Lead Generation Campaigns That Rock: How To Create and Execute (and Sell) Them

Lead Generation Campaigns That Rock
HOW TO CREATE , EXECUTE AND SELL THEM

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© 2013 Optify, Inc. Company Conﬁdential
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Rob Eleveld, CEO, Optify
Rob Eleveld, CEO of Optify is a 20-year tech veteran with
deep experience in B2B sales and marketing.

Rob is passionate about growing business through partner
channels at Optify and excited about the opportunity that
inbound marketing affords to forward-thinking digital
marketing agencies.

Follow Rob on Twitter - @RobertEleveld

Speakers
Ting Van Osdol, Customer Engagement Manager, Optify
Ting is the Customer Engagement Manager at Optify and
focuses on customer engagement and satisfaction. Ting
believes that understanding our customers is the key to
successful customer support. Ting drives customer usage by
designing and executing customer engagement programs and
managing the help and support system.
Prior to Optify, Ting worked for The Knot and WildChina.
How to Create , Execute and Sell Lead Gen Campaigns | @optify

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About Optify
Optify delivers a simple digital marketing software suite for agencies. Our
complete cloud-based software eliminates the need for standalone tools
and empowers agency marketers to easily create and manage demand
generation programs across multiple websites, nurture prospects,
prioritize the best performing programs and streamline reporting of client
results - all from one login.

Optify, Inc
710 2nd Ave, Suite 840#
Seattle, WA 98104
1 (206) 388-4234 (phone)#
1 (877) 2-OPTIFY (toll-free)#
1 (206) 787-1410 (fax)
#
Sales: sales@optify.net#
Help: support@optify.net#
Other Inquiries: info@optify.net

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Agenda
DISCUSSION FRAMEWORK
Webinar series introduction
Lead generation campaign framework
How to build lead gen campaigns in Optify
Packaging and pricing lead gen campaigns
Selling lead gen services to clients
one
two
three
four
ﬁve

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Introducing our webinar series: "
Simple & Integrated Retainer-Based Services

How can I expand my digital marketing services offering?
§  So we’re going to keep it simple for those who don’t yet offer these
services.
How can I scale my business when I am tapped out?
§  So these services are designed to be executed by more junior folks
using Optify.
Can you get me started with exactly how to execute this service?
§  Well, we’re going to try. But your enthusiasm and creativity add far
more than what we can show here.
How should I price this service? AND/OR How do I get my clients
on retainers?
§  We’re addressing both of these questions quite speciﬁcally.
Do you offer any co-branded sales materials?
§  Yes! You will see some very shortly in this webinar . . . for you to re-
use later!

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Objectives of a lead generation campaign service

Half of clients should be on a Lead Gen retainer service
§  Lead Gen is the core of B2B and local marketing
§  So every client is an eligible target: get 50% on this service.

Price to sell them consistently: $1,000-$1,500 per campaign and VERY
PROFITABLE
§  Not including promotion budget
§  50% gross margins even at $750 per month
§  5 campaigns at $1,250/mo = $6,250 of retainers for lead gen campaigns!

Getting clients on retainers enables you to expand to additional services
§  This services should continue your progression to positioning retainers.
§  More retainer services means more cash ﬂow visibility.

A Lead Gen service provides very concrete value to clients
§  You hear more digital marketing service opportunities/needs when you are in
close and ongoing contact with clients.

You can execute against the channel you are comfortable with (PPC,
Email, Paid Social, etc)
§  But the lead capture, prioritization, and followup is critical

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Lead Gen Basics
Goals:

•  Generate leads
•  Deliver qualiﬁed leads to sales
•  Increase house list size (subscribers)

Internal
checklist/ques1ons:

•  Why
are
you
building
it?

(Goals,
measurements)

•  Who
are
you
targe8ng?

(demographic,
ﬁrmographic,
personas)

•  What
are
they
interested
in?

(Industry
news,
8ps
and
tricks,
thought

leadership,
company
updates)

•  Where
are
they
online?

(Blog,
outsourced,
aggregated)

•  When
will
they
see
it?

(Purchase
cycle
stage)


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“Hard Ask” vs. “Soft Ask” Campaigns

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“Hard Ask” vs. “Soft Ask” Campaigns
Promotions
Landing
Page with
“Hard Ask”
Requires incentive
Sales
Promotions
Landing
Page with
“Soft Ask”
House List
Nurture
Hard Ask
Campaigns
to House
List
Sales

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“Hard Ask” Setup Framework
Create the “offer”
Create the
landing page (and
thank you page)
Create the
autoresponder(S)
Create Form Alert
for Sales
Create the URL’s
& Promote the
offer
Track, measure
and report
Promotions
Landing
Page with
“Hard Ask”
Requires incentive
Sales

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The core of every lead generation campaign
Organic
Search
Social
Media
Press
Coverage
Referrals
Viral
Content
Directories
Paid
Directories
Paid Search
Display
Retargeting
Social Ads
Email

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Create the
“offer”
Create the landing
page (and thank
you page)
Create the
autoresponder(S)
Create Form Alert
for Sales
Create the URL’s
& Promote the
offer
Track, measure
and report

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Designing the Incentive
There are four types of incentives:

•  Gift
•  Terms
•  Price
•  Quantity

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Create the
landing page
(and thank you
page)
Create the
autoresponder(S)
Create Form Alert
for sales
Create the URL’s
& Promote the
offer
Track, measure
and report

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Landing Page Templates
WYSIWYG Editor
Creating Your Landing Page

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Creating The Form
Set required fields
Set the thank you
page and
confirmation
Only important fields

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Thank You Page
Branded, aligned
Primary Call-to-
Action
Relevancy

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Create the
“offer”
Create the
landing page
(and thank you
page)
Create the
autoresponder(s)
Create Form
Alert for Sales
Create the URL’s
& Promote the
offer
Track, measure
and report

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Creating the Autoresponder(s)
Name your email
Personalized the “From Line”
Schedule the response
Relevant subject line
Exclude irrelevant audience

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Immediate Email
Branded,
aligned
Relevancy
Calls-to-
action
Branded and
Personalized
“From”
Calls-to-
action

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Create the
landing page
(and thank you
page)
Create the
autoresponder(s)
Create Form Alerts
for Sales
Create the URL’s
& Promote the
offer
Track, measure
and report

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Creating form alerts
Trigger by form
submission
Alert via Email &
Dashboard

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Create the
landing page
(and thank you
page)
Create the
autoresponder(s)
Create Form Alerts
for Sales
Create the URL’s
& Promote the
offer
Track, measure
and report

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Creating the URL’s and promotion
HTTP://PAGES.OPTIFY.NET/CAMPAIGN?OPTIFY_R=SOURCE&OPTIFY_RD=CAMPAIGN

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Create the
landing page
(and thank you
page)
Create the
autoresponder(s)
Create Form
Alerts for Sales
Create the URL’s
& Promote the
offer
Track, measure
and report

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Track, measure and report

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Lead Gen Campaign Framework
Create the landing
page (and thank
you page)
Create the
autoresponder(S)
Create the lead
alert & smart list
Create the URL’s &
Promote the offer
Track, measure
and report

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Objectives of Pricing Lead Gen Services

Objective 1: An ongoing retainer with 40-50% of clients
•  High value opportunity to have ongoing billable relationship
•  Builds on simpler retainer-based offerings like Customer Newsletter
•  http://www.optify.net/webinars/how-to-develop-create-send-sell-customer-
newsletter

Objective 2: Price higher for tangible value
•  Given higher prices, existing client relationships or proven value via a
previous project or retainer-based service is important
•  Clients can touch the dollar value of leads

Objective 3: Offer a service the owner/principal isn’t required to execute
•  Moderate price-points and scalability of the agency requires training a mid-
level resource (W2 or 1099)

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Cost Structure – Lead Generation
Who is executing the Lead Gen service?
•  Target a $25-40/hr resource
•  3-6yrs experience

Each LeadGen tactical campaign: ~4-6 hrs per month
•  Create offer/campaign – ie PPC or Paid Social:
•  Customized, on-message Landing Page/Form: (1 hr)
•  Automated response email(s) & test send: (1 hrs)
•  Lead alerts & Smart-lists/segmentation (0.5 hrs)
•  Measure and report to client: (0.5 hrs)

Recommended Lead Gen service: 2 tactical campaigns/mo. via different
“channels”
•  Roughly 10 hours per month per client

One-time setup costs
•  Collect client logos and other branding for landing pages & emails
•  Working out with client timely, consistent follow-up process for leads/alerts


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Recommended retainer-based pricing for Lead
Gen managed service
Target ~70% gross margin for your list pricing (3x markup)
•  Mark up your $25-40/hr resource * 3 = $75-120/hr:
•  2 tactical campaigns per month as part of the service
•  Split down the middle: 10 hrs * $100/hr = $1,000
•  Mark up $50/mo./client for Optify Professional to $150/mo
•  Total monthly newsletter retainer: $1,150 per month
•  NOTE: $750 per month is still over 50% gross margin
Recommended price range: $1,000-1,500/month
•  If more hours are required, push retainer up accordingly. But keep it < $2,500/mo
and sell more of them.
•  It is worth discounting to $300-400/mo to get more clients on the retainer.
•  5 clients * $1,250/mo = $6,250 per month of retainers

Justifying the return on investment for a client
•  ROI in terms of average value of a lead.
•  If client does not know value of leads, take the average value of a customer and
how many leads are required to get a new customer (8-15 leads/customer)


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SELLING LEAD GEN CAMPAIGNS

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THANK
YOU. QUESTIONS?

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Additional Resources
•  Lead generation campaign guide: #
http://www.optify.net/forms/the-essential-guide-to-b2b-lead-generation-campaigns
•  2013 B2B Lead Generation Report: #
http://www.optify.net/forms/2013-b2b-lead-generation-report
•  Autoresponders guide:#
http://www.optify.net/forms/autoresponders-ebook-for-b2b-marketers
•  Optify best practices: Lead Gen Campaigns#
http://www.optify.net/inbound-marketing-resources/how-to-webinars/optify-best-
practices-lead-generation-campaigns

Optify Demo: www.optify.net/demo

Optify Free Trial: www.optify.net/free-trial

Optify Pricing: www.optify.net/pricing
Optify, Inc
710 2nd Ave, Suite 840#
Seattle, WA 98104
1 (206) 388-4234 (phone)#
1 (877) 2-OPTIFY (toll-free)#
1 (206) 787-1410 (fax)
#
Sales: sales@optify.net#
Help: support@optify.net#
Other Inquiries: info@optify.net

Lead Generation Campaigns That Rock: How To Create and Execute (and Sell) Them

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