How To Generate Leads And Drive Revenue Via Email And Social

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In this webinar, Tamara Gielen cover trends, best practices and tactics to generate leads via social media (Twitter, Facebook, blogs, communities etc) and how to nurture and convert those leads into paying customers.

Empresariales Tecnología

How To Generate Leads
And Drive Revenue With
Social & Email Marketing
Tamara Gielen, Plan to Engage
@tamaragielen

Your presenter today
• 12+ years of
experience in online
marketing

• Specialized in email
marketing

• Author, blogger, spea
ker, consultant

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2

Marketing goal: generate SQLs

Lead Lead
scoring nurturing

Lead Tools &
generation Sales Processes
Qualified
Lead

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 3

The tools you’ll use

Email Tools

Search Ads

Social

Content Forms

Testing Analysis

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 4

What we’ll cover today
1. Using social media to generate leads

2. Scoring leads to identify readiness-to-buy

3. Nurturing leads with email marketing

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 5

1. Relevant content

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Content that people share

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Some examples

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Some examples

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 10

Some examples

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 11

Some examples

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 12

2. Landing pages that convert
• A/B tested design
& copy

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2. Landing pages that convert
• A/B tested design
& copy

• Single-topic

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2. Landing pages that convert
• A/B tested design
& copy

• Single-topic

• No site-navigation

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 15

2. Landing pages that convert
• A/B tested design
& copy

• Single-topic

• No site-navigation

• Short forms

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 16

3. Traffic, traffic, traffic

Ads Email
Search
Social

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Tweet about your content

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Promote it on Facebook

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Blog about it

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Calls-to-action everywhere

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Calls-to-action everywhere

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 22

Calls-to-action everywhere

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 23

Promote it to your list

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 24

Capture

Analyze Score NEXT STEP

Nurture

YES Convert? NO

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 25

Score leads to identify
readiness-to-buy
26

Lots of criteria to score on

Email
Web behavior
responses

Event
BANT
attendance

Demographics
Score Sales input

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 27

Score defines message flow

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 28

Permission is key

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 30

Basic lead nurturing campaigns

New incoming leads
Stay in touch
- Welcome
Focus content & timing on:
- Educate
-buyer roles  personas
- Promote other content -buying stages

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 31

Sample lead nurturing path
• Day 1: introductory email

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 32

Sample lead nurturing path
• Day 1: introductory email
• Day 10: content related to previous
download

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 33

Sample lead nurturing path
• Day 1: introductory email
• Day 10: content related to previous
download
• Day 15: personal email from sales rep

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 34

Sample lead nurturing path
• Day 1: introductory email
• Day 10: content related to previous
download
• Day 15: personal email from sales rep
• Day 30: Best practices white paper

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 35

Check these out!

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 42

B2Bemailmarketing.com

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 43

Thank you!

Connect with me:

tamara@PlanToEngage.com
+32 477 666 930
www.PlanToEngage.com
www.linkedin.com/in/tamaragielen
44

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How To Generate Leads And Drive Revenue Via Email And Social

1. How To Generate Leads And Drive Revenue With Social & Email Marketing Tamara Gielen, Plan to Engage @tamaragielen

2. Your presenter today • 12+ years of experience in online marketing • Specialized in email marketing • Author, blogger, spea ker, consultant ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2

5. What we’ll cover today 1. Using social media to generate leads 2. Scoring leads to identify readiness-to-buy 3. Nurturing leads with email marketing ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 5

6. Use social media to generate leads 6

26. Score leads to identify readiness-to-buy 26

29. Nurture leads with email marketing 29

31. Basic lead nurturing campaigns New incoming leads Stay in touch - Welcome Focus content & timing on: - Educate -buyer roles  personas - Promote other content -buying stages ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 31

34. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 34

35. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 35

36. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper • Day 45: call from sales rep to check in ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 36

37. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper • Day 45: call from sales rep to check in • Day 60: Email promoting webinar series ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 37

38. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper • Day 45: call from sales rep to check in • Day 60: Email promoting webinar series • Day 75: personal email from sales rep offering product demo ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 38

39. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper • Day 45: call from sales rep to check in • Day 60: Email promoting webinar series • Day 75: personal email from sales rep offering product demo • Day 85: Call from sales rep to schedule in- person meeting ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 39

40. Sample lead nurturing path • Day 1: introductory email • Day 10: content related to previous download • Day 15: personal email from sales rep • Day 30: Best practices white paper • Day 45: call from sales rep to check in • Day 60: Email promoting webinar series • Day 75: personal email from sales rep offering product demo • Day 85: Call from sales rep to schedule in-person meeting • Day 90: sales proposal via email Source: http://www.marketo.com/library/definitive-guide-to-lead-nurturing.pdf ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 40

41. Some great resources

44. Thank you! Connect with me: tamara@PlanToEngage.com +32 477 666 930 www.PlanToEngage.com www.linkedin.com/in/tamaragielen 44

How To Generate Leads And Drive Revenue Via Email And Social

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