Post on 06-Aug-2015
Quick Wins of Lead GenerationAmit LaviApril 2015
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Marketing Envy founders
Over 30 <gulp> years combined experience with tech start ups and multi-national brands
Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Askem, Cloudyn, BlazeMeter, DMG, ICQ, Tuteboard,
GetEvents, Mantis Vision, Cliqdo, Outbrain
Billy Cina Amit Lavi
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Our customers
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The Ultimate Goal
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Automate and create procedures and monitoring
Growth - Build the machine
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Quick Wins On Low Budget
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Messaging is the foundation of all your lead generation efforts. No shortcuts on this step
Marketing 101: Messaging first, ALWAYS
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Who you are
What you do
For whoWhy you are better than competitors
Why I should try your product
Need to reach precise answers to
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Cliqdo messaging & website before
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Example
New mobile marketing channel for bloggers and service providers with timely content
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Who & what • New mobile marketing channel for bloggers and
service providers with timely content• Enables any time-based content to be easily turned
into a mobile application
For who • Service providers with an active Facebook page, blog,
mailing list • Low hanging fruit: Fitness trainers; Life coaches;
Dieticians; Music teachers; Business coaches; Art teachers; And many more!
What we needed to convey
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Cliqdo is better because• Breaks the 2-dimensional limits of blog, emails,
Facebook and Twitter • Enables providers to motivate their current clients
and grow their client base on mobile
Why I should try • It is easy to get going and use• Does not require programming or design• Competitive edge
What we needed to convey
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Step 2: Use & Test it
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Friends, Family & FoolsDoes not a target audience make
Why use and test?
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Setting up your test:• Preliminary budget ~ $1500• Who is your low hanging fruit / target audience• Facebook &/or Google – Ads & landing pages
You need answers to: • Is measurement working• Are you reaching your target audience• Are the leads relevant • Which channel has more potential • Do they get your message
So how and what do you test
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First attempt, Cliqdo landing pages
“Designed for fitness trainers / dieticians”
“talented and innovative”
“Join 6 month pilot”Name & email only
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First attempt, Cliqdo ads
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First attempt, Camilyo ads
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Never Assume
Test – Messaging
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• When you’ve found a channel that shows potential • Found goal conversion rate and CPA• Messaging seems to be working – leads remember they
signed up and are qualified
Test – When to stop testing
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Key: Do A Few Things Really Really Well
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Your Web Is Your Mecca
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• Use the messaging tested and proven • Use tools like CrazyEgg, ClickTail and Google
Analytics to understand user behavior; change accordingly
• Use call to actions and give people a reason to contact you
• Use pop-ups wisely and give people something – white paper, webinar invite, free consultation/demo
Is your web site working hard enough?
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Some of our favorite tools
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Email MarketingOutbound & Nurturing
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Source: https://www.marketingtechblog.com/top-marketing-tactics/
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“$1 invested in email marketing
yields $44.25 ROI”But the days of mass spamming are over
Email Marketing
http://blog.hubspot.com/insiders/email-marketing-lead-generation
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Who do you email, outbound:• Cherry picked people who you have specifically researched
on LinkedIn, Facebook, Twitter etc• Those who have completed an online form to receive your
whitepaper, ebook …..
Getting Email Marketing Right
http://blog.hubspot.com/insiders/email-marketing-lead-generation
• Anyone who has come to your booth in the past, you have met at a conference ….
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Emails per interest &/or at certain time:
Email Nurturing & Segmenting
• Welcome email immediately upon form completion
• Immediate sign in: Quick tips• No sign in after 2 days: All ok?• After 7 days: Quick tip & ebook• Towards end of trial: Special offer
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PPC - Remarketing until they give upFrom email visitors Organic visitors Mobile visitors All PPC channels
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• Google Search- Cover the basics• Facebook – People 2 people • Outbrain – For PR and awesome blogs• LinkedIn – Initial enterprise leads to blog• Twitter – Narrow audience but effective
Which channels to use?
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Remarketing & Social in the Lead Gen Funnel
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Content, Content, Content
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Content & Social Media: The cost is in leg work
• Research what your target audience is interested in• Topics people are talking
about• Google search complete
• Where is your target audience?• Linkedin, Facebook, Twitter,
Pinterest, etc• See where your competitors
are – follow or breakaway• Who are the influencers you
should follow / seek
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Content & Social Media: Effective?
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Content & Social Media: The cost is in leg work
• Create a 3 month content plan• Frequency of blogs and short
updates• Which articles, when• Who is going to write –
internal / external• Keep on top of breaking
industry news• Consistency and frequency is key to
success
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Automating it all
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Automate your lead capturing - What do you need?
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Automate your lead capturing - On a budget for real
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Thank you Now go and grab leads