1. 2 0 1 4 O G X L E A D C O N V E R S I O N
G U I D E & S T R AT E G Y
A I E S E C C A N A D A
Gordon Ching, VP Marketing and Communications gordonc@aiesec.ca
Nicole Cliteur, VP Organizational Development nicolec@aiesec.ca
Carson Widynowski, VP Outgoing Exchange carsonw@aiesec.ca

2. L E A D S CO N V E R S I O N & N U RT U R E
I S O F T E N T H E # 1 M A R K E T I N G
R E A S O N W H Y YO U ’ R E N OT G R O W I N G .

3. V I S I T O R C U S T O M E R
T H E B U Y E R J O U R N E Y
V I S I T O R C U S T O M E RL E A D
Q U A L I F I E D
L E A D
M A R K E T
Q U A L I F I E D
L E A D
M A P O U T T H E J O U R N E Y
A I E S E C . C A / R E G I S T E R A I E S E C . C A / A P P LY
R E V I E W B O A R D +
E P P R O C E S S I N G
Q U A L I F Y L E A D S &
P R O V I D E E D U C AT I O N A L
C O N T E N T
N U R T U R E
P R O D U C T E D U C AT I O N
H I G H - L E V E L O V E R V I E W

4. V I S I T O R C U S T O M E RL E A D
Q U A L I F I E D
L E A D
M A R K E T
Q U A L I F I E D
L E A D
C U S T O M E R J O U R N E Y I N B U Y I N G P R O C E S S
A I E S E C . C A / R E G I S T E R A I E S E C . C A / A P P LY
R E V I E W B O A R D +
E P P R O C E S S I N G
Q U A L I F Y L E A D S &
P R O V I D E E D U C AT I O N A L
C O N T E N T
N U R T U R E
P R O D U C T E D U C AT I O N
AWA R E N E S S C O N S I D E R AT I O N D E C I S I O N P U R C H A S E

5. V I S I T O R C U S T O M E RL E A D
Q U A L I F I E D
L E A D
M A R K E T
Q U A L I F I E D
L E A D
O U R G R E AT E S T B O T T L E N E C K I S
Q U A L I F I E D — > M Q L A N D
M Q L — > E P P R O C E S S I N G
A I E S E C . C A / R E G I S T E R A I E S E C . C A / A P P LY
R E V I E W B O A R D +
E P P R O C E S S I N G
Q U A L I F Y L E A D S &
P R O V I D E E D U C AT I O N A L
C O N T E N T
N U R T U R E
P R O D U C T E D U C AT I O N
AWA R E N E S S C O N S I D E R AT I O N D E C I S I O N P U R C H A S E

6. L E A D S M A N A G E M E N T I S L I K E S E T T I N G A G P S D E S T I N AT I O N .
O N C E Y O U K N O W Y O U R D E S T I N AT I O N , Y O U
K N O W W H AT S T E P S A N D T U R N S T O TA K E O N G E T T I N G T H E R E .

7. D E F I N E E A C H S TA G E
• Visitor: anonymous person that engages with the brand
• Leads: visitors that have converted on our website with basic information
• Qualified Leads: leads that meets and fits the basic program requirements
• Market Qualified Lead: leads that have gone through product education and
has expressed further product interest, these leads are committed and have
made a decision. They are review-board ready.
• Customer: leads that have firmly made a buying decision to convert to
become an exchange participant and pay the program fees.

8. T H E B O T T L E N E C K -
N U RT U R E & C O N V E R S I O N
Teams currently lack a clear understanding of their
target markets, how to engage customers, nurture
and convert them efficiently and effectively.
Teams are also mis-aligned on the process. MarCom and
OGX most importantly need to be on the same page.
This methodology was created to improve lead
conversion rates through a mixture of better awareness,
education and engagement.

9. M A R C O M S O L U T I O N S F O R
C O N V E R S I O N
• 1) Buyer Persona: Your target market and customer profiles need to be created so
all teams understand how to strategize, engage and convert leads.
• Why? Enabling you to understand your customer strategically how and what you
can do to add value at each customer journey stage
• 2) Customer Journey Map: By mapping out the journey, every team will know
exactly what tactics are being provided to customers and at which buyer stage.
Enabling stronger synergy between all teams.
• Why? Each team will understand what is being done and at which stage.
Including the ability to analyze which stage is your bottleneck and how you can
create stronger content and delivery tactics for a specific customer journey stage.
• 3) Conversion Processing: MarCom and OGX will need to work together in utilizing
buyer persona and customer journey maps to clearly identify which piece of the
puzzle is missing and knowing the type of messages and value propositions that
need to be relayed to your leads.

10. S P E A K T O Y O U R D E S I R E D TA R G E T
A U D I E N C E . M AT C H P R O D U C T
W I T H T H E R I G H T P R O F I L E S .

11. Content at each stage must address a problem with a solution or value.
!
Each stage, the customer will go through a different thought-process, and your job
is to address those concerns or questions so they are fully convinced in your product.
E B O O K : E X P L O R E O U R
G L O B A L I N T E R N S H I P
P R O G R A M - G L O B A L
C I T I Z E N I N T E R N S H I P S
I N E A S T E R N E U R O P E
1 ) D O W N L O A D C A S E S T U D Y:
E X C H A N G E P R O G R A M
S U C C E S S E S
2 ) E M A I L - A I E S E C . C A / FA Q S
A N D A I E S E C . C A / B L O G
E X C H A N G E C O N T E N T
1 ) E M A I L - I N V I T E T O # 2
I N F O S E S S I O N S E V E N T /
W E B I N A R
2 ) F O R WA R D A I E S E C . C A /
A P P LY M Q L F O R M P O S T
E N G A G E M E N T
S I M P L I F I E D E X A M P L E O F A C O N T E N T M A P B A S E D O N B U Y E R
P E R S O N A S F O R T H E C U S T O M E R J O U R N E Y
A RT S
S T U D E N T
A M Y
B U S I N E S S
S T U D E N T
B O B
E B O O K : E X P L O R E O U R
G L O B A L I N T E R N S H I P
P R O G R A M - G L O B A L
TA L E N T I N A S I A
PA C I F I C
AWA R E N E S S C O N S I D E R AT I O N D E C I S I O N
C O N T E N T ? C O N T E N T ?
P E R S O N A

12. “ A I M F O R E V E R G R E E N C O N T E N T. ”
• The most effective content can be repurposed 3x.
A multiplying effect. Equally powerful and efficient.

13. TA C T I C S :
O P E N L E A D S
Q U A L I F I E D
M Q L
R E V I E W B O A R D
E P P R O C E S S I N G
L E A D M A N A G E R S S C R E E N
C A N D I D AT E S A N D Q U A L I F Y T H E M
L E A D N U RT U R E - E X P E C TAT I O N S E T T I N G /
P R O D U C T E D U C AT I O N / AWA R E N E S S /
E N G A G E M E N T T O A C C E L E R AT E
C O N S I D E R AT I O N T O D E C I S I O N M A K I N G
C O N V E R S I O N - M A R C O M
T R A N S I T I O N S F I LT E R E D M Q L
L E A D S T O O G X - P R E P F O R R E V I E W
B O A R D
C O N T I N U E D D E L I G H T & I N S P I R AT I O N
A N D E N G A G E M E N T - N U RT U R E
C O N T E N T T O E N F O R C E D E C I S I O N
F R O N T- E N D M A R K E T I N G TA C T I C S
G E N E R AT E L E A D S
NURTURE

14. N E X T S T E P S A F T E R M Q L P H A S E
• Check MQL sub-products and ensure that they are
personas/profiles we can match
• Organize review board and invite all MQLs who meet
the above criteria
• Raise EPs from MQLs who pass review board
• Match & Realize!

15. B R A N D I N G E X T E N D S T O E V E RY I N D I V I D U A L P E R S O N
W I T H I N T H E O R G A N I Z AT I O N , N O T J U S T M A R K E T I N G .
!
W E A L L H O L D O U R R O L E S I N P R O V I D I N G T H E
B R A N D E X P E R I E N C E F O R T H E C U S T O M E R .
!
F R O M R E G I S T R AT I O N T O G O I N G A B R O A D ,
O U R J O B I S T O A LWAY S D E L I G H T O U R C U S T O M E R S
AT E V E RY S TA G E O F T H E I R J O U R N E Y.

16. “ A LWAY S A I M F O R E V E R G R E E N
C O N T E N T. ”
• The best content can be repurposed 3x.
A multiplying effect.
Don’t forget to market to your own stakeholders.
Internal marketing is powerful. Pay attention to what
is already in the funnel as opposed to always attracting.
!
Focus not on activity but on end-results.

17. L A S T LY, A LWAY S S E E K T O I N S P I R E Y O U R A U D I E N C E S
AT E V E RY S TA G E . C R E AT E A R E M A R K A B L E B R A N D
T H AT P E O P L E L O V E .
!
!
AT T R A C T. N U RT U R E . C O N V E RT.