You Business Lead Generation Handbook

THE BUSINESS LEAD- GENERATION PLAYBOOKMITCHELL & CEO | FULCRUMTECH, LLC

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COPYRIGHT © 2012 FULCRUMTECH, LLC. ALL R IGHTS RESERVED.

@MITCHLAPIDES

WEBINAR OFFER

Thursday, Jan. 31, 2 PM ET Secrets of Google Maps: The Race for Local Business GOLD

• ON YOUR MARK – Why you should care about Google Maps• GET SET – Setting it up and tips on using features often overlooked• GO!! – How to get found in Google search results• Sign up LogMyCalls.com/webinar

Daniel Henry, Co-Founder, SEP Connect

SEP Connect is extremely successful at placing local businesses on the Front Page of Google. Daniel is one of the key creators of the technology behind SEP Connect and has been instrumental in bringing the technology to market. As a co-founder, Daniel has been involved with the product development, from the beginning, for all the major platforms.

Prior to SEP Connect, Daniel led the #1 sales team at Ameriquest Mortgage, setting the company record for quarterly sales on 4 separate occasions. Daniel also managed a team of 75 sales people at RiverOak Capital, delivering $1MM in monthly revenue.

http://www.logmycalls.com/webinar


WEBINAR OFFER

LogMyCalls Free Trial• LogMyCalls.com/30-day-trial• Coupon Code: DAMGOOD• Call (866) 811-8880

http://www.logmycalls.com/30-day-trial



MITCH LAPIDES

A bit about me

• Founded FulcrumTech in 2004 as an email-marketing agency

• 20 years in interactive marketing and product development

• Executive Vice President, Electronic Products, for Reed Elsevier’s $1-billion Health Care Division

• Group Vice President and Chief Technology Officer at Gartner—led gartner.com ($400 million website) through a complete re-creation organizationally and technologically

• Consistently delivered double-digit growth for electronic publishing operations

• Delivered over 100 software and website development projects (as large as $30 million) from concept through launch

• Known for carefully architecting solid business strategy followed by the creation of an efficient organization to deliver against those plans

BUSINESS LEAD-GENERATION PLAYBOOK

Agenda

Part 1: Establish your goals and objectivesPart 2: Know your unique selling propositionPart 3: Understand your marketPart 4: Develop lead-generation strategyPart 5: Establish your metrics dashboardPart 6: Continually improve

ESTABLISH YOUR GOALS AND OBJECTIVES

PART 1

ESTABLISH YOUR GOALS AND OBJECTIVES

Why bother with goals?Clear goals and objectives can align an entire company’s employees toward a shared end game.

KNOW YOUR UNIQUE SELLING PROPOSITION

PART 2

KNOW YOUR UNIQUE SELLING PROPOSITION (USP)

How to create a USPIncorporate benefits.Solve a pain point.Be clear about what’s unique.Make a promise.

UNDERSTAND YOUR MARKET

PART 3

CREATE PERSONAS

Persona

All that you know about your most profitable, optimal buyer.

CREATING YOUR PERSONAS

Creating your personas• Psychographics vs.

demographics• Understand how each

consumes information

LANGUAGE MATTERS

Language matters

Understand your market.Avoid buzzwords.Know terms that convert.

HOW DO YOU FIGURE ALL THIS OUT?

Keyword Research

KEYWORD RESEARCH

With 3 billion searches per day, how can you compete?

Use tools to uncover keyword niches.Review Google Trends.Leverage social metrics.Use Google Alerts.

VERIFY AND TEST

How can you make sure it’s working?

Use PPC.Review impressions.Make decisions.

WHERE IS YOUR MARKET?

Are you looking in all the right places?

Web.Social networks.Offline.

LET’S RECAP…WHAT DO WE NOW KNOW?

Woohoo! Time to create the lead-generation strategy!

You’ve defined your goals.You know your USP.You understand your market.

DEVELOP LEAD- GENERATION STRATEGY

PART 4

START WITH YOUR WEBSITE

Develop a lead-generation checklist for your website.

Is it converting?Do you have landing pages?What are the current visit paths?Are your calls-to-action compelling?


Calls-to-action need to reach out and grab your prospects.

Noticeable.Action oriented. Compelling offer.Reasonable urgency.


Landing pages are your digital sales agents!

Strong benefits.Offer details.Reduce anxiety.Form for lead collection.Test, test, test.

EXAMPLE: ALLIED VAN LINES

BEFORE OPTIMIZATION AFTER OPTIMIZATION

HOW DO YOU CHOOSE WHAT TOOLS TO USE?

Forrester POST methodology can help you choose the right tools.People.Objectives.Strategy.Technology.

YOUR LEAD-GENERATION TOOLBOX

Let’s review the options:

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Social Tools

Email Marketing

Search Engine Marketing

Content-Focused Tools

Advertising

Offline Tools

Think beyond Facebook.

LinkedInGoogle+TwitterYouTubeNiche sites

YOUR LEAD-GENERATION TOOLBOXYou

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Social Tools

Email Marketing



Advertising

Offline Tools

Beyond email “blasts” lies real email marketing.

Outbound lead generationLead nurturingTransactional Shopping-cart abandonmentNewsletters for building awareness


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Social Tools

Email Marketing



Advertising

Offline Tools

Don’t overlook these.

SEOPPCRemarketing


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Social Tools

Email Marketing



Advertising

Offline Tools

Content tools power-up all other channels.

VideoBlogseBooksSocial mediaWhite papersWebsitesMicrositesWebinarsPress releases


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Social Tools

Email Marketing



Advertising

Offline Tools

Paid media is still relevant.

Banner adsAd networks


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Social Tools

Email Marketing



Advertising

Offline Tools

And don’t be afraid to go old-school.

Call / call trackingTelemarketingDirect mailEventsNetworkingReferralsPartnerships

THE SOCIAL MEDIA LANDSCAPE

There are too many options for you to be everywhere.Carefully choose the social networks where your target audiences are likely to engage.

VALUE OF BLOGGING

16-20 posts / month >20 posts / month

Traffic 2X 5X

Leads 3X 4X

Compared to blogging <4 times / month Source: Hubspot

VALUE OF TWITTER FOLLOWERS

301-1,000 >1,000

Traffic >5X >6X

Leads >4X >5X

Compared to <25 followers Source: Hubspot

VALUE OF FACEBOOK FANS

501-1,000 >1,000

Traffic 3.5X 22X

Leads >4X >12X

Compared to <25 fans Source: Hubspot

68% of Facebook users are more likely to buy based on recommendations from a friend. (Source: Wildfire)

EMAIL MARKETING

Source: Direct Marketing Association

Email marketing gives you the best ROI compared with other marketing tools.$40.56 ROI for every dollar invested.

EMAIL MARKETING

Source: http://www.email-marketing-reports.com/basics/why.htm

What’s so great about email? Just a few numbers to consider. 72% 35.8%2nd 39.4

IMPACT AND INTERRELATIONSHIPS OF LEAD-GENERATION TOOLS

THE BIG 3: HOW THEY INTERRELATE

Email

Marketing

Social Media

Search Engine

Marketing (SEO / PPC)

EXCUSE ME, SIR, BUT CAN YOU TELL ME HOW TO GET TO CLOUD 9?

ESTABLISH YOUR METRICS DASHBOARD

PART 5

METRICS TOOLS: SOCIAL MEDIA

Free tools are plentiful and robust.

Hootsuite | Tweetdeck | SeesmicSocial MentionFacebook InsightsFollowerWonkBit.lyGoogle Analytics

METRICS TOOLS: SEO

SEO dashboard tools

Google AnalyticsGoogle Webmaster Tools

METRICS TOOLS: EMAIL

First plan, then measure and adjust.

ROI GoalsetterSM tool for planning – http://www.fulcrumtech.net/email-roi

Email service provider metrics (opens, clicks, bounces, unsubscribes)

http://www.fulcrumtech.net/email-roi



METRICS TOOLS

But, what should I measure?Measure what matters to your business.

CONTINUALLY IMPROVE

PART 6

CONTINUALLY IMPROVE

Be relentless.

Be relentless about continual improvement. Know your goals.Know your metrics and be creative about how to improve every single month.

CASE STUDIES: HEALTHCARE MARKET RESOURCES

Situation

Healthcare Market Resources (HealthMR.com), a leader in the healthcare market reporting segment, needed their website to drive more qualified leads.


Strategy

A new SEO-optimized lead generation website. The website strategy and design was 100% focused on helping leads find relevant information and driving them through the sales funnel.


Results

Within the first week after launch, newsletter signups increased 7 times over the performance of the previous site. Contact form completions improved 70%.

CASE STUDIES: GLOBAL PUBLISHER

Situation

FulcrumTech’s client, a global leader in publishing, was looking to dramatically improve results for their holiday email campaign. Previous years’ results were disappointing at best.


Strategy

FulcrumTech developed a three-wave test plan which allowed the client to rapidly test design, subject line, call-to-action, day-of-week, and other key conversion levers. Reporting from each wave informed the subsequent wave so that the campaign was continually optimized to drive maximum ROI.


Results

186% ROI! Plus double-digit improvement in open rates, click-through rates and total sales.

And, this client now has critical performance information about their audience—they know exactly what to test to drive even better results for future email campaigns.

2010 Results

2012 Results % improvement

Average unique open rate

9.29% 15.07% 62%

Average total click-through rate*

15.79% 17.6% 11.5%

Total Sales $47,585.21 $89,142.32 87%

Overall, the 2012 campaign generated 186% ROI!

*not uniqueAverage 2012 unique click-through rate: 5.64%

CASE STUDIES: BREAKINGPOINT

Source: MarketingSherpa

Situation

Needed to create strong relationships with hard-to-find prospects and convert to leads on a limited budget.



Strategy

New blogMonitoringBlog participationTwitter LinkedIn Groups More press releasesPromote social via email



Results

• Strong correlation between social and lead volume

• 10,230 unique blog views in Q3

• 280 Twitter followers (>3,300 today)

• 141 members to LinkedIn Group

• 155% increase in web visitors• 55% leads from web (became

largest contributor of leads)• Reduced number of elaborate

demand generation campaigns

CASE STUDIES: IBM COGNOS


Situation

Sales cycle time was increasing largely due to expanding buying committees.Rented email list performance was declining.



Strategy

• Present company as thought-leader.

• Rework website with additional offers (white papers, online demos, events, online communities).

• Introduce lead-nurturing email campaign and strong statistical analysis.



Results

• Increased campaign response rate from 0.5% to 17.5%

• 11% of website visitors complete a registration form (industry average of 3%)

• More relevant emails resulted in open rates of 33%, up from 13%

• Click-through rates increased to 15.5% from 0.09%

• Cost per lead dropped 30%-40%

CASE STUDIES: REGUS


Situation

Temporary office space provider needed to dispel image of being too pricey and generate more leads.

CASE STUDIES: REGUS


Strategy

• Focus on start-ups, entrepreneurs, and sole proprietors

• Campaign microsite• Sweepstakes for free office

space• Viral videos

(http://youtu.be/SIm3uFn7iHo) • Social media outreach –

participate on Facebook, Twitter, LinkedIn

• In-person events• Physical networking• Set up monitoring dashboards

http://youtu.be/SIm3uFn7iHo

CASE STUDIES: REGUS


Results

• 30% increase in lead flow, spiked to 60% during campaign

• 33% conversion on microsite leads vs. 12% historically

• 114% increase in revenue year over year for NY business

CASE STUDIES: SUMMARY

Your up-front strategy matters.Be relevant.Go where your market is.Develop a relationship as you would with another person.

CONTACT FULCRUMTECH

Mitch Lapides, President and CEO

Email: [email protected]

Phone: 215-489-9336

Twitter: @MitchLapides

Facebook: Facebook.com/FulcrumTech

LinkedIn: FulcrumTech

Special Offer: http://www.fulcrumtech.net/email-roi

90-day free trial

Mitch Lapides

mailto:[email protected]


WEBINAR OFFER

LogMyCalls Free Trial• LogMyCalls.com/30-day-trial• Coupon Code: DAMGOOD• Call (866) 811-8880




NEXT WEBINAR

Thursday, Jan. 31, 2 PM ET Secrets of Google Maps: The Race for Local Business GOLD

• ON YOUR MARK – Why you should care about Google Maps• GET SET – Setting it up and tips on using features often overlooked• GO!! – How to get found in Google search results• Sign up LogMyCalls.com/webinar

Daniel Henry, Co-Founder, SEP Connect

SEP Connect is extremely successful at placing local businesses on the Front Page of Google. Daniel is one of the key creators of the technology behind SEP Connect and has been instrumental in bringing the technology to market. As a co-founder, Daniel has been involved with the product development, from the beginning, for all the major platforms.

Prior to SEP Connect, Daniel led the #1 sales team at Ameriquest Mortgage, setting the company record for quarterly sales on 4 separate occasions. Daniel also managed a team of 75 sales people at RiverOak Capital, delivering $1MM in monthly revenue.



You Business Lead Generation Handbook

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Transcript of You Business Lead Generation Handbook