2. / About Webmarketing123
#123webinar | @webmarketing123
We drive revenue.
Not just clicks and traffic.
SEM
SEO
Attribution
Display
Video
Content
Creation
ROI
Tracking
Social
Website
Design
Conversion
Optimization
3. FAQs
Tweet @webmarketing123, tag your tweets
with #123webinar, or type in the chat box.
#123webinar | @webmarketing123
1. How can I ask questions?
2. Can I have a copy of the slides?
Yes! We’ll email you a copy after the presentation.
4. #123webinar | @webmarketing123
1 The Battle for Leads
How to Win More Leads in a Saturated Market
2 5 Untapped Lead Gen Tactics
Discover 5 Lead Gen Tips You Haven’t Tried, Yet
3 Accelerate Current Lead Gen Efforts
How to Improve Lead Gen Programs
4 Tie Digital Performance to Revenue
Score More Marketing Budget for 2015
5 Live Q&A
Ask Your Toughest Digital Marketing Questions
On the Agenda
5. / The Battle for Leads
Lead gen follows a simple formula.
Easy, right?
Not exactly…
#123webinar | @webmarketing123
Great content Form fill out
Leads
6. Prospects see 3,500+ marketing messages a day.
(source: Yankevich Consumer Research)
#123webinar | @webmarketing123
7. Content marketing is crowded.
#123webinar | @webmarketing123
93% of B2B marketers use
content marketing.
/ The Battle for Leads
8. / The Battle for Leads
Content marketing is crowded.
B2B marketers use an average of 13
content marketing tactics.
#123webinar | @webmarketing123
9. / The Battle for Leads
Work smarter to get ahead now.
“[Create incredible content] so that you can
earn and own an audience soon,
before the world of content goes from the
wild west to an overcrowded, hyper-competitive
#123webinar | @webmarketing123
field…”
Rand Fishkin
Moz Co-founder
Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014
10. #123webinar | @webmarketing123
1 The Battle for Leads
How to Win More Leads in a Saturated Market
2 5 Untapped Lead Gen Tactics
Discover 5 Lead Gen Tips You Haven’t Tried, Yet
3 Accelerate Current Lead Gen Efforts
How to Improve Lead Gen Programs
4 Tie Digital Performance to Revenue
Score More Marketing Budget for 2015
5 Live Q&A
Ask Your Toughest Digital Marketing Questions
On the Agenda
11. / 5 Untapped Lead Gen Tactics
1 LinkedIn is a lead gen gold mine.
First, are you measuring your organic lead gen efforts on
LinkedIn?
#123webinar | @webmarketing123
12. / 5 Untapped Lead Gen Tactics
1 LinkedIn is a lead gen gold mine.
At the very least, you need to have this report in Google Analytics:
This ties LinkedIn content posts directly to leads.
#123webinar | @webmarketing123
13. / 5 Untapped Lead Gen Tactics
LinkedIn is a lead gen gold mine.
#123webinar | @webmarketing123
1
Then, drive more visits to your landing pages with LinkedIn Publisher.
14. LinkedIn is a lead gen gold mine.
#123webinar | @webmarketing123
1
Published Posts offer
another free way to
highlight your most
important CTAs!
/ 5 Untapped Lead Gen Tactics
15. / 5 Untapped Lead Gen Tactics
LinkedIn is a lead gen gold mine.
Targeting Options:
#123webinar | @webmarketing123
1
Finally, bump up the volume with Sponsored Stories.
þ Location
þ Industry
þ Job Title
þ Job Function
þ Seniority
þ Company
þ Company size
þ School
þ Degree
þ Field of Study
þ Groups
þ Skills
þ Age and Gender
16. Test Twitter 2 for lead gen.
#123webinar | @webmarketing123
Capture email addresses
with one click at no cost
with Twitter’s Lead Gen
Cards!
Flevy Case Study
þ 1,200 leads
þ Lowest CPL of all
marketing channels.
Source https://business.twitter.com/success-stories/flevy
/ 5 Untapped Lead Gen Tactics
17. Test Twitter 2 for lead gen.
/ 5 Untapped Lead Gen Tactics
Prefer to drive leads to a landing page for more details?
Adjust the GA report to track Twitter, as well.
#123webinar | @webmarketing123
18. Test Twitter 2 for lead gen.
Take it to the next level with paid lead gen options: Promoted
Tweets. (This includes Lead Gen Cards.)
þ Keywords
þ Interests and gender
þ Location and language
þ Device
þ Lookalike audiences
þ Tailored audiences (lists in CRM)
Source https://business.twitter.com/success-stories/flevy
#123webinar | @webmarketing123
Targeting Options:
/ 5 Untapped Lead Gen Tactics
19. / 5 Untapped Lead Gen Tactics
Make the 3 most of Slideshare.
Add lead capture to your webinar and presentation decks!
#123webinar | @webmarketing123
20. / 5 Untapped Lead Gen Tactics
Don’t forget 4 to gate videos.
Most marketers gate whitepapers, but what about videos?
Source: http://www.marketo.com/webinars/optimize-ad-spend-with-personalized-targeting-and-analytics-2/
Source: http://www.marketo.com/definitive-guides/definitive-guide-to-engaging-content-marketing/
#123webinar | @webmarketing123
21. Don’t forget 4 to gate videos.
Highlight your CTAs and drive more leads with YouTube overlays.
#123webinar | @webmarketing123
Source: https://www.youtube.com/user/MarketoB2B
/ 5 Untapped Lead Gen Tactics
22. / 5 Untapped Lead Gen Tactics
Don’t forget 4 to gate videos.
Or, take it a step further and gate access to your videos.
Tip:
#123webinar | @webmarketing123
Source: http://wistia.com/blog/how-we-use-turnstile-to-capture-leads
Try a service like Wistia or
marketing automation to
gate on-demand content.
23. / 5 Untapped Lead Gen Tactics
Retarget missed 5 lead opportunities.
#123webinar | @webmarketing123
Leave a website without
converting1
One visit is typically not enough to convert.
Leave a website without
converting1
Google Confifidential and Proprietary 4
one visit is typically not enough
96%
70%
Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts
without purchasing1
49% Typically visit 2-4 sites before
purchasing2
Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Google Confifidential and Proprietary 4
one visit is typically not enough
96%
70%
Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts
without purchasing1
49% Typically visit 2-4 sites before
purchasing2
Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Source: Google New Opportunities for Remarketing Deck
Remarketing
gives you a
second chance
to bring past
visitors back to
your site to
convert.
24. / 5 Untapped Lead Gen Tactics
Retarget missed 5 lead opportunities.
Google remarketing produces results on search & display.
Google Ad words (RLSA) GDN (Display Remarketing)
#123webinar | @webmarketing123
3x
Previous site visitors convert
at a 3x higher rate.
450%
Advertisers see a 450% increase in CTR.
Source: Google New Opportunities for Remarketing Deck
25. Retarget missed 5 lead opportunities.
#123webinar | @webmarketing123
BONUS: Twitter offers
remarketing options, too.
Twitter Tailored Audiences :
Advertise to users that
have already visited your
website.
Source: https://blog.twitter.com/2014/introducing-the-website-
tag-for-remarketing
/ 5 Untapped Lead Gen Tactics
26. Challenge
Drive net new registrants for Driscoll’s Rewards Club loyalty program.
Use remarketing on the GDN to target those who have visited Driscoll’s site
and left without converting.
75%
#123webinar | @webmarketing123
Client Case Study
Results
30%
Boost in registrants
4x
CVR of standard display
Cost per registrant
2x
CTR of standard display
Solution
27. #123webinar | @webmarketing123
1 The Battle for Leads
How to Win More Leads in a Saturated Market
2 5 Untapped Lead Gen Tactics
Discover 5 Lead Gen Tips You Haven’t Tried, Yet
3 Accelerate Current Lead Gen Efforts
How to Improve Lead Gen Programs
4 Tie Digital Performance to Revenue
Score More Marketing Budget for 2015
5 Live Q&A
Ask Your Toughest Digital Marketing Questions
On the Agenda
28. / Accelerate Current Lead Gen
1 Use progressive profiling.
Widen the top of the funnel with progressive profiling.
Tip:
Decreasing form fields
from 6 to 4 improves
conversion rate by 48%.
Source: ZoomInfo
#123webinar | @webmarketing123
29. / Accelerate Current Lead Gen
Learn to love 2 marketing automation.
Automate to align with sales & close deals faster!
Most companies are slow to
respond. Only 37%
respond in less than an
hour.
Companies that respond to
leads within an hour after
receiving a query are 7x as
likely to qualify the lead.
Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013
#123webinar | @webmarketing123
30. Learn to love 2 marketing automation.
Companies that excel at lead
nurturing generate 50%
more sales-ready leads
at 33% lower cost.
Companies that automate lead
management see 10% or
greater increase in
revenue within 6-9 months.
Source: Forrester Research; 2013
Source: Focus Research; 2013
#123webinar | @webmarketing123
Plus, nurtured leads add to the bottom line.
/ Accelerate Current Lead Gen
31. #123webinar | @webmarketing123
1 The Battle for Leads
How to Win More Leads in a Saturated Market
2 5 Untapped Lead Gen Tactics
Discover 5 Lead Gen Tips You Haven’t Tried, Yet
3 Accelerate Current Lead Gen Efforts
How to Improve Lead Gen Programs
4 Tie Digital Performance to Revenue
Score More Marketing Budget for 2015
5 Live Q&A
Ask Your Toughest Digital Marketing Questions
On the Agenda
32. Report on revenue & score more budget.
#123webinar | @webmarketing123
It’s not enough to measure leads alone.
33. Report on revenue & score more budget.
Close the loop by tying mobile campaigns to revenue in CRM.
#123webinar | @webmarketing123
34. #123webinar | @webmarketing123
1 The Battle for Leads
How to Win More Leads in a Saturated Market
2 5 Untapped Lead Gen Tactics
Discover 5 Lead Gen Tips You Haven’t Tried, Yet
3 Accelerate Current Lead Gen Efforts
How to Improve Lead Gen Programs
4 Tie Digital Performance to Revenue
Score More Marketing Budget for 2015
5 Live Q&A
Ask Your Toughest Digital Marketing Questions
On the Agenda
35. Mike Turner, Webmarketing123
Director of Business Development
e: results@webmarketing123.com t: 800. 619. 1570
#123webinar | @webmarketing123
Let’s
Talk!
Thanks!
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