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Ethan Zuckerman
He invented the popup
ad in 1994 while at
Tripod because a car
advertiser didn’t want
their ad next to porn.
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But Real Brands
Use Popups
Just like everyone else,
Apple employs popups
because they work.
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Because the
Internet is Fueled By
Advertising
The usage of popups
does not inherently
cheapen your brand.
It’s only a problem
when they are done
the wrong way.
17. Lead generation is practical, measurable
and not about the feelings of advertisers or
marketers. It’s about meeting the needs of
people looking to accomplish specific
things.
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Standard Lead Gen
Model
The standard lead gen model more or less mirrors the marketing funnel.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
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A Standard Close
This is what most of our lead generation efforts look like.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
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Unqualified Lead
This is when your sales team hates you because you haven’t handed off a warm lead.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
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Ball Dropped on a Great
Lead
This is when you got a great lead, qualified it and then didn’t follow through on the nurturing.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
24. #RELATIONSHIPGOALS
We do a lot of one night stands in lead
generation and not enough long term
relationships.
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A Better Lead Gen
Framework
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
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What Your Lead Gen
Model Looks Like
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
THESE TWO
GET SWITCHED
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Extreme
Disqualification
The design collaborative
Superfriend.ly
aggressively looks to
disqualify people by not
having a form at all and
listing all the reasons
why you might not be a
fit.
http://superfriend.ly
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The World’s Fastest Data-Driven Segmentation
Let’s make your persona process super quick.
Segment your data as you see fitRun it through social media toolsExport your mailing list
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STEP ONE: Get Your Mailing List
Anyone generating leads should have a mailing list. Never underestimate the power of email.
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STEP TWO: Run It Through FullContact
Use FullContact’s Person API to append data to the mailing list http://www.fullcontact.com
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Or Just Use Audience Insights Without
A Mailing List
With 1.2 billion people on Facebook, it’s a damn good research panel.
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Build Your Personas
You now have more than enough data to build out user stories, needs and identify key
characteristics. You can also determine how to measure them in GA with Advanced Segments.
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Personas Dictate your
Acquisition Mix
Whether it’s B2B or B2C, it doesn’t matter what the industry stats say. Your audience needs to
dictate where you spend your money on acquisition.
50. IT COMES DOWN TO THE HOOK
Whether or not you build personas, the
effectiveness of any lead generation campaign
comes down to your “hook.” Personas help you
tailor that hook and measure segmented
performance.
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From Personas to
Readability
The demographics on your personas will tell you where you need to be as far as the readability of
your content.
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Get this with
URLProfiler
URLProfile will pull both the Page Value metric and the readability scores for your site
http://www.urlprofiler.com
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CONTENT AUDIT AND
CONVERSION WORKFLOW
START
STEP ONE
DETERMINE
AUDIT SIZE
STEP TWO
START WITH
SCREAMING
FROG
(OR DUMP URLS
FROM GA)
STEP THREE
PASS IT TO
URL PROFILER
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Edit your Copy Based on
Readability Scoring in Word
Update your copy so that it fits the reading level of your target personas. Word can help you with
the process as you write in the Spelling and Grammar. Enable Options > Proofing > “Show
readability statistics”
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14.44% in Lead Capture
Our latest client that we’ve done this for has seen a 14.44% increase in lead capture period over
period from Organic Search.
60. PERSONAS SHOULD DICTATE QUALIFICATION
When defining your personas, they should
inform the features that can be measured to
determine whether or not a user is qualified.
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Call Tracking with
CallRail
CallRail offers an easy to use solution for call tracking with simple API http://www.callrail.com
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Feedback Loop
The CallRail API lends itself easily to create a dashboard for your call center or salespeople to
determine call quality. This way you can get a complete picture of whether or not your leads are
good.
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Lead Scoring Model
80-100 – Highly Engaged;
< 40 – Very Low Engagement;
40-80 – Medium Engagement;
There needs to be a feedback loop between sales and marketing to determine the accuracy of this
model.
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Mintigo & Infer
Higher End platforms for lead scoring and predictive modeling are Infer http://www.infer.com and
Mintigo http://www.mintigo.com
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Content Upgrades
Launch e-books as pages
rather than PDFs than
relaunch them as PDFs
with lead capture forms.
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Build the
Relationship
Nurture your marketing
qualified leads with
continued content and
offers to keep yourself
top of mind until they
become hand raisers.
72. DON’T RELY ON HAND RAISERS
“Hand Raisers” or SQLs that are immediately
ready to convert when they visit are rare. Focus
on nurturing your MQLs to buying temperature.
74. NATURAL DEMAND VS. ARTIFICIAL DEMAND
I wanted to determine what works better, a
campaign where we just throw up a landing
page and capture existing demand or where we
do in-depth research and create lots of assets.
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Got the List and Made
Two Landing Pages
We made one landing page for the losers and another for the winners with the hooks being the
needs of each group.
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Running Some Ads
We’re running Twitter, Facebook and LinkedIn ads to people that work at the companies in
marketing functions.
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INC. 500 List
We wanted to re-rank the Inc. 500 based on each site’s propensity to be banned in Google.
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Analysis
We performed detailed statistical analysis based on the Searchmetrics Winners and Losers and re-
ranked the INC500 based on the model we’d developed. There’s also a whitepaper.
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Small Pool Retargeting
We retarget those contacts so their grade in our study can chase them around the web.
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Emails to Follow
We make sure to nurture
those people that have
downloaded the ebook
further by letting them
know about the rest of our
campaign and to find out
where they’d rank among
the Inc. 500.
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Get Lots of MQLs
Got an e-book? Post a tangential content piece on a high traffic site in your industry. Always give
them the option to join the mailing list or Pay with a Tweet http://www.paywithatweet.com
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Works Swimmingly
451 tweets (6.14%) and 1211 newsletter signups (16.49%) in a pretty short timeframe. I’ll take that.
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-
20
40
60
80
100
120
140
160
180
200
Jan Feb Mar April May Jun Jul Aug Sep Oct Nov Dec Jan
2014 Conversions by Month
Phone Call
Contact Us Submission
Trademark App Submission
More Conversions
Despite Panda
Things had been going great until that client got hit by Panda, but then we launched pop-ups up
beat our previous best month with far less traffic.
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51.5% Improvement in
the A/B test
We A/B tested the popup vs. not having the popup and we got 51.5% increase in improvement in
lead capture.
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Rel-Prerender
Caveat: Analytics packages outside of GA are not equipped to account for this.
<link rel=“prerender” href=“http://www.example.com”>
<link rel=“prefetch” href=“http://www.example.com”>
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Before and After
On ipullrank.com we’ve seen an average of 27.33% improvement of page load for new users. Up
to 60% improvement for inferior browsers like Internet Explorer
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Use on Series Pages
It’s difficult to predict which page a user is going to navigate to next, but using rel-prerender on
pages in a series is effective.
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Programmatic
Placement
You can also make a decision dynamically to inject rel-prerender into the page. For example, if a
user hovers over a link for a certain amount of time.
var prerender = document.createElement ("link");
prerender.setAttribute("rel", "prerender");
prerender.setAttribute("href",getNextUrl(window.location));
document.getElementsByTagName("head")[0].appendChild(prerender);
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0% 25% 50% 75% 100%
Opera Mini
Safari (in-app)
Android Browser
Safari
Internet Explorer
Firefox
Chrome
%Unique
Browser Fingerprint +
IP Address
Track the browser fingerprint with the IP address in a database. If the user has purchased already,
don’t cookie them
116. RETARGET ONLY THOSE HAVEN’T BOUGHT
Setup a Database with that keeps track of the
browser fingerprint, IP address and the
campaign name. Check against that before
placing retargeting cookies.