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SlideShare a Scribd company logo
But first…. a little housekeeping
Click the screen to
Enable Sound 🔊
Closed Caption is
available: click the CC
Add your questions for
the Q&A at the end
● Breakout room opens
after presentation
● Stick around for the
post-webinar survey
Heather Campbell
Director of Marketing
Search Engine Journal
Brent Csutoras
Managing Partner & Co-Owner
Search Engine Journal
Jessica Cromwell
VP of Sales, Search Engine Journal
Breakout Room with
Your Lead Gen
Team! 🚀
/heathercampbell-marketer
/brentcsutoras
/jessicacromwell
Subscribe To Our
Newsletter
Agenda 🗒
• Importance of customer journey
• Got leads. Now what?
• Expectations, support, and measurement
• Q&A or Breakout Room
The customer journey
has never been more
important
Generating quality
leads takes
quality content ✏
Create quality content that converts.
● **Research >> Your audience and the market
● Listen >> Polls, surveys, help desk
● Collaborate >> Align with sales and customer service
● **Build customer journeys >> customer-centric
● Test >> Messaging, images, headlines, video
● Measure >> Engagement, conversions, CPL, CAC, LTV
● Tweak / Optimize >>
● Rinse / Repeat >> Succeed, Fail, Learn
Types of Content:
Awareness:
Aware of Pain
Consideration:
Aware of Solutions
Conversion:
Aware of Providers
Customer:
Retention & Loyalty
● How-tos
● Social
● Ebooks
● Podcasts
● Press releases
● Infographics
● Forums / Discussion Boards
● Cold call
● Buying guides
● Free trials
● Webinars
● Case studies
● Email newsletters & warm outreach
● Explainer videos
● Reviews / Testimonials / UGC
● White papers / Industry Reports
● Product info
● Case studies
● Webinars
● Pricing
● Product demos
● Reviews /
Comparison guides
● Product updates
● Tutorials
● Consultations
● Surveys
How we used content to reach you:
Awareness:
Aware of Pain
Consideration:
Aware of Solutions
Conversion:
Aware of Providers
● encouraged employee sharing
● leveraged our own influencers
Emails
Retargeting, Pop up, Email, Webinar
Blog posts
Social: organic, paid
Display ads
1,000
Leads Generated
Choosing the right channels.
● Research:
○ Where are your ICPs hanging out
○ How are they using that channel
○ How can you provide value
○ How much is it going to cost to get in front of them
● Test: New platforms, messaging, images, headlines,
content types, LPs
● Measure: Analyze performance
● Double down on what’s working
● Put yourself in their shoes…
Channels that are working today.
● Retargeting
● Email is not dead (first party data opportunities)
● UGC
● Influencers
○ Internal experts
○ Industry influencers
● SEO - blogs, articles, reports, digital PR
● Social
● PPC
● Events
● Networking & relationship
building (B2B)
● ABM - account based
marketing (B2B)
● Video
● Chatbots
● Podcasts
Scaling content creation.
“Sweat the assets!”- Get the absolute most
mileage out of every piece
● Resources: Do you have the talent, or
need to go outside?
● Budget: Include content creation
Expect to pay for leads.
We’re talking about quality leads.
Do the math.
Find their worth.
Then, find tactics and channels that work w/in your budget.
Full Funnel Campaign - Always-on to stay top of mind
B2B SaaS, Analytics Platform
Client Since 2022
Awareness:
Aware of Pain
Consideration:
Aware of Solutions
Conversion:
Aware of Providers
Customer:
Retention & Loyalty
● included in display campaign
● included in daily newsletter and dedicated emails
● included in organic articles
Dedicated Email - traffic and lead gen - Mid to bottom funnel
Rundown - lead gen - Mid to bottom funnel
Webinar - lead gen - Bottom funnel
Lead nurturing automation
Retargeting pixel
Ebook
● included in daily newsletter and social
Sponsored Articles (blog posts)
Assess what’s working.
● How are you trending on your KPIs?
● Are you seeing engagement on your higher funnel content?
● Are you generating leads that match your ICP?
● Are leads coming in at or under your target CPL?
● Are you seeing an increase in organic searches?
Make reporting easy on yourself:
● Use UTM tagging
● Event tracking
● Set your attribution
● Lead Scoring
Metrics to track.
✅ Brand mentions, referral traffic
✅ Engagement, time on site
✅ Loyalty / Retention
✅ CPL: Cost per Lead, per channel
✅ CAC: Customer acquisition costs
✅ Impressions, opens, clicks, etc.
Where are you
feeling the most
pain rn?
Lack of Attribution
25%
❌ No follow up
= ❌ No leads
They’re knocking. Be ready.
● Have your CRM/CDP/MarTech ready to receive
● Lead scoring: set it up
● Have your automations and post-campaign follow-ups ready to go
● Have your sales team and SDRs ready to rock
● Set up dashboards for tracking leads and KPIs
● Meet regularly with your team (internal or external)
Immediately no.
● STOP treating all your leads the same
● STOP expecting results for a one-off campaign -
not a typo
● STOP expecting one nurture / automation to
serve all - see bullet 1
Outside vendors impact
your success.
● Partnership: Treat them like an extension of
your team
● Overshare: tell them about EVERY (relevant)
campaign you’re running
● Transparency: Be clear with your goals/KPIs
and where you need the most help
What you should expect.
● They have a customer-centric mindset
● Strategy as part of their service
● Real-time lead delivery
● Insightful reporting and analysis
● Content guidance, insights, and collaboration
● Don’t expect one campaign/one piece of content
to drive results
What we learned today.
You need quality content to drive quality leads
○ Research
○ Walk thru the customer journey
○ Choosing the right channels
○ You’re going to have to pay for leads
○ You need a full-funnel, always-on strategy
○ Have your lead nurture set up and ready
○ Treat your agency like an extension of your team
OPTION 1
Stick around for a general Q&A.
OPTION 2
Join our breakout room to talk
to an expert and see a more
in-depth demo!
Choose your adventure…
Subscribe to our newsletter or
find us on social
Resources
Lead Generation on Search Engine Journal
What You Need To Generate Leads With Content
Mastering Content Mapping: A Strategic Approach To Boost SEO
Google Campaign URL Builder for UTMs
A Comprehensive Guide To Marketing Attribution Models
Lead Scoring: The Value In B2B Marketing
Building A Lead Generation Plan
Barriers To Audience Buy-In With Lead Generation
Thank You!

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How Expert Brands Are Winning At Lead Gen Right Now

  • 1.
  • 2. But first…. a little housekeeping Click the screen to Enable Sound 🔊 Closed Caption is available: click the CC Add your questions for the Q&A at the end ● Breakout room opens after presentation ● Stick around for the post-webinar survey
  • 3. Heather Campbell Director of Marketing Search Engine Journal Brent Csutoras Managing Partner & Co-Owner Search Engine Journal Jessica Cromwell VP of Sales, Search Engine Journal Breakout Room with Your Lead Gen Team! 🚀 /heathercampbell-marketer /brentcsutoras /jessicacromwell
  • 5. Agenda 🗒 • Importance of customer journey • Got leads. Now what? • Expectations, support, and measurement • Q&A or Breakout Room
  • 6. The customer journey has never been more important
  • 8. Create quality content that converts. ● **Research >> Your audience and the market ● Listen >> Polls, surveys, help desk ● Collaborate >> Align with sales and customer service ● **Build customer journeys >> customer-centric ● Test >> Messaging, images, headlines, video ● Measure >> Engagement, conversions, CPL, CAC, LTV ● Tweak / Optimize >> ● Rinse / Repeat >> Succeed, Fail, Learn
  • 9. Types of Content: Awareness: Aware of Pain Consideration: Aware of Solutions Conversion: Aware of Providers Customer: Retention & Loyalty ● How-tos ● Social ● Ebooks ● Podcasts ● Press releases ● Infographics ● Forums / Discussion Boards ● Cold call ● Buying guides ● Free trials ● Webinars ● Case studies ● Email newsletters & warm outreach ● Explainer videos ● Reviews / Testimonials / UGC ● White papers / Industry Reports ● Product info ● Case studies ● Webinars ● Pricing ● Product demos ● Reviews / Comparison guides ● Product updates ● Tutorials ● Consultations ● Surveys
  • 10. How we used content to reach you: Awareness: Aware of Pain Consideration: Aware of Solutions Conversion: Aware of Providers ● encouraged employee sharing ● leveraged our own influencers Emails Retargeting, Pop up, Email, Webinar Blog posts Social: organic, paid Display ads 1,000 Leads Generated
  • 11. Choosing the right channels. ● Research: ○ Where are your ICPs hanging out ○ How are they using that channel ○ How can you provide value ○ How much is it going to cost to get in front of them ● Test: New platforms, messaging, images, headlines, content types, LPs ● Measure: Analyze performance ● Double down on what’s working ● Put yourself in their shoes…
  • 12. Channels that are working today. ● Retargeting ● Email is not dead (first party data opportunities) ● UGC ● Influencers ○ Internal experts ○ Industry influencers ● SEO - blogs, articles, reports, digital PR ● Social ● PPC ● Events ● Networking & relationship building (B2B) ● ABM - account based marketing (B2B) ● Video ● Chatbots ● Podcasts
  • 13. Scaling content creation. “Sweat the assets!”- Get the absolute most mileage out of every piece ● Resources: Do you have the talent, or need to go outside? ● Budget: Include content creation
  • 14. Expect to pay for leads. We’re talking about quality leads. Do the math. Find their worth. Then, find tactics and channels that work w/in your budget.
  • 15. Full Funnel Campaign - Always-on to stay top of mind B2B SaaS, Analytics Platform Client Since 2022 Awareness: Aware of Pain Consideration: Aware of Solutions Conversion: Aware of Providers Customer: Retention & Loyalty ● included in display campaign ● included in daily newsletter and dedicated emails ● included in organic articles Dedicated Email - traffic and lead gen - Mid to bottom funnel Rundown - lead gen - Mid to bottom funnel Webinar - lead gen - Bottom funnel Lead nurturing automation Retargeting pixel Ebook ● included in daily newsletter and social Sponsored Articles (blog posts)
  • 16. Assess what’s working. ● How are you trending on your KPIs? ● Are you seeing engagement on your higher funnel content? ● Are you generating leads that match your ICP? ● Are leads coming in at or under your target CPL? ● Are you seeing an increase in organic searches? Make reporting easy on yourself: ● Use UTM tagging ● Event tracking ● Set your attribution ● Lead Scoring
  • 17. Metrics to track. ✅ Brand mentions, referral traffic ✅ Engagement, time on site ✅ Loyalty / Retention ✅ CPL: Cost per Lead, per channel ✅ CAC: Customer acquisition costs ✅ Impressions, opens, clicks, etc. Where are you feeling the most pain rn? Lack of Attribution 25%
  • 18. ❌ No follow up = ❌ No leads
  • 19. They’re knocking. Be ready. ● Have your CRM/CDP/MarTech ready to receive ● Lead scoring: set it up ● Have your automations and post-campaign follow-ups ready to go ● Have your sales team and SDRs ready to rock ● Set up dashboards for tracking leads and KPIs ● Meet regularly with your team (internal or external)
  • 20. Immediately no. ● STOP treating all your leads the same ● STOP expecting results for a one-off campaign - not a typo ● STOP expecting one nurture / automation to serve all - see bullet 1
  • 21. Outside vendors impact your success. ● Partnership: Treat them like an extension of your team ● Overshare: tell them about EVERY (relevant) campaign you’re running ● Transparency: Be clear with your goals/KPIs and where you need the most help
  • 22. What you should expect. ● They have a customer-centric mindset ● Strategy as part of their service ● Real-time lead delivery ● Insightful reporting and analysis ● Content guidance, insights, and collaboration ● Don’t expect one campaign/one piece of content to drive results
  • 23. What we learned today. You need quality content to drive quality leads ○ Research ○ Walk thru the customer journey ○ Choosing the right channels ○ You’re going to have to pay for leads ○ You need a full-funnel, always-on strategy ○ Have your lead nurture set up and ready ○ Treat your agency like an extension of your team
  • 24. OPTION 1 Stick around for a general Q&A. OPTION 2 Join our breakout room to talk to an expert and see a more in-depth demo! Choose your adventure…
  • 25. Subscribe to our newsletter or find us on social
  • 26. Resources Lead Generation on Search Engine Journal What You Need To Generate Leads With Content Mastering Content Mapping: A Strategic Approach To Boost SEO Google Campaign URL Builder for UTMs A Comprehensive Guide To Marketing Attribution Models Lead Scoring: The Value In B2B Marketing Building A Lead Generation Plan Barriers To Audience Buy-In With Lead Generation
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