Cracking the Lead Gen Code

CRACKING THE LEAD-GEN CODE

PRESENTERS

Brian LeonardChief Mojo-Fying Officer@mojomktg

Angela LeavittChief Mojo-Making Officer@mojomktg

Who Wants

Leads?

Why Don’t the Old Tricks Work Anymore?

• We are bombarded with information.

• The “Sea of Sameness” is dizzying.

• CXO’s have more information than EVER to make

decisions with.

• The Telecom Industry has a reputation for burning people.

• We want our network’s opinion.

The Great Shift

Three Methods for Proven Lead Gen Success

Hunting

Fishing

Farming

Guiding Principles & Assumptions

• You are trustworthy

o You have testimonials

o You look legit, not mom & pop

o Your reputation is stellar

• You are constantly networking

o You build your warm market

o You stay in front

• We’ve been testing

• We’re going to talk about

o Exactly what to do

o Numbers from results

• But sorry, we’re under NDA .

Here We Go…

• Timingo 1-2 months of prep

o 2-3 weeks of execution

o 1-2 months of follow up

Fishing: The “Launch” Model

Fishing: The Launch Model

1. Research• Pain points• Questions• Lowest hanging fruit• What’s hot right now

2. Develop a “Mafia Offer”

• Begin with the end in mind

• Something they cannot refuse

• Directly addresses your prospect’s pain

& questions

• Has some intriguing messaging

• You must dig deep…the key to success lies here

• It must STAND OUT (hint: free telecom audit

is outdated)


3. Develop an educational video (20-30 min)

• Address some of the questions you uncovered

• Create some intrigue

• Be entertaining

• GIVE VALUE

• Invite listeners to attend a webinar at the end

• Goal: viewer knows, likes and trusts you


4. Create landing page

• Include opt-in

• Create more educational content (PDF downloads)

• Include link to webinar registration


5. Create email auto responders

• Thanks for viewing! Here’s more info…

• And even more info…

• More info still…and join the webinar to learn more


6. Drive traffic to landing page

• Best way: through a strategic partner (3rd party)

• Replicable Marketing (PPC, LinkedIn Ads, Remarketing)

• BIG DATA AND FACEBOOK: HOLY COW

• Your own email database/other lists

• Cold List must be very targetted

• Press releases

• Social media


7. Conduct the Webinar: 1 hour

• 80% educational / 20% offer

• Address more pain

• Show authority, leadership, connections


8. Present the offer

• Include scarcity

• Include testimonials

• Repeat the offer three times


Example:Industry List of: 1500

Partner List of : 500

Email Open Rates: 23%


Webinar Signups: 64

Attendees: 45

New Customers: 10

The Key: The List and the Offer

Hunting

Going Caveman?We like to think of it as a kinder, moreprofessional, more effective caveman.

• Choose a niche

• Also depends on research and

development of “Mafia Offer”

Hunting

• Get a List• From Partners• From a List Broker

o Must use a reputable list broker. o Some lists are junk. Burnt out. Obsolete.

Hunting

Use Multiple Modalities

o Touch

o Site

o Hearing

Hunting

Lumpy Mail

• Handwritten font on the envelope

• Use a stamp

• Send 1st Class

Hunting

• Send “Lumpy Mail” to your hottest leads

• Objects will always get past the gate keeper

• Tie in the object with the offer

• Be creative

• The more personalized, the better

• A 3-piece mail sequence works well

• Story: The Rubix Cube

Hunting

LinkedIn Mail

• Email Connections

• Email those you’re in a group with

o Search “Linkedin Lead Liberation” online

• Pay to upgrade

Hunting

Email

• Yeah. It still works

• Use good subject lines

• New video coming out in the Business Value

Toolbox on subject lines in emails

Hunting

• Create your emails, offering value

o Videos

o Blogs

o Infographics

o News/report

o We are not selling, we are educating

prospects into your funnel

Hunting

• Use the Phone

o Use Scripts

o Leave Scripted Messages

o Call Multiple Times

Hunting

Pointers:o Use Scripts

o Leave Scripted Messages

“I just sent you an email/mailer/Linkedin message”

“I’ve been trying to reach you for a while. I know you’re busy, I am

too. I am very adament because I know I can help you. Etc.”

o Call Multiple Times

o Believe in your offer and pitch? Ask for 20 minutes of their time. If

they don’t like the education you give them, you’ll give them $100.

Hunting

Pointers:

o Having more than one person involved in the

process is more effective than having one carry

out the entire process.

o Have someone setup the appointment

and another one close

Hunting

Pointers*:

o Wednesday and Thursday are the best days to call

o Can you guess the worst?

o 4-6 PM is best time to contact

o 8-9 and 4-5 is the best time to qualify a lead

*http://www.leadresponsemanagement.org/

Hunting

Pointers*:

o Response time is CRITICAL

o The odds of contacting a lead decrease by 10 times when contacted

more than 1 hour after the first indication of interest

o The odds of contacting a lead decrease by 100 times when contacted

after 5 minutes vs. 30 minutes.

http://www.leadresponsemanagement.org/

Hunting

Pointers:

o Persistence is key

o 10-12 touches total total

o Some will talk to you purely out of curiosity or respect

Hunting

• The How

o Marketo

o Pardot

o HubSpot

Hunting: Marketing Automation

Why Marketing Automation Software?

• Manages prospects according to their interaction with you

• Scores the leads, so you can see who’s hot and not

• Provides invaluable data to help you track success and tweak where

necessary

Hunting: Marketing Automation

• Set up your rules

• No open? Try an edgier subject line.

• No click? Try more intriguing offer.

• Likes videos? Send more videos.

• Likes free reports? Send more free reports.

• Moral: tailor the experience to each unique user.

Hunting

1. Think of your largest/most recognized company

2. Develop case study, video testimonial, other

endorsement

3. Learn that industry’s jargon: Go Niche!

Farm: The Thought Leadership Model

4. Develop messaging around your specialization

5. Put it everywhere

– Website

– Business cards

– Collateral

– Social pages

– Video content– Blog– Infographics


6. Find the industry’s associations– Volunteer on their committees– Write blogs/articles for their publications– Participate in their LinkedIn groups– SPEAK at their events– Build relationships with their media people– Record targeted videos– Be creative– Develop a TRUE PARTNERSHIP– Work promotions through your partnership


7. Leverage Big Data– Follow your prospects around the web

(Google remarketing, Facebook ads, etc.)

– Never been easier to target your EXACT audience

– What they’ve purchased

– What their interests are

– Everything is moving toward “pay to play”


The Results?• Increased referrals

• More trust (less having to “sell”)

• Shorter sales cycles

• Price becomes less of an issue

• Prospects contact you pre-sold

• More invitations to speak

• The more of a “Rock Star” you become in that industry, the more leads and

referrals you will receive


QUESTIONS

Contacts

Brian LeonardChief Mojo-Fying Officer

[email protected] @mojomktg

Angela LeavittChief Mojo-Making [email protected]

@mojomktg

mailto:[email protected]

mailto:[email protected]

Cracking the Lead Gen Code

Marketing

Transcript of Cracking the Lead Gen Code