SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS
Crash Course in Lead Generation
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Transcript of Crash Course in Lead Generation
![Page 1: Crash Course in Lead Generation](https://reader031.fdocuments.us/reader031/viewer/2022030309/58f1a4d71a28ab88558b45a5/html5/thumbnails/1.jpg)
Crash Course in Lead Generation
How to Fill Your Pipeline and Win More Business
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Our Agenda
• How lead generation works
• How to pull together your strategy
• Tools to make you more efficient
BONUS: Measuring your lead generation success!
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What is a lead?
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A lead is a potential customer who is
not yet ready to buy …
but is interested enough to give you an
email address.
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What is lead generation?
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Lead generation is an ongoing process
designed to keep the lines of
communication open with promising
leads while gently guiding them to
qualify themselves.
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The Marketing Funnel
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SEO Networking Advertising
Social media Direct mail Cold calling
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Leads Website form
Initial conversation
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Leads
Marketing Qualified Leads Engaged, genuine lead
Trigger action
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Leads
Marketing Qualified Leads
Sales Qualified Leads Good fit? • Budget
• Authority• Need• Timeframe
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Leads
Marketing Qualified Leads
Sales Qualified Leads
Opportunities Proposal
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Leads
Marketing Qualified Leads
Sales Qualified Leads
Opportunities
Clients Yay!
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Prospecting
Lead
Nurturing
Leads
Marketing Qualified Leads
Sales Qualified Leads
Opportunities
Clients
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The moral of the story:
If you don’t have a plan for moving
leads through your funnel, you might
get lucky … but it won’t be sustainable.
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What should your lead generation plan look like?
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Who are your customers?
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Your Buyer Persona(s)
Obstacles?
Role/Responsibilities?
Age?
Income?
Family?
Goals?
Challenges?
Title?
Where do they
go when they
have questions?
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Awareness Consideration Decision
What questions do your buyer personas have at
every stage of their journey?
Your Buyer’s Journey
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Awareness Consideration Decision
I have a sore throat
and a fever. What’s
wrong with me?
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Awareness Consideration Decision
I have a sore throat
and a fever. What’s
wrong with me?
Aha – I have strep throat! What should
I do?
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Awareness Consideration Decision
I have a sore throat
and a fever. What’s
wrong with me?
Aha – I have strep throat! What should
I do?
I can go to a
clinic or see
my doctor.
The clinic can
see me
sooner, so I’ll
do that.
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Awareness
Something’s not working about our website, but
we’re not sure what?
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Consideration
Where should we focus our SEO efforts?
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Decision
How much should we budget to overhaul our
website?
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How do I put this plan into action?
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Make your website work for you!
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The framework for website lead generation
OFFER CALL-TO-ACTION LANDING PAGE FORM
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The mechanics of website lead generation
OFFER CALL-TO-ACTION LANDING PAGE FORM
High-value content:
• Ebooks
• Whitepapers
• Free consultations
• Coupons
• Product demonstrations
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The mechanics of website lead generation
OFFER CALL-TO-ACTION LANDING PAGE FORM
Button, text or
image:
• Tells people about
your offer
• Directs them to a
landing page with
more details.
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The mechanics of website lead generation
OFFER CALL-TO-ACTION LANDING PAGE FORM
Specialized
webpage:
• Explains your offer
and why it’s
valuable
• Includes a form to
download the offer
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The mechanics of website lead generation
OFFER CALL-TO-ACTION LANDING PAGE FORM
Captures
information:
• Visitor gets the offer
• You get the visitor’s
email address!!
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Use buyer personas and the buyer’s
journey to figure out:
Where
What
When
How
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What does success look like for you?
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It’s important to measure your lead
generation results:
What’s working Do more of this
What’s not working Fix it or stop it
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Lead Generation Metrics
• Overall list growth
• List growth by buyer persona
• List growth by type of lead (MQL, SQL, Opportunities, etc.)
• Email opens
• Email click-throughs
• Website visitors
• Landing page views
• Call-to-action click-throughs
• Form submissions
• Proposals sent
• Total revenue growth
• Average revenue per customer
• Cost per lead
• Cost per customer