The Anatomy of a Wildly Successful Lead Gen Campaign

© 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg
WILDLY SUCCESSFUL
The Anatomy of a
Lead Gen Campaign

Angela Leavitt, Mojo Marketing
Founder & Chief Mojo-Making Officer
• 15+ years of sales & marketing
• Has worked with nearly 150 telecom, IT and
cloud services companies
• Speaker of Channel Partners, ITExpo,
CompTel, MSPWorld

Who is Mojo?
V
V
Telecom, IT, and
Cloud Only
Have helped dozens
of carriers, agents,
VARs, and MSPs improve
their
revenues and branding.
We have
LOTS of data
on what works

WHO’S WORKING THEIR MOJO?
Some of our past and present 150+ customers

Housekeeping
Save questions for the end.
Put them in the “Questions” box. We will answer them all!
Do you tweet? Use #LeadGen
You can also tag us with @MojoMktg and @Intronis
Want the slides? Great!
Send your feedback to angela@gimmemojo.com

You’ll Discover
Fishing
Campaign
Model
Additions &
Variations
Farming
Campaign
Model

Who Wants Leads?

WHY DON’T THE OLD
TRICKS WORK ANYMORE
CXOs / IT Directors are bombarded with information.
The “Sea of Sameness” is dizzying.
The telecom / IT industry has a reputation for burning people.
We want our network’s opinion.

In the connection
economy, trust and
relationships are the
new currency.
THE GREAT SHIFT
SETH GODIN

THE NEW SALES & MARKETING FUNNEL

YOU ARE A
HUSTLER
YOU ARE
TRUSTWORTHY
GUIDING PRINCIPLES & ASSUMPTIONS
• You have testimonials
• You look legit, not mom & pop
• Your reputation is stellar
• You build your warm market
• You stay in front of people
• Campaigns don’t replace
relationships

We’ve been testing
We’re going to talk about
– Exactly what we did
– Numbers from results
HERE WE GO

FISHING METHOD

FISHING
TIMING
1-2 months of prep
2-3 weeks of execution
1-2 months of follow up
THE “LAUNCH” MODEL

ELEMENTS
• Research
• Offer
• Content
• Landing Page
• Email
• Digital / Social
• Webinar
FISHING
NOTE: Simplify if you need to

1. RESEARCH
Pain points
Questions
Lowest hanging fruit
What’s hot right now
HOW?
–Ask your customers –Ask your prospects –Ask your sales team
FISHING

2. DEVELOP A “MAFIA OFFER”
Something they cannot refuse
Directly address your prospect’s
pain & questions
FISHING
It must STAND OUT (hint: free telecom audit is outdated)

3. DEVELOP CONTENT TO
SUPPORT THE OFFER
Address pain & questions
Create some intriguing &
entertaining
Give VALUE
Include invite to attend webinar
FISHING
GOAL: Prospect knows, likes and trusts you

3. TYPES OF CONTENT THAT WORK WELL:
FISHING
VIDEOS WORKSHEETS WHITE PAPERS
INFOGRAPHICS CASE STUDIES

4. CREATE LANDING PAGE
Include opt-in
Create more educational
content (PDF downloads)
Include links to webinar
registration
FISHING

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
FISHING

6. DRIVE TRAFFIC TO LANDING PAGE
• Best way: through a strategic partner
• Digital Marketing
• PPC, Remarketing
• Your own email database / other lists
• Social Media
• BIG DATA AND FACEBOOK
• Memes
• LinkedIn Groups
• Sponsored Ads
FISHING

7. CONDUCT THE WEBINAR: 1 HOUR
90% educational / 10% offer
Address more pain
Show authority, leadership, connections
FISHING

8. PRESENT THE OFFER
Include scarcity
Include testimonials
Demonstrate the value
Repeat offer three times
Want more opt-ins? Create
a guarantee
FISHING
SPECIAL
OFFER

EXAMPLE:
FISHING
THE KEY: The List and the Offer
INDUSTRY LIST OF
1500
PARTNER LIST OF
500
EMAIL OPEN RATES
23%
WEBINAR SIGNUPS
64
ATTENDEES
45
NEW CUSTOMERS
8

IMPORTANT MATH:
FISHING
Now what? What you do next is the most important part!
LIST
2000
EMAIL OPEN RATES
23%
(1,540 DIDN’T OPEN)
WEBINAR SIGNUPS
64
(396 DIDN’T SIGN UP)
ATTENDEES
45
(19 DIDN’T ATTEND)
NEW CUSTOMERS
8
37 DIDN’T BUY

WHAT’S NEXT?
• Did not OPEN? Try an edgier subject line
• Did not sign up for WEBINAR? Try more intriguing topic
• Did not ATTEND? Send presentation slides / videos
• Did not SIGN UP for offer? Could be timing. Put into
nurture campaign
FISHING
MORAL: Tailor the experience to each unique user.

MANUAL
Low / no cost platforms
–MailChimp, Contant Contact,
iContact
More time to manage overall
FISHING
AUTOMATED
• Marketo, Pardot, HubSpot, Hatchbuck
• Higher cost: $200+ / mo.
• Intricate to set up
• Payoff is huge…“smart” emailing

WHY MARKETING
AUTOMATION SOFTWARE?
Manage prospects according to their
activities
Lead scoring
Invaluable data to help you track and
tweak
FISHING

CAMPAIGN ADDITIONS
& VARIATIONS

ADDITIONS & VARIATIONS
RECOMMENDED FOR:
Highly targeted list
HOT leads
Your top 50-100 targets

USE MULTIPLE MODALITIES:
SIGHT TOUCH HEARING

DIRECT MAIL
Is not dead! It’s all in the HOW…
Handwritten on the envelope
Use a stamp
Send 1st Class

LUMPY MAIL
Always gets 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 Rubik’s Cube

LINKEDIN MAIL
Email connections
Email those you’re in a group with
Sponsored InMail

MORE CONTENT
Videos
Blogs
Infographics
News, reports
Don’t sell, educate!

USE THE PHONE
Use Scripts
Leave scripted messages
Call multiple times

POINTERS
Use Scripts
Leave scripted messages
– “I just sent you an
email/mailer/LinkedIn message”
– ”I want to personally invite you to…”
Call multiple times

POINTERS
Having more than one person
involved in the process is more
effective than having one carry out
the entire process
Have someone setup the
appointment and another one
close

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

POINTERS
• Persistence is key
• 10-12 touches total
• Some will talk to you purely out of
curiosity or respect

FARMING METHOD
7 STEPS TO CREATING REAL
THOUGHT LEADERSHIP

STEP # 1
1. You can’t be all things to all people
2. Niche = shortcut to expertise
3. Start with one and add more over time
CHOOSE A NICHE

STEP # 2
1. Think of your largest, most recognized
customer
2. Develop case study, video testimonial, other
endorsement
3. Got more? Have at it. Overwhelming is good
GET ENDORSED

STEP # 3
DEMONSTRATE
EXPERTISE
Develop messaging around your specialization
Put it everywhere:
– Website
– Business cards
– Collateral
– Social pages
– Video content
– Blog
– Infographics

STEP # 4
DEVELOP STRATEGIC
PARTNERSHIPS
Find the industry’s associations
– Volunteer on their
committees
– Write blog/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

STEP # 5
LEVERAGE DIGITAL
& BIG DATA
Follow your prospects around the web (Google
remarketing, Facebook ads, etc.)
Never been easier to target your EXACT
audience
– Whatever they’ve purchased
– What their interests are
Everything is moving toward “pay to play”

The more of a “Rock Star” you become in that industry,
the more leads and referrals you will receive
RESULTS
Increased Referrals
More Trust
Shorter sales cycles
Price becomes less of
an issue
Prospects contact
you pre-sold
More invitations to
speak

Questions?
Want these slides?
Send feedback to angela@gimmemojo.com
www.GimmeMojo.com @MojoMktg Linkedin.com/in/angelaleavitt

The Anatomy of a Wildly Successful Lead Gen Campaign

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