Kent Digital - Marketing Automation and Lead Generation

Marketing automation tools and lead generation

Paul Lawrence, Kent Digital, 29 June 2016

www.kent-digital.co.uk

About me/Kent Digital

• 15 years marketing employee across various industries;

last 6 years digital focus

• Google AdWords' Certified

• Hubspot Inbound Marketing Certified

• Offering one free consultancy session per business

What are marketing automation tools and how do they work with

lead generation?

What are marketing automation tools and how do they work with

lead generation?

• Driving of web traffic

• Lead capture

• Profiling/lead scoring

• Nurturing…

What are marketing automation tools and how do they work with

lead generation?

• Triggers that will automatically assign leads to sales team.

• Ability to send a “We miss you!” email

• Ability to customise your website to display dynamic

content based on who is viewing your site

What is inbound marketing

“Marketing activities that bring visitors in, rather than marketers having

to go out to get prospects' attention.

Inbound marketing earns the attention of customers, makes the

company easy to be found, and draws customers to the website by

producing interesting content.”

What is inbound marketing

What is inbound marketing

Attract - The right traffic, not just any

• Blogging

• SEO and PPC

• Web pages and content

• Social

Convert

• Forms

• Calls-to-Action

• Landing Pages

• Contacts

What is inbound marketing

Close

• CRM

• Closed-loop Reporting

• Email

• Marketing Automation

What is inbound marketing

Delight

• Surveys

• Smart Calls-to-Action

• Smart Text

• Social Monitoring

What is inbound marketing

Tips for lead generation

• The mechanics of lead generation..

• Offer

• Call to Action

• Landing Page

• Form

Tips for lead generation

• Offer

• For all of the buying stages, early, middle and ready

• Limit them by time and quantity

• Good titles, no jargon

• High value – ebooks, whitepapers etc

Tips for lead generation

• Calls to Action

• Place where the eye can see

• Make them clear

• Link to a dedicated landing page

• Don’t forget the thank you page!

Tips for lead generation• ‘Gated’ content and Nurturing

• Personas

• Product selling doesn’t work!

• The right content in the right place at the right time

• Multi-channel - blogs, organic search/keywords, social

media, email marketing, links/CTA’s within offers

• A/B Testing

Thank you….any questions?

@paullawrence72

consultation@kent-digital.co.uk

www.kent-digital.co.uk

07778 238157