kent digital - marketing automation and lead generation
TRANSCRIPT
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Marketing automation tools and lead generation
Paul Lawrence, Kent Digital, 29 June 2016
www.kent-digital.co.uk
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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
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What are marketing automation tools and how do they work with
lead generation?
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What are marketing automation tools and how do they work with
lead generation?
• Driving of web traffic
• Lead capture
• Profiling/lead scoring
• Nurturing…
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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
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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.”
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What is inbound marketing
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What is inbound marketing
Attract - The right traffic, not just any
• Blogging
• SEO and PPC
• Web pages and content
• Social
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Convert
• Forms
• Calls-to-Action
• Landing Pages
• Contacts
What is inbound marketing
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Close
• CRM
• Closed-loop Reporting
• Marketing Automation
What is inbound marketing
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Delight
• Surveys
• Smart Calls-to-Action
• Smart Text
• Social Monitoring
What is inbound marketing
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Tips for lead generation
• The mechanics of lead generation..
• Offer
• Call to Action
• Landing Page
• Form
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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
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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!
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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
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Thank you….any questions?
@paullawrence72
www.kent-digital.co.uk
07778 238157