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AGENDA

INBOUND METHODOLOGY

WHAT IS LEAD GENERATION

HOW TO DO LEAD GENERATION

CREATING EFFICIENCIES

INBOUND

METHODOLOGY

INBOUND METHODOLOGY

WHAT IS

LEAD GENERATION

WHAT IS LEAD GENERATION

The process of attracting visitors

and converting them to leads and

potentially to customers

INBOUND METHODOLOGY

WHAT IS THE CONVERSION PROCESS

Call-to-Action

Landing Page

Thank-You Page

RESOURCES

library.hubspot.com

HOW TO DO

LEAD GENERATION

YOU NEED CONTENT

YOU NEED CONTENT

We’ve built up these big

marketing assets that continue

driving ROI for our business. So I

could send the whole marketing

team on vacation at HubSpot,

and our new lead flow wouldn’t

actually drop by that much.

Mike Volpe, Hubspot

LEAD CONVERSION BEST PRACTICES

Keep buyer personas in mind

Build content based on the buyer’s journey

BUYER PERSONAS

Fictional characters marketers create by doing research. They represent your ideal customer & help you to refine your marketing activities.

THE BUYER’S JOURNEY

Prospect is experiencing

and expressing symptoms

of a problem or

opportunity. Is doing

educational research to more

clearly understand, frame,

and give name to their

problem.

Prospect has now clearly

defined and given a name to

their problem or opportunity.

Is committed to researching

and understanding all of the

available approaches and/or

methods to solving the defined

problem or opportunity.

Prospect has now decided on

their solution strategy, method,

or approach. Is compiling a long

list of all available vendors and

products in their given solution

strategy. Is researching to whittle

the long list down to a short list and

ultimately make a final purchase

decision.

THE BUYER’S JOURNEY

Analyst reportsResearch reportseGuides & eBooksEditorial contentExpert contentWhite papersEducational content

Comparison guidesExpert guidesLive interactionsWebcast/podcast

Product comparisonCase studiesTrial downloadProduct literatureLive demo

CREATING

EFFICIENCIES

4 WAYS TO AMP-UP EFFICIENCY

OF LEAD GENERATION

1. Map all content to buyer personas &

buyer’s journey.

2. Recycle & reuse existing content.

3. Promote content

4. Learn what works from analytics.

MAP CONTENT TO JOURNEY

MAP CONTENT TO JOUNEY

4 WAYS TO AMP-UP EFFICIENCY

OF LEAD GENERATION

1. Map all content to buyer personas &

buyer’s journey.

2. Recycle & reuse existing content.

3. Promote content

4. Learn what works from analytics.

RE-PURPOSING EXISTING CONTENT

What needs to be added? Removed? Re-worded? Take out purely internal content and make it public-friendly.Adjust.

Combine.

Expand.

How can you combine related or unrelated things to provide new value and meaning?

What have you already done that you can dig deeper into—or provide a more comprehensive big picture view?

PUBLISH YOUR OWN YEARLY REPORT

REPACKAGE EXISTING CONTENT

GUIDE

INFOGRAPHIC

SHORTEN LONGER OFFERS

250 Page eBook 2 Page eBook

4 WAYS TO AMP-UP EFFICIENCY

OF LEAD GENERATION

1. Map all content to buyer personas &

buyer’s journey.

2. Recycle & reuse existing content.

3. Promote content

4. Learn what works from analytics.

PROMOTE CONTENT

Owned

Earned

PaidMEDIA

ASK YOURSELF THESE QUESTIONS

Which landing pages convert the most

leads, and why?

What content offers do the best, and why?

After content mapping, are there any gaping

voids that need to be filled?

Is there room to fine-tune existing content to

convert more?

THANK YOU.

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