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Posts Tagged ‘lead generation’

Momentum Marketing: How to get the ball rolling toward a purchase decision

September 12th, 2017
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“An object at rest stays at rest and an object in motion stays in motion with the same speed and in the same direction unless acted upon by an unbalanced force.”

Those words probably sound familiar to you, as Newton’s first law of motion (the law of inertia). As a marketer, you can think of them as a physics-level explanation of a psychological phenomenon — customer behavior.

Rare is the customer who will go from zero to purchasing your product. That is, the impulse purchase.

For all other customers, they will tend to stay at rest until you get that ball rolling in the direction you want it to go.

Building momentum with intermediate payments

How do you start building momentum? Well, there are two other crucial payments from the customer that you should earn. And we’re calling them out by name in today’s MarketingSherpa blog post because, while your company may be doing them on some level already, these intermediate payments often get overlooked and under-resourced in favor of the granddaddy of them all — the fiscal transaction.

But all three of these payments require a value exchange, not just the fiscal payment. So make sure your company is providing unique value in order to earn all of these payments.

Payment #1: Attention payment

In the discovery phase, your ideal prospect shows some interest or has a felt need for your product. Sometimes this is front of mind, and they are particularly interested in the topic in their daily interactions.

Other times, it’s very subconscious, and they don’t even realize they were ever considering purchasing your product or even your product category until they come across your message.

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Marketing 101: What is a squeeze page?

August 25th, 2017
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

A squeeze page is an interstitial page with a form. In other words, if you link to a piece of content your prospective customers want, this is the page they get first. This page asks them for more information before they can get that content.

The squeeze page is the tollbooth on the expressway of information

Squeeze page is not a neutral term. It is pejorative, indicating disapproval with the process of “squeezing” people for information before giving them what they want.

Other more neutral terms for squeeze page are gate, content gate, gated content, information gate, or simply — lead form, lead gen form or lead generation form (although, not all lead forms are squeeze pages. Some are simply on landing pages that describe services and are a way for potential customers to ask for more information).

The information on the lead form is usually used for some type of lead nurturing or sales follow-up effort — ranging from subscribing people who fill the form out for an opt-in email list, setting them up with a drip campaign, following up with a sales call (or emailed sales pitch), or a combination of these tactics. (However you end up using information filled into a squeeze page, make sure you clearly communicate that to prospects before they fill out the form on that page, supported by a link to a privacy policy as well.)

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Marketing 101: What is a radio button?

August 11th, 2017
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Radio buttons — what are they, and how do marketers use them?

Well, like most marketing tactics, it’s something you’ve seen everywhere but simply might not have known the name for.

A radio button can be used in any form where you need people to make choices, like a survey, newsletter sign-up or a lead generation form.

This example is from an experiment in the research library of our sister site, MarketingExperiments. With the subject being a large people-search company catering to customers searching for military personnel, the test’s goal was to significantly increase the total number of subscriptions.

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Three Questions to Align Your Strategy, Marketing and Sales

June 28th, 2016
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When the business strategy isn’t linked with sales and marketing, the result is that marketers and sellers end up working harder, not smarter. This has a multi-billion dollar impact. Most companies struggle with this according to the Frank Cespedes, author, and Senior Lecturer at Harvard Business School: “Selling [or marketing,] no matter how clever and creative, can’t generate good financial returns unless it’s connected to strategy.”

I met Frank while we both spoke at an event in Santiago, Chile. We had a memorable time sharing ideas and research. I thought Frank had a practical approach to aligning sales and marketing. So, I reached out to him and interviewed him about what he’s learned through his research for his most recent book Aligning Strategy and Sales.

[Editor’s Note: This interview was edited for length and grammar only.]

 

Brian Carroll: What inspired you to write about Aligning Strategy and Sales, which is the title of your new book?

Frank Cespedes: Despite decades of attention to so-called strategic planning, there is remarkably little research about how to link strategy with the nitty gritty of field execution, especially sales efforts [and marketing]. American companies annually spend about $900 billion every year on sales efforts. That’s not marketing, that’s sales, that’s compensation, the travel, incentives, the infrastructure, etc. and to put that in perspective, Brian, that figure is more than three times what they spend on all media, Super Bowls, everything. It’s more than about 40 times what they spend on digital marketing, and it’s more than 50 times what they currently spend on social media. This is a big, big gap.

 

Can you tell us more about your background and where all of this came from?

I was an academic at Harvard Business School for about 11 years working my way up the hierarchy and always was doing research in sales-related areas. My research started with distribution channels, B2B distribution channels, morphed into sales. Then I ran a business for 12 years. And then I came back and said, “I’m teaching strategy. I know something about sales. Let me see what people have written about it.”

What I found was this gap, so I figured two things. One is I don’t think the world needs another book about strategy, and I don’t think, to be blunt, the world needs yet another selling methodology, but there just isn’t much if anything about linking the two and that was the gap that I set out to address.

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Marketing Basics: Don’t overlook these 5 digital marketing tenets

May 17th, 2016
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There are so many impressive things you can do with your website these days. Augmented realty. Rich animations. Micro-interactions. Interactive infographics.

But I like to think of it like this …

When the quarterback throws a 90-yard touchdown pass, the camera cuts to the wide receiver doing a celebratory dance, and then to the quarterback pumping his fist. What they’re not showing you is the right guard who picked up the blitz to allow the quarterback the time to heave up that bomb.

Your website, content, and digital marketing is often presented the same way. Advanced, flashy user interfaces are great. But looking in our own analytics, I was reminded there are probably a few unheralded, down-to-Earth, un-buzzworthy basics that should still power your online marketing.

 

Basic content

“Basic” has become slang for “limited,” “rudimentary” or any number of other negative connotations. To quote Kara Brown on Jezebel, “Being basic just means that you aren’t that dope.”

And you probably feel that way about the content on your site as well. You are steeped in the latest, most advanced things going on in your industry. You focus on the breaking news. You spend your waking hours thinking about the coolest features of your products, and most advanced capabilities of your services.

But is that what your customer is looking for?

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Content Strategy Versus Content Volume: How HR tech company, WorkCompass, wrote less content, but increased leads by 300%

January 29th, 2016
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Content marketing is a lot of work. Any company doing content marketing has to also run a media business on the side of their regular business.

But what if you could do less writing and still increase your leads by 300%?

That’s exactly what Alan O’Rourke did at HR performance management software company, WorkCompass, with a small marketing team.

According to his blog post on Audience Stack, O’Rourke was having trouble getting his content marketing efforts to pay off.

I tried it for a few months but found I was just sending more content to the same people. More was not better. It was just more. Using basic inbound marketing our audience and reach was not growing.

So what he did instead was create an inbound marketing strategy that focused 70% of his team’s effort on promoting his content, and 30% of his team’s effort in actually creating the content.

The results were fantastic. In fact lead capture (my primary measurement of success) jumped by over 300%!

Fortunately, he mapped out his entire strategy in a nice infographic. He calls it the One Month Micro B2B Marketing Plan — although I’m sure most savvy ecommerce marketers out there will be able to apply the same principles to their own content marketing strategies.

Micro B2B Marketing and Promotion Plan - Audiencestack.com
The Micro B2B Marketing and Promotion Plan from AudienceStack.com

 

So what does this mean for your team?

It means you can at least test slowing down your editorial calendar to produce higher quality long form content to promote over and over again.

P.S. I found O’Rourke’s blog post and infographic from a post on Reddit, where he had promoted it. Now I’m writing about it here, giving him links and hopefully sending a significant amount of traffic his way. So he’s doing something right.

 

You might also like

B2B Marketing: Content strategy results in 50% of qualified leads being inbound [From MarketingSherpa]

Content Marketing 101: Tips on content strategy

Content Marketing: How an energy data company’s content strategy increased leads by 733% [From MarketingSherpa]

Inbound Marketing: Beef jerky company develops content strategy around brand character to increase social media fans 2,113% [From MarketingSherpa]

Content Marketing: Measuring results, tracking ROI and generating leads

April 24th, 2015
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One of my recent MarketingSherpa Blog posts, “Content Marketing 101: Tips on content strategy” covered some basics of content marketing. For today’s post, I want to dig into the MarketingSherpa Newsletter archive to highlight what can be a challenging aspect of content marketing — quantifying and proving its worth.

The first article to highlight is a how-to, titled “Measuring Content Marketing: How to measure results, find gaps and grab opportunities,” that covers a range of tactics offered by Joe Pulizzi, Founder, Content Marketing Institute, and Michal Brenner, Senior Director, Global Integrated Marketing, SAP, on quantifying your content marketing efforts.

Joe says to set three categories of goals for content — driving sales, saving money and making customers happier.

To reach these goals, he suggested tracking those goals in three tiers:

 

Creator-level metrics

For a company blog, these KPIs include traffic metrics, such as page views and unique visitors; source metrics, such as inbound search results and referring sites; and sharing metrics, such as tweets.

 

Manager-level metrics

These KPIs include lead volume generated, lead quality, cost-per-lead and conversion rate.

 

Director-level metrics

At the highest level, content KPIs include revCreatienue, costs, ROI and customer lifetime value.

tiers of content marketing

 

Analytics also plays a role in content marketing.

Michael suggests that Google Analytics can be a content marketer’s best friend because the free tool allows tracking of the most downloaded, shared and viewed content on the website, sources of inbound traffic and organic search keywords used to reach your site.

Joe added, “We’re so infatuated with the creative that we don’t take two seconds to look at how this is making an impact on our customers. [Tracking software] is not glamorous. I can’t hold or touch or feel it, but you can take that feedback from the technology and then improve the content you have.”

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How a B2B Marketing Team Used Zombies to Win Over the C-Suite

September 30th, 2014
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When Christine Nurnberger joined SunGard Availability Services in 2012, Marketing and Sales were clearly out of alignment. Marketing’s contribution to the sales pipeline was less than 3%, even though they executed more than 1,100 marketing tactics over the previous fiscal year.

By the end of 2013, that relationship had shifted dramatically. Marketing’s contribution to new revenue skyrocketed to 40% with the average deal size tripling.

At MarketingsherpaEmail Summit 2014, Christine revealed her secret to success: smart content marketing built on intense research, analysis and creativity. It culminated with chief technology officers preparing for the zombie apocalypse and eager to engage SunGard.

In the video clip below, Christine outlines setting the stage for that success with a two-stage direct mail pilot, targeting 56 CTOs in the later stages of the buying cycle:

  • Part one was a direct-mail piece made up of a  shadow box with a thumb drive, which included a personalized video announcing that, in the coming days, they would receive everything they needed to survive a zombie apocalypse.
  • Part two was a zombie apocalypse survival kit — a backpack that included a copy of World War Z, two tickets to the movie and “zombie repellant,” aka silly string.

 

The response blew the sales team away.

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Lead Generation: How to build your own list

September 26th, 2014
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Last week’s MarketingSherpa B2B Newsletter case study — “Lead Generation: Content and email combine for high-quality list building” — covered an effort by cloud replication and disaster recovery startup company, CloudEndure. The overall basis of the campaign was a process created by CloudEndure’s Vice President of Marketing, Ramel Levin, before he joined the startup. This process Ramel called BYOL, or “build your own list.”

The case study features some of the steps involved in Ramel’s lead gen idea, but since he developed it for a company he worked for before joining CloudEndure, the exact steps he took in putting the process together were not part of the case study.

For today’s MarketingSherpa blog post, I wanted to provide more detail on how Ramel created his BYOL concept.

Ramel said he was in a business setting speaking with a startup company that did website translations when the BYOL idea came to him.

“I was asking them, ‘How do you generate leads for websites that need translations?’ He (one of the employees at the startup) started telling me about all the different ways he was doing it, and he talked about the traditional ways of doing email blasts, going to conferences and doing advertising for pay-per-lead and PPC,” Ramel said.

 

One method for building high-quality lists

After a bit of thought, Ramel decided that building a list of higher-quality leads would be more effective for this company, and here is the process he developed to do just that.

 

Step #1: Identify the first stage of target companies

Ramel stated, “So I told him, ‘How about doing the following? How about scanning the top one million websites, based on Alexa or Quantcast, or any other ranking service … and find out how many of those websites have only one language.”

He said, for example, scan the top sites in Germany, and make sure they only have pages in the local language. If the company is in the United States, its website only features pages in English.

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Lead Generation: 3 questions every marketer should ask themselves about incentive

October 18th, 2013
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Does your marketing team have experience to fall back on, or have you found yourself in team conversations like this one …

Marketer 1: “I have this great idea! We’ll build a landing page and put a lead generation form on it!”

Marketer 2: “That’s genius! Everyone’s doing it! When visitors land on the page, they will enter their information and VOILA! Leads generated!”

Marketer 3: “That’s great, but what are you going to gate with the form? Why would someone want to give you their information? What motivation do they have?”

 

Is your team following best practices because they are popular, or are they approaching your marketing initiatives with consideration for every possible variable and objective?

Now don’t get me wrong. We all do our best to create lead gen pages that provide value and build interest in what we’re selling, but our best intentions are not the problem.

It’s all too often that we simply forget to thoroughly examine one key element for success – the incentive we’re offering.

So, in today’s MarketingSherpa Blog post, I wanted to examine three questions every marketer should ask themselves about lead gen form incentives that you can use to tip the balance to your advantage.

 

Do our incentives provide tangible value to our visitors?

Incentives are something appealing that we can offer the visitor in return for their information.

They come in many forms and differing levels of value. Popular options visible in the digital landscape these days are discounts, educational content, product add-ons and free or expedited delivery.

Which should you choose? Which will provide value to your prospects?

There are two important things to consider when thinking about incentives:

  • Cost
  • Relevance

Will visitors to this landing page find the incentive relevant? Will it meet their needs or prove valuable to them? Does the incentive offer a high potential for return on the investment? Is it something you can even afford to offer?

Ultimately, the right incentive for your offer depends on the product and business model, the motivation of visitors, and how the incentive builds momentum through the buyer’s funnel.

When choosing, it’s important to find an incentive that provides added value by complementing your product or service and matching your visitors’ wants.

If you can offer a low-cost incentive that provides high value and ROI, that option is likely a good fit for you.

 

Is contact with a real person a valuable incentive?

Another approach to lead gen offers you can use is contact with a real person.

This can be contact with an expert on a widget or a representative who can help prospects navigate an extensive product line.

If you have a complex product offering or if there are many competing options that have muddied your market, this might be a good option for you. However, there are a few important things to consider here.

Do visitors need help with your product offering? Will speaking with a person help them make a better buying decision? Can contact with a representative expedite the buying process?

Be careful though, if your prospects don’t perceive a personal contact as valuable, you could scare some away. But, you’re almost assured that those who do make it into the funnel will be of a higher quality.

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