Web Performancing: Driving Leads in a Soft Economy

Jeff G. MolanderCEO

jeff@jeffmolander.comblog: www.jeffmolander.com

twitter: @jeffreymolander

Goals

Talk with each other

Identify what works

Why (common themes)

Generate new ideas, strategies

Connecting a community of buyers and sellers through

relevant and compelling information.

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Evolve Faster

“. . . IBM uses pre-determined ‘qualifications’ to popup an online chat.

In just the first 3 months of operation, IBM has seen over 2,845 chats with new customers, resulting in 182 validated leads and is now extending the online chat to Germany, China and Japan.”

Sandy Carter

Opportunities The Web

Local, regional targeting DIY, outsource or co-source? Aggregators, networks or exchanges? Virtual conferences / expos and “social media”

Integration & Lead Management Online & multi-channel Scoring, quality improvements, hot-transfers, etc.

“Content Marketing” (custom media) How publishers, middle-men AND advertisers using? Typical goals for each? How ROI measured? What are delivery vehicles; what does it look like?

Connecting a community of buyers and sellers through

relevant and compelling information.

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B2B Lead GenerationB2B Lead Generation

Publishing to Existing customers hungry for content Re-sellers

RSS Anyway customer wants it, when they want Relevant content beyond products

Delicately leveraging promotions Discovering ‘info consumption’ habits of customer

segments

Publishing to Existing customers hungry for content Re-sellers

RSS Anyway customer wants it, when they want Relevant content beyond products

Delicately leveraging promotions Discovering ‘info consumption’ habits of customer

segments

Lead GenUsing RSS Publishing

Lead GenUsing Communities

Which online lead generation strategies actually work?

Aggregators Networks Events

Which online lead generation strategies actually work?

Q: What have you invested in and what has been the outcome -- good and bad?

Discuss: Dissect problems. Summarize: Why the positive outcomes worked.

Is Your Lead Management System effective AND efficient?

Q: Do you know what to pay for a lead?

Q: Do your lead gen tactics tie to closed sales?

Q: How do you define lead quality?  Why?

Q: What does your lead management process look like?  What systems do you use? Why?

Discuss: Dissect problems. Summarize: Why the positive outcomes worked.

Integration Web + Traditional

Are You Using CONTENT to Generate Leads?

Q: Do you blog? Why or why not?

Q: Do you host Webinars? Attend virt. events?

Q: How can you use content to prompt behavior?

Content Marketing Basics What is “Content Marketing?”

How are publishers, middle-men (affiliates) & advertisers using it?

What are typical goals for each? How is ROI measured? What are the delivery vehicles and what does it look like?

Business Planning Creating content that’s in demand Who “owns” content creation in the corporation? How to launch & continually create, and optimize an ongoing

content marketing plan Challenges to exploiting opportunity

Philosophical, trust and authenticity issues Sustainability

Best Practice Leaders(online led gen)

Education

AllStarDirectories, CourseAdvisor, QuinStreet, eLearners, Vantage Media, ClassesUSA, World Class Strategies, InfilearnvQuinStreetEdvisors

Financial Services

NextagLowerMyBillsAffiliateFuel (Experian)MediaWhiz Leapfrog (Evanston)LendingTree

Communications

WhiteFenceRed VenturesLetstalk.comClearLink

Low Cost ‘Must Do’s’

Join relevant groups, participate (share) regularly

Consider becoming proficient in using free tools like Answers, Groups

www.executivesguide-linkedin.com

Business Contact Exchange

“Short form, Instant Messaging for the Web and beyond”

twitter.com/jeffreymolander

ResourcesBrian Carroll, InTouch (now MECLABS Group)

www.startwithalead.com

http://feeds.feedburner.com/B2bLeadGenerationBlog (podcast)

Tim Ash, SiteTunersAuthor, Landing Page Optimization

sitetuners.wordpress.com

www.acceleratingITsales.com

Brian & Jeffrey Eisenberg grokdotcom.com

Thanks!

Jeff G. MolanderCEO

jeff@jeffmolander.comblog: www.jeffmolander.com

twitter: @jeffreymolander