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Practical Lead Generation: 7 Tips from MarketingSherpa

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					Practical B-to-B Lead Generation:
7 Tips from MarketingSherpa



     Anne Holland          Jon Miller

     Founder               VP Marketing
     MarketingSherpa       Marketo




                                          1
Based on Real-life Data:
MarketingSherpa Methodology
    Our research comes from 5 sources:
       1.   Surveys of Marketers & Agency Pros
       2.   Surveys of Consumers
       3.   Lab tests and Partnered Research
       4.   Sherpa Case Studies – 800+
       5.   “Best of” Data from 500+ Research Orgs.




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 Tip #1. Save SEM Budget: Turn Off
 AdSense




Info presented from:




                                     3
 Tip #2. Make Content More Relevant
 to Prospects
 #1. It’s always about them (not you)
 Safety, ease, power, greed, ego

 #2. Segment by prospect type
 Industry vs Job

 #3. Content for each stage of the sales cycle
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                                                 4
 Success Stories vs Case Studies




Info presented from:




                       © Copyright 2004 The Phelon Group Inc. All Rights Reserved.




                                                                                     5
 Tip #3. Drop (some) registration
 barriers
     Content Funnel with Registration Barrier   Content Funnel without Registration Barrier




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                                                                                              6
 Example freed content




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                         7
 Tip #4. High impact nurturing
 requires multiple media




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                                 8
 Tip #5. Telemarketing trigger point:
 web activity
                       100

                        80

                        60

                        40

                        20

                         0

                       -20
                             5 min.   30 min.               1 hour   20+ hours

                                       Time After Online Form-fill



Info presented from:




                                                                                 9
 Tip #6. Include postal mail to best
 leads




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                                       10
Tip #7. Measure evolving lead
quality
  HP Status Type Movement (9/1-9/30)




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 For 530 pages of practical tips:
 B-to-B Lead Generation Handbook

                                   • Step-by-Step Instructions

                                   • 60 Stats and Data Charts

                                   • 158 Creative Samples




Info presented from:
     For special attendee-only $200.00 discount, go here:

   http://B2BHandbook08.MarketingSherpa.com
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posted:8/27/2010
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