Lead Generation

Presented by:

Adam Proehl

Inexpensive Tactics for Starting Out

• In Online Marketing since 1998; specialize in complex & multi-

channel sales

• Principle at NordicClick Interactive – a full service Digital

Marketing Agency based in Minneapolis

• Spoken at many industry conferences including Pubcon, SEMPO,

eMetrics, B2B, OMS, SES, MDMA, BMA

• Instructor at the Online Marketing Institute, and University of

San Francisco

• Long Suffering Minnesota Sports Fan

About Me

This is Me

Topics

• Tactics & How To’s

• Do’s & Don’ts

• B2C & B2B applications

#1

You need a list

@adamproehl

• Email is often:

– Overlooked

– under optimized

– Mis-used

• Not just about email,

but start here

@adamproehl

#1 You need a list

#1 You need a list

@adamproehl

• Before you have a product

• Before you spend big $ elsewhere

• Think progress, not perfection

Tool: “Coming Soon”

templates/examples

bit.ly/18ViTXD

#1 You need a list

@adamproehl

#2 Get something out of a visit

• Entice them to stay

• Get something of value

• Provide value in return

@adamproehl

#3 Retargeting

“Don’t let them leave, but when they do…”

@adamproehl

#3 Retargeting

• Low traffic minimums

– Google (Display Network): 100 visits

– Google (Search Network): 1000 visits

– AdRoll (DSP on FBX): 1000 visits

– Host of other networks, DSP’s, etc.

• Offer something compelling

– Draw them back

– Impressions will add up

@adamproehl

#3 Retargeting

Test Offers/Segments

1. Something not originally seen, but

relevant

2. The same thing, but with a slightly

different angle/pitch/approach

Attend a retargeting session!

@adamproehl

“Millions written…..Dozens read”

- Unknown

#4 WhitePapers

@adamproehl

Not opposed……….

• Don’t overuse or default to them

• Avoid the crutch default mentality

#4 WhitePapers

@adamproehl

#5 Whitepaper Alternatives

• Research Paper

• Study Guide

• Video (maybe)

• Archived webinar recording

@adamproehl

• Webinar

• Templates

• Free Tips

• Industry Analysis

• Case Study

• E-Book

#5 Whitepaper Alternatives

@adamproehl

The list goes on…..

• Paper guide

• Podcast

• Step by step guide

• Live event access

BOTTOM LINE: Get creative

#5 Whitepaper Alternatives

@adamproehl

#6 Surveys

• Create a survey

• Share on social networks

• Link from a landing page

(retargeting)

@adamproehl

#6 Surveys

• Give it away in exchange for participation

@adamproehl

#6 Surveys

Other Tactics:

• Targeted ad buys (“Get the report” approach)

• Retarget landing page visitors

@adamproehl

#6 Surveys

Tools:

• Survey Gizmo

• Survey Monkey

• Qualtrics

@adamproehl

#7 Partner, Partner, Partner

Leverage an existing list:

• Gain introduction

• Joint or sponsored webinar

• Interview / Procure content

• Co-brand or white label(Obligatory Cheesy

Stock Photo)

@adamproehl

#7 Partner, Partner, Partner

Financials:

• Rev Share

• Bundle

• Trade

• Flat Fee

• Etc.

@adamproehl

#8 B2B Path

• Content

• Capture

• Nurture

• Close

• Report

@adamproehl

Summary

• Get a list

• Get a list

• Get a list

If you don’t, good luck with everything else!

@adamproehl

Thank You

Adam Proehl

adam@nordicclick.com

@adamproehl