LEADGENERATION

How to be efficient with

SarahBedrick

Program Leader, Intro TrainingHubSpot Academy Team

owns a craft beer blog for girls.

@sbedrick

#BocaHUG

1 Why lead generation.

2 How to best do lead generation.

3 How to get the most out of your lead

generation.

AGENDA

WHY LEADGENERATION.1

First, what is the lead generation

(conversion) process?

CONVERSION PROCESS

1 Call-to-Action2 Landing Page

3 Thank You Page

Taken to a pretty helpful blog article.

And when I get to the bottom, there is additional help in the form of an offer.

CONVERSION PROCESS

2 Landing Page

3 Thank You Page

1 Call-to-Action

When we select this,we’re taking to a landing page with a form.

Landing page where we provide our information to get the offer in return.

CONVERSION PROCESS

1 Call-to-Action2 Landing Page

3 Thank You Page

Thank you page where we receive the offer immediately.

CONVERSION PROCESS

1 Call-to-Action2 Landing Page

3 Thank You Page

CONVERSION PROCESS

1 Call-to-Action2 Landing Page

3 Thank You Page

Wallet-friend approach.

MARCUS SHERIDAN.• Owned a failing pool

company.• Bought in to inbound

marketing as a last ditch resort.

• Created content, upon content, upon content.

Make marketing that people love.

HOW TO BEST DOLEAD GENERATION.2

Make sure you have all three components: CTA, Landing Page & thank-you page.

LEAD CONVERSION BEST PRACTICES:

Make sure all three components follow best practices.

Keep buyer personas in mind.

Build content based on the buyer’s journey.

Make sure you have all three components: CTA, Landing Page & thank-you page.

LEAD CONVERSION BEST PRACTICES:

Make sure all three components follow best practices.

Keep buyer personas in mind.

Build content based on the buyer’s journey.

CONVERSION PROCESS

1 Call-to-Action2 Landing Page

3 Thank You Page

Make sure you have all three components: CTA, Landing Page & thank-you page.

LEAD CONVERSION BEST PRACTICES:

Make sure all three components follow best practices.

Keep buyer personas in mind.

Build content based on the buyer’s journey.

BUYER PERSONAS

are fictional characters marketers create by doing research. They represent your ideal customer & help you

to refine your marketing activities.

BUYER PERSONAS

are fictional characters marketers create by doing research. They represent your ideal customer & help you

to refine your marketing activities.

How has having developingbuyer personas helped yourcompany succeed?

Make sure you have all three components: CTA, Landing Page & thank-you page.

LEAD CONVERSION BEST PRACTICES:

Make sure all three components follow best practices.

Keep buyer personas in mind.

Build content based on the buyer’s journey.

The Buyer’s Journey

Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give name to their problem.

Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.

Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision.

Decision Stage

Consideration Stage

AwarenessStage

Make sure you have all three components: CTA, Landing Page & thank-you page.

LEAD CONVERSION BEST PRACTICES:

Make sure all three components follow best practices.

Keep buyer personas in mind.

Build content based on the buyer’s journey.

What are some best practicesthat you find most important?

PROTIP: TAKE HUBSPOT ACADEMY TRAINING

Make sure you have all three components: CTA, Landing Page & thank-you page.

LEAD CONVERSION BEST PRACTICES:

Make sure all three components follow best practices.

Keep buyer personas in mind.

Build content based on the buyer’s journey.

HOW TO BE EFFICIENT WITH LEAD GENERATION.

3

• Map all content to buyer personas & buyer’s journey.

• Recycle & reuse existing content.

• Promote content

• Get everyone involved.

• Learn what works from analytics.

5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:

• Map all content to buyer personas & buyer’s journey.

• Recycle & reuse existing content.

• Promote content

• Get everyone involved.

• Learn what works from analytics.

5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:

Map your content to personas and the buyer’s journey

PHOTO CREDIT: HDWALLPAPERSONLY.COM

The Buyer’s Journey

Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give name to their problem.

Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.

Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision.

Decision Stage

Consideration Stage

AwarenessStage

Awareness Stage

Consideration Stage

DecisionStage

Blog post

Content offer

ListHow-to

FAQBest ofNewsQ&A

OpinionCurated

Troubleshoot

IssueResolve

RisksUpgradeImproveOptimizePrevent

eBookWhitepaper

ChecklistInfographic

Other educational

content

Keyword:

______________

Title:___________

_______

Persona name:

_________

Blog post

Content offer

ListInterviewHow-to

FAQBest ofNewsQ&A

OpinionCurated

SolutionProviderServiceSupplier

ToolDevice

SoftwareAppliance

eBookWhitepaper

ChecklistPodcastWebinar

VideoWorksheet/Calc

TemplateCase studies

Keyword:

______________

Title:___________

_______

Blog post

Content offer

ListHow-to

FAQBest ofNewsQ&A

OpinionCuratedProduct-focused

Comparison

CompareVersus

Vs.Compariso

nPros and

ConsBenchmark

sReview

Test

Comparison chart

Purchasing guide

Case studiesProduct

literatureWorksheet/Calc

WebinarChecklist

Keyword:

______________

Title:___________

_______

BUYER’S JOURNEY

POST OR OFFER?

OFFER FORMAT

CONTENT TYPE

RELEVANT TERMS

YOUR KEYWORD

YOUR CONTENT

Download me.

http://cdn2.hubspot.net/hub/137828/file-393080636-pdf/product%20classes/Content_Creation_Class_resources/Concepting_worksheet.pdf

• Map all content to buyer personas & buyer’s journey.

• Recycle & reuse existing content.

• Promote content

• Get everyone involved.

• Learn what works from analytics.

5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:

A

C

E

djust. What needs to be added? Removed? Re-worded? Take out purely internal content and make it public-friendly.

ombine. How can you combine related or unrelated things to provide new value and meaning?

xpand. What have you already done that you can dig deeper into—or provide a more comprehensive big picture view?

RE-PURPOSING EXISTING CONTENT

How have you repurposed or recycled existing content?

Lists, how to’s & other blogsFind existing content to combine & repurpose:

Similar to “The State of Inbound Marketing” and apply it to your own industry.

Publish your own yearly report.

CONTENT QUICK WIN:Repackage existing content

Take longer offers & shorten them turning them into shorter offers.

2 Page eBook250 Page eBook

• Map all content to buyer personas & buyer’s journey.

• Recycle & reuse existing content.

• Promote content

• Get everyone involved.

• Learn what works from analytics.

5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:

Use HubSpot to share content.

• Map all content to buyer personas & buyer’s journey.

• Recycle & reuse existing content.

• Promote content

• Get everyone involved.

• Learn what works from analytics.

5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:

HOW DO YOU GET OTHERS INVOLVED?

4 WAYS TO GET EVERYONE INVOLVED:

1. Make it everyone's job (even consider tying to benefits).

2. Gamification: whoever's post gets the most views wins a prize.

3. Hold each person responsible for a certain amount of content per week, month, or quarter.

4. Kill two birds with one stone: create content that helps you achieve other goals.

• Map all content to buyer personas & buyer’s journey.

• Recycle & reuse existing content.

• Promote content

• Get everyone involved.

• Learn what works from analytics.

5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:

How would/doyou review your data?

• Which landing pages convert the most leads, and why?

• What content offers do the best, and why?

• After content mapping, are there any gaping voids that

need to be filled?

• Is there room to fine-tune existing content to convert

more?

ASK YOURSELF THESE QUESTIONS:

PROTIP: Use analytics to see which content performs best and share more of it - and share new spin-off

versions.

PROTIP: USE CONTEXT OF SOCIAL MEDIA TO SHARE MORE RELEVANT CONTENT WITH EXISTING LEADS.

Green: existing customer

Orange: contact in your database

No color: brand new user

Grey: Mismatched contact info

• Map all content to buyer personas & buyer’s journey.

• Recycle & reuse existing content.

• Promote content

• Get everyone involved.

• Learn what works from analytics.

5 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION:

There you have it, build more “website employees” to convert more visitors into leads.

REACH OUT ON TWITTER:

THANK YOU!

@SBEDRICK#BOCAHUG