The document outlines three lead generation methods - hunting, fishing, and farming. Fishing involves launching an educational video and webinar to generate leads. Hunting uses direct outreach like mailers, emails, phone calls, and LinkedIn to prospects. Farming focuses on becoming a thought leader in a niche industry through content, partnerships, and speaking. The goal of all three methods is to educate prospects and move them through a marketing funnel to become customers.

2. PRESENTERS
Angela Leavitt
Brian Leonard
Chief Mojo-Making Officer
Chief Mojo-Fying Officer
@mojomktg
@mojomktg

3. Who Wants
Leads?

4. Why Don’t the Old Tricks Work Anymore?
• We are bombarded with information.
• The “Sea of Sameness” is dizzying.
• CXO’s have more information than EVER to make
decisions with.
• The Telecom Industry has a reputation for burning people.
• We want our network’s opinion.

5. The Great Shift

6. Three Methods for Proven Lead Gen Success
Hunting
Fishing
Farming

7. Guiding Principles & Assumptions
• You are trustworthy
o You have testimonials
o You look legit, not mom & pop
o Your reputation is stellar
• You are constantly networking
o You build your warm market
o You stay in front

8. Here We Go…
• We’ve been testing
• We’re going to talk about
o Exactly what to do
o Numbers from results
• But sorry, we’re under NDA .

9. Fishing: The “Launch” Model
• Timing
o 1-2 months of prep
o 2-3 weeks of execution
o 1-2 months of follow up

10. Fishing: The Launch Model
1. Research
•
•
•
•
Pain points
Questions
Lowest hanging fruit
What’s hot right now

11. Fishing: The Launch Model
2. Develop a “Mafia Offer”
•
Begin with the end in mind
•
Something they cannot refuse
•
Directly addresses your prospect’s pain
& questions
•
Has some intriguing messaging
•
You must dig deep…the key to success lies here
•
It must STAND OUT (hint: free telecom audit
is outdated)

12. Fishing: The Launch Model
3. Develop an educational video (20-30 min)
•
Address some of the questions you uncovered
•
Create some intrigue
•
Be entertaining
•
GIVE VALUE
•
Invite listeners to attend a webinar at the end
•
Goal: viewer knows, likes and trusts you

13. Fishing: The Launch Model
4. Create landing page
• Include opt-in
• Create more educational content (PDF downloads)
• Include link to webinar registration

14. Fishing: The Launch Model
5. Create email auto responders
•
Thanks for viewing! Here’s more info…
•
And even more info…
•
More info still…and join the webinar to learn more

15. Fishing: The Launch Model
6. Drive traffic to landing page
•
Best way: through a strategic partner (3rd party)
•
Replicable Marketing (PPC, LinkedIn Ads, Remarketing)
•
BIG DATA AND FACEBOOK: HOLY COW
•
Your own email database/other lists
•
Cold List must be very targetted
•
Press releases
•
Social media

16. Fishing: The Launch Model
7. Conduct the Webinar: 1 hour
•
80% educational / 20% offer
•
Address more pain
•
Show authority, leadership, connections

17. Fishing: The Launch Model
8. Present the offer
•
Include scarcity
•
Include testimonials
•
Repeat the offer three times

18. Fishing: The Launch Model
Example:
Industry List of: 1500
Webinar Signups: 64
Partner List of : 500
Attendees: 45
Email Open Rates: 23%
New Customers: 10
The Key: The List and the Offer

19. Hunting

20. Going Caveman?
We like to think of it as a kinder, more
professional, more effective caveman.

21. Hunting
• Choose a niche
• Also depends on research and
development of “Mafia Offer”

22. Hunting
• Get a List
• From Partners
• From a List Broker
o Must use a reputable list broker.
o Some lists are junk. Burnt out. Obsolete.

23. Hunting
Use Multiple Modalities
o Touch
o Site
o Hearing

24. Hunting
Lumpy Mail
• Handwritten font on the envelope
• Use a stamp
• Send 1st Class

25. Hunting
• Send “Lumpy Mail” to your hottest leads
• Objects will always get past the gate keeper
• Tie in the object with the offer
• Be creative
• The more personalized, the better
• A 3-piece mail sequence works well
• Story: The Rubix Cube

26. Hunting
LinkedIn Mail
• Email Connections
• Email those you’re in a group with
o Search “Linkedin Lead Liberation” online
• Pay to upgrade

27. Hunting
Email
• Yeah. It still works
• Use good subject lines
• New video coming out in the Business Value
Toolbox on subject lines in emails

28. Hunting
• Create your emails, offering value
o Videos
o Blogs
o Infographics
o News/report
o We are not selling, we are educating
prospects into your funnel

29. Hunting
• Use the Phone
o Use Scripts
o Leave Scripted Messages
o Call Multiple Times

30. Hunting
Pointers:
o Use Scripts
o Leave Scripted Messages
 “I just sent you an email/mailer/Linkedin message”
 “I’ve been trying to reach you for a while. I know you’re busy, I am
too. I am very adament because I know I can help you. Etc.”
o Call Multiple Times
o Believe in your offer and pitch? Ask for 20 minutes of their time. If
they don’t like the education you give them, you’ll give them $100.

31. Hunting
Pointers:
o Having more than one person involved in the
process is more effective than having one carry
out the entire process.
o Have someone setup the appointment
and another one close

32. Hunting
Pointers*:
o Wednesday and Thursday are the best days to call
o Can you guess the worst?
o 4-6 PM is best time to contact
o 8-9 and 4-5 is the best time to qualify a lead
*http://www.leadresponsemanagement.org/

33. Hunting
Pointers*:
o Response time is CRITICAL
o The odds of contacting a lead decrease by 10 times when contacted
more than 1 hour after the first indication of interest
o The odds of contacting a lead decrease by 100 times when contacted
after 5 minutes vs. 30 minutes.
http://www.leadresponsemanagement.org/

34. Hunting
Pointers:
o Persistence is key
o 10-12 touches total total
o Some will talk to you purely out of curiosity or respect

35. Hunting: Marketing Automation
• The How
o Marketo
o Pardot
o HubSpot

36. Hunting: Marketing Automation
Why Marketing Automation Software?
• Manages prospects according to their interaction with you
• Scores the leads, so you can see who’s hot and not
• Provides invaluable data to help you track success and tweak where
necessary

37. Hunting
• Set up your rules
• No open? Try an edgier subject line.
• No click? Try more intriguing offer.
• Likes videos? Send more videos.
• Likes free reports? Send more free reports.
• Moral: tailor the experience to each unique user.

38. Farm: The Thought Leadership Model
1. Think of your largest/most recognized company
2. Develop case study, video testimonial, other
endorsement
3. Learn that industry’s jargon: Go Niche!

39. Farm: The Thought Leadership Model
4. Develop messaging around your specialization
5. Put it everywhere
– Website
– Business cards
– Collateral
– Social pages
– Video content
– Blog
– Infographics

40. Farm: The Thought Leadership Model
6. Find the industry’s associations
– Volunteer on their committees
– Write blogs/articles for their publications
– Participate in their LinkedIn groups
– SPEAK at their events
– Build relationships with their media people
– Record targeted videos
– Be creative
– Develop a TRUE PARTNERSHIP
– Work promotions through your partnership

41. Farm: The Thought Leadership Model
7. Leverage Big Data
– Follow your prospects around the web
(Google remarketing, Facebook ads, etc.)
– Never been easier to target your EXACT audience
– What they’ve purchased
– What their interests are
– Everything is moving toward “pay to play”

42. Farm: The Thought Leadership Model
The Results?
•
Increased referrals
•
More trust (less having to “sell”)
•
Shorter sales cycles
•
Price becomes less of an issue
•
Prospects contact you pre-sold
•
More invitations to speak
•
The more of a “Rock Star” you become in that industry, the more leads
and referrals you will receive

44. Contacts
Angela Leavitt
Chief Mojo-Making Officer
angela@gimmemojo.com
Brian Leonard
Chief Mojo-Fying Officer
brian@gimmemojo.com