nedma14: creating sales lead magnets for your sales funnel - bob mccarthy

McCarthyandKing.com 508-473-8643

Sales Lead Magnets

Creating Sales Lead Magnets for the Sales Funnel

Bob McCarthy

McCarthy & King Marketing


The 40-40-20 Rule


One-Step Selling

vs

Two-Step Selling


What is a Lead Magnet?

A Lead Magnet is a direct response offer

specifically for generating sales leads


Lead Magnets

are more educational

than promotional

(that’s what makes them appealing)


Lead Magnets answer their questions

and demonstrate your knowledge


Lead Magnets

are not just calls-to-action

within a campaign.

They should be the centerpieceof the campaign.


Lead Generation OffersInformation Kits

Brochures

Consultations

Demonstrations

Trials

Lead Magnets


Common lead magnets

White papersTip sheetsEbooksGuidebooksHow-to bookletsStep-by-step guidesCase studiesCustomer interviews

VideosQ&AsChartsInfographicsTutorialsPodcastsTemplatesWebinars/Seminars


Mapping your Sales Process


Lead Generation

Multi-Channel Outreach• Top of the Funnel lead magnets• Downloadable FREE information • Track response against costs


Multi-Channel Leads


Lead Capture

Your landing page• Experiment with pURLs• Experiment with video • Simple lead forms• Minimal contact info required

And don’t forget traditional response channels(phone, reply mail, fax, walk in)


Lead Qualification

Find out who’s really a lead• Create a preliminary survey • Use lead magnets to incentivize response• With each response, ask for more info

Or pick up the phone


Lead Nurturing

Use email to stay in touch and build relationship• Move prospects through sales process with higher

commitment lead magnets• Webinars, seminars• Product/service brochures, spec sheets• Case studies, customer interviews• In-depth surveys


Sales Engagement

One-to-One High-Commitment Engagements• Demonstrations, presentations• Audits, reviews• Consultations, strategy sessions• Spec reviews• Trials


Lead Magnet “must-haves”

• Must tap into a prospect’s problem or question• Must provide a solution without promotion• Must be aligned with the prospect’s interest• Must be aligned with the sales stage• Must have a compelling title• Must not disappoint with content• Must be substantive enough to justify the “gate”• Must position you (or you company) as an expert


Title Tips

• Titles will impact your response more than anything• Create titles that are descriptive, not clever• Try to include your audience in the title

(what every accountant needs to know)• Don’t over promise• Consider two-part titles (title and subtitle)

10 Pitfalls of Hiring ContractorsWhat every HR professional needs to know

• Design cover so title is readable in thumbnail.


Title Ideas

ReportChecklistCheat SheetPlaybookGuidePlanning GuideGuidebookHandbookManual LessonsBlueprint

Instruction GuideTutorialAdvisoryReviewTool KitBibleBriefExecutive BriefingAbstractYour Guide toRoad Map


Pick a Number

10 Rules10 Laws10 Lessons10 Tenets10 Secrets10 Truths10 Mysteries10 Tips10 Questions10 Myths

10 Commandments10 Guideposts10 Ways10 Reasons Why10 Ideas10 Steps10 Misunderstandings10 Mistakes10 Missteps10 Pitfalls


Thank you.

Bob McCarthy

McCarthy and King Marketing

www.McCarthyandKing.com

508-473-8643

http://www.mccarthyandking.com/

nedma14: creating sales lead magnets for your sales funnel - bob mccarthy

Marketing

sales lead magnets

lead capture

lead qualification

common lead magnets

lead magnet musthaves

lead nurturing use email

sales process

sales leads