Get introduced to Lead Generation methods and discover how inbound and outbound strategies to build complex systems that will maximize Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) for your business. This fun, data-driven evening workshop is a fast-paced mix of lecture, hands-on exercises, and discussion. Your instructor, Rachel Beisel, will deliver practical takeaways that startup founders, marketing and sales teams can start using immediately.

1. DATA-DRIVEN LEADGEN:
HACKS &TOOLSTOTAKEYOU
FROM STARTTO SALES
Rachel Beisel
@missbikesalot

2. A BIT ABOUT ME
• CurrentVP of Marketing @GorillaLogic
• Founder of LeadOut Sales
• Hubspot, GA certified (this really
doesn’t matter)
• Run marketing teams in ad agencies, PR
agencies, Software,Textiles, Outdoor,
nonprofit in both services and product
industries for B2B and B2C
• Rather be discussing this while on a
bike

3. AGENDA
•How has marketing changed?
•Inbound Marketing Overview
•Outbound Marketing
Overview
•Marketing Automation Case
Study for Product & Service
•Break - 10 min
•Testing & Measuring
Success
•Tools &Techniques
•Group Exercise
•Anything else you want to
come away with?

4. WHY LEADGEN?

5. INBOUND MARKETING
Bringing customers to you.

6. INBOUND
• Increases leads by 400%
• Higher conversion rates
• Cheaper customer
acquisition
• Earned trust internally and
externally
• Some Tools (we’ll go
over more later):
• Hubspot/Marketo/etc
• Drip
• SendGrid
• LeadIn

7. OUTBOUND MARKETING
aka - Interruption marketing

8. OUTBOUND
• IMHO, should be a part of your
strategy.
• BE HUMAN
• Spam is spam if the person
getting it doesn’t want to hear
your message.
• Collect all the information you
can - enriched data and
personalization always leads to
better conversion
• Tools:
• ZenProspect
• LeadGenius
• EmailScout.io
• Amazon mTurk

9. TOOLS

10. MARKETING AUTOMATION
• Save time
• Efficiency
• CRM integration
• Data collection
• Multichannel management
• Consistency
• Personalization

11. WHICH MARKETING
AUTOMATION PLATFORM
• Hubspot
• Market
• Eloqua
• Mastic - open source
marketing automation
• More here

12. BEST PRACTICES
• Sunset Policy
• Standardize Lead Sources, Lifecycle Stages
• Use CleanUp workflows and always have them running
• Set up or know your personas FIRST
• Expect to spend a lot of time up front in the system.
• Keep Lead Sources simplified for Sales team to use but detailed enough to trigger
workflows
• Meet regularly with your sales team
• Make sure you and your sales team clearly define and agree on an MQL and an SQL

13. DATA ENRICHMENT
• APIs- (find which one works for your
leadgen purposes)
• Email deliverability
• Other Tools:
• Clear bit Prospector and for google
sheets
• FullContact
• mTurk
• Experian (not so much data enrichment
but need to validate info you find)

15. DESIGN
• Engaging Design Increases
Conversion Rates
• Data viz works well
• Fiverr
• Place it
• Recordit
• Optimizely

16. CONTENT & SEOTOOLS
• Screaming Frog
• Slack
• GoogleTrends,Webmaster
Tools, and Planner
• Chrome DeveloperTools
• Moz

17. EMAIL, REPUTATION,
DELIVERABILITY & MORE
• Google PostmasterTools
• DKIM
• SSL Cert (more SEO but
still need technical
knowledge to implement)
• AMP

18. KPIS & MEASURING SUCCESS
• Benchmarks
• Avoid “glory metrics”
• Paralysis by Analysis
• Example Product and
Service KPIs here

19. TOOLSTO KEEPYOU SANE
(PROJECT MANAGEMENT)
• Wrike
• Trello
• PivotalTracker
• Sprintly
• Google Drive

20. NOWYOU HAVETHETOOLS -
HOW DOYOU BUILD A LIST?
• Leverage some of those APIs but if you’re not a dev…try Postman
• CloudScrape/Kimono Labs to scrape once you’ve found a good
source
• mTurk and/or Clearbit to enrich
• Gmail Contact Export
• LinkedIn Contact Export
• Industry specific ways

22. • Identify a performant segment of your audience
• Develop a hypothesis
• Launch something to support the hypothesis
• Determine how to measure
• Listen to performance
• Optimize Accordingly
LEADGEN MODEL

23. ANSWERTHESE QUESTIONS
• Who is the target market?
• Identify at least 2 triggers for potential customers.
• How would you identify a list of qualified prospects?
• How would you structure your messaging?
• What would you use to measure success?
• Assume someone is interested but not right now, how would you
keep them in the loop?

24. EVEN WITH RIGHT
TOOLS & EXPERIENCE
• Set aside time to evaluate new tools
• Know trends going on in the dev community - bc that’s where marketing trends will go.
• You have to push your creative boundaries
• You have to be ok with failure and your boss does too
• If you’re a manager, remove blockers and rely on your team. If your team is junior, teach
them how to LEARN not how to replicate.
• Collaborate internally and externally. Marketing is a job that is never done and it doesn’t
get easier. IT’S
• Never stop learning or you will become extinct

25. OPTIONAL (BUT HIGHLY
RECOMMENDED) READING
• Predictable Revenue
• 1% Windfall
• Lean Startup
• SCRUM
• Think Opposite
• sorryformarketing.com
• sethgodin.com
• Code Academy
• Skill Crush
• Hubspot free Inbound certification
• Google Analytics free certification
(this one is hard and you must
study for it)
• GoogleTag Manager,Adwords and
many other free Google tutorials
out there.