Generate Leads & Drive Revenue Social Email Marketing
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In this webinar, Tamara Gielen cover trends, best practices and tactics to generate leads via social media (Twitter, Facebook, blogs, communities etc) and how to nurture and convert those leads into paying customers.
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Generate Leads & Drive Revenue Social Email Marketing
- 1. How To Generate Leads And Drive Revenue With Social & Email Marketing Tamara Gielen, Plan to Engage @tamaragielen
- 2. Your presenter today • 12+ years of experience in online marketing • Specialized in email marketing • Author, blogger, spea ker, consultant ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2
- 3. Marketing goal: generate SQLs Lead Lead scoring nurturing Lead Tools & generation Sales Processes Qualified Lead ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 3
- 4. The tools you’ll use Email Tools Search Ads Social Content Forms Testing Analysis ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 4
- 5. What we’ll cover today 1. Using social media to generate leads 2. Scoring leads to identify readiness-to-buy 3. Nurturing leads with email marketing ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 5
- 6. Use social media to generate leads 6
- 7. 1. Relevant content ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 7
- 8. Content that people share ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 8
- 9. Some examples ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 9
- 10. Some examples ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 10
- 11. Some examples ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 11
- 12. Some examples ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 12
- 13. 2. Landing pages that convert • A/B tested design & copy ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 13
- 14. 2. Landing pages that convert • A/B tested design & copy • Single-topic ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 14
- 15. 2. Landing pages that convert • A/B tested design & copy • Single-topic • No site-navigation ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 15
- 16. 2. Landing pages that convert • A/B tested design & copy • Single-topic • No site-navigation • Short forms ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 16
- 17. 3. Traffic, traffic, traffic Ads Email Search Social ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 17
- 18. Tweet about your content ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 18
- 19. Promote it on Facebook ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 19
- 20. Blog about it ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 20
- 21. Calls-to-action everywhere ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 21
- 22. Calls-to-action everywhere ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 22
- 23. Calls-to-action everywhere ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 23
- 24. Promote it to your list ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 24
- 25. Capture Analyze Score NEXT STEP Nurture YES Convert? NO ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 25
- 26. Score leads to identify readiness-to-buy 26
- 27. Lots of criteria to score on Email Web behavior responses Event BANT attendance Demographics Score Sales input ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 27
- 28. Score defines message flow ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 28
- 29. Nurture leads with email marketing 29
- 30. Permission is key ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 30
- 31. Basic lead nurturing campaigns New incoming leads Stay in touch - Welcome Focus content & timing on: - Educate -buyer roles personas - Promote other content -buying stages ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 31
- 32. Sample lead nurturing path • Day 1: introductory email ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 32
- 33. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 33
- 34. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 34
- 35. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 35
- 36. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper • Day 45: call from sales rep to check in ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 36
- 37. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper • Day 45: call from sales rep to check in • Day 60: Email promoting webinar series ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 37
- 38. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper • Day 45: call from sales rep to check in • Day 60: Email promoting webinar series • Day 75: personal email from sales rep offering product demo ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 38
- 39. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper • Day 45: call from sales rep to check in • Day 60: Email promoting webinar series • Day 75: personal email from sales rep offering product demo • Day 85: Call from sales rep to schedule in- person meeting ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 39
- 40. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper • Day 45: call from sales rep to check in • Day 60: Email promoting webinar series • Day 75: personal email from sales rep offering product demo • Day 85: Call from sales rep to schedule in-person meeting • Day 90: sales proposal via email Source: http://www.marketo.com/library/definitive-guide-to-lead-nurturing.pdf ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 40
- 42. Check these out! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 42
- 43. B2Bemailmarketing.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 43
- 44. Thank you! Connect with me: tamara@PlanToEngage.com +32 477 666 930 www.PlanToEngage.com www.linkedin.com/in/tamaragielen 44