2. Lead Generation Strategy: Overview
• Adopting a campaign-lead generation strategy with focus on three key sectors
(Nonprofit, Education & Automotive)
– Solution selling (multiple products)
– Cross marketing peer to peer to Education market
• Tradeshows
– Run Walk Ride (Nonprofit/marathon)
– Association of Fundraising Professionals (Nonprofit)
– NTEN (Nonprofit Technology)
– TSUN (Education)
– NADA, Pay Here Pay Here (Automotive)
• Lead Tracking Tools
– Hubspot
– SalesForce
– InsightSquared
3. Sales & Marketing Campaigns -
Nonprofit
• Marathon Fundraising
– Resources reallocated to focus on winning back marathons lost to Crowdrise/Razoo
– Reduced pricing to 3.99% to compete
– Attending new conferences to generate leads
• Non-Sponsored NPO Engagement
– Focus on up selling Donate Now and Mobile Transact to 3000+ non-sponsored NPO’s
– Check will contain marketing message regarding FG’s service
• Competitive Win Campaign
– Download lead lists from major competitors (Network for Good, JustGive, Crowdrise)
– Begin calling campaign (Goal – 30% of Top 100 clients; 20% across entire campaign)
• National “Cause” Campaign
– Highlight national “cause” on FG’s website
– Engage NPO’s and fundraisers to participate in national campaign
– Provided reduced subscription fee ($300) to new NPO’s that participate that month
• National Brands
– Focus sales team monthly on winning NPO’s associated with National Brands
• Ronald McDonald House, Habitat for Humanity, Junior Achievement
4. Sales & Marketing Campaigns -
Education
• Peer to Peer Product Sales
– 800+ universities have expressed interest in the Peer to Peer product
over the years
– Sales team will focus on contacting these schools and closing deals
– 25 opportunities generated from initial email
• Closed: Cornell, Michigan State, Vanderbilt, Purdue
• Partnership Relationship
– SunGard – Revisiting marketing campaign to support promotion of
upgrade to 3.0 eSchoolPlus
• 20 schools will be live in March
• FSP Website Redesign
– Redesign FSP website to generate B to B leads
• Visa Rule – Convenience fee
– Focus on selling FT to universities based upon the Visa rule change
5. Sales & Marketing Campaign - Automotive
• FastTransact
– Focus on selling FT to current dealerships for processing of loan payments and
propane merchants
• Partnership Relationship
– Frazer – Work with partner on increasing sales opportunities and lead lists
– ADP Web1000 – Marketing creating email templates for additional pilot clients
– Dealer Solutions – Participating in users conference, email blast to promote FSP
– Vertrax – Joint marketing, focusing on selling FT to this propane partner
– Medical (new vertical)
• BPA Best Practice Academy – Affiliate partner
• Careblue – integration complete
• FSP Website Redesign
– Redesign FSP website to generate B to B leads
8. “If you have more money than brains, you
should focus on outbound marketing. If
you have more brains than money, you
focus on inbound marketing.”
- Guy Kawasaki,
(Former chief evangelist, Apple Computer)
10. Be an Inbound Marketing Bee
• No more pushing. Pull them in.
• Make sweet n’ sticky honey.
1. Be sweet - Attract viewers to your site with
engaging content.
2. Be sticky – Viewers offer up information in
exchange for useful downloadable content.
3. Be sticky - Nurture them down the sales funnel.
19. Landing Pages
Is this sweet n’ sticky?
A landing page is a webpage
where individuals input their
information in exchange for
downloadable content –
turning them into leads that
are pushed down the sales
funnel.
21. Call to action
A call to action is an offer
What are we asking from our
viewers?
Should they download an ebook?
Attend a webinar?
What’s the “hook?” Where’s the
value?
22. How do we engage our audience?
• Social Media – Top of the funnel
• Blog - Top of the funnel
• eBooks - Middle of the funnel
• Webinars – Bottom of the funnel
42. Wrapping up: Keys to Lead
Gen, Nurturing, and Optimization
• Stay the course in sharing
remarkable, actionable content that engages
our audience
• Nurture leads through workflows in Hubspot
• Clean up Salesforce for consistency and
accuracy for better readings in InsightSquared
