Lead Generation in a Soft Economy - Jeff Molander
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Web Performancing: Driving Leads in a Soft Economy Jeff G. Molander CEO [email protected] blog: www.jeffmolander.com twitter: @jeffreymolander
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Web marketing skeptic Jeff Molander brings his no-nonsense, practical approach to this tips-focused discussion originally presented to the Illinois Technology Association's Sales Roundtable. Together, Jeff discussed...- Which performance-based, online lead generation strategies and tactics actually work- How to design effective AND efficient programs with an eye toward lead quality- Leveraging co-opetition and use low-cost "content marketing" to win the Web game- How you can work faster, better, smarter: What vendors, tech tools and resources can help you get the job done--Jeff Molander helps business leaders identify new opportunities to make more money by challenging contemporary marketing practices. He's recovering Internet advertising executive who's well-known as a hopeful skeptic. He is CEO of Molander & Associates Inc. where he provides investment guidance and interactive business strategy to financial services and marketing executives focused on customer acquisition. He's an accomplished entrepreneur having co-founded DoubleclickPerformics Inc. (now a division of Google) where he served as Vice President Sales & Marketing. He is widely recognized as an online performance marketing expert, business blogger (JeffMolander.com), podcaster, author and a leading thinker in the digital marketing space.
Transcript of Lead Generation in a Soft Economy - Jeff Molander
Web Performancing: Driving Leads in a Soft Economy
Jeff G. MolanderCEO
[email protected]: 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
