Embed Size (px)
Citation preview
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
• 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
www.kent-digital.co.uk
07778 238157
