3. Intro
Why we talk about online lead generation?
CEOs don’t trust marketing (ups!)
73% of CEOs stating “marketers lack business credibility
and the ability to generate sufficient growth”. 80% of CEOs
simply don’t trust marketers at all, while 91% do trust CIOs
and CFOs.
Source: survey by Fournaise Group
4. Reason?
Commercial Disconnect – Marketers need to take responsibility for the very
evident commercial disconnect with senior executives.
Distraction, hoopla and hyperbole – the ever-evolving world of marketing, due
in large to technology and a now very connected consumer, brings with it new
marketing opportunities on a monthly basis.
Lack of imagination and innovation. Marketing is about imagination, creating
new ways to deliver a value to the customer, to earn disproportionate attention
over trying to steal it with short-termism and promotionally led thinking.
21. Topology of the sale
1. What is the action we want someone
(potential client) to take?
2. Who are we trying to persuade to take this
action?
3. What he needs to know to feel secure and
confident to take this action?
Source: Bryan Eisenberg - Waiting for your cat to bark - Persuading customers when they ignore
marketing
24. Relational vs Transactional shoppers
● Relational
○ consider transaction to be one in long series of
transactions with the company
○ fear of making a poor choice
○ don’t enjoy the process of selecting, negotiating
○ consider the time as part of the price
25. Relational vs Transactional shoppers
● Transactional
○ focused on a single transaction
○ focused on price - don’t want to pay more than
needed
○ enjoy process of comparing and negotiating
○ don’t consider time as a part of price
26. Modes of persuasion architecture (Personas)
Methodical
● Business-like, goal oriented
● Disciplined, methodical
● How can your solution solve my problem?
27. Modes of persuasion architecture (Personas)
Spontaneous
● Personal, activity oriented
● Spontaneous decision, fast decision
● Why is this the best solution to solve my
problem?
● Address immediate needs and credibility
28. Modes of persuasion architecture (Personas)
Humanistic
● Personal, relationship oriented
● Open, slow decision
● Who has used your solution to gain
benefits?
● Address testimonials
29. Modes of persuasion architecture (Personas)
Competitive
● Business-like, power-oriented
● Discipline, strategy
● What can you do for me?
● Address competitive advantage and
strategic thinking
30. Acquisition
Owned, Earned, Paid Media
●
●
●
●
●
●
●
●
●
●
Direct
Offline (TV, Print, Radio)
SEO
PPC (Google AdWords, Facebook)
Display
PR
Social (Facebook, Twitter, LinkedIn, Google+)
Video
Reviews, referrals, blogs
Word of mouth
Find the right channel! Test, iterate. Look for LTV > CAC! Use specific landing page
for each channel!