A presentation for Small & Medium Businesses to convert their Digital Marketing leads towards RoI.

1. s
LEADS TO ROI
SMB Lead Performance
A Workshop alongwith RedRealm Agency
Date: Sept 21st, 2018

2. Puneet Singh Bhatia
• Director @Axtria Inc
• MBA-IIM Bangalore (2002-2004)
• Digital marketing professional with
over 14 years of experience
• Worked with Google, Viacom, RTL,
Wiley, New York Times, Apple,
Reliance, Hindu, Hindustan Times
• ‘100 Most Influential Marketing Tech
Leaders Award’
KEY PUBLICATIONS
Social Media &
Mobile Marketing
E-MarketingFundamentals of
Digital Marketing

3. Introduction to Leads Marketing
Five Key Tenets
5 Key Tenets of Lead Generation
• Inbound Vs Outbound
• Advertising Vs Content
• Limited Vs Lifetime
• Active Vs Dead
• Build Vs Buy

4. MARKETING ACTIVITIES
ONLINE
SALES ACTIVITIES
OFFLINE
What are Lead Funnels?
Traditional Vs Modern Funnels
B2C Loyalty Model
B2C Discount Model
B2C Site Order
B2C Remarketing
Ecommerce Portals
Webinars
Content Marketing
Online Ads/ Emails
Owned/Earned Media
Repeat Biz Pitch
Repeat Biz Sold
Loyalty Management
Activating Dead Leads
Negotiations/Closure
Re-Approach Cycle
Partner Site Buy
Opportunity Logged
Offer Discussion
Initial Contact
Lead Qualification
Awareness
Engagement
Conversion
Retention
Up/Cross-Sell
FUNNEL STAGES
Up-Sell Campaigns
Cross-Sell Campaigns
Revenue & Lead % at
each stage
10%
20%
20%
30%
20%

6. Typical LeadGen Technology Stack
Which ones do you use presently?

7. LEADS TO ROI
MAILCHIMP EMAIL
MARKETING
LeadGen Hack 1
Try one Soon!
Using Google/Facebook
for Login
SECTION 2

8. Basics of Email Marketing
Why Email Marketing Scores over Others for LeadGen
Email Marketing Uniqueness
• Direct
• Agile
• Triggers all other Channels
• Cost Effective
• Long-Term Connect

10. Email Marketing Execution
10 Steps to Email Marketing
1. Establish Target Audience
2. Create Customer Personas
3. Research Pain Points for Content Topics
4. Develop Conversational Content (.. And Intriguing Headers!)
1. Create a sense of urgency with your language with active voice and action words
2. Use audience-centered wording that logically leads towards your call-to-action
3. Break large text blocks into smaller pieces to make them easier to read
4. Proofread, proofread, proofread
5. Keep up with the latest email and content creation trends by reading industry news
5. Create Content Calendar
6. Decide Your Tools and Metrics
7. Test Your Content
1. Timing: What time are subscribers most likely to open your email? What day of the week?
2. Subject line: Do shorter subject lines drive results? Does your audience like humor or straightforward subject
lines? Are you using preheader text to catch your audience’s attention?
3. Sending frequency: Does your audience respond better to daily emails? Weekly? Design: Have you tried a single-
column layout? Two columns? Layouts with and without images?
4. Friendly from name: Do your subscribers respond to email from your brand, a person associated with your brand?
8. Deliver
9. Measure
10. Optimize

11. LEADS TO ROI
GOOGLE KEYWORD
PLANNER
LeadGen Hack 2
Try one Soon!
Home-Page Headline =
Call to Action
SECTION 3

12. Google Keyword Planner
The Perfect Way to Finalize Your Keywords
Source: Google Adwords

13. LEADS TO ROI
GAME-CHANGING
LINKEDIN PROFILE
LeadGen Hack 3
Try one Soon!
Using Compelling Keywords
in Content
SECTION 4

14. Most Effective Tactics for Linkedin Profile
Key Steps to keep in Mind
1. Develop your Profile and Complete it!
• Complete profiles are 40 times more likely to be viewed and receive opportunities.
2. Use Keywords in Your Headline and a summary about your Business
• Think about what your potential customers or business partners might be searching for on LinkedIn
3. Use Summary as your Business Elevator Pitch
• Include facts, figures, concrete results and examples, awards you’ve won, publications you’ve been in
4. Add Work Samples and Product Photos
• Demonstrate some of your statements from your summary with media elements. For example, speaker clips
5. Get Recommendations
• Create a short list of former clients and customers that you can reach out to and reach out to for
recommendations
6. Add Skills and ask for Endorsements
• Add all of your business skills like sales, copywriting, brand development, graphic design etc and get them
endorsed

15. LEADS TO ROI
L2R
FRAMEWORK
LeadGen Hack 4
Try one Soon!
Embed Webinar Link
in Content
SECTION 5

16. L2R (Leads To RoI) Framework
Strategy/Database/Campaigns/Measurement/Optimization
5 Stages From Generation Activation Conversion
•Develop Lead Strategy
•(Target Revenue, Type of Leads, Sources,
Spend, Channels, Content, Tools, Contacts,
Owned/Earned Platforms, Competitor Activity
Mapping & Response)
•Manage Leads
Database
•(Build/Buy Leads, Segment
Leads, Review Lead Quality)
Deploying Lead
Campaigns
(Organic/Inorganic- How to develop
content that makes a dent-
communication is key in both)
Executing Lead
Measurement
(Finalizing and Implementing Lead
Measurement Techniques)
Lead Process
Optimization
(Achieve a steady state of Balance
between organic and inorganic leads-
Organic needs efforts. Once there,
dependence on inorganic decreases)

17. THANK YOU
Connect with Puneet at:
✔LinkedIn: https://www.linkedin.com/in/mrpsbhatia/
✔Website: www.fodm.in
✔Email: mr.psbhatia@gmail.com
✔Quora: https://www.quora.com/profile/Puneet-Singh-Bhatia