How To Generate Leads And Drive Revenue Via Email And Social

How To Generate Leads And Drive Revenue With Social & Email MarketingTamara Gielen, Plan to Engage@tamaragielen

Your presenter today

• 12+ years of experience in online marketing

• Specialized in email marketing

• Author, blogger, speaker, consultant

@tamaragielen

Marketing goal: generate SQLs

Sales Qualified

Lead generation

Lead scoring

Lead nurturing

Tools & Processes

The tools you’ll use

Content

Social

Search Ads

Testing Analysis

What we’ll cover today

1. Using social media to generate leads

2. Scoring leads to identify readiness-to-buy

3. Nurturing leads with email marketing

Use social media to generate leads

1. Relevant content

Content that people share

Some examples

eBooks Webinars

Some examples

Infographics Reports

Some examples

White papers Videos

Some examples

Slideshows Blog posts

2. Landing pages that convert• A/B tested design

& copy

• Single-topic

& copy

• Single-topic

• No site-navigation

& copy

• Single-topic

• No site-navigation

• Short forms

3. Traffic, traffic, traffic

Social

Search

Ads Email

Tweet about your content

Promote it on Facebook

Blog about it

Calls-to-action everywhere

Promote it to your list

Capture

Nurture

Analyze

Convert? NOYES

NEXT STEP

Score leads to identify readiness-to-buy

Lots of criteria to score on

ScoreDemographics

Web behavior Email responses

Event attendance

Sales input

Score defines message flow

Nurture leads with email marketing

Permission is key

Basic lead nurturing campaigns

New incoming leads

- Welcome

- Educate

- Promote other content

Stay in touch

Focus content & timing on:

-buyer roles personas-buying stages

Sample lead nurturing path• Day 1: introductory email

Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous

download

download• Day 15: personal email from sales rep

download• Day 15: personal email from sales rep• Day 30: Best practices white paper

download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in

download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series

download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series• Day 75: personal email from sales rep

offering product demo

Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series• Day 75: personal email from sales rep offering

product demo• Day 85: Call from sales rep to schedule in-person

meeting

Sample lead nurturing path• Day 1: introductory email• Day 10: content related to previous download• Day 15: personal email from sales rep• Day 30: Best practices white paper• Day 45: call from sales rep to check in• Day 60: Email promoting webinar series• Day 75: personal email from sales rep offering product demo• Day 85: Call from sales rep to schedule in-person meeting• Day 90: sales proposal via email

Source: http://www.marketo.com/library/definitive-guide-to-lead-nurturing.pdf

Some great resources

Check these out!

www.marketo.com/library/definitive-guide-to-lead-nurturing.pdf

www.eloqua.com/grande/

B2Bemailmarketing.com

Thank you!

Connect with me:

tamara@PlanToEngage.com+32 477 666 930www.PlanToEngage.comwww.linkedin.com/in/tamaragielen

How To Generate Leads And Drive Revenue Via Email And Social

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