Lead Generation Campaigns That Rock: How To Create and Execute (and Sell) Them

Lead Generation Campaigns That Rock HOW TO CREATE , EXECUTE AND SELL THEM

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Rob Eleveld, CEO, Optify Rob Eleveld, CEO of Optify is a 20-year tech veteran with deep experience in B2B sales and marketing. Rob is passionate about growing business through partner channels at Optify and excited about the opportunity that inbound marketing affords to forward-thinking digital marketing agencies. Follow Rob on Twitter - @RobertEleveld

Speakers

Ting Van Osdol, Customer Engagement Manager, Optify

Ting is the Customer Engagement Manager at Optify and focuses on customer engagement and satisfaction. Ting believes that understanding our customers is the key to successful customer support. Ting drives customer usage by designing and executing customer engagement programs and managing the help and support system. Prior to Optify, Ting worked for The Knot and WildChina.

How to Create , Execute and Sell Lead Gen Campaigns | @optify

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About Optify Optify delivers a simple digital marketing software suite for agencies. Our complete cloud-based software eliminates the need for standalone tools and empowers agency marketers to easily create and manage demand generation programs across multiple websites, nurture prospects, prioritize the best performing programs and streamline reporting of client results - all from one login.

Optify, Inc

710 2nd Ave, Suite 840#Seattle, WA 98104

1 (206) 388-4234 (phone)#1 (877) 2-OPTIFY (toll-free)#1 (206) 787-1410 (fax)

#Sales: [email protected] #Help: [email protected] #Other Inquiries: [email protected]


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Agenda DISCUSSION FRAMEWORK

Webinar series introduction

Lead generation campaign framework

How to build lead gen campaigns in Optify

Packaging and pricing lead gen campaigns

Selling lead gen services to clients

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Introducing our webinar series: "Simple & Integrated Retainer-Based Services How can I expand my digital marketing services offering?

§  So we’re going to keep it simple for those who don’t yet offer these services.

How can I scale my business when I am tapped out? §  So these services are designed to be executed by more junior folks

using Optify.

Can you get me started with exactly how to execute this service? § Well, we’re going to try. But your enthusiasm and creativity add far

more than what we can show here.

How should I price this service? AND/OR How do I get my clients on retainers? § We’re addressing both of these questions quite specifically.

Do you offer any co-branded sales materials? §  Yes! You will see some very shortly in this webinar . . . for you to re-

use later!


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Objectives of a lead generation campaign service

Half of clients should be on a Lead Gen retainer service

§  Lead Gen is the core of B2B and local marketing §  So every client is an eligible target: get 50% on this service.

Price to sell them consistently: $1,000-$1,500 per campaign and VERY

PROFITABLE §  Not including promotion budget §  50% gross margins even at $750 per month §  5 campaigns at $1,250/mo = $6,250 of retainers for lead gen campaigns!

Getting clients on retainers enables you to expand to additional services

§  This services should continue your progression to positioning retainers. §  More retainer services means more cash flow visibility.

A Lead Gen service provides very concrete value to clients

§  You hear more digital marketing service opportunities/needs when you are in close and ongoing contact with clients.

You can execute against the channel you are comfortable with (PPC,

Email, Paid Social, etc) §  But the lead capture, prioritization, and followup is critical


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Lead Gen Basics Goals: •  Generate leads •  Deliver qualified leads to sales •  Increase house list size (subscribers)

Internal checklist/ques1ons: •  Why are you building it? (Goals, measurements) •  Who are you targe8ng? (demographic, firmographic, personas) •  What are they interested in? (Industry news, 8ps and tricks, thought

leadership, company updates) •  Where are they online? (Blog, outsourced, aggregated) •  When will they see it? (Purchase cycle stage)


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“Hard Ask” vs. “Soft Ask” Campaigns


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“Hard Ask” vs. “Soft Ask” Campaigns

Promotions Landing

Page with “Hard Ask”

Requires incentive

Sales

Promotions Landing

Page with “Soft Ask”

House List Nurture

Hard Ask Campaigns to House

List

Sales


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“Hard Ask” Setup Framework

Create the “offer”

Create the landing page (and thank you page)

Create the autoresponder(S)

Create Form Alert for Sales

Create the URL’s & Promote the

offer

Track, measure and report

Promotions Landing

Page with “Hard Ask”

Requires incentive

Sales


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The core of every lead generation campaign

Organic Search

Social Media

Press Coverage

Referrals

Viral Content

Directories Paid Directories

Paid Search

Display

Retargeting

Social Ads

Email


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Create the landing page (and thank

you page)




offer



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Designing the Incentive

There are four types of incentives:

•  Gift

•  Terms

•  Price

•  Quantity


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Create the landing page

(and thank you page)


Create Form Alert for sales


offer



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Landing Page Templates

WYSIWYG Editor

Creating Your Landing Page


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Creating The Form

Set required fields

Set the thank you page and

confirmation

Only important fields


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Thank You Page

Branded, aligned

Primary Call-to-Action

Relevancy


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Create the autoresponder(s)



offer



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Creating the Autoresponder(s)

Name your email Personalized the “From Line”

Schedule the response Relevant subject line Exclude irrelevant audience


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Immediate Email Branded, aligned

Relevancy Calls-to-action

Branded and Personalized

“From”

Calls-to-action


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Create Form Alerts for Sales


offer



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Creating form alerts

Trigger by form submission

Alert via Email & Dashboard


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offer



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Creating the URL’s and promotion HTTP://PAGES.OPTIFY.NET/CAMPAIGN?OPTIFY_R=SOURCE&OPTIFY_RD=CAMPAIGN


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offer



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Lead Gen Campaign Framework


Create the landing page (and thank

you page)


Create the lead alert & smart list

Create the URL’s & Promote the offer



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Objectives of Pricing Lead Gen Services

Objective 1: An ongoing retainer with 40-50% of clients

•  High value opportunity to have ongoing billable relationship

•  Builds on simpler retainer-based offerings like Customer Newsletter •  http://www.optify.net/webinars/how-to-develop-create-send-sell-customer-

newsletter

Objective 2: Price higher for tangible value

•  Given higher prices, existing client relationships or proven value via a previous project or retainer-based service is important

•  Clients can touch the dollar value of leads

Objective 3: Offer a service the owner/principal isn’t required to execute

•  Moderate price-points and scalability of the agency requires training a mid-level resource (W2 or 1099)


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Cost Structure – Lead Generation

Who is executing the Lead Gen service? •  Target a $25-40/hr resource

•  3-6yrs experience

Each LeadGen tactical campaign: ~4-6 hrs per month •  Create offer/campaign – ie PPC or Paid Social:

•  Customized, on-message Landing Page/Form: (1 hr)

•  Automated response email(s) & test send: (1 hrs)

•  Lead alerts & Smart-lists/segmentation (0.5 hrs)

•  Measure and report to client: (0.5 hrs)

Recommended Lead Gen service: 2 tactical campaigns/mo. via different “channels”

•  Roughly 10 hours per month per client

One-time setup costs •  Collect client logos and other branding for landing pages & emails

•  Working out with client timely, consistent follow-up process for leads/alerts


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Recommended retainer-based pricing for Lead Gen managed service

Target ~70% gross margin for your list pricing (3x markup) •  Mark up your $25-40/hr resource * 3 = $75-120/hr:

•  2 tactical campaigns per month as part of the service

•  Split down the middle: 10 hrs * $100/hr = $1,000

•  Mark up $50/mo./client for Optify Professional to $150/mo

•  Total monthly newsletter retainer: $1,150 per month

•  NOTE: $750 per month is still over 50% gross margin

Recommended price range: $1,000-1,500/month •  If more hours are required, push retainer up accordingly. But keep it < $2,500/mo

and sell more of them.

•  It is worth discounting to $300-400/mo to get more clients on the retainer.

•  5 clients * $1,250/mo = $6,250 per month of retainers

Justifying the return on investment for a client

•  ROI in terms of average value of a lead.

•  If client does not know value of leads, take the average value of a customer and how many leads are required to get a new customer (8-15 leads/customer)


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SELLING LEAD GEN CAMPAIGNS

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THANK YOU. QUESTIONS?

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Additional Resources

•  Lead generation campaign guide: #http://www.optify.net/forms/the-essential-guide-to-b2b-lead-generation-campaigns

•  2013 B2B Lead Generation Report: #http://www.optify.net/forms/2013-b2b-lead-generation-report

•  Autoresponders guide:#http://www.optify.net/forms/autoresponders-ebook-for-b2b-marketers

•  Optify best practices: Lead Gen Campaigns#http://www.optify.net/inbound-marketing-resources/how-to-webinars/optify-best-practices-lead-generation-campaigns

Optify Demo: www.optify.net/demo Optify Free Trial: www.optify.net/free-trial Optify Pricing: www.optify.net/pricing

Optify, Inc

710 2nd Ave, Suite 840#Seattle, WA 98104

1 (206) 388-4234 (phone)#1 (877) 2-OPTIFY (toll-free)#1 (206) 787-1410 (fax)

#Sales: [email protected] #Help: [email protected] #Other Inquiries: [email protected]


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Lead Generation Campaigns That Rock: How To Create and Execute (and Sell) Them