The Evolved Buyer: Generating Online Leads

Presenter: Lindsay Kelley

• Challenges• How to overcome the obstacles• The sales funnel today• What works….and what doesn’t• Key Takeaways

Agenda

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Challenges

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First challenge to overcome

#1

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With no opportunity for lead generation….

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Second challenge to overcome:The Knowledge Shift

#2

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92%92%

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Overcoming the Obstacles

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Trust

Industry Expert/ Trusted Advisors

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CONTENT

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What is Content?

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The sales funnel.

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• Unsegmented email blasts• Cold calling• Direct mail• Door-to-door

What used to work (but doesn’t today)

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• Blogging• Strategic use of social media (LinkedIn)• Targeted, segmented email campaigns• Conversion landing pages• Search engine optimization best practices

What Works Today

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ATTRACTINGLEADS

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Circle the Wagons

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The Path to Converting Leads

Attract

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Convert

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Nurturing via Email

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Types of Nurturing

Nurturing via Social

Nurturing on LinkedIn

• Posting relevant articles• Long format posts – industry expert status• Commenting on prospect’s and customer’s posts• Participating in group discussions• Creating customized lists for targeting and engaging• Leveraging existing connections to meet new ones

Key Takeaways1. The prospect has taken control of your

sales cycle. Adapt.2. Social media is a business tool3. Transition sales rep’s knowledge into

quality online content from marketing - this gets Google’s attention

4. Get to know the new path your prospects will take in their journey to becoming a lead

5. Understand that this takes time, but the ROI is staggering

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Lindsay Kelleylkelley@prospectbuilder.net@lvkelley