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LinkedIn Group: Southern NH HUG
snhhug.hubspotusergroups.com
HOSTED BY: SAVOIR FAIRE MARKETING/COMMUNICATIONS
SAVOIRFAIRE-US.COM
Hashtag: #SNHHUG
WHAT IS LEAD GENERATION
The process of attracting visitors
and converting them to leads and
potentially to customers
We’ve built up these big
marketing assets that continue
driving ROI for our business. So I
could send the whole marketing
team on vacation at HubSpot,
and our new lead flow wouldn’t
actually drop by that much.
Mike Volpe, Hubspot
LEAD CONVERSION BEST PRACTICES
Keep buyer personas in mind
Build content based on the buyer’s journey
BUYER PERSONAS
Fictional characters marketers create by doing research. They represent your ideal customer & help you to refine your marketing activities.
THE BUYER’S JOURNEY
Prospect is experiencing
and expressing symptoms
of a problem or
opportunity. Is doing
educational research to more
clearly understand, frame,
and give name to their
problem.
Prospect has now clearly
defined and given a name to
their problem or opportunity.
Is committed to researching
and understanding all of the
available approaches and/or
methods to solving the defined
problem or opportunity.
Prospect has now decided on
their solution strategy, method,
or approach. Is compiling a long
list of all available vendors and
products in their given solution
strategy. Is researching to whittle
the long list down to a short list and
ultimately make a final purchase
decision.
THE BUYER’S JOURNEY
Analyst reportsResearch reportseGuides & eBooksEditorial contentExpert contentWhite papersEducational content
Comparison guidesExpert guidesLive interactionsWebcast/podcast
Product comparisonCase studiesTrial downloadProduct literatureLive demo
4 WAYS TO AMP-UP EFFICIENCY
OF LEAD GENERATION
1. Map all content to buyer personas &
buyer’s journey.
2. Recycle & reuse existing content.
3. Promote content
4. Learn what works from analytics.
4 WAYS TO AMP-UP EFFICIENCY
OF LEAD GENERATION
1. Map all content to buyer personas &
buyer’s journey.
2. Recycle & reuse existing content.
3. Promote content
4. Learn what works from analytics.
RE-PURPOSING EXISTING CONTENT
What needs to be added? Removed? Re-worded? Take out purely internal content and make it public-friendly.Adjust.
Combine.
Expand.
How can you combine related or unrelated things to provide new value and meaning?
What have you already done that you can dig deeper into—or provide a more comprehensive big picture view?
4 WAYS TO AMP-UP EFFICIENCY
OF LEAD GENERATION
1. Map all content to buyer personas &
buyer’s journey.
2. Recycle & reuse existing content.
3. Promote content
4. Learn what works from analytics.
ASK YOURSELF THESE QUESTIONS
Which landing pages convert the most
leads, and why?
What content offers do the best, and why?
After content mapping, are there any gaping
voids that need to be filled?
Is there room to fine-tune existing content to
convert more?