5 steps to make lead generation a huge success for you and your advertisers

1. Lead-Gen Webinar Series:
Turning Your Lead-Gen Campaigns
into a Business Line

2. Welcome!
Liz Huff
Director of Customer Success
lhuff@uplandsoftware.com
Julie Foley
Sr. Customer Success Manager
jfoley@uplandsoftware.com

3. Chat NOW with
Success!
lab.secondstreet.com
10am - 4pm CT,
Monday-Friday

4. Do you have
questions?
Ask in the GoToWebinar Panel
during the webinar, and we will
answer them at the end!

5. The Opportunity

6. $134
$120
$84 $87 $97 $106
$122 $129 $122
$122 $130
$115
$184
$200
$226
$250
$266
$299
2006 2008 2010 2012 2014 2016 2018 2020 2022
$ Billions
Local Advertising Local Promotions/Marketing
Credit: Borrell Associates
2x
2.5x

7. Leads are the
new currency

8. The Story
of 2021
*2020 survey waspostponeduntillatefall,so “increase” pertainedtocomingyear,notcurrentyear.
Preparing to spend a lot more

9. The Story
of 2021
Do some yoga,
say your prayers,
get your head right,
and
just DO IT!

10. 5 Steps to Make It Happen!

11. 1. Understand the Benefits of Lead-Gen
Campaigns

12. Benefits of Lead-Gen Campaigns
• Outcomes over eyeballs
• Database growth
• Middle of the funnel solutions
• Measurable results for advertisers

13. Results Over Reach
• This isn't about mass audience, it's
about qualified leads that your
advertiser NEEDS

14. 2. Understand the
Advertisers to Target

15. Top Categories that
Value Leads
• Home Services
• Financial
• Real Estate
• Healthcare
• Automotive
• Grocery
• Education

16. 3. Understand Client's Needs

17. Conduct a CNA
• Don't reinvent the wheel, use the Seller's
Guide
• It's all about THEM
• Listen to their focuses and goals
• Understand what is important
• Understand definition of success

18. Understand Client's Needs
• Understand the advertiser goals
• Understand their profit centers

19. 4. How to Sell

20. Make it a Recurring
Campaign
• Focus on something long term to get more
exposure for the advertiser
• More efficient sale for media company
• Build out a schedule that includes a variety of
opportunities throughout the year

21. Make it a Recurring
Campaign
• Sample HVAC Profit Centers
• Q1 – Furnace Maintenance
• Q2 – AC Service / Prep
• Q3 – Energy Efficiency
• Q4 – Furnace Service / Prep

22. Build a Package
• It’s an integrated media package
○ Bundled campaign
■ Promotion
■ Email
■ Core
■ Digital
■ Social
• Show the value and investment

23. Articulate the Benefits
• Measurable results for your investment
• Incredible reach from media company
• Valuable data gathered in registration form
• Opt-in for advertiser database (Hot Leads!)

24. 5. You Should Follow-Up
MUST

25. You don't just follow up,
you follow ALONG

26. Follow Up
• Check in regularly
• Ask Questions
• Have they followed up with leads?
• Any business booked?
• Provide data
• Core + Digital Placements
• Audience you've engaged
• Promotion stats

27. Follow Up: Hot Leads
• Provide sponsors a timely and
secure way to share leads from a
promotion

28. Follow Up: Hot Leads
• Advertisers can set up
notifications reminding them
of new opt-ins on an hourly,
daily, or weekly frequency

29. Follow Up: Hot Leads
• Notification emails include
links allowing them to sign in
to the platform and view the
opt-ins and collected data

30. 6. Just Do It!

31. Make it Happen!
• Don't overcomplicate it
• Trust yourself
• Trust the solution you are
selling
• Make it happen!

32. Thursday April 22nd at
12:00 pm CT
43 Lead-Generating
Ideas in 30 minutes

33. Resources

34. lab.secondstreet.com

35. Chat NOW with
Success!
lab.secondstreet.com
10am - 4pm CT,
Monday-Friday

36. secondstreet.com/sales-one-sheets

37. secondstreet.com/sellers-guide

38. Virtual
Summit 2021
Starting Monday, June 7th!

39. Thursday April 22nd at
12:00 pm CT
43 Lead-Generating
Ideas in 30 minutes

40. Thank You!
Liz Huff
Director of Customer Success
lhuff@uplandsoftware.com
Julie Foley
Sr. Customer Success Manager
jfoley@uplandsoftware.com