smb lead generation strategy - lead generation stats & basics
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SMB LEAD GENERATION
BASICS , STRATEGY & STATS
As consumers become more and more reliant
on the internet, there has been a drastic shift in
how they research, receive, and pay for
products and service.
With a wealth of information at their fingertips,
buyers can complete most their purchases
online. If they do need to visit your business to
purchase, most of the work is done, and with a
decision made before they reach your doors.
You are out ofbusiness if you don't have a
Zig Ziglar was a salesman known around the world as a performance trainer for major corporations, motivational
speaker, and author of best-selling books such as See You at the Top and Secrets of Closing the Sale.
There is a new challenge for SMBs: Developing effective lead generation strategies in an internet-dependent marketplace.
Gaining and retaining a customers interest through the entire buying cycle has become even harder.
As a small business, you need to develop an innovative lead generation strategy that gets your business in
front of your ideal customer, so you can build trust and convert prospects into leads.
LEAD GENERATION BASICS
Even if you are
asmall business, you
can still have a large
You just need
astraegy in place
that generates more
A person who has shown interest in your
product or service in some tangible form.
What is a LEAD?
Your process for attracting and converting your
audience and prospects into people interested
in buying from you.
What is a LEAD GENERATION?
When prospects are interested in your business
it is easier and less expensive to get them to
buy from you in the future.
Why you need LEAD GENERATION?
LEAD GENERATION BASICS
After you have
into leads for
your sales team.
You qualify a lead by gathering enough
information from people in your audience to
gauge a valid interest in your company. Use
contact info to nurture the lead.
How do you qualify a Lead?
OPT IN FORMS
Ways you can capture Leads:
LISTS OF RESOURCES
LANDING PAGE & OFFER GIVEN
OFFER TAKEN &
Use the information collected to qualify lead
for sales team
LEAD GENERATION PATH
11% both social & display ads
-Source: B2B Magazine
Analyze current NEEDS
Set lead-gen GOALS
Develop buyer PERSONAS
2. DEVELOP & CREATE
Develop an irresistible MESSAGE
Create valuable & attractive OFFERS
Create engaging CONTENT for website
OWNED: Website, Blog, Email, Social
EARNED: Reviews, Testimonials
PAID: PPC, Social Media Ads, Events
Present OFFER to visitors/audience
Use enticing CALL TO ACTION
Optimize short LEAD CAPTURE FORMS
5. ANALYZE & TRACK KPIs
Analyze leads to find top SOURCE
Compare content PERFORMANCE
Monitor offer CTR & make adjustments
6. CULTIVATE INTEREST
Encourage continued ENGAGEMENT
Show value in EMAIL CAMPAIGNS
Nurture long-term RELATIONSHIPS
7. CONVERT TO SALE
Implement CONVERSION STRATEGY
SEGMENT visitors by behavior
LEAD GENERATION STRATEGY
46% of marketers believe that lack of an effective strategy is the biggest
challenge in reaching the next level oflead generation performance.
The offer determines to a large extent whether you can maintain a dialogue with a prospect rather than a series of episodes. The offer communicates
Phil Fernandez, CEO,
president & co-founder of
entrepreneur & author of
The offer determines to
a large extent whether
you can maintain a
dialogue with a
prospect rather than a
series of episodes. The
OFFERS & LEAD MAGNETS
With buyer personas in mind
create free checklist, eBooks,
courses, and valuable resources
and build a landing page for each.
Include content upgrades such as
checklists, templates, or videos with
bonus tips on your blog posts to
convert your readers into subscribers.
Offer high-value content, tools, and
intro products prospects don't mind
exchanging their email address for.
The lead magnet is your irresistibleOFFER. Take time
to create valuable extras relevant to your audience.
CALLS TO ACTION
Make your CAT stand out with a
contrasting color to your
Text of your CAT should tell
people what will happen when
they click (ex. "Get FREE PDF")
Place your CATs where your users' eyes
naturally go on your web pages. Use heat
map analytics to see where that is.
Create dedicated landing pages for CTAs so users are sent to a page that will convert them to a lead.
If you want better leads, you need a better website and high converting landing pages.
The less information you ask for on
the first step the more likely people
are to fill it out.
Add trust seals, photos, and
testimonials to increase credibility.
Use action-oriented "power words"
highlighting benefits above the fold in
Consider end-goal to determine what
actions you want the user to take.
Create easy access to lead capture
forms by having a form on every page.
Test, adjust, retest, and adjust until
you see conversion improvements.
BUILD AUDIENCE & OPTIMIZE LANDING PAGES
Improve lead generation and increase
conversions with these marketing
tactics that help you build your
audience, improve your conversion
strategy, and capture more leads.
STAND OUT AND
TO FILL USE
LEAD CAPTURE FORMS
Multiple CATs to
Lead Capture Form
Lead Generation is a fairly core activity
Chris Brogan is CEO of
Owner Media Group ,
providing strategy and skills
for the modern business. He
is also a highly sought after
professional speaker and
the New York Times
bestselling author of nine
books and counting.
is a fairly core
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LEAD GENERATION STATISTICS
Lead Generation Statistics
email is one of their most
effective lead generation
more than $50 on
each lead generated
over $1,000 on each
1 2 3
1) Marketo 2) Mintigo 3) Mintigo
Email Marketing Statistics
Email is the most
commonly used B2B
Number of emails
B2B marketers say
email is the most
effective channel for
78% 297 billion 59%
1) Demand Metric Corp. 2) The Wonder of Tech 3) B2B magazine
Getting more leads is great! But you want leads that deliver the best ROI.
MOST IMPORTANT METRICS FOR EMAIL CAMPAIGNSSource: Marketing Sherpa
generates three times
as many prospects as
but costs 62% less
82% of consumers who
purchased viewed at
least 5 pieces of
content from the