Growth Hacking

& Lead Management

Presented by – Sujay Khandge (MBA, BE)

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Agenda – Lead Management & Landing Page

What is Lead Management

Online sales management

Difference between digital marketing & digital sales

Online sales model

Digital >> Offline >> Digital | Digital >> Digital | Digital >> Offline | Offline >> Digital

Online sales funnel

Lead tracking mechanism

Lead lifecycle

Lead data analytics (prediction marketing)

Lead management system (LMS),

LMS Practical Example - Zoho

The Role of Landing Page into Lead Management

Functionality of landing page

Importance of landing page components

Customer journey to landing page

Live Example of landing pages

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What is Lead Managment

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Online Sales Managment

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Digital Marketing Vs Digital Sales

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Online Sales Models

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Digital >> Offline >> Digital

Ex - Bank Bazaar, Bajaj Finserv etc.

Digital >> Digital

Simply learn, Netflix etc.

Digital >> Offline

Magicbricks, Shaddi.com etc

Offline >> Digital

Fassos, Entrance Exam etc

Online Sales Funnel

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Lead Lifecycle Management

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The Lean Marketing framework

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Acquisition

Activation

Retention

Revenue

Using different channels for acquiring users

Getting users to repeatedly visit your site

Getting active users to refer others

Getting users to actively visit your site and start engaging

with you

Monetizing active users

Referral

What is growth hacking?

Growth hacking is a set of tactics and best practices for dealing

with user growth

How do I increase the Lifetime value of a customer?

What is our AHA moment?

How do I get more users to be active?

How do I reduce churn?

How do I get more users?

How do I measure effectiveness of my product?

In other words

Just another name for Marketing

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Lean Marketing Framework explained

Each step is a funnel

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0

500

1000

1500

2000

2500

3000

3500

4000

4500

Acquisition Activation Retention Referral

Where would you put your focus on?

Stage Number

Acquisition 4000

Activation 250

Retention 100

Referral 25 Easy Win

Harder to increase

A Growth Hacker would Measure the quality of different traffic sources

Use different landing pages

Minimal forms (ease out signing-up as much as possible) No forms (Social Sign-ups)

Provide Onboarding to improve Activations (using Tours of the app), or Tutorials

Send emails to improve Retention (emailing inactive customers about you missing them)

Incentivizing people to share (Dropbox providing 250 MB of free space for each referral)

Testing different landing pages Optimizely

Visual Website Optimizer

Different design for different traffic sources Groupon – If you come via search, then you have an SEO rich footer, if

you directly go to Groupon.com then there is no footer

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Lead Cross Selling (Prediction Marketing)

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Classical Examples of Prediction Marketing

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Lead Tracking Mechanism

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https://support.google.com/analytics/answer/1033867?hl=en

Lead Management System

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LMS – Practical Example (Zoho)

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The Role of Landing Page

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A web page specifically tailored for a campaign

With the sole purpose to “convert” the visitor

Landing pages could be –

To generate enquiries

To sign-up for a free course

To generate purchases

Landing Page: Free Course

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Testimonial

s

Call to Action

Anatomy of a landing page

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Best practices while creating a landing page

Message on the page should match the message sent to

acquire the user

E.g. if you are emailing someone on where to find exotic tours for

their next summer vacation, then the page should also talk about

exotic tours and packages

CTA is to be above the fold

Use arrows and other design elements to bring attention to

the CTA

1 page – 1 message – 1 purpose (do not mix)

%conversion rate of landing page >>> %conversion rate of

home page

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- Sujay Khandge - Speaker & Trainer in Digital Marketing | Digital Performance Marketing Consultant

http://in.linkedin.com/in/esujay | http://ksujay.blogspot.in Cell: +91 - 9766654355