Click to Close: Lead Generation Strategies for the Full Marketing Funnel
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Lead generation requires advertisers to blend a bit of art and science to succeed. Unlike ecommerce, our in-channel conversions may or may not lead to revenue for our companies. Our job is to test new strategies, find the avenues where we can generate good quality leads at a low enough cost, then leverage our strategies to help close the deal. In this session, you’ll learn how to: - Track and evaluate all channels to understand what is performing best. - Balance quality vs quantity in lead generation to keep both your CPA low and your sales team happy. - Strategies to incorporate CRM data to optimize in channel strategies. - Operate beyond the initial lead to impact metrics further down the funnel to where the real money is made.
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Click to Close: Lead Generation Strategies for the Full Marketing Funnel
- 1. #heroconf@michellemsem @ClixMarketing Lead Generation Strategies Michelle Morgan | Director of Client Services
- 5. #heroconf@michellemsem @ClixMarketing Ecom vs Lead Gen Ecommerce Lead Generation
- 7. #heroconf@michellemsem @ClixMarketing Ecommerce vs Lead Gen Ad Click Add to Cart Check Out Revenue Ad Click Fill Out Form Form Submit Qualifying Stage Consideration Stage Offer Made Contract Signed Revenue*Heinous oversimplifications
- 8. #heroconf@michellemsem @ClixMarketing About Me Lead gen my entire career Lead Gen > Ecommerce
- 9. #heroconf@michellemsem @ClixMarketing ● Getting Leads ● Improving Quality ● Converting Down the Funnel Agenda
- 11. #heroconf@michellemsem @ClixMarketing ● Choosing your keywords ● Writing ad copy ● Who you should target ● Building landing pages ● Bidding strategies What I’m NOT Going to Talk About:
- 12. #heroconf@michellemsem @ClixMarketing Your Calls to Action Are Terrible (*Probably)
- 13. #heroconf@michellemsem @ClixMarketing “How long is this gonna take?” “Do I have to pause Jeopardy?” “Don’t steal my identity!”
- 14. #heroconf@michellemsem @ClixMarketing How Expensive Are Your CTAs?
- 15. #heroconf@michellemsem @ClixMarketing “It’s nice to meet you…give me your wallet.”
- 16. #heroconf@michellemsem @ClixMarketing Don’t Always Jump to the Most Expensive CTA ● Would you request a demo for super expensive software after the first touch? ● This can work sometimes, but not always. ● Better yet, why not try to provide some value to your customers?
- 19. #heroconf@michellemsem @ClixMarketing Give the User Something in Return ● Whitepapers ● Industry reports ● Webinars ● Calculator ● Access to a Calendar ● Custom quiz ● Size finder ● Contests ● Interactive video ● Build a game
- 22. #heroconf@michellemsem @ClixMarketing Ideally, We’ll Have CTAs for All Stages of the Funnel Not everyone is at the same stage of the buyer funnel. Create CTAs for each of them. Awareness Interest Consideration Action
- 23. #heroconf@michellemsem @ClixMarketing Create a Chart and See Where You Have Gaps Funnel Stage Call to Action Price to User Value to You Awareness Video View $ Audience Interest Content View $$ Engagement Consideration Tool Use $$$ Partial Info Action Demo $$$$ All Info If you’re missing a stage, go build another CTA!
- 24. #heroconf@michellemsem @ClixMarketing Not All Conversions Happen on Your Website
- 29. #heroconf@michellemsem @ClixMarketing ● Form Fills ● Phone Calls ● Live Chat ● Direct Messages ● Text Responses ● Carrier Pigeons ● Smoke Signals ● Aura Changes ● Pheromones Track All Touchpoints
- 30. #heroconf@michellemsem @ClixMarketing Remember All This Stuff I Just Told You To Build? ● Whitepapers ● Industry reports ● Webinars ● Calculator ● Access to a Calendar ● Custom quiz ● Size finder ● Contests ● Interactive video ● Build a game
- 31. #heroconf@michellemsem @ClixMarketing Track All of It In Any Way You Can ● Website scripts ● Call tracking software ● Chat tools ● Lead gen integrations
- 32. #heroconf@michellemsem @ClixMarketing ● The first… We Track Everything for 2 Reasons
- 33. #heroconf@michellemsem @ClixMarketing Stop Wasting Money on Duplicate Leads
- 34. #heroconf@michellemsem @ClixMarketing The Purpose of Lead Gen Our Bank Account
- 35. #heroconf@michellemsem @ClixMarketing Exclude Known Leads: Scripts • Cookies to track user behavior • Instant • Time restricted • Cookies can be removed Engagement Audiences • Leverages platform engagement tracking • Not transferrable across channels Customer Uploads • No time limit • Captures all sources • Matching isn’t always perfect
- 36. #heroconf@michellemsem @ClixMarketing Customer Uploads: Always Use the Extras
- 37. #heroconf@michellemsem @ClixMarketing Create Audiences from Lead Form Interactions
- 40. #heroconf@michellemsem @ClixMarketing What Are the Characteristics of a Good Lead? ● Strong credit score? ● Company size? ● Readiness to purchase? ● Proper industry? ● Demographics? (Careful here…) ● BANT? (Budget, Authority, Need, Timing) ● Package deal potential? ● Homeownership status?
- 41. #heroconf@michellemsem @ClixMarketing Adjust Copy to Focus on Your Target Market Start Subtle Overt
- 42. #heroconf@michellemsem @ClixMarketing The Same Goes for Landing Pages
- 43. #heroconf@michellemsem @ClixMarketing What About Your Form?
- 44. #heroconf@michellemsem @ClixMarketing Form Length Can Greatly Impact Performance
- 45. #heroconf@michellemsem @ClixMarketing Information Comes at Varying Prices
- 46. #heroconf@michellemsem @ClixMarketing Minimum form fields w/ medium prices = Maximum form completions Short Form Version
- 47. #heroconf@michellemsem @ClixMarketing More questions w/ mid range prices = More chances for unqualified users to bail Long Form Version
- 48. #heroconf@michellemsem @ClixMarketing Form Length Results Form Length Spend Leads CPL Qual Leads CPQL L > QL Rate Long Form $34,615 670 $51.66 496 $69.79 74% Short Form $11,837 162 $73.07 77 $153.73 48%
- 50. #heroconf@michellemsem @ClixMarketing Create Questions That Won’t Autofill
- 51. #heroconf@michellemsem @ClixMarketing Facebook Has Types Specifically Set Up
- 52. #heroconf@michellemsem @ClixMarketing Let’s Do Something Fun with These
- 53. #heroconf@michellemsem @ClixMarketing Lead Form Engagement & Abandonment
- 54. #heroconf@michellemsem @ClixMarketing Simo Ahava: http://bit.ly/form-abandonment-trigger Lead Gen Form Abandonment
- 55. #heroconf@michellemsem @ClixMarketing Balancing Lead Volume All Leads Qualified Leads
- 56. #heroconf@michellemsem @ClixMarketing Create a Lookalike of Bad Leads for Exclusion
- 57. #heroconf@michellemsem @ClixMarketing Audience Insights to Understand Performance
- 58. #heroconf@michellemsem @ClixMarketing ● Create a Positive Audience ● Create a Negative Audience ● Review the Insights ● Compare to Learn the Differences Audience Analysis Exercise
- 66. #heroconf@michellemsem @ClixMarketing The Purpose of Lead Gen Our Bank Account
- 67. #heroconf@michellemsem @ClixMarketing Leads Aren’t Always Your Main KPI Often held to metrics further down the funnel like MQLs, SQLs, and at times even revenue. The biggest piece to be able to do this… Having your CRM data available. Lead MQL SQL Opportunity Close
- 68. #heroconf@michellemsem @ClixMarketing I meant it. Remember Earlier?
- 69. #heroconf@michellemsem @ClixMarketing ● The first…get rid of duplicate leads. ● The second…using your CRM data to optimize appropriately. We Track Everything for 2 Reasons
- 70. #heroconf@michellemsem @ClixMarketing Have As Much As You Can Accounted For {lpurl}?_bk={keyword}&_bt={creative}&_b m={matchtype}&_bn={network}&utm_sour ce=google&utm_medium=cpc&utm_term= {keyword}&utm_content={creative}&utm_ campaign={_campaign}&mkwid={ifsearch: s}{ifcontent:c}{_mkwid}- d{device}_pcrid_{creative}_pkw_{keyword }_pmt_{matchtype}_&pgrid={adgroupid}& ptaid={targetid}&intent={_intent}&iv_=__iv _p_1_g_{adgroupid}_w_{targetid}_h_{loc_ physical_ms}_ii_{loc_interest_ms}_d_{dev ice}_v_{devicemodel}_n_{network}_c_{cre ative}_l_{placement}_t_{target}_e_{feedite mid}_r_{adposition}_vi__ ● Channel ● Campaign ● Ad Group/Set ● Keyword ● Audience Targeting ● Creative ● Call to Action ● Device ● Match Type ● Location ● Etc.
- 71. #heroconf@michellemsem @ClixMarketing Which Campaigns Drive the Most Customers?
- 72. #heroconf@michellemsem @ClixMarketing What About Ad Groups?
- 73. #heroconf@michellemsem @ClixMarketing And Keywords? Add in in-channel metrics list clicks, cost, etc. to get a fuller data set.
- 74. #heroconf@michellemsem @ClixMarketing This Data Can Be Used For… ● Focusing in on higher quality leads. ● Budget shifts. ● Pausing underperforming keywords. ● Determining ad copy that drives higher quality leads. ● Where do people get stuck in the funnel for each channel? ● Where are our lowest quality leads coming from? ● If we got a budget increase, where should it go?
- 75. #heroconf@michellemsem @ClixMarketing How Long is Your Sales Cycle? This will impact decision making with your optimizations. How long of a date range do you need to look at to review MQL, SQL, Opp performance data accurately and fairly? • 10 DaysLead • 4 DaysMQL • 21 DaysSQL • 23 DaysOPP • Total: 58 DaysCustomer
- 76. #heroconf@michellemsem @ClixMarketing Attribution Matters! Common CRM Attribution Scenario: ● Leads: Time of Click ● MQL & Further: Time of Status Change
- 77. #heroconf@michellemsem @ClixMarketing Attribution Matters! January 1st February 23rd Month Leads MQL January 1 February 1
- 78. #heroconf@michellemsem @ClixMarketing It Can Get Even Worse… Month Leads MQL SQL Opp Customer January 1 February 1 1 March April May 1 June July 1
- 79. #heroconf@michellemsem @ClixMarketing Taking Leads to MQL What makes an MQL? Lead MQL SQL Opportunity Close
- 80. #heroconf@michellemsem @ClixMarketing Lead Scoring Points awarded to leads based on the information they added to the form. Problem: Ideal Lead: 85 pts User Information Points Supportable Account 25 Corporate Email 10 Expected Employees: 100+ 25 Expected Employees: 50-99 5 Target Industry 25
- 81. #heroconf@michellemsem @ClixMarketing Engagement Points Once we add additional touch points, we’re able to get to 100. Action Points Request Demo 100 Visited Pricing Page 25 Bottom Funnel Content 15 Top Funnel Content 10 Blog View 5
- 83. #heroconf@michellemsem @ClixMarketing Option 1: Retarget to Bottom of Funnel Call to Action
- 84. #heroconf@michellemsem @ClixMarketing Option 2: Send to Targeted Page
- 85. #heroconf@michellemsem @ClixMarketing Option 3: Engagement Campaigns Send users to ungated content to gain small point values. +5 +5
- 86. #heroconf@michellemsem @ClixMarketing Engagement Campaigns Map users only to unseen content. Ad Set 1 Ad Set 2 Ad Set 3 Ebook 1 Ebook 2 Ebook 3 Leads Short of MQL Points Leads Short of MQL Points Leads Short of MQL Points Ebook 1 Visits Ebook 2 Visits Ebook 3 Visits
- 87. #heroconf@michellemsem @ClixMarketing Coffee is for Closers Use similar strategies for users further down the funnel too, like SQLs and Opportunities Lead MQL SQL Opportunity Close
- 89. #heroconf@michellemsem @ClixMarketing Takeaways: ● Understand the implications of your CTA: appeal, price, value. ● Qualify users by asking them to pay a higher price. ● Track everything and leverage it to impact lead performance. ● Make a difference beyond the lead. That’s where we make money after all.
- 90. #heroconf@michellemsem @ClixMarketing Ad Copy Testing Presented by: Michelle Morgan MICHELLE MORGAN Whovian Golfer Tea > Coffee @michellemsem Director of Client Services