1. Introduction:
“Tools and Techniques for Sourcing New Leads”
Ryan Goodin Brandon Contreras
Diligent Brands Act-On Software
diligentbrands.com act-on.com

2. Introduction:
You Need Leads!
• Leads are the lifeblood of your business
• Sales is a numbers game

3. Intro:
How Many New Leads Needed?
• 5 new deals per month
• 25% close ratio
• Line up 20 meetings / phone calls
• 2% of communications result in a meeting
• 1000 new leads will produce 20 meetings
• 500 are recycled, current or past customers,
=500 new leads per months

4. Intro:
Lead Sources
• Most obvious:
• Purchase leads
• Website inquiries
• Premium content downloads
• Newsletter signups
• Not as obvious:
• Extracting visitor data from analytics
• Searching contact lists online
• Networking, list swap, list rental

5. Defining and Segmenting Your Target Audience:
Who Will You Target
• Create a complete profile of your lead
• First and last name
• Title
• Phone
• Role
• Industry
• Geography

6. Sourcing New Leads on the Web:
Introduction to Irina Shamaeva's Methods
• Specializes in People Sourcing
• Author of http://booleanstrings.com/
• Methods include:
• Advanced search methods on Google/Bing
• Extracting info

7. Sourcing New Leads on the Web:
Introduction to Irina Shamaeva's Methods
• Search syntax:
• * on Google – stands for one word or
multiple words:
(* * is software engineer at Google)
• Email patterns:
(“email * * navigantconsulting.com”)
(“* accenture.com”)
• No @ needed - Google ignores most special
characters

8. Sourcing New Leads on the Web:
Introduction to Irina Shamaeva's Methods
• Search syntax:
• File type search (xls, xlsx, pdf):
(filetype:xls "business development"
accenture.com)
• Directory search:
(intitle:"membership directory" site:com
"bar association“)

9. Sourcing New Leads on the Web:
Introduction to Irina Shamaeva's Methods / Related Resources
• Extractor - OutWit Hub:
http://www.outwit.com/products/hub/
• Extractor - Atomic email hunter:
http://www.massmailsoftware.com/extractweb/
• Email address patterns:
https://sites.google.com/site/emails4corporations/
• Email address patterns:
http://executivebomb.com/

10. Extracting Website Visitor Data:
Using Web Analytics
• ISP data, AT&T, Comcast, etc.
• Company name and state
• Pages visited
• Detective work required
• Add new contacts to the campaign daily

11. Purchasing Lead Lists:
Best Practices
Salesperson locates contact info, adds new
contact(s) to the campaign via the sales
admin dashboard
Web visitors are emailed to sales staff daily: Sales Admin Dashboard:
LOGO

12. Purchasing Lead Lists:
Best Practices

13. Purchasing Lead Lists:
Best Practices
• Why purchase lists?
• Small, highly targeted lists
• Message development
• Higher response rates

14. Purchasing Lead Lists:
Best Practices
• Ways to segment the information:
• SIC - industries
• Job titles
• Geographic location
• Number of employees
• Revenue

15. Purchasing Lead Lists:
Best Practices
• Crowdsourced contact data:
• Nationwide sales force
• Regularly updated
• Receive points toward purchasing more
contacts
• Penalized when another salesperson
provides more up-to-date info

16. Purchasing Lead Lists:
Best Practices
• Issues with leads from unqualified sources:
• Broad information, without key data
• Large, un-segmented
• Bad addresses

17. Premium Content:
Leveraging for Lead Generation
• Blog post
• Article
• Whitepaper
• Video
• Audio
• Webinar
• PPT

18. Premium Content:
Leveraging for Lead Generation
• Demonstrate expertise
• Educate and inform
• Distribute through marketing channels
• Trigger a series of emails

19. Dynamic Data Gathering Forms:
Managing Campaign Participants
• Imported via an excel spreadsheet
• Entered manually via data capture forms
• Website forms

20. Conclusion:
Keys To Success
• Audience profile
• Multiple lead sources / tools
• Consistency

21. Conclusion:
Thanks for joining us!