1.
DATA-DRIVEN LEADGEN:
HACKS &TOOLSTOTAKEYOU
FROM STARTTO SALES
Rachel Beisel
@missbikesalot

2.
A BIT ABOUT ME
• CurrentVP of Marketing @GorillaLogic
• Founder of LeadOut Sales
• Hubspot, GA certified (this really
doesn’t matter)
• Run marketing teams in ad agencies, PR
agencies, Software,Textiles, Outdoor,
nonprofit in both services and product
industries for B2B and B2C
• Rather be discussing this while on a
bike

3.
AGENDA
•How has marketing changed?
•Inbound Marketing Overview
•Outbound Marketing
Overview
•Marketing Automation Case
Study for Product & Service
•Break - 10 min
•Testing & Measuring
Success
•Tools &Techniques
•Group Exercise
•Anything else you want to
come away with?

4.
WHY LEADGEN?

5.
INBOUND MARKETING
Bringing customers to you.

6.
INBOUND
• Increases leads by 400%
• Higher conversion rates
• Cheaper customer
acquisition
• Earned trust internally and
externally
• Some Tools (we’ll go
over more later):
• Hubspot/Marketo/etc
• Drip
• SendGrid
• LeadIn

7.
OUTBOUND MARKETING
aka - Interruption marketing

8.
OUTBOUND
• IMHO, should be a part of your
strategy.
• BE HUMAN
• Spam is spam if the person
getting it doesn’t want to hear
your message.
• Collect all the information you
can - enriched data and
personalization always leads to
better conversion
• Tools:
• ZenProspect
• LeadGenius
• EmailScout.io
• Amazon mTurk

9.
TOOLS

10.
MARKETING AUTOMATION
• Save time
• Efficiency
• CRM integration
• Data collection
• Multichannel management
• Consistency
• Personalization

11.
WHICH MARKETING
AUTOMATION PLATFORM
• Hubspot
• Market
• Eloqua
• Mastic - open source
marketing automation
• More here

12.
BEST PRACTICES
• Sunset Policy
• Standardize Lead Sources, Lifecycle Stages
• Use CleanUp workflows and always have them running
• Set up or know your personas FIRST
• Expect to spend a lot of time up front in the system.
• Keep Lead Sources simplified for Sales team to use but detailed enough to trigger
workflows
• Meet regularly with your sales team
• Make sure you and your sales team clearly define and agree on an MQL and an SQL

13.
DATA ENRICHMENT
• APIs- (find which one works for your
leadgen purposes)
• Email deliverability
• Other Tools:
• Clear bit Prospector and for google
sheets
• FullContact
• mTurk
• Experian (not so much data enrichment
but need to validate info you find)

14.
DESIGN
• Engaging Design Increases
Conversion Rates
• Data viz works well
• Fiverr
• Place it
• Recordit
• Optimizely

15.
CONTENT & SEOTOOLS
• Screaming Frog
• Slack
• GoogleTrends,Webmaster
Tools, and Planner
• Chrome DeveloperTools
• Moz

16.
EMAIL, REPUTATION,
DELIVERABILITY & MORE
• Google PostmasterTools
• DKIM
• SSL Cert (more SEO but
still need technical
knowledge to implement)
• AMP

17.
KPIS & MEASURING SUCCESS
• Benchmarks
• Avoid “glory metrics”
• Paralysis by Analysis
• Example Product and
Service KPIs here

18.
TOOLSTO KEEPYOU SANE
(PROJECT MANAGEMENT)
• Wrike
• Trello
• PivotalTracker
• Sprintly
• Google Drive

19.
NOWYOU HAVETHETOOLS -
HOW DOYOU BUILD A LIST?
• Leverage some of those APIs but if you’re not a dev…try Postman
• CloudScrape/Kimono Labs to scrape once you’ve found a good
source
• mTurk and/or Clearbit to enrich
• Gmail Contact Export
• LinkedIn Contact Export
• Industry specific ways

20.
• Identify a performant segment of your audience
• Develop a hypothesis
• Launch something to support the hypothesis
• Determine how to measure
• Listen to performance
• Optimize Accordingly
LEADGEN MODEL

21.
ANSWERTHESE QUESTIONS
• Who is the target market?
• Identify at least 2 triggers for potential customers.
• How would you identify a list of qualified prospects?
• How would you structure your messaging?
• What would you use to measure success?
• Assume someone is interested but not right now, how would you
keep them in the loop?

22.
EVEN WITH RIGHT
TOOLS & EXPERIENCE
• Set aside time to evaluate new tools
• Know trends going on in the dev community - bc that’s where marketing trends will go.
• You have to push your creative boundaries
• You have to be ok with failure and your boss does too
• If you’re a manager, remove blockers and rely on your team. If your team is junior, teach
them how to LEARN not how to replicate.
• Collaborate internally and externally. Marketing is a job that is never done and it doesn’t
get easier. IT’S
• Never stop learning or you will become extinct

23.
OPTIONAL (BUT HIGHLY
RECOMMENDED) READING
• Predictable Revenue
• 1% Windfall
• Lean Startup
• SCRUM
• Think Opposite
• sorryformarketing.com
• sethgodin.com
• Code Academy
• Skill Crush
• Hubspot free Inbound certification
• Google Analytics free certification
(this one is hard and you must
study for it)
• GoogleTag Manager,Adwords and
many other free Google tutorials
out there.