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Andy	
  Halko	
  
@andyhalko	
  
Insivia	
  
@insivia	
  
DRIVING LEADS
AND SALES WITH
SMART MARKETING
THINK SMART.
ACT BOLD.
OUR GOAL IS
REVENUE
THE
SCIENCE 
OF MARKETING
OPTIMIZING e!
THE FUNNEL w !
CAN HAVE ` !
HUGE ` !
IMPACT `!
THIS IS YOUR LEAD
FUNNEL ON BAD
MARKETING
BUSINESSES 
WITH A WRITTEN
DESCRIPTION OF 
THEIR FUTURE 
30%
25%
50%
GREATER
COMPANY SIZE
MORE OWNER
COMPENSATION
FASTER
GROWTH
REVENUE MAPPING
Create Goals First!
And how you will measure them.!
KNOW YOUR AUDIENCE
Go deep and don’t guess.!
TARGET, TARGET, TARGET.
It’s not “Marketing”, It’s “Micro Targeting”.!
LOTS OF
OPTIONS
LIMITED 
BUDGETS
 SEO	
   CONTENT	
  
PPC	
  
E-­‐MAIL	
  
SOCIAL	
  
TRADITIONAL	
  
MOBILE	
  
CONTENT
VALUABLE
UNIQUE
RELEVANT
SEARCH
INBOUND LINKS
SOCIAL SHARES
PHRASE FOCUSED
SOCIAL
POSTS
SHARES
VIRAL
E-MAIL
CONTENT
SEGMENTS
AUTOMATION
CONTENT
SEGMENTS
PROFILES
PPC
LANDING
PAGES
SALES
FOLLOW UPS
TRADITIONAL
TRADE SHOW
DIRECT MAIL
WORKSHOPS
BRAND
AWARENESS
NEW CUSTOMER
ATTRACTION
CLIENT EXPANSION
+ REFERRALS
NEW PRODUCT
LAUNCH
PPC + ADVERTISING
PUBLIC RELATIONS
SPONSORSHIP
SOCIAL MEDIA
PPC + SEO
ADVERTISING
SOCIAL MEDIA
TRADITIONAL
E-MAIL MARKETING
RETARGETING
AUTOMATION
SOCIAL MEDIA
PPC + ADVERTISING
MICROSITES
SOCIAL MEDIA
AUTOMATION
The best place to hide
a dead body is page 2
of search results
Know What Matters	
  
Marketing for Manufacturers: A High Level Guide To Driving Leads
PAY-PER-CLICK
WORKS
WHY CAN PPC
WORK SO WELL
HIGHLY TARGETABLE
DETAILED TRACKING
BUDGETED
TESTABLE
INSTANT
EXTERNAL INSIGHT
$ 1,000 Initial Investment
$ 1.00 CPC = 1,000 Clicks
10% Lead Conversion = 100 Leads
$ 1,200 Average Sale
$ 9,600 in Sales
Optimize, Increase Budget, Win
8% Close Conversion = 8 Sales
$ 8,600 Return On Investment
QUALITY BEATS CASH
QUALITY SAVES CASH
SUBJECT LINE
Tell, don’t sell.
IMPROVING EMAIL OPEN RATE 
40% OF B2B MARKETERS RATED
THE LEADS GENERATED BY EMAIL
MARKETING AS HIGH QUALITY.
SENDER
Familiarity.
HISTORY
Don’t burn bridges.
Limit the Actions
Use Images
Relevant, Engaging + Valuable
Segment & Target Information
Include Social Sharing
Test & Measure
CLICK-
THROUGH 
RATES
AVERAGE IS 
1% – 4% 	
  
E-MAILS THAT INCLUDE
SOCIAL SHARING BUTTONS HAVE
158% HIGHER CLICK-THROUGH RATES.
Buy – Beg – Bug à Earn!
Shouting your message !
out, and hoping your !
customers hear it.!
Creating something that !
draws the customer to you.!
The shift from outbound to inbound!
VALUE IS KING
Help me solve a problem!
!
Teach me something new!
!
Tell me a story!
!
Show me something I’ve never seen before!
!
Make me laugh, or cry, or cheer!
PERSONA FOCUSED VALUE
If it doesn’t fit their need, !
it is a huge hole in your funnel.!
Marketing for Manufacturers: A High Level Guide To Driving Leads
NURTURE LEADS!
50% of leads are qualified 
but are not ready to buy.!
95%
Of prospects visiting your
website are there to research.!
Today’s prospects are !
unlikely to buy until the last!
1/3
the
purchasing
process.
Automation!
Stay top of mind while nurturing down the funnel!
CONVERTING SUSPECTS & LEADS
Tac>cal	
   Experien>al	
  
Marketing for Manufacturers: A High Level Guide To Driving Leads
WE ARE IN CONTROL OF RESULTS
CLOSING SALES
BUILD A SYSTEM
GET A COPY OF THESE SLIDES
insivia.com/wirenet
DRIVING LEADS
AND SALES WITH
SMART MARKETING

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