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How to Captivate Your Leads Qualify, segment, and automate to nurture leads and provide value
Meet Our Panelists BERNARD SAN JUAN III General Manager
WILLIAM KRAMER Business Development Manager
In 20 years, Bernard has started 4 companies, taken 3 web-based companies to multi-million dollar status, launched and managed over 500 websites, and has run thousands of marketing campaigns.
William has dedicated his 8 years as a web professional to growing online businesses. As lead of Business Development, he’s helped 24 of our top partners reach 6-digit monthly revenues.
WEBINAR SERIES The Elements of a Killer Agency Website
How to Drive Leads to Your Agency
How to Captivate Your Leads
Establishing a connection with your website and how to display proof of your expertise
Passively and actively driving leads to your agency and how we help you do it better.
Nurturing, providing value, and closing through lead qualification, segmentation, and automation.
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Recap: How to Drive Leads to Your Agency
How to Captivate Your Leads
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Turn your initial handshake into a sale, and use this to fuel your lead generation efforts. • Passive Lead Generation • Active Lead Generation • Communicating to Your Leads
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Discussion Overview Only a small percentage of your immediate leads turn into a sale, leaving the rest on the table. You have to nurture your leads and develop a relationship through every stage of the buyer’s journey.
How to Captivate Your Leads
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• Qualifying Your Leads • Segmenting Your Leads • Nurturing with Targeted Communication
Now That You Have Your Leads…
How to Captivate Your Leads
Passive Lead Generation Efforts
SE O
Content Marketin g
PPC
Social Media LEADS GENERATE D
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Active Lead Generation Efforts
Cold Emails
Newsletters
Lead Generation Tool
Qualifying Your Leads Models you can use:
How to Captivate Your Leads
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BANT/NABT
GPCTBA
CHAMP
Budget, Authority, Need,
Goals, Plans, Challenges,
Challenges, Authority,
Timeframe
Timeline, Budget, Authority
Money, Priority
Qualifying Your Leads Know which leads to pay attention to. Qualify based on: 1. CLOSABILITY - How far along are they in
How to Captivate Your Leads
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the sales funnel? 2. ACCESS TO THE DECISION-MAKER - Do
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E D U C AT I O N
they have access to the decision-maker/are they involved in the decision-making? 3. NEED - Do they have a genuine need for your service?
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AWA R E N E S S
4. TIMEFRAME TO PURCHASE - How long will it take them to make a purchase from you?
INTEREST DESIRE ACTION
Qualifying Your Leads POSITIVE RESPONSE
NEGATIVE RESPONSE
Why do you feel your brand is digital ready today?
2
-1
Do you have reports that you can share with us from your previous provider? (If no, how does your brand currently acquire leads?)
3
-1
How much of your marketing budget are you planning to allocate to digital?
2
-1
What would define success for you with a campaign like this?
1
-1
Will you be managing the project yourself, or will you be assigning a Point of Contact to us for approvals and communications?
2
-1
QUALIFYING QUESTION
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When to Disqualify Your Leads
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Outside of your market
No budget
No access to Authority (decision-maker)
No need for your services
UnreachableLack of responsiveness after numerous attempts
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DOWNLOAD the LEAD NURTURING KIT
How to Prioritize Your Leads
How to Captivate Your Leads
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CRITERIA
SCORE
Hot
Yes to Need, Closability, Timeframe, Access to Decision-Maker
10
Warm
Yes to Need, Closability, Access to Decision-Maker OR Yes to Need, Timeframe, Access to Decision-Maker
7
Nurture
Yes to Need, Access to Decision-Maker
6
Disqualify
Only 1 factor is true
Below 6
When to Sunset Your Leads Downgrade a lead’s hotness • No Budget - They may not have the budget to spend now, but have the
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financial capacity to allocate a budget in the future. • Timing is not right - Nurture until they’re ready to buy. • They have latent needs - Uncover and build desire. Use our CRM tool to sunset your leads
Segmenting Your Leads How to segment your leads into Cold, Warm, and Hot
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Product/Need
Quality
- What commodity are they interested in?
- What is their quality score?
Segmenting Your Leads The purpose of segmentation is to align your messages to the needs of your leads and their stage in the buyer’s journey for a more effective, targeted communication.
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Need/Service
Temperature
Leads
Cold
Warm
Hot
Local SEO
14
12
15
41
Web Design
7
9
7
23
SEO
24
6
3
33
Social Media
6
9
3
18
Paid Advertisement
8
3
1
12
Content Marketing
12
7
2
21
Brand Design
7
2
1
10
Segmenting Your Leads
COLD LEADS
How to Captivate Your Leads
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AWA R E N ES S E D U C AT I O N
WARM LEADS
I N T E R EST D ES I R E
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HOT LEADS
AC T I O N
Nurturing with Targeted Communication Keep your relationships warm by making sure you’re in constant communication with your leads.
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• The right content for the right stage in the customer journey • The right message at the right time • Automate
Communicating at the Right Stage Type of content to provide at their point in the buyer’s journey COLD LEADS
How to Captivate Your Leads
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AWA R E N ES S E D U C AT I O N
WARM LEADS
I N T E R EST D ES I R E
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HOT LEADS
AC T I O N
HUB CONTENT Product Guides Process Flow Methodology Explainers
HERO CONTENT White Papers Case Studies Audits Demos HYGIENE CONTENT Testimonials Promos/Discounts Monthly Newsletters
DOWNLOAD our WHITE LABEL CONTENT MATERIALS
Nurturing with Targeted Communication COLD
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COLD
Initial Email
WA R M
WA R M
HOT
Follow-up Email
Follow-up Email
Follow-up Email
Educating your leads
Building desire
Keeping leads engaged
Introducing your business
Follow-up Email Offering an incentive to convert them
What to send:
What to send:
What to send:
What to send:
What to send:
Product Guide
Methodology
Audit
Case Study
Discounts
Explainer
Automating Your Message Email sequences: • Frequency of sending emails: 2 or 3 times a month. • Assign a sequence until a particular goal is reached.
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• Nothing happens in Hot without a phone call. Need/Service
Temperature
Email 1
Cold Industry Tips
Warm Audit
Hot Demo Video
Email 2
Methodology Explainers
White Paper
Guides
Email 3
How-to-Posts
Case Study
Cheat Sheets
Email 4
Product Details
Product Demo
Bonus/Promo
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Goal Example: Product Engagement
Email for a Cold Lead Hi John, I hope your business is doing well. I know you still have lots of questions about digital marketing – believe me, I did too when I was starting out.
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My team has created this Digital Marketing Methodology Explainer to help you understand more about digital marketing. If you have questions, or you have feedback about the content, feel free to write back. Looking forward to hearing from you! Jimmy
Email for a Warm Lead Hi John, I wanted to follow up on the site audit I sent last week. I think you will find that your website has a lot of potential.
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I’ve attached a white paper to help you understand more about our service and how it works for your business. I would love to hear what you think. Feel free to ring me up in case you have questions. Jimmy
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Email for a Hot Lead Hi John, I just want to say that I enjoyed our last conversation. If you have questions related to anything digital, just ask away!
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Also, I want to share with you this demo video on [Insert Your Product] to give you a sneak peek on what it would be like to work with us. Looking forward to our next conversation! Jimmy
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Email for a Hot Lead Hi John, I took the liberty of attaching testimonials from our clients, just in case you’re wondering how we take care of them. I also have a client who’s been doing business with us copied in this email,
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and he’s very excited to share his experience. Let us know when you’re free to talk, so I can schedule a call among the three of us. Looking forward to our next conversation! Jimmy
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Automate Simulate the care – use our Marketing Automation Tool.
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EXCLUSIVE LAUNCH DECEMBER 14, 2017
Give your agency the upper hand with
Find leads easier
Qualify them better
Close them faster
Find, qualify, and nurture leads the easy way Build your agency’s expertise through our Master Class and How-to sessions Showcase your authority with premium marketing materials
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Actionable Steps • Qualify your Leads – Use our qualification checklist. • Segment your leads according to their lead temperature – cold, warm, hot. • Use targeted emails – Send emails that correspond to the needs of your leads.
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• Automate communication – Set email sequences.
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WEBINAR See the different features available in the Agency Advantage program, what they do, and how they help your agency get started today!
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Q&A Portion, Schedule a Call Feel free to call us at any time for questions. TOLL-FREE 1-800-250-6106 AU (02) 8484-1116 | US (415) 625-9700
info@seoreseller.com
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