Brunch and Learn - Direct Marketing on a Shoestring Budget
Lead Generation and Lead Nurturing
1. Lead Generation and Lead
Nurturing
Presented by:
Nick Footer | Anvil Media, Inc. | Business Development Executive
Twitter: @nickfooter | nickf@anvilmediainc.com
Jeff Linton | Act-On Software | Senior Manager, Product Marketing
Twitter: @ActOnSoftware | Jeff.Linton@ActOnSoftware.com
2. Anvil | Digital Marketing Agency
Anvil Media, Inc. is a digital marketing agency specializing in search engine
optimization, pay-per-click management, online reputation
management, mobile marketing, social media marketing, web analytics, and
site conversion optimization services.
12. Anvil | Code – Tag Optimization
Keyword used in title tag
Keyword used in meta description (for click throughs)
13. Anvil | Credibility - Links
Why Do Search Engines Care About Links?
Links are a “vote” for your website
Each site that links to you tells the search
engines that your site must be useful and
important.
Another
Your site must be good
Site
since others link to it. I Another Another
will rank it higher! Site Site
Your
Site
14. Anvil | Credibility – Anchor Text
Anchor Text: The text that, when clicked on, links to
another website. Images don’t have anchor text.
The anchor text in
this link is “ROI
Revolution”
Nofollow: Only visible in website code. Tells search
engines NOT to pass any “link” value.
15. Anvil | Local SEO
Local Search Stats | Growing
Local Results Constantly Changing
20. Anvil | Landing Pages
Keywords in Headline
It’s all about
Fast Loading
Images & Page User
Keywords in Experience
Body Copy
Clear Call to
Action &
Relevancy to Ad
Privacy Policy - About Us
21. Anvil | Paid - Conversion
In the end, we need to get the user to do what we
want them to do.
22. Anvil | Paid – Display Networks
Contextually based results
We call this the “Content Network” or “Display
Network”
1000’s of Websites in Network
26. Anvil | Paid – Social
Lots Of Networks | Demographic Targeting
Hyper Targeted Ads | User Data
Free Advertising | Test First
Landing Pages | Convert
27. Anvil | Social - Facebook
800 LB Guerrilla | 1 billion users by August
Unique Content | Landing Tabs
Build Prospects Lists
37. Act-On | Marketing Automation
2008 | Beaverton Oregon
Raghu Raghavan | CEO
Founder of Responsys | 2 IPO’s
Fastest Growing SaaS
600 | 2 Years
38. Marketing Automation | Success
46% Increase | Annual Revenue
26% Increase | Lead Conversions
25% Decrease | Cost Per Lead
39. Importance | Marketing Automation
Sales | Marketing
Align
Sales | Marketing | Customer Buying Process
Remove the Unknown for Sales
Why is this a Lead
Removes the Complexity
All-in-One
Marketing
Bigger | Stronger | More Effective for Less
40. Lead Nurturing | Conversions
Understanding | Targeting
Segmentation | Planning
Nurture | Drip | Re-Market
Demo | Free Trail | Contact Sales
Top Performing organizations outperformed everyone else by 2-3x
in revenue growth and lead-to-sales conversion. These organizations
are 3x more likely to use a Marketing Automation tool.
Gleanster Research - 2011
42. Revenue | Content
Focus | End in Mind
Solving Specific Issues
Why it that Important
Who Gets What
Specific Content
Create a Plan
43. Revenue | Keep Score
Custom to Meet your Needs
Profile Based
Behavior Based
B.A.N.T.
Value = 10..20..30
44. Revenue | Cadence & Progression
Timing
When
How Much
How Often
Automation Tools
Progressive Forms (pre-fill)
Landing Pages - Email
Convert | Track | Report
45. Revenue | Align & Handoff
What is a Lead
MQL to SQL
Who Decides
The Goal
Automation Tools
Scoring | Qualification
Setting Triggers
47. Start Today
Plan with End in Mind
Start Simple | K.I.S.S.
Marketing Automation
{ 46% Increase in Revenue }
{ 26% Increase in Lead Conversions }
{ 25% Decrease in Cost / Lead }
Informative Webinar Topics - Videos – Best Practices
49. Contact
Nick Footer
Business Development Executive
Anvil Media, Inc.
310 NE Failing Street
Portland, OR 97212
503.595.6050 x228 office
503.481.6629 cell
nickf@anvilmediainc.com
Twitter: @nickfooter
LinkedIn: nickfooter
50. Upcoming Anvil Webinars
March 21st, 2012 – 10am PST
Local SEO
April 18th, 2012 – 10am PST
Site Search
May 16th, 2012 – 10am PST
Advanced Analytics
Find Out More and Register
http://www.anvilmediainc.com/search-engine-marketing-webinars
Notas do Editor
Founded in 2008 – HQ in Beaverton,OR. – Now 3rd Generation EMAIL and More…Who: Raghu Raghavan – Responsys CTO and co-founder + Engineering Team Act-On is the Fastest Growing SaaS: Taking the Market by Storm!!600 customers in less than 2 years At this pace…we be at 2,000 customers by end of 2012!!
Proven Success!! – not to mention making life a little less complicated for the Marketer: Marketing Automation make a huge impact on the Bottom Line.
Now that you have seen the potential numbers – These are the facts – When we talk about Marketing Automation – AlignmentOn a daily basis here At Act-On our Sales Team exactly why a lead is in fact a LEAD – No GuessingManagement of the tools in one platform – makes it simple for the whole teamResults Don’t Lie – Last year Act-On Grew Revenue 405 % Year over Year - here is how we can help you!!
As Nick just showed us how to Bring LEADS into the company Act-On gives you the tools to convert them. These as just a few…. Let’s talk about a Plan.
The over all Goal: GET STARTED TODAY!!!Start simple: 5 STEPS That we will Discuss---- Yes there are many options and things coming at you like crazy– However our Customers following the KISS Method: Keep It Simple for SalesTransition: Typically this is the BIGGEST NEED – and drives the most business!!
Steps to Increase Revenue – ContentDevelop the Content – This is your plan – Why do people need help? The who and the what --- What would they find value in? Why is itimportant to them – Start simple ---- ask yourself what common issues they are trying to solve??-- Map it out…
Steps to Increase Revenue – Keeping ScoreYour score may not be the same as ours: Both profile(title industry location) or Behavior (downloaded a WP – attended Webinar visited theses 4 webpages)BANT – Budget – Authority Need TimeLine ect. may be used – Certain things may be weighed HIGHER!!!Key here: the tool needs to be Flexible …. it has to be Easy to make changes as you refine scoring over time
Increase Revenue – Cadence | ProgressionCadence | Progression – Timing Is everything– When to send --- How much how often… without being bothersome. (Key here is relevancy)Progression – with in MA you have tools called, Smart Forms- Gated Forms Progressive Forms | Landing Pages and Prefill – Combined together allows prospects to fill out their information ONE TIME – or if the prefill is checked their “known data” will automatically pre-populate = Easy Conversion – Easy Follow upthat is tailored to their interests.
Steps to Increase Revenue – Align | HandoffAlign – Marketing with Sales – What does Qualified mean to Sales? (Sales/Marketing should Decide TOGETHER)Common Goal – All in alignmentHandoff – At Act-On this is Key for us – Real Time Hand off for effective follow up “Strike while the Iron is Hot” Automated triggers are KEY. - Free Trails – Request for Demo – Contact Me ect.Statistics show that the likely hood of closing a deal dramatically drops even with a single day delay – ( that makes a statement !!! – Step back for a second….look at your process – what does it say about you? )
Steps to Increase Revenue – Track | Measure | Refine | RepeatAgain starting simple in marketing will generate leads for sales and as lead flow increases the process will be measured based on you goals, then marketing can easily refine the process to enhance the quality. Repeating this places the organization on shortest path to the ultimate goal– RevenuMarketing Automation is a tool that gives marketers the ability to tie all of this together in one simple – easy to manage application
Act-On’s – Marketing Automation – built for Fortune 5 mil – Just voted – Simplest to Use – Easiest to Deploy and Best Overall Value Our goal: Provide you with the best tools to INCREASE REVENUE | CONVERSIONS – all at a LOWER COST:Next Steps: Full White Paper outlining these Steps and More Steps to consider – ie. Waking the Dead – Avoiding One-Offs and more will be mailed to you as a follow up…More Info on Act-On’s MA : Weekly Demo – Online Videos –Lead Nurturing & Scoring – List Segmentation – WebSite Visitor Tracking and more www. ActonSoftware.com Thank you Allie – I learned a lot from you today!!!Thank you all for attending – keep an eye out for the follow up email – we look forward to working with you all very soon.