 Chapters One paragraph each: • Job / Demographic info • A day in the life • Challenges and Pain Points • Information Sources • Common Objections “Leslie works in a service-based business. The owner wants to grow, but doesn't know how to go about marketing. Leslie wears multiple hats and sort of understands marketing, but needs help from an expert. She doesn't know how to plan a strategy, or how to dig into marketing data or use it to make informed decisions. She's a parent and her off-time is "kid-focused”… @dave1meyer | dave@bizzyweb.com
- 15. Connect to Convert • Social Outreach – Research First – Collect in a CRM – Set sequences • New Ways to Engage – Video Email – GrowthBot @dave1meyer | dave@bizzyweb.com
- 16. Social Outreach • LinkedIn – Research Prospects and Companies – Automate AND personalize – Invite after a personal connection • Facebook / Twitter / Instagram – Find out more about your prospects – Research only • Connect and Engage via Sequences – Add value at every turn @dave1meyer | dave@bizzyweb.com
- 17. Video Email • Stand out from the crowd • 30-60 second vids • Customize keyframe • Tools: – Soapbox (Wistia) – Vidyard – Loom @dave1meyer | dave@bizzyweb.com
- 18. GrowthBot • Free tool from HubSpot • Research leads – Keywords – PPC spend – Contacts – Software in Use @dave1meyer | dave@bizzyweb.com
- 19. Measure Your Marketing • Set meaningful baseline for your business • NOT: visits, hits, clicks or bounce rates • Look for leads, sales, improved trends • Pick one part of your funnel and improve @dave1meyer | dave@bizzyweb.com
- 20. Track Your Results • Look at views, conversions, contacts • Are you getting the results you expected? • Watch for Insights @dave1meyer | dave@bizzyweb.com
- 21. Insights Must Be: @dave1meyer | dave@bizzyweb.com
- 22. Measurable Lead Funnel Goals • Handoffs to Sales • New Connections • Engagement / Actions • Closed Deals (or new sales) @dave1meyer | dave@bizzyweb.com
- 23. Budgeting for ROI (B2B) X = / / = = Total Sales Revenue % Revenue From MQLs Marketing Revenue Goal Marketing Revenue Goal Average Deal Size Customers Needed Customers Needed Lead to Close Rate Total Leads Needed @dave1meyer | dave@bizzyweb.com
- 24. Wrapping Up • Lead Generation is a Process • Target your leads • Automate for results • Keep it fresh, use video / etc. • Measure and Improve • Use a System! @dave1meyer | dave@bizzyweb.com
- 25. Measure, track results and show ROI
- 26. Thank You! Dave Meyer President, BizzyWeb dave@bizzyweb.com 612-424-9990 @dave1meyer / @bizzyweb bizzyweb.com/events