Joe Martinez – Lead Generation Master Class

Lead Generation paid media campaigns are often more complex than Ecommerce. They require you to generate conversions, but also ensure the leads are of good quality. Plus, you need robust tracking for down funnel optimization. In this course, we’ll discuss strategies for 3 stages in Lead Gen and give in depth examples. We’ve created 28 short lessons that span about 3 hours to help keep lessons bite sized and focused.

Contents

Intro

Intro

Section 1 – Generating Leads

Intro & Agenda – Section 1 – Generating Leads

Call To Action Strategy – The Biggest Problem with Most Lead Gen Efforts

Call To Action Strategy – Determining What You’re Going to Offer

Call To Action Strategy – The Price of a Lead

Call To Action Strategy – Building First Party Data Sets

Call To Action Strategy – Designing for All Stages of the Buyer Funnel

Finding Your Audience – Who Are They and How to Find Them

Generating Leads – Overview of 4 Main Channels for Lead Generation

Building a Foundation – Intro to Why We Need Extensive Tracking

Building a Foundation – Excluding Duplicate Leads

Building a Foundation – Creating a Database for Future Optimizations

Section 2 – Improving Lead Quality

Intro & Agenda – Section 2 – Improving Lead Quality

Words of Caution – Setting Proper Expectations When Qualifying Leads

Defining Goals – What Makes a Good Lead?

Ad Copy & Landing Pages – Make Your Boundaries Clear

Lead Gen Form Strategy – Understanding Form Impacts on Performance

Lead Gen Form Strategy – CASE STUDY: B2B Employee Management

Lead Gen Form Strategy – Tips to Improve Lead Quality with Forms

Section 3 – Converting Down the Funnel

Intro & Agenda – Section 3 – Converting Down the Funnel

Data Prep – Defining Metrics & Requirements for Section 3

Retreiving Your Data – Creating a Workable File for Optimization

Timing Your Optimizations – Don’t Jump the Gun

Attribution Matters – Understanding Why Lead Creation Touch is Imperative

Defining an MQL – Intro to Lead Scoring

Campaign Movement Strategies – Using Paid to Move Users Down Funnel

Developing Cost Per Lead Goals – How CRM Data Influences Top of Funnel Efforts

Conclusion & Recap – Customer Generation

Conclusion & Recap – Customer Generation