A Spider Trainers slide deck describing an online approach to developing prospects into leads and leads into customers.

1. Tweet: #outboundleadgen
Effective Approach to Online
Outbound Marketing for B2B & B2C
How to create an online approach to
developing prospects into leads and
leads into customers.

2. Tweet: #outboundleadgen
 People — Who are you trying to reach?
 Quantifiable goals — What do you want to
achieve?
 Measurements — How will you measure
success?
 Strategy — Which channels/messaging/design
will deliver the best results?
Define approach

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You’ll need:
 Offer
 Call to Action
 Landing page or microsite (unique URL)
 Form (progressive profiling)
 Thank you page (measurable conversion)
Conceptualize campaign

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 Direct mail
 URL
 QR code
 Dedicated phone number
 Social networks
 Ensure wallpaper and
profile are up to date
 Easy social sharing
 Outbound calls
 Live events and collateral
 Landing pages and
microsites
 SEO — spread the word
organically
 Personal emails from
sales team
 Promote offer on product
pages
 Blog about the effort
 Partner private label
Approach holistically (ideas)

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 Ensure offer is appropriate for buying
stage
 Be consistent in content and design
across all channels
 Use a professional designer
 Test every step
 Use responsive designs for mobile market
Create content

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 Never send a campaign not supported by
your website
 Do not send clicks to your home page — a
landing page is a minimum; consider a
microsite
 Use unique URLs or versioned landing pages
for tracking
 Landing pages are great for SEO; create as
many as you need
Develop web support

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 Which metrics can you track?
 Which are needed in order to measure
success toward quantifiable goal?
 From where do these metrics come?
 Email metrics
 Visitor metrics
 Inbound/outbound calling metrics
Establish tracking metrics

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 Which components should you test?
 Subject line
 CTA
 Color
 Format
 Messaging
 Time/date of send
Pre-plan A/B testing points

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Grouping names within
your list into like interests,
position in the buying
cycle, demographics, or
other criteria relevant to
your business in order to
provide more relevant
content and increase
conversions.
 Segment based upon
behavior, demographics,
position in the sales funnel,
and so on.
 Identify most-valuable
segments — those
representing the greatest
opportunities.
 Ensure each segment
contains enough names
to produce meaningful
metrics.
Segment lists

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Metrics matter, track everything.
Clicks
 Use link clicks to understand interests — email and web
 Measure abandonments, be prepared
Forms
 Use forms
 Progressively profile — don’t ask for too much info
 Auto-respond to completions — measure as conversions
Calls
 Follow up immediately — the sooner, the better
 Use analytics to launch auto-responders — nurture campaign
Profile the audience

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 Nurturing campaigns — Auto-responder emails
for the engaged audience
 Drip campaigns — Stay top of mind for the un-
engaged audience
 Call center — Book meetings or respond to
form completions
 Personal emails — sales team or CSR
Follow up

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Review analytics to measure success against
quantifiable goal — be prepared to deploy A/B
testing components during campaign.
 Email engagement
 Unique landing page URLs
 Form views
 Form completions (conversions)
 Outbound/inbound call metrics
 Follow-up call metrics
Review analytics

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LANGE GRAPHICS
CREATIVE HELL CAMPAIGN
In practice

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 Who are you trying to reach: Marketing agencies
 Quantifiable goals — Get 1000 poster requests
from target-audience decision makers.
 Measurements — Total number of requests for
lenticular samples.
 Strategy — Email, direct mail, follow-up calls,
landing pages, blog articles, social media, press
releases, partner promotions.
1. Define objectives

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2. Wireframe entire campaign

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3. Write content; build creatives

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4. Establish metrics points

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Subject line A:
Are you in creative hell?
Subject line B:
Free poster: Welcome to Creative Hell
5. Prepare A/B testing points

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Monitor/measure clicks, submissions from each
segment to ascertain best-converting profile.
 Marketing agency
 Communications agency
 PR agency
 Graphic design firm
 Web design firm
 Trade printer
 Agency owner
 Agency director
 Creative director
 CSR
 Copy writer
 Graphic designer
6. Segment lists and profile audience

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7. Create follow-up

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8. Review analytics

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 It’s not inbound or outbound — it’s holistic
 It’s a good plan
 It’s cohesive, consistent, and a
professional presentation
 It’s relevant and timely
 It’s great follow-up
 It’s tracking, testing, and tweaking
Summary

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Spider Trainers designs, develops, and deploys
custom blast, drip, and nurture campaigns.
Visit our resource center to learn more:
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Chuck Meyer
Client relations manager
651 702 3793
cmeyer@spidertrainers.com
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Lakewood, CO 80228
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