DOCSLIB.ORG

LEAD GENERATION PLAN Playbook & Toolkit

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
LEAD GENERATION PLAN Playbook & Toolkit LEAD GENERATION PLAN Playbook & Toolkit Follow this simple step-by-step playbook to develop a lead-generation strategy that provides a steady flow of qualified leads to your sales team. Table of Contents LEAD GENERATION PLAN Framework 03 Maturity Model 04 Introduction 05 stage 1 Understand Lead Gen 06 stage 2 Plan Your Strategy 8 stage 3 Defining What a “Lead” Is 12 stage 4 Implement Technologies 14 stage 5 Lead Gen Programs 16 stage 6 Evaluate Program ROI 20 Conclusion 22 About This Playbook 23 LEAD GENERATION PLAN Framework Click the buttons below to access all related Leverage the framework below to quickly empower training, tools, templates, and other resources. your organization’s lead generation strategy. 1 UNDERSTAND 2 PLAN 3 DEFINE 4 IMPLEMENT 5 PROGRAMS 6 EVALUATE Marketing Qualified Lead Develop Customer- Marketing Maturity Assessment Metrics Dashboard Funnel Template Definition Tool Centricity with CRM Calendar Template Revenue Marketing Marketing Channel Lead Scoring Marketing Automation Advertising Transformation Ranking Tool Template Software Selection Calendar & Budget Marketing Automation Objectives Scorecard Advertisement Business Case Evaluation Matrix Content Marketing Marketing Automation Advertising Plan Plan Consulting RFP Checklist Marketing Automation Sales Productivity Lead Acquisition Model Maturity Assessment Metrics Marketing Automation Nurturing Leads ROI Calculator with Podcasts Marketing Automation Webinar Program Plan System RFP Marketing Automation Events Database Vendor Evaluation Template Marketing Automation Tradeshow Evaluation Vendor Matrix Checklist Tradeshow Lead Capturing Form LEAD GENERATION Maturity Model STAGE 4 - World-Class STAGE 3 - Mature STAGE 2 - Progressive STAGE 1 - Undefined Systems are being used to to their full potential CRM and Marketing Automation are in place and integrated CRM System in place with Metrics: $Revenue, Program No CRM or Marketing Automa- reasonable rep adoption ROI, ROMI, CLV tion System in place Metrics: #opportunities, $pipe- line, cost per acquisition Metrics: #leads, #clicks Lead generation is scalable Metrics: #ads, #impressions Leads are well-defined with “Leads” are passed to sales but agreed-upon definition by both Revenue accountability Focus on branding & marcom don’t have set criteria sales & marketing activities Viewed as Profit-Center Viewed as cost-center (cost per Viewed as a Revenue Driver lead) Viewed as cost-center (invest- Processes are constantly ment in brand) Processes are automated with tweaked to improve results Processes are defined marketing automation Difficult to get budget for marketing programs Sales complains about lead quality and quantity Processes are ad-hoc Want to rate your organization’s Lead Generation maturity with an interactive tool? Download our Lead Generation Maturity Assessment VIEW RESOURCE and get started today! 1 2 3 4 5 6 Understand Plan Your Defining What Implement Lead Gen Evaluate Lead Gen Strategy a “Lead” Is Technologies Programs Program ROI Introduction How to Use this Playbook Major Outputs from this Process: This playbook consists of six stages, each with a description, steps, Stage 1 - Understand Lead Gen and action items. Action items include using our how-to guides and Lead Generation Maturity Assessment premium tools and templates. Our intention with this playbook is to help you: Stage 2 - Plan Your Strategy Marketing Funnel, Lead Acquisition Model, Strategy Understand lead generation and identify opportuni- Scorecard, Content Plan ties to improve your organization’s capabilities Stage 3 - Defining What a “Lead” Is Qualified Lead Definition, Lead Scoring Framework Stage 4 - Implement Technologies Evaluate and select the technology that will be the CRM & Marketing Automation Systems Implementations & backbone of your lead generation strategy Integrations Stage 5 - Lead Gen Programs Calendar for Advertising, Email, Inside Sales, Tradeshows, Webinars, Podcasts Plan and craft a strategy to develop a steady flow of qualified leads for your sales team Stage 6 - Evaluate Program ROI Lead Generation Metrics Dashboard LEAD GENERATION PLAN 5 LEAD GENERATION PLAN STAGE 1 Understand Lead Gen In Stage 1, you will focus your efforts around analyzing your current lead-generation capabilities, identifying areas for improvement, and learning lead-generation best practices. Key steps in this stage include: STEP 1: Conduct a Lead Generation Assessment STEP 2: Understand “Revenue Marketing” Journey 2 3 4 5 6 Introduction 1 Plan Your Defining What Implement Lead Gen Evaluate Strategy a “Lead” Is Technologies Programs Program ROI Understand Lead Gen STEP 1 STEP 2 Conduct a Lead Generation Assessment Understand “Revenue Marketing” Journey Action Item Action Item Use the Lead Generation Maturity Assessment to deter- Read our How-to Guide Revenue Marketing Transforma- mine your organization’s strengths and weaknesses tion to understand how leading consultancy, The Pedowitz when it comes to generating qualified leads to your sales Group, transforms their clients into revenue-producing organization. machines. REVENUE MARKETING VIEW RESOURCE VIEW RESOURCE TRANSFORMATION How-to Guide Areas of the assessment include: Sections of the guide include: Strategy, Process & Skills Executive Summary Marketing Automation & Lead Management The Revenue Marketing Journey Direct & Database Management The Four Key Stages Website, Blog & Community The 6 Controls of the RM6 Model Website, Blog & Community Action Plan Conversion & Landing Pages Bottom Line Campaign Measurement & Reporting LEAD GENERATION PLAN 7 LEAD GENERATION PLAN STAGE 2 Plan Your Strategy In Stage 2, you will develop your lead-generation strategy. Key activities and deliverables include: STEP 1: Create the Marketing Funnel STEP 2: Prioritize Lead Gen Programs STEP 3: Define Lead Gen Strategy STEP 4: Craft Content Marketing Plan STEP 5: Develop Lead Acquisition Model 1 3 4 5 6 Introduction Understand 2 Defining What Implement Lead Gen Evaluate Lead Gen a “Lead” Is Technologies Programs Program ROI Plan Your Strategy STEP 1 STEP 2 Create the Marketing Funnel Prioritize Lead Generation Programs Action Item Action Item Use Marketing Funnel Template to calculate the number of Use our Marketing Channel Ranking Tool to identify which leads you will need in order to meet your revenue targets for lead generation programs will provide the most value for deals sourced by Marketing for this period. money and justify what to include in your lead generation strategy. VIEW RESOURCE VIEW RESOURCE Stages in the marketing funnel include: This analysis will determine: Prospects Touched Brand Promotion Quality # Prospects Who Respond Lead Quality Marketing Qualified Leads Cost Per Channel/Event Sales Accepted Leads Sales Qualified Leads Deals & Revenue LEAD GENERATION PLAN 9 1 3 4 5 6 Introduction Understand 2 Defining What Implement Lead Gen Evaluate Lead Gen a “Lead” Is Technologies Programs Program ROI Plan Your Strategy STEP 3 STEP 4 Define Lead Generation Strategy Plan Craft a Content Marketing Plan Action Item Action Item Use our Lead Generation Objectives Scorecard to docu- Use our Content Marketing Plan that comes with additional ment a brief strategy plan for your lead generation program. tools and templates to develop a content strategy that will power your lead generation programs. VIEW RESOURCE VIEW RESOURCE Key information to include in your scorecard: Stages of this playbook include: Objectives Identify Objectives Programs & Activities Understand Buyers KPIs & Metrics Identify Gaps Target Timeframes to Achieve Goals Build Content Organize Distribution Measure Your Program LEAD GENERATION PLAN 10 1 3 4 5 6 Introduction Understand 2 Defining What Implement Lead Gen Evaluate Lead Gen a “Lead” Is Technologies Programs Program ROI Plan Your Strategy STEP 5 Develop Lead Acquisition Model Action Item Use our Lead Acquisition Model to build a simple process diagram that visually communicates how your lead genera- tion and nurturing strategy will work. VIEW RESOURCE Components of the model can include: Direct Marketing Campaigns Indirect Marketing Communications Registration or Activation Lead Scoring Lead Nurturing Campaign Lead Assignment LEAD GENERATION PLAN 11 LEAD GENERATION PLAN STAGE 3 Defining What a “Lead” Is In Stage 3, you work with Sales to standardize the definition for a “lead”. Key activities include: STEP 1: Agree on Lead Definition STEP 2: Define Lead Scoring Parameters NOTE: The lead scoring model from this Stage should be incorporated into a Marketing Automation system. 1 2 4 5 6 Introduction Understand Plan Your 3 Implement Lead Gen Evaluate Lead Gen Strategy Technologies Programs Program ROI Defining What a “Lead” Is STEP 1 STEP 2 Agree on Definition of a “Lead” Define Lead Scoring Parameters Action Item Action Item Use the Qualified Lead Definition Tool to agree with Sales Use the Lead Scoring Template to customize a frame- leadership on the key criterion required for a lead to be work for scoring leads on a manual basis. If you have a considered qualified for sales. marketing automation system, automate this process with lead scoring rules. VIEW RESOURCE VIEW RESOURCE Key qualification criterion: Sample Lead Scoring Criteria: Company (size, industry, location) Company (size, industry, location) Contact (seniority level, decision-maker) Contact (seniority level, decision-maker) Buying Stage & Needs Buying Cycle Stage Spending Authority Interest Recentness of Activity (web visits, downloads, call, etc.) Actions (page views, pricing page visits, etc.) Recentness
Load more

Recommended publications
  • Email Marketing & Lead Generation (Marketing Automation) Workshop
    Email Marketing & Lead Generation (Marketing Automation) Workshop Day 1 Let’s discuss: ● What is the purpose of marketing? ● How does marketing help YOUR organisation? ● What does your organisation do for marketing? “To deliver the right message, to the right person and at the right time.” Don Peppers and Martha Rogers, The One-to-One Future, 1993 Workshop: Learning Outcomes ● Understand how you can integrate email marketing, lead generation techniques and marketing automation into your organisation’s business practices ● Attain knowledge and develop skills to: ○ Execute email marketing program ○ Capture consumer interest and generate leads ○ Develop and execute marketing automation activities Day 1: Learning Outcomes ● Develop an understanding of digital marketing funnel and its practices ● Develop an understanding of your organisation’s digital marketing readiness ● Understand your organisation’s stakeholders ● Engage your stakeholders through digital techniques ● Acquire new email marketing skills The Truth about Marketing (AKA how to engage and convince your sales person) The Truth about Marketing - It’s complex. ● Consumers are spoilt for choice ● Consumers have unlimited access to information ● Consumers have a VOICE ● Abundance of data is created for each marketing activity; data management issues ● Mobile dimension adds complexity to marketing ● Thousands of marketing tools and channels available; confusing ● Technology changes very fast: AI, IOT, RTB, etc. But the fundamental 4Ps of Marketing are still very relevant today. Product
    [Show full text]
  • Generating Qualified Leads on the Internet
    = = Generating High Quality Leads on the Internet How Manufacturers Can Dramatically Increase Marketing ROI A GlobalSpec White Paper 350 Jordan Road Troy, NY 12180 Tel: 518-880-0200 www.globalspec.com © 2006 GlobalSpec, Inc. Generating Qualified Leads on the Internet Executive Summary Traditional lead generation programs such as print ads, direct mail, trade shows, and catalogs are losing effectiveness in the manufacturing sector. They don’t connect with a target audience of engineers and technical buyers who have turned to the Internet to source products. Too often they produce unqualified leads. The result is that sales people waste time, money, and business resources trying to close deals with weak prospects who will never buy. On the other hand, high quality leads are prospects who have “raised their hand” to express a specific need for a product. They have buying authority or purchasing influence, and have indicated their intention to buy in the near term. Where can manufacturers find these high quality leads? On the Internet. Statistics show that over 90 percent of a manufacturer’s target audience is using the Internet to find the products and services they need. In turn, leading manufacturers now use the Internet to proactively generate leads. Benefits include the ability to reach a larger audience, maintain an ongoing presence, and measure results. However, not all Internet marketing is equally effective. Manufacturers must carefully choose an Internet lead generation strategy that produces only high quality leads and a significant return on investment. Generating high quality leads is only half the story; managing them is the other.
    [Show full text]
  • B2B Lead Generation: How Modern Technologies Offer New Business Opportunities
    98% of your website visitors don’t inquire, we tell you who they are B2B lead generation: how modern technologies offer new business opportunities Discover future technologies set to evolve marketing processes and revolutionize results. leadforensics.com UK 0207 206 7293 • US 720 362 5033 Contents 1 The“ future is now. Demand generation and lead 03 generation: back to basics New marketing Current technologies for 04 technologies are business lead generation Why we’re the lead generation 06 making dreams of technology experts 25 years ago come Automation true today. ” What is automation? 08 Can marketing automation 09 work for your business? Evolve your campaigns 10 JENNIFER RENAUD CMO AT ORACLE MARKETING CLOUD Advancing marketing automation 11 Artificial intelligence What will I learn? What is artificial intelligence? 13 Lead generation is vital to any growing How artificial intelligence 14 business, providing new opportunities will help your business to win clients and promoting growth. lead generation Excellent lead generation requires What’s next for business strong marketing . lead generation? As Jennifer Renaud points out Augmented reality in marketing 18 above, now is the time to discover and embrace new technological Future-proof website analytics 19 advancements. In this guide we’ll Improving ROI 20 delve into some of the latest and predicted technologies, uncovering B2B lead generation technology: 21 the lead generation opportunities what have we learned? they offer and understand how they The ultimate solution 22 can help revolutionize your results. 1 forbes.com Demand generation and lead generation: back to basics hese terms can often be heard in B2B marketing and sales Lead generation Tdepartments; they’re very important The practice of turning that to your business and can have a huge interest into actionable data.
    [Show full text]
  • How to Using Facebook Advertising for Lead Generation
    HOW TO CREATE KILLER FACEBOOK ADS Using Facebook Advertising for Lead Generation $ A publication of 2 HOW TO CREATE KILLER FACEBOOK ADS HOW TO CREATE KILLER FACEBOOK ADS 3 IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description to determine if your level matches the content you are about to read. INTRODUCTORY Introductory content is for marketers who are new to the subject. U q This content typically includes step-by-step instructions on how HUBSPOt’S ALL-IN-ONE LEAD BLOGGING & to get started with this aspect of inbound marketing and learn its MARKETING SOFTWARE GENERATION SOCIAL MEDIA fundamentals. Read our introductory ebook “How to Use Facebook ... brings your whole marketing world to- for Business.” gether in one, powerful, integrated system. This ebook! s INTERMEDIATE Get Found: M Help prospects find you online EMAIL & SEARCH Intermediate content is for marketers who are familiar with the Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing AUTOMATION OPTIMIZATION subject but have only basic experience in executing strategies and Plus more apps and integrations tactics on the topic. This content typically covers the fundamentals and moves on to reveal more complex functions and examples. Request a Demo After reading it, you will feel comfortable leading projects with this g Y aspect of inbound marketing. LEAD MARKETING managEMENT ANALYTICS ADVANCED Advanced content is for marketers who are, or want to be, experts on the subject. In it, we walk you through advanced features of this aspect of inbound marketing and help you develop complete mastery of the subject.
    [Show full text]
  • Marketing Automation
    THE BUSINESS CASE FOR MARKETING AUTOMATION How to Craft a Compelling Case the Executive Team Will Approve Copyright © 2016 | Act-On Software www.Act-On.com Bottom line, you can’t realize the benefits of nurture marketing the way top performers do unless you incorporate a technology platform “that can preconfigure business rules to manage timely engagement and escalate prioritized leads to sales via integration with CRM. No amount of hired resources could manually reach out and touch prospects at just the right time with just the right message. Marketing automation forms the backbone for configuring nurture marketing campaigns across channels and managing communications based on prospect engagement. It’s also one of the only ways marketers can actually start to attribute marketing spend to closed sales. — GLEANSTER, March 2013 www.Act-On.com The Business Case for Marketing Automation | II Table of Contents 1. The Basics of Marketing Automation . 1 2. How to Make a Business Case for Marketing Automation .........................................................9 3. What the Executive Suite Needs to Know .................................. 25 4. Closing Thoughts and Resources .................................................................... 27 www.Act-On.com The Business Case for Marketing Automation | III You’re Convinced Marketing Automation Will Help Your Company Leap Forward... ...if you can convince executive management to adopt the technology. The buyer has evolved. Which means you must, too. THE SCALES HAVE SHIFTED. MARKETING AUTOMATION STRIKES Technology, digital channels, and non-stop THIS BALANCE. connectivity continue to empower today’s buyers It’s a proven method for managing and optimizing with at-the-ready information and increased choice, the entire customer experience, measuring fueling unprecedented global competition.
    [Show full text]
  • The Truth About Digital Advertising and B2B Lead Generation
    The truth about digital advertising and B2B lead generation The truth about digital advertising and B2B lead generation Discover why vanity metrics are harming your results, how changes to third-party cookies will impact your marketing, and why advanced tech will transform your business. webinsights.com UK: 0207 206 7293 | US: 720 362 5033 1 The truth about digital advertising and B2B lead generation Contents 03 Why vanity metrics are harming results 05 What the phasing out of third-party cookies means for your business 07 Website visitor automation: transforming digital success 08 Web Insights: the key to revolutionizing digital advertising 2 The truth about digital advertising and B2B lead generation Why vanity metrics are harming results In a recent Forbes article, Dr. Augustine Fou discussed what happened when a number of big-name brands and small businesses alike turned off their digital advertising. According to Fou, there were no changes to the bottom line. While the number of clicks, impressions, and website visitors plummeted, conversion-rates and sales stayed exactly the same. Similarly, his research found that while advertising reach is high, the quality and content of the sites were often not up to scratch. Of course, no two businesses are the same — and what works for one company may not work for another. However, due to the events of 2020 and our industry pivot to an entirely digital strategy, it has never been more important to assess where you’re seeing ROI. We’ve proven our ability to be agile: so let’s pivot to what works, and stop investing budget in tactics that don’t.
    [Show full text]
  • The 30 Greatest Lead Generation Tips, Tricks & Ideas
    THE 30 GREATEST LEAD GENERATION TIPS, TRICKS AND IDEAS | 1 THE GREATEST LEAD GENERATION TIPS, TRICKS & IDEAS in THE 30 GREATEST LEAD GENERATION TIPS, TRICKS AND IDEAS | 2 TABLE OF CONTENTS INTRODUCTION . 3 MECHANICS OF LEAD GENERATION . 4 THE 30 GREATEST TIPS, TRICKS AND IDEAS CHAPTER 1: CONTENT AND OFFERS . 5 CHAPTER 2: CALLS-TO-ACTION . 13 CHAPTER 3: LANDING PAGES . 20 CHAPTER 4: FORMS . .28 CHAPTER 5: CHANNELS . 33 CONCLUSION . 40 ABOUT CATALPHA . 41. in THE 30 GREATEST LEAD GENERATION TIPS, TRICKS AND IDEAS | 3 “ LEADS ARE THE METRIC THAT, AS MARKETERS, WE RELY ON . BECAUSE LEADS MEAN MONEY .” - KIPP BODNAR Generating leads - both high in quantity and quality - is a marketers most important objective . A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep . Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective . What gives? There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine tuning . In this guide, we will expose the top 30 techniques marketers should utilize to increase leads and revenue . These tactics have been tested over the past 7 years and have been used by our 8,000+ customers to generate more than 9 .8 million leads last year . So what goes into a best-of-class lead generation engine? First, lets take a look into the mechanics of high performing lead generation campaigns . in THE 30 GREATEST LEAD GENERATION TIPS, TRICKS AND IDEAS | 4 THE MECHANICS OF LEAD GENERATION Before we dive into the 30 tips, we should first cover the mechanics of lead generation .
    [Show full text]
  • Lead Generation with Content
    ACCELERATE LEAD GENERATION WITH CONTENT How to use your content to fuel your funnel and land high-quality leads. While website traffic has been the most common success metric for B2B marketers in the last several years, a Content Marketing Institute and MarketingProfs study conducted late last year suggests the most important content marketing metric these days is sales lead quality. Generating quality leads has always been a goal for B2B marketers and can be an extremely effective way to identify the relevancy of your messaging. But, the more we dig into this concept, the more it looks like lead generation may be the most valuable concept you can use to grow your business. Let’s look at why. WHAT’S A LEAD? Generally speaking, a lead is someone who is likely to value the products or services your company offers based on a set of predetermined characteristics. Some of the characteristics might include: • Title: The person has a job title that indicates decisionmaking power in an area elevant to your product or service. In our case, someone with a job title of Director of Marketing might be a better lead than a graphic designer. • Company size: The characteristics of a small business might fit your unique offerings better than those of an enterprise corporation, or vice versa. • Industry: Perhaps your products or services are geared toward a specific industry or group of industries. • Company revenue: You might find the most success working with organizations with a certain annual revenue. A BETTER WAY TO NURTURE Cold calling, once the workhorse of the sales process, is beginning to lose its luster.
    [Show full text]
  • Platinum Lead Generation Tools
    Platinum Lead Generation Tools Houston Association of Realtors® CE hours: ___3___ Course #: _39448_ 1 Table of Contents Course Objective ................................................................................................. 2 Define Lead ......................................................................................................... 2 HAR Branded App ............................................................................................... 3 HAR VOW ........................................................................................................... 4 713-REALTOR ...................................................................................................... 5 MarketInsight ..................................................................................................... 6 HAR Lead Capture Forms .................................................................................... 7 Blogging .............................................................................................................. 8 Real Estate Community ....................................................................................... 9 Sharing via HAR.COM ........................................................................................ 10 Automatic Social Media Posts ........................................................................... 10 HAR Social Media External Links ....................................................................... 11 Show My Listing on Facebook App ...................................................................
    [Show full text]
  • Marketing Automation & Your CRM: the Dynamic
    Marketing Automation & Your CRM: The Dynamic Duo Bridge the gap between marketing and sales by creating a single source of truth for your organization. INTRODUCTION intro Align marketing and sales with marketing automation. In 2012, SiriusDecisions predicted that the adoption of the implementation process so that you can better marketing automation would increase 50% by 2015 — understand what it takes to get a fully-integrated it’s now 2015, and the marketing automation industry system up and running. continues to grow at a rapid pace. Why? Because more and more B2B marketers are realizing the benefits of Read on to learn how you can align your two teams, creating a complete marketing and sales ecosystem using gain greater insight into your campaign performance, marketing automation and their CRM. jumpstart lead generation, and positively impact your ROI — all by pairing marketing automation and your In today’s B2B organizations, marketing and sales CRM together to create the ultimate dynamic duo. alignment is critical to success, but these two teams will only work well together when they’re pursuing the same goals and have access to the same actionable information. 79% of top-performing Marketing automation is designed to bridge the gap between marketing and sales by working with your CRM to companies have been using create a single source of truth for your organization. marketing automation for This e-book will walk you through the basics of marketing more than 2 years. -Gleanster automation and the benefits of building a marketing and sales ecosystem. You’ll also get a brief rundown of 2 / Pardot one Marketing automation: What’s all the fuss about? Perhaps you’ve seen the phrase “marketing A marketing automation system typically offers: automation” floating around on the marketing blogs you read.
    [Show full text]
  • How to Get the Most from Pay Per Click Marketing
    How to Get the Most From Pay Per Click Marketing Mike Volpe VP Inbound Marketing HubSpot Twitter: @mvolpe Outbound Marketing 800-555-1234 Annoying Salesperson Inbound Marketing Blog SEO Social Media Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission Budget vs. Brains FlickrFlickr:: Refracted Moments FlickrFlickr:: Gaetoan Lee PPC & Inbound Marketing Caution: MATH FlickrFlickr:: akisra Is PPC Inbound Marketing? YES NO • Not interruptive • Not building long • Permission based term asset • LhLeverages search • Expensive • Not a sustainable bibusiness a dvan tage PPC vs. SEO PPC = Liposuction SEO = Working Out • Fast & Easy • More Time and Effort • Expensive & Temporary • L$&LLiLess $ & Long Lasting PPC Math SEO Math PPC vs. SEO PPC’s Place in Inbound Marketing • Fast feedback • Don’t get addicted! • Test conversions by kdkeywords • Promote short term events • Test new products / markets PPC Overview & Tips The PPC Lead Generation Process 1. Ad Impressions x [Click Through Rate (CTR)] = 2. Clicks (website visitors) x [Conversion Rate] = 3. Leads PPC Math Tutorial How Much to Bid • Bid as mu ch as y ou can afford, based on y ou r value per lead. • There are a bunch of more advanced bidding strategies that we will not discuss today. Getting More Out of PPC 1. Click Through Rate (CTR) • Your Ads 2. Conversion Rate • Your Landing Page 3. ItInteracti ons among k eyword s, ad s an d landing pages Getting More Out of PPC 1. Click Through Rate (CTR) • Your Ads 2.
    [Show full text]
  • Building a Lead Generation System
    Building a Lead Generation System Presented By: Chris Scafario Slide 1 Slide 2 DVIRC has spent the last 30 years helping small and midsized manufacturers in Philadelphia and around the globe take off and soar to new heights. Consulting Services Executive Network Groups Customized Onsite and Public Training Our Lifetime Impact : Over 7,000 Successful Client Projects Delivered Nearly 2,500 Unique Clients Served Approximately $2Billion in New & Retained Sales Nearly $500 Million in Client Cost Savings Over 4,500 Members of Our Manufacturing Community Trained Hub for Business Growth Soultions DVIRC’s Experts Enable You To Reach Beyond Your Resources… Right-sizing Proven Best Practices DVIRC Sales & Marketing Services Graphic Design Newsletters Pay-Per–Click Ads Email Market Positioning Search Engine Management Opportunity Scouting Optimization Situational Analysis Database Creation Viral Networking Campaign Design & Goals & Objectives Prospect Validation Social Media Management Market Strategy & Tactics Campaign Design & Voice ofCustomer Outreach Market Launch Market Validation Market Sales Internet Tactical Strategy Research Planning& Marketing Market Opportunity Support Support User Needs Branding Implementation Plan Inside Sales Database Screening / Market Feedback Architecture Execution Creation Evaluation & Control 100 Profiled Targets Design 200 Decision Makers Prospect Development Validation Market Diversification Maintenance Inside Sales Support Sales Training Project Management Our Lead Generation Process Products Profile Target Opportunities Markets Decision Sellers Build Databases Makers Unique Selling Market Create Messaging Points Needs / Pains Structured Qualified Communicate to Target Markets Outreach Leads Get Sales Appointments Are we effective? 10+ Years 300+ Manufacturers 70%+ Client Retention 1 New Client = a Project ROI Success Defined. Feeling Boxed In - 5 Year Lead Generation Client - Reported $2,000,000.00 in new sales.
    [Show full text]