Planning

Marketing Plan• Key goal – Lead Generation• How to get there…• Email campaigning• Call campaigning• Events• Webinars• Digital and social media campaigning

Lead Generation

Lead Generation Strategies – Be clever• Create a product video• product explainer videos can generate leads at a rate of up to 33%. When done

right, videos keep us engaged and can inspire us to take action. • Product videos don’t need to be long or complex, and with tools like Animoto,

they’re increasingly easy to make

• Don’t mention spam!• Try the squint test• Squint (or take a few shots of whiskey, your choice) and then look at your

website. Does the call to action stand out?

• Give fewer choices• fewer choices means less confusion – and less confusion means more leads

Lead Generation Strategies – Be clever• Use gated videos• Make excellent posts downloadable in exchange for an email• Quoteroller created a list of SEO directories in Australia, which was receiving

800+ visits per month but wasn’t generating leads.• After adding an option to download the post in a PDF format in return for an

email address, the post peaked at five new leads per day and has resulted in 200 new email subscribers so far.

• Optimize our about page• Whatever we may call it, our “about” or “team” page is very important to our

business. This is where people see who we are and what we’re about. It’s also a great place to have a call to action.

Lead Generation Strategies – Be clever• blogging is effective for generating leads. In spite of this, not many

companies have strong and consistent content calendars (many give up when no results come in the first month or two)• once we’ve built up the traffic to our blog, our job isn’t done. Our readers have

self-selected as being interested in what we have to offer, but they’re not yet on our list.• Make the next step easy for them – Unbounce does this well

• Create and optimize evergreen content• Super in-depth posts take long to write but can pay off over time. If we frame

them correctly, they can turn into content pillars that continue to draw traffic long after their publish date

Lead Generation Strategies – Be clever• On Twitter, think of leads as fruit. Some are ripe and ready to use our

product, while others need some time or nurturing and would be a waste of time for us to contact. Followerwonk helps make the distinction for you• Promote our tweets• While promoted tweets are a form of sponsored content, they should resemble

typical tweets we see in our feed. Yes, we’re paying to be in front of an audience, but we still need to keep the tweets fun and valuable to our audience.• To maximize the potential of promoted tweets, link to a landing page that is on

the same subject as the tweet. For our lead generation campaigns, this will help continue the conversation and ultimately increase conversions.

Lead Generation Strategies – Be clever• Write on LinkedIn• According to a study by Hubspot that surveyed 5,000 small businesses, LinkedIn

vastly outpaced competing social networks for lead generation.• Remember that getting our post read on LinkedIn is just one part of the battle.

We must also have a strong offer and a paired landing page to follow through and capture leads.

• Send SlideShare traffic to a landing page• With more than 60 million monthly visitors and with a pro plan we can collect

leads right on the platform• If we’re not willing to pay, SlideShare is still a great way to generate leads

Lead Generation Strategies – Be clever• Speak at an event

• Being a speaker at a physical event can yield highly qualified leads because as a presenter, you hold a position of authority. If the talk goes well, we’re sure to find prospects afterwards and we can use these connections to find even more leads.

• Strategic partnerships• Partnerships may take time, but they can act as barriers to entry for competitors

because our company will have a direct connection with a larger company that potential customers already use. And once they’re established, partnerships can drive leads for a long time.

• GetApp• Syndicated with sites like Business2Community, GetApp allows us to pay to get

increased exposure across a portfolio of sites.

Lead Generation Strategies – Be clever• email signature• To get the most out of hundreds of emails sent, in the e-mail campaigning,

consider linking back to our site or landing page in the signature.• To make the tactic more scalable, get our customer service team use an email

signature that says “refer a friend to get 15% off.” After all, our customer service team most probably sends a ton of email and is in contact with a wide variety of people, making them an opportune group to use this method

Lead Generation Strategies – Clever tools• AdRoll

• Assuming they had a positive experience, people who have already seen our website are warmer leads than those who have never been exposed to our brand. This is precisely why we should use AdRoll to “follow them” around the web and get them to come back and make a purchase.

• LaunchBit• I don’t like to encourage the renting or buying of email lists, but LaunchBit offers a

viable alternative.• With their service, we can choose from a curated list of email newsletters and sponsor

those that share our target customer. Sponsoring allows us to advertise our lead generation campaigns in email newsletters that matter to our target audience. LaunchBit screens all lists to make sure they’re legit and handles the transaction from sponsor to advertiser so the experience is smooth for all.

Lead Generation Strategies – Clever Tools• Social hubs

• We post on Twitter, Facebook, LinkedIn and Google+ all the time, but the lifespan of those posts is just over three hours on average.

• If we’re looking to extend the life of our posts, we may want to consider a social hub to embed directly on our site. These hubs work by tiling your social posts into a grid.

• Uberflip, maker of lead-generating social hubs, put their money where their mouth is by converting their entire blog into a hub. The result was a 9x lift in email subscribers in the first month

• Data.com• Data.com is one of the largest databases of companies that exists today. It will help

us streamline our lead generation by spending less time searching for new leads, ultimately giving us more time to interface with potential customers.

Lead Generation Strategies – Clever Tools• Drip

• Drip is a great way to generate more leads from passive traffic. The service provides popup technology that isn’t too obtrusive. Drip will collect leads from interested users and funnel them into mailchimp

• Zapier• the best software for holding a webinar isn't also the best for marketing a webinar. The

software, GoToWebinar, offers limited ways to make the sign-up form more appealing.• Zapier was the way. Using Zapier, we can connect GoToWebinar to Unbounce, sending all

new registrants via Unbounce to GoToWebinar's registration list. Doing so, we can increase the sign-up conversion rate by 40-80 percent (according to Kissmetrics).

• To make the most of the increased sign-ups by connecting Unbounce to mailchimp for a pre-webinar email campaign as well as GoToWebinar to mailchimp for post-webinar email campaign.

How to get there…

Call Campaigning Before electronic lead generation became the normal mode of operation for B2B companies, sales people dialed for dollars. Even today, the best sales people fill time between leads with outbound calls to the best names that they can find.• In any given quarter, the volume of leads is typically limited by the amount of budget

allocation to lead generation. The outbound calling campaigns, however, could cost-effectively reach many more prospects and as a result could generate 3x – 5x the pipeline of the lead generation efforts, albeit at a lower amount of pipeline per call.

Here are a few key best practices for running outbound calling campaigns:• Keep leads (inbound) and targets (outbound) separate: a cold target is not a lead. Mixing

terminology for the two creates confusion and devalues the high priority leads.• Think of calling campaigns programmatically: Start with a theme or play, use business

intelligence to target the right lists, customers and prospects, develop talking points, and create marketing materials to support sales.

• Always call leads first: Inbound leads expect a quick response, don't keep them waiting. Calling campaign targets don’t know that we will be calling, so they can always wait until all the leads have been covered.

Call Campaigning • Use a tool to track campaign progress: We’ll need software to load targets, queue outbound

calls, collect outcomes, and tie calls to pipeline.• Train our sales teams on every campaign: We’ll want to make sure that our teams understand

why the campaign is being developed, what the desired outcome is, and the key things they will need to know to be successful.

• Get the script or talking points right: The most effective calling campaigns make a crisp and compelling pitch to prospects. test campaigns before launching and quickly kill campaigns that aren’t driving significant conversion.

• Use an offer to drive conversion: A calling campaign is nothing more than an organized series of cold calls on a common theme to a defined set of targets. To improve cold call conversion, provide sales teams with one or more special offers that they can use to lure prospects into a valuable conversation.

• Make calling campaigns part of your holistic nurture efforts: Outbound calling campaigns are a great way to systematically follow-up on old leads and contacts or to nurture customers or prospects in a systematic, measurable way.

While our lead generation budgets will inevitably be limited — outbound calling campaigns are a great way to drive incremental measurable pipeline and revenue while helping sales teams improve productivity and revenue / FTE.

Events• To make sure we get a positive ROI from an event is acquiring data from qualified leads. Our events

team will set us on the right path by creating as many opportunities as possible for us to engage and scan high-quality leads using a combination of standard demo stations, speaking sessions, and fun engagements like a party and a social media component.• Knowing these various lead sources will help us plan for how the leads would be distributed and what the follow-

up process will look like. Each source represents a different level of engagement and interest, so they will receive different types of follow-up messaging.

• We should create a way to quickly recognize the hottest leads that we engage with. This can be solved, by building a landing page that would be available on all devices for the reps to use on the show floor. Leads that flow through this form will create follow-up task for the rep. This allows us to begin engaging with leads as soon as possible to keep them interested.

• Lead Management• Generating the leads is only half the battle, because a lead is only as good as the new business it brings in. There

will be four types of scans we will get: new lead and new company, new lead at a company in our database, existing lead at a company in our database, and new/existing contact at a current client. We should cater our follow-up to the type of lead and their level of engagement. Leads that only engage at one touchpoint will be considered a lower level of interest and will be nurtured after the event. Leads that have multiple points of engagement are considered hotter leads and will be sent to sales for follow-up.

• We want to make sure that our sales reps can quickly understand how each lead has interacted with us at the event. Reps can review all of the campaigns associated with the lead to get this information.

Webinar… not only for B2B…

• Reach a larger audience• Increase Revenue• Establish brand trust and long term

relationships• Improve and expand our content marketing

Four ways webinars can benefit B2C strategy

Digital and social media campaigning

• Adwords• SEO• Facebook, Twitter, Linkedin, Pinterest, Tumblr, Google+, Vimeo,

YouTube • All the social media will be coordinated and with the use of a tool like

MavSocial or Sprout, things are done quickly and consistently

Loyalty

Loyalty• Communicate With our Customers• If we want to build a relationship with our customers, we need to show them that

we are present.• we must communicate with them, let them know that there is a real person, show

them that we care.• If our customers are unable to reach us, they will instantly be put off. The harder it

is for a customer to speak to a real person the less likely they will return.• Building a lasting relationship requires a combination of effective communication

and effective listening.• Take time to truly listen to what our customer is saying

Loyalty• Get Hyper personal • Providing our customers with personalized service might be something small, but

it will go a long way. This “special” treatment is what makes people feel important, respected, and valued.• Addressing customers by their first name, and sharing our own name with them,

will make people feel a stronger connection with us. It shows that we are willing to be accountable and proves to our customer that we are a real person, not just a robot.• Sending private messages to our customers is another way of building a

personalized relationship with them. Using the Captain Up plugin we can do just that. We can discover who our most passionate and influential users are and send them private messages to their inbox. These messages will be visible only to them and to us

Loyalty• Make Customer Care a Key Part of our Business Strategy

• This means organizing our entire business to meet the needs of our customers.• In order for us to deliver high-quality care to our customers, we need to ensure our

employees have good communication skills, they can handle complaints effectively, and they are able to listen to what our customers want.

• Be consistent with our responsiveness, deliver our customers a good service, and be sure to make realistic promises.

• People like to promise the world. We shouldn’t. It is better if we tell a customer something will take a month and it takes just a week than the other way round.

• Under-promise, over-deliver – that way we will WOW our customer!• Create a list of our top key accounts within our company. This way we will have a

focus.• We will know that these are the customers who deserve our top service and

treatment at all times. With these important customers in mind, we should call them “just to say hello” and introduce ourselves.

Loyalty• Develop a Brand Around our Company, Products or Services• Developing a clear, consistent brand around our company that customers can

identify with, will increase our customer loyalty.• Shared values are one or the largest drivers of brand loyalty. It’s important that we

define the value that we want our business to stand for. Then connect with our customers through these values.• Connecting with our customers on a personal level is a crucial stage of business

development.• The majority of customers will not actually care about having a strong relationship

with our brand. They will however care about our brand if the beliefs of our business are the same as theirs.• If they like what our business stands for, they will come back.

Loyalty• Provide Customer Incentives• Provide real incentives to our customers that make them feel ‘exclusive.’ This

means our loyalty rewards must only be available to those special customers who continuously engage with our company and brand.• Reel our customers in with rewards. Rewarding proves that we appreciate our

special customers.• Using the Captain Up plugin, we can incentivize purchases by creating certain

conditions that must be met in order for our user to be rewarded.

Loyalty• Give our Top Customers More• It is crucial that we keep our best customers happy. We want them to feel we treat

them extra-special because we appreciate their loyalty.• A great way to do this is by giving them benefits.• Different benefits can be given to our loyal customers, such as discounts,

invitations to special events, or even a waive on restrictions • Our top customers are our greatest assets – think of them before anyone else, and

keep them happy no matter what it requires.• If we have a new idea, discuss it with them. By asking for their opinions before

making decisions we are making them feel special, and showing that their opinions matter to us.• Remember our customers’ birthdays and send them e-cards. It’s the gesture that

counts!

Loyalty• Have Fun!• If you want our customers to stay loyal to us, it is important that they have a good

time.• Be entertaining, be outrageous, and be different. If they relate to our personality

then they will want to spend time with us.• It is not only about business, it is about having fun and proving to our customers

that we are fun ones to do business with.• Don’t be boring and our customers will love us.

Loyalty – Main Point • Customer loyalty is relevant to us.

• A little goes a long way.

• If we do not forget our customers, they will not forget us. Show that we care about them, show our appreciation time and time again. Go above and beyond.

• Selling to existing customers is much easier and cheaper than finding new ones!

• Improving our customer loyalty will be one of the best marketing tools we can possibly implement.

Loyalty – Main Points• Get hyper-personal • Let your best customers skip the line• Meet the chef• Appoint true ambassadors• Get all tiery-eyed• Let the tools do their job• Let Nature take its course

The Big Picture

Overall Innovative culture• A company to advance, must invest in marketing• Marketing is not only lead generations and sales, but also awareness• We have to build the myth around our brand and services• Everything is a part of our storytelling• Plan, execute, monitor, evaluate, report, adjust• Be able to change• Be able to diversify• Be able to identify new challenges – they are the future• Build and strengthen our audience… and most importantly… maintain them• Believe in what we are doing – if we do not believe in it, then we won’t be

able to convince others to do so