Download - In the Trenches - Lead Generation By Example
In the Trenches - Lead Generation by Example
Ryan Johnston Demand Generation Manager
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Hello!
About me!• Ryan Johnston"• Demand Generation Manager"• Almost 3 years at Pardot"
• @ryanejohnston"
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Contributing to the Bottom Line
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Lead Generation
The Concept!• Create leads for sales"• Contribute to the bottom line"Keys to Success!• Set goals"
• # of qualified leads, opportunities"
• Define processes"• Campaign execution"
• Build reporting"• Lead to close"
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Prepping for Lead Generation Success
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The Modern Marketer
Advent of Technology!• Increased marketing spend"• Double edged sword"
• More accountability"Lead Gen Arsenal!• Campaign management"
• Capture"• Qualify"• Assign"• Track"
"
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Lead Generation Sources
Organic/Natural!• If you build it, they will come"Paid Advertising!• Find them where they are"Third Party!• Targeting leads in another
database"Internal!• Targeting your own database""
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Content
Importance of content!• Information exchange"Choosing the right content!• Create qualifying content"
• Ex. CMO Toolkit"• Understand the database"
• Who are you targeting?"• Determine influential content"
• Conversions and Influence"• Pick the right type"
• Infographic vs. eBook""
vs
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Definitions
Ideal Prospect Profile!• Meet with sales"• Historical data"
• Trends"• Top indicators!
Marketing Qualified Lead!• Meet with sales, again"• Strict definition"
*Always adapt"
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Executing the Campaigns
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Capturing Lead Info
Forms!• Content gating"• Core requirements"• Important forms"• Progressive Profiling""Landing Pages!• Tracking"• No distractions"• A/B testing""
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Qualifying Leads
Qualifying Leads!• MQL"• Automatic qualification"Scoring!• Interest"• Assign point values"
• Pricing page"Grading!• Prospect fit"• Grade threshold""
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Assignment
Lead Routing!• Sales-readiness"• Automatic assignment"Qualified vs Unqualified!• Lead wasteland"Sales Enablement!• Campaign reference"• Follow-up content""
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Nurturing
Pre-sales!• Build prospect profiles"• Generate interest"• Encourage action"During the sales cycle!• Constant touch"• Provide value"Lead revival!• About that lead wasteland"
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Reporting
Campaign tracking!• Tactic performance"• Lead performance"Reports!• Goals"• Lifecycle (accountability)"• Net New vs. Influence"Feedback!• Keep talking to sales""
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Scaling
Leads!• Quality vs. Quantity"• Pipeline"Lead Routing!• Automatic assignment"Campaigns!• Multiple channels"Definitions!• Buyer profile"
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Questions
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