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

2©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Your presenter today

• 12+ years of experience in online marketing

• Specialized in email marketing

• Author, blogger, speaker, consultant

@tamaragielen

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 3

Marketing goal: generate SQLs

Sales Qualified

Lead

Lead generation

Lead scoring

Lead nurturing

Tools & Processes


The tools you’ll use

Content

Social

Search Ads

Email

Forms

Testing Analysis

Tools


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

6

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



& 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

Score

Nurture

Analyze

Convert? NOYES

NEXT STEP

26

Score leads to identify readiness-to-buy


Lots of criteria to score on

ScoreDemographics

BANT

Web behavior Email responses

Event attendance

Sales input


Score defines message flow

29

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

44

Thank you!

Connect with me:

[email protected]+32 477 666 930www.PlanToEngage.comwww.linkedin.com/in/tamaragielen

Business

How To Generate Leads And Drive Revenue Via Email And Social