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8 EXPERT ONLINE LEAD
GENERATION BEST PRACTICES
Paul Taylor
CEO
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ONE OF THE FASTEST GROWING
PRIVATE U.S. COMPANIES
Converting online visibility into
measurable business results
#9 FASTEST GROWING
COMPANY IN BAY AREA
A few of our clients:
SEO | PPC | Social Media | Website Design

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Best Practice #1
BUILD CAMPAIGNS FOR ALL STAGES OF THE BUYING CYCLE
Content is everywhere.
Multiple devices, platforms, and endless information sources empower
them to do their own research regarding your product or service.
1. Introduction to
(your product category) –
Get into their purchase
decision process early
2. How to select the right
(your product) – Push them your
direction when they’re closer to
conversion
3. Top reasons to
select you as a vendor
– Your value proposition
and differentiators
First three pieces of content we recommend:
Customers are up to 57-70% of the way through their purchase
decision prior to engaging your sales reps.
(Corporate Executive Board, Google)
Top 3 content pieces you need right away:

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Best Practice #2
DON’T SETTLE FOR SUBPAR SEARCH RANKINGS
90% of clicks happen on 1st page of results, 60%+ are on the top 3 results
First three pieces of content we recommend:
Position CTR
1 45.46%
2 15.69%
3 10.09%
4 5.49%
5 5.00%
6 3.94%
7 2.51%
Eye tracking data from official Google blog
Optify Study, 2011

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Best Practice #2
DON’T SETTLE FOR SUBPAR SEARCH RANKINGS, CONT.
Measuring SEO success by the following metrics is no longer effective:
Keywords Revenue
Resource Management $30,000
Portfolio Management $60,000
Project Management
Software
$400,000
Number of keywords on page 1
Traffic to your website
Leads
Qualified Leads (SQL/MQL)
Sales Pipeline
Closed Deal Revenue
$
$
Measure the money metrics:
$
So that you can optimize for revenue:

7. @webmarketing123
Best Practice #2
DON’T SETTLE FOR SUBPAR SEARCH RANKINGS, CONT.
If you sell a product, don’t settle for rankings
below your third party distributors
 Ensure that your brand and message are front and center of your target audience
 Don’t miss a chance to influence potential prospects and differentiate your
product
 Distributors often also sell your competitors’ products, so every opportunity to
influence the sales prospect directly is critical
Client Case Study

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Best Practice #3
DON’T FOCUS JUST ON LEAD VOLUME. OPTIMIZE CAMPAIGNS
FOR LEAD QUALITY AND REVENUE ACQUISITION.
More is better when it comes
to leads, but quality is vital.
First three pieces of content we recommend:
Which campaigns and keywords are creating
more pipeline opportunities that lead to sales?
$85,000
$60,000
$275,000
$ $
$
$ $ $
Campaign
Revenue
Opportunity
Allocation
$
Campaign A
Campaign B
Campaign C
Track which channels are impacting revenue, and then optimize.

9. @webmarketing123
Best Practice #4
IMPLEMENT LEAD QUALIFICATION PROCESS FOR AN
INCREASED WIN RATE
B2B Marketers report their top priority
is generating leads (62%)
But their top challenge is converting
qualified leads into customers (52%)
(B2B Marketing Benchmark Report, Marketing Sherpa)
$
Leads
Qualified Leads
Opportunities

10. @webmarketing123
Best Practice #4
IMPLEMENT LEAD QUALIFICATION PROCESS FOR AN
INCREASED WIN RATE
Just 27% of all B2B leads are qualified and
ready for an immediate conversation with a sales rep.
IMMEDIATE FOLLOW UP IS KEY
Research shows you are 7X more likely to reach a
lead within an hour of their request for information
For the 73% who aren’t ready now, make sure to keep them warm.
Targeted email content (nurture programs) work well for this
(Short Life of Online Sales Leads, Harvard Business Review)
A qualification process is necessary
to ensure efficient use of time.
For those that ARE ready…

11. @webmarketing123
Best Practice #5
USE A TARGETED LEAD NURTURE PROGRAM TO CONVERT
PROSPECTS THAT AREN’T READY TO BUY.
First three pieces of content we recommend:
nurtured and closed $1.5 million in 4 months:
65% of B2B marketers have yet to establish lead nurturing
campaigns …yet studies show a 35% lift in lead generation ROI by
marketers that employ lead nurturing programs (MarketingSherpa)
Citrix abandoned its traditional email newsletter to focus on sending
targeted offers for premium content downloads with a singe call to action.
{7 days} {7 days}
(MarketingSherpa)
Nurture the 73% of leads that aren’t ready yet…

12. @webmarketing123
Best Practice #6
IDENTIFY LEAD SOURCE FOR NOT JUST LEADS, BUT
OPPORTUNITIES AND DEALS AS WELL
First three pieces of content we recommend:
More than half of CMOs feel insufficiently prepared to provide hard
numbers regarding marketing program ROI.
(Deloitte CMO Summit, 2012)
If you’re only tracking # of leads generated, you need to shift
focus onto which are generating opportunities and deals.
Sample report:

13. @webmarketing123
Best Practice #7
CONDUCT AN ACCELERATION WORKSHOP TO ENSURE
BUY-IN AND GET FASTER SEO RESULTS.
First three pieces of content we recommend:
Across multiple business units
and 4 countries we produced
34,356 new leads
For a B2 B Manufacturer
 Get all key stakeholders in the same room to identify and resolve implementation roadblocks
 Establish individual ownership and clear action plans
Acceleration workshop streamlines direction and approval processes

14. @webmarketing123
Best Practice #8
UTILIZE A MONTHLY KEY PERFORMANCE INDICATOR (KPI) SCORECARD
WITH CLEAR GOALS TO KEEP STAKEHOLDERS INFORMED.
First three pieces of content we recommend:
 Standardizes metrics (custom KPIs per unique business)
 Creates common vision, shared goals, accountability
Which KPIs are
your priorities?
What will
winning look
like?
What
benchmarks
should we
use?
What are the next
steps?

15. @webmarketing123
1. Build campaigns for all stages of the buying cycle
2. Don’t settle for subpar search rankings
3. Don’t focus just on lead volume. Optimize campaigns for lead quality and
revenue acquisition
4. Implement lead qualification process for an increased win rate
5. Use a targeted lead nurture program to convert prospects that aren’t ready to
buy
6. Identify lead source for not just leads, but opportunities and deals as well
7. Conduct an Acceleration Workshop to ensure buy-in and get faster SEO
results
8. Utilize a monthly key performance indicator (KPI) scorecard with clear goals
to keep stakeholders informed.
Implement these 8 best practices and boost your online lead generation

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Thank you!
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 Lead Gen Effectiveness
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Email: paul.t@webmarketing123.com