Lead Generation Quick Wins - The Startup Marketing Meetup

Quick Wins of Lead GenerationAmit LaviApril 2015

2April 2015 © Marketing Envy

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

April 2015 © Marketing Envy 3

Our customers


The Ultimate Goal


Automate and create procedures and monitoring

Growth - Build the machine


Quick Wins On Low Budget


Messaging is the foundation of all your lead generation efforts. No shortcuts on this step

Marketing 101: Messaging first, ALWAYS


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


Cliqdo messaging & website before


Example

New mobile marketing channel for bloggers and service providers with timely content


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


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

Thank You

http://www.cliqdo.com/#how-to-cliqdo


Step 2: Use & Test it


Friends, Family & FoolsDoes not a target audience make

Why use and test?


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


First attempt, Cliqdo landing pages

“Designed for fitness trainers / dieticians”

“talented and innovative”

“Join 6 month pilot”Name & email only


First attempt, Cliqdo ads


First attempt, Camilyo ads


Never Assume

Test – Messaging


• 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


Key: Do A Few Things Really Really Well


Your Web Is Your Mecca


• 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?


Some of our favorite tools


Email MarketingOutbound & Nurturing


Source: https://www.marketingtechblog.com/top-marketing-tactics/

Email


“$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


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 ….


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


PPC - Remarketing until they give upFrom email visitors Organic visitors Mobile visitors All PPC channels


• 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?


Remarketing & Social in the Lead Gen Funnel


Content, Content, Content


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


Content & Social Media: Effective?


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


Automating it all


Automate your lead capturing - What do you need?


Automate your lead capturing - On a budget for real


Thank you Now go and grab leads

Lead Generation Quick Wins - The Startup Marketing Meetup

Marketing

Transcript of Lead Generation Quick Wins - The Startup Marketing Meetup