Sarah Bedrick, Program Leader of Intro Training from the HubSpot Academy Team, explains the lead generation conversion process, lead conversion best practices, and how to be efficient with lead generation to a sell-out crowd at the Boca Raton HubSpot User Group meeting on Tuesday, March 11, 2014.

1. LEADGENERATION
How to be efficient with

2. Sarah
Bedrick
Program Leader, Intro Training
HubSpot Academy Team
owns a craft beer blog for
girls.
@sbedrick

3. #BocaHUG

4. 1 Why lead generation.
2 How to best do lead generation.
3 How to get the most out of your lead generation.
AGENDA

5. WHY LEAD
GENERATION.1

6. First, what is the lead
generation (conversion)
process?

7. CONVERSION PROCESS
1 Call-to-Action
2 Landing Page
3 Thank You Page

10. Taken to a pretty helpful
blog article.

11. And when I get to the
bottom, there is
additional help in the
form of an offer.

12. CONVERSION PROCESS
2 Landing Page
3 Thank You Page
1 Call-to-Action

13. When we select this,
we’re taking to a landing
page with a form.

14. Landing page where we
provide our information
to get the offer in return.

15. CONVERSION PROCESS
1 Call-to-Action
2 Landing Page
3 Thank You Page

16. Thank you page where
we receive the offer
immediately.

17. CONVERSION PROCESS
1 Call-to-Action
2 Landing Page
3 Thank You Page

18. CONVERSION PROCESS
1 Call-to-Action
2 Landing Page
3 Thank You Page

22. Wallet-friend approach.

23. MARCUS
SHERIDAN.
• Owned a failing pool
company.
• Bought in to inbound
marketing as a last ditch
resort.
• Created content, upon
content, upon content.

27. Make marketingthatpeople love.

30. HOW TO BEST DO
LEAD GENERATION.2

31. Make sure you have all three components: CTA, Landing Page &
thank-you page.
LEAD CONVERSION BEST PRACTICES:
Make sure all three components follow best practices.
Keep buyer personas in mind.
Build content based on the buyer’s journey.

32. Make sure you have all three components: CTA, Landing Page &
thank-you page.
LEAD CONVERSION BEST PRACTICES:
Make sure all three components follow best practices.
Keep buyer personas in mind.
Build content based on the buyer’s journey.

33. CONVERSION PROCESS
1 Call-to-Action
2 Landing Page
3 Thank You Page

34. Make sure you have all three components: CTA, Landing Page &
thank-you page.
LEAD CONVERSION BEST PRACTICES:
Make sure all three components follow best practices.
Keep buyer personas in mind.
Build content based on the buyer’s journey.

35. BUYER PERSONAS
are fictional characters
marketers create by doing
research. They represent
your ideal customer &
help you to refine your
marketing activities.

36. BUYER PERSONAS
are fictional characters
marketers create by doing
research. They represent
your ideal customer & help
you to refine your marketing
activities.

37. How has having developing
buyer personas helped your
company succeed?

38. Make sure you have all three components: CTA, Landing Page &
thank-you page.
LEAD CONVERSION BEST PRACTICES:
Make sure all three components follow best practices.
Keep buyer personas in mind.
Build content based on the buyer’s journey.

39. The Buyer’s Journey
Prospect is experiencing and
expressing symptoms of a
problem or opportunity. Is
doing educational research
to more clearly understand,
frame, and give name to
their problem.
Prospect has now clearly defined and
given a name to their problem or
opportunity. Is committed to
researching and understanding
all of the available approaches
and/or methods to solving the
defined problem or opportunity.
Prospect has now decided on
their solution strategy, method, or
approach. Is compiling a long
list of all available vendors
and products in their given
solution strategy. Is
researching to whittle the
long list down to a short list
and ultimately make a final
purchase decision.
Decision
Stage
Consideration
Stage
Awareness
Stage

41. Make sure you have all three components: CTA, Landing Page &
thank-you page.
LEAD CONVERSION BEST PRACTICES:
Make sure all three components follow best practices.
Keep buyer personas in mind.
Build content based on the buyer’s journey.

42. What are some best practices
that you find most important?

43. PROTIP: TAKE HUBSPOT ACADEMY TRAINING

44. Make sure you have all three components: CTA, Landing Page &
thank-you page.
LEAD CONVERSION BEST PRACTICES:
Make sure all three components follow best practices.
Keep buyer personas in mind.
Build content based on the buyer’s journey.

45. HOW TO BE EFFICIENT
WITH LEAD
GENERATION.
3

46. • Map all content to buyer personas & buyer’s journey.
• Recycle & reuse existing content.
• Promote content
• Get everyone involved.
• Learn what works from analytics.
5 WAYS TO AMP-UP EFFICIENCY
OF LEAD GENERATION:

47. • Map all content to buyer personas & buyer’s journey.
• Recycle & reuse existing content.
• Promote content
• Get everyone involved.
• Learn what works from analytics.
5 WAYS TO AMP-UP EFFICIENCY
OF LEAD GENERATION:

48. Map your content to personas and
the buyer’s journey
PHOTO CREDIT: HDWALLPAPERSONLY.COM

49. The Buyer’s Journey
Prospect is experiencing and
expressing symptoms of a
problem or opportunity. Is
doing educational research
to more clearly understand,
frame, and give name to
their problem.
Prospect has now clearly defined and
given a name to their problem or
opportunity. Is committed to
researching and understanding
all of the available approaches
and/or methods to solving the
defined problem or opportunity.
Prospect has now decided on
their solution strategy, method, or
approach. Is compiling a long
list of all available vendors
and products in their given
solution strategy. Is
researching to whittle the
long list down to a short list
and ultimately make a final
purchase decision.
Decision
Stage
Consideration
Stage
Awareness
Stage

50. Awareness Stage
Consideration
Stage
Decision
Stage
Blog
post
Content
offer
List
How-to
FAQ
Best of
News
Q&A
Opinion
Curated
Troubleshoot
Issue
Resolve
Risks
Upgrade
Improve
Optimize
Prevent
eBook
Whitepaper
Checklist
Infographic
Other
educational
content
Keyword:
_______
_______
Title:
__________
________
Persona
name:
_________
Blog post
Content
offer
List
Interview
How-to
FAQ
Best of
News
Q&A
Opinion
Curated
Solution
Provider
Service
Supplier
Tool
Device
Software
Appliance
eBook
Whitepaper
Checklist
Podcast
Webinar
Video
Worksheet/Calc
Template
Case studies
Keyword:
_______
_______
Title:
__________
________
Blog post
Content
offer
List
How-to
FAQ
Best of
News
Q&A
Opinion
Curated
Product-
focused
Compariso
n
Compare
Versus
Vs.
Comparison
Pros and
Cons
Benchmarks
Review
Test
Comparison
chart
Purchasing guide
Case studies
Product literature
Worksheet/Calc
Webinar
Checklist
Keyword:
_______
_______
Title:
__________
________
BUYER’S
JOURNEY
POST OR OFFER? OFFER
FORMAT
CONTENTTYPE RELEVANT
TERMS
YOUR
KEYWORD
YOUR
CONTENT
Download me.

52. • Map all content to buyer personas & buyer’s journey.
• Recycle & reuse existing content.
• Promote content
• Get everyone involved.
• Learn what works from analytics.
5 WAYS TO AMP-UP EFFICIENCY
OF LEAD GENERATION:

53. A
C
E
djust. What needs to be added? Removed? Re-worded?
Take out purely internal content and make it public-friendly.
ombine. How can you combine related or unrelated
things to provide new value and meaning?
xpand. What have you already done that you can dig
deeper into—or provide a more comprehensive big picture
view?
RE-PURPOSING EXISTING CONTENT

54. How have you repurposed
or recycled existing content?

55. Lists, how to’s & other blogs
Find existing content to combine &
repurpose:

56. Similar to “The State
of Inbound Marketing”
and apply it to your own
industry.
Publish your own yearly report.

57. CONTENT QUICK WIN:
Repackage existing content

58. Take longer offers & shorten them turning them
into shorter offers.
2 Page eBook250 Page eBook

59. • Map all content to buyer personas & buyer’s journey.
• Recycle & reuse existing content.
• Promote content
• Get everyone involved.
• Learn what works from analytics.
5 WAYS TO AMP-UP EFFICIENCY
OF LEAD GENERATION:

60. Use HubSpot to share content.

61. • Map all content to buyer personas & buyer’s journey.
• Recycle & reuse existing content.
• Promote content
• Get everyone involved.
• Learn what works from analytics.
5 WAYS TO AMP-UP EFFICIENCY
OF LEAD GENERATION:

62. HOW DO YOU GET
OTHERS INVOLVED?

63. 4 WAYS TO GET EVERYONE INVOLVED:
1. Make it everyone's job (even consider tying to benefits).
2. Gamification: whoever's post gets the most views
wins a prize.
3. Hold each person responsible for a certain amount of
content per week, month, or quarter.
4. Kill two birds with one stone: create content that helps
you achieve other goals.

64. • Map all content to buyer personas & buyer’s journey.
• Recycle & reuse existing content.
• Promote content
• Get everyone involved.
• Learn what works from analytics.
5 WAYS TO AMP-UP EFFICIENCY
OF LEAD GENERATION:

65. How would/do
you review your data?

66. • Which landing pages convert the most leads, and why?
• What content offers do the best, and why?
• After content mapping, are there any gaping voids that need to
be filled?
• Is there room to fine-tune existing content to convert more?
ASK YOURSELF THESE QUESTIONS:

67. PROTIP: Use analytics to see which content performs
best and share more of it - and share new spin-off versions.

68. PROTIP: USE CONTEXT OF SOCIAL MEDIA TO SHARE MORE
RELEVANT CONTENT WITH EXISTING LEADS.
Green: existing customer
Orange: contact in your
database
brand new
user
Grey: Mismatched contact
info

69. • Map all content to buyer personas & buyer’s journey.
• Recycle & reuse existing content.
• Promote content
• Get everyone involved.
• Learn what works from analytics.
5 WAYS TO AMP-UP EFFICIENCY
OF LEAD GENERATION:

70. There you have it, build more “website employees”
to convert more visitors into leads.

71. REACH OUT ON TWITTER:
THANK YOU!
@SBEDRICK
#BOCAHUG