Turn Your Website into a Lead Gen Machine Adam Higgins MarTech Consultant HighRoad Solution
Turn Your Website
into a Lead Gen
Machine
Adam Higgins
MarTech Consultant
HighRoad Solution
Today’s buyer makes 70%
of their purchase decision
based on the content on
your website.
• Inbound Marketing
• What is Interactive Content
• Interactive Content Examples
– Self-Assessments
– Calculators
• Buyer’s Journey
• Closing Tips
Agenda
Inbound
Marketing
• Using Content to Drive Conversions
or Sales
• Content is Contextual
• Automated Marketing Messages
based on Prospects Actions
• One-to-One Conversation with the
Prospect
• Build a Connection
Inbound Marketing
Inbound Method
“56% of all customer interactions
happen during a multi-event, multi-
channel journey”
Research by McKinsey & Company
Digital Relevance, Ardath Albee
Buyer’s Journey
• There are Several Touchpoints
Before the Buyer Purchases
• Marketing Automation Programs
Tracks the Touchpoints
• Trigger Contextual Content Based
on the Touchpoints
• Context Drives the Purchase
• Marketing Automation Provides ROI
on Activity
Buyer’s Journey is Not Linear
“Buyers view 8 content assets on
average during their buying
process”
IDG Customer Engagement Study
Digital Relevance, Ardath Albee
Attract: Search
Fundraising advice and tips
Attract: Read Blog
Enter email…
SUBSCRIBE
Connect: Subscribes
Enter email…
SUBSCRIBE
Engage: Contextual Ads
Engage: Contextual Emails
What is
Interactive
Content?
• Interactive Content Components
– Self - Assessments
– Calculators
– Quizzes / Trivia / Gamification
– Polls / Surveys
• Can add to any program to create a
stand-alone experience or work into
existing content
Interactive Content
• Content that results in prospect
engagement
– Beyond the action of just reading
content
– Beyond the action of viewing content
Engaging
• What type of engagement?
– Something that results in value for the
prospect
– Creates a two-way channel – shift from
Push Marketing to Pull Marketing
Value
• Marketers are creating more content
today than they were a year ago
• Educate the Buyer
• In user-centric view, have to address
the “what’s in it for me?” factor
• Move towards Pull Marketing
• Gather more insights!
Why?
Educating the Buyer
Self-Assessments
• Certification / Degree
• Where You Are in Your Career?
• Find the Right Career Path
• Is the Annual Conference the Right Event to
Attend?
• Am I a Good Fit for a Committee / Chapter /
Volunteer Position?
Ideas for Associations
• People rank themselves via assessments
• Natural curiosity to see where they rank
amongst peers or in industry
• Add data to better profile the prospects
• Build a persona
WHY?
Self-Assessments
Self-Assessments
Self-Assessments
Self-Assessments
Self-Assessments
Self-Assessments
Calculators
• What You Save as a Member
• How Much More You Would Earn with a
Certification?
• How Much of an Impact Your Participation
Makes in the Community?
Ideas for Associations
• Prospects identify specific parameters when
using a calculator
• Detailed numbers to aggregate across all
prospects
• Quickly identify the persona
Why?
Calculators
Calculators
Buyer’s
Journey
1. Searched Google
2. Read Blogs
3. Completed Calculator
4. Clicked Ad
5. Read Email
6. Click CTA in Email
7. Viewed Product Page
Touchpoints
8. Added Product to Cart
9. Viewed Payment Form
10. Submitted Payment Form
11. Viewed Confirmation Page
12. Lead Converted to Customer
Touchpoints
“Organizations using lead
scoring experience a 77%
increase in lead generation
ROI”Sharpspring
• Attribute each touchpoint to a weighted
scoring system.
• Find where leads fall on the bell curve
• Setup triggered messages based on a lead’s
score
• Helps to identify lead’s ready to buy
Lead Scoring
1. Searched Google (0)
2. Read Blogs (+10)
3. Completed Calculator (+15)
4. Clicked Ad (+20)
5. Read Email (+10)
6. Click CTA in Email (+15)
7. Viewed Product Page (+10)
Score Each Touchpoint
8. Added Product to Cart (+30)
9. Viewed Payment Form (+40)
10.Submitted Payment Form (+50)
11.Viewed Confirmation Page
12.Lead Converted to Customer
Score Each Touchpoint
Find Engaged Leads
• Going beyond the click, and
determine if the email generated
revenue.
– Email Campaign Generated $1400.
– Email Types of Fundraising Generated
$20,000 over the last Year
Attribute Revenue to Content
• Attribute campaigns to organization and
departments goals
• Organization Goal
– Grow Products Sales by 5% in the next Year
Campaigns Align with Goals
Tips
• Use Interactive Content Components to
engage with a prospect
– Start the dialogue
– Collect actionable insights
– Identify / Optimize your personas
Engage
• Be inspired by Retail / For Profit approach
– Many ideas to extrapolate and apply to
association programs
Be Inspired
• Remember value of Personalization when
creating interactive content
– Context
– What’s In It for Me?
Personalization
Marketing Technology for Associations
Contact us: HighRoad Solution
Name: Adam Higgins
Phone: 703.297.8254
Email: [email protected]
www.highroadsolution.com
www.highroadu.com