How To Generate Leads for Telecom, IT & Cloud Companies

© 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg
WILDLY SUCCESSFUL
The Anatomy of a
Lead Gen Campaign

Angela Leavitt, Mojo Marketing
Founder & Chief Mojo-Making Officer
• 20 years of sales & marketing
• 150+ telecom, IT and cloud
services companies
• Speaker at Channel Partners,
ITExpo, Women in the Channel,
CompTel, MSPWorld

Who is Mojo?
V
V
Telecom, IT, and
Cloud Only
Have helped dozens
of carriers, agents,
VARs, and MSPs improve
their
revenues and branding.
We have
LOTS of data
on what works

WHO’S WORKING THEIR MOJO?
Some of our past and present 150+ customers

Housekeeping
Q&A at the end
Tweet? Use #TGNTVC
Tag @MojoMktg and @Telegration_Inc
Want the slides? Great!
Send your feedback to angela@gimmemojo.com

Who Wants Leads?

WHY DON’T THE OLD
TRICKS WORK ANYMORE?
Buyers are…
…bombarded with information.
…do-it-yourself researchers.
…turning to their networks for recommendations.

THE NEW SALES & MARKETING FUNNEL

DON’T BELIEVE IT? HERE’S PROOF
Research &
finalize decision
on own before
dealing with
seller
41%
Rely entirely on 3rd parties
3%
Consult with
multiple vendors /
3rd parties
56%
IT DECISION MAKING PROCESS
Source: CompTIA “Considering the New IT Buyer” May 2017

PIECES OF CONTENT CONSUMED PRIOR TO
ENGAGING WITH A SALESPERSON
1-3
21%
3-5
47%
5-6
17%
7+
16%
Source: DemandGen “2016 Content Preferences Survey Report”
3+
79%

15
25
27
36
47
62
66
66
67
73
78
82
PODCASTS
ASSESSMENTS
ROI CALCULATORS
INTERACTIVE PRESENTATIONS
VIDEO
THIRD-PARTY / ANALYST REPORTS
BLOG POSTS
INFOGRAPHICS
E-BOOKS
CASE STUDIES
WEBINARS
WHITE PAPERS
CONTENT TYPES USED TO MAKE DECISIONS IN
THE PAST 12 MONTHS (IN PERCENTAGES)

12
33
36
39
43
45
54
62
69
72
77
PODCASTS
ASSESSMENTS
ROI CALCULATORS
INFOGRAPHICS
INTERACTIVE PRESENTATIONS
VIDEO
E-BOOKS
WEBINARS
WHITE PAPERS
CASE STUDIES
THIRD-PARTY / ANALYST REPORTS
MOST VALUABLE CONTENT VIEWED DURING THE
DECISION-MAKING PROCESS (IN PERCENTAGES)

In the connection
economy, trust and
relationships are the
new currency.
THE GREAT SHIFT
SETH GODIN

YOU ARE A
HUSTLER
YOU ARE
TRUSTWORTHY
GUIDING PRINCIPLES & ASSUMPTIONS
• You have testimonials
• You look legit, not mom & pop
• Your reputation is stellar
• You build your warm market
• You stay in front of people
• Campaigns don’t replace
relationships

FISHING CAMPAIGN METHOD

• Preparation
• Research
• Develop Offer
• Content
• Landing Page
• Execution
• Email
• Digital / Social
• Present Offer
• Follow-up
• Analyze & tweak
• Nurture Campaign
FISHING
NOTE: Simplify if you need to
ELEMENTS

FISHING
Prep: 1 month
Execution: 1 month
Follow-up: 1 month
TIMING

PREPARATION

1. RESEARCH
• Pain points & questions
• What’s hot right now?
It’s NOT about YOU!
HOW?
–Ask your customers –Ask your prospects –Ask your sales team
FISHING
PREPARATION

2. DEVELOP A “MAFIA OFFER”
• Something they cannot refuse
• Directly address your
prospect’s pain & questions
Ex: Webinar, Whitepaper, Event
FISHING
It must STAND OUT (hint: free telecom audit is outdated)
PREPARATION

3. DEVELOP CONTENT TO
SUPPORT THE OFFER
• This is your “bait”
• Address pain & questions
• Be intriguing & entertaining
• Give VALUE
FISHING
GOAL: Prospect knows, likes and trusts you
PREPARATION

3. TYPES OF CONTENT THAT WORK WELL:
FISHING
VIDEOS WORKSHEETS WHITE PAPERS
INFOGRAPHICS CASE STUDIES
PREPARATION

4. CREATE LANDING PAGE
• This is your “net”
• Highlight value of your offer
• Include simple opt-in
Optional: Create more
educational content (PDF
downloads) as a thank you
FISHING
PREPARATION

5. CREATE EMAIL AUTO
RESPONDERS
• Thanks! Here’s more info…
• And even more info…
• More info still…
Join the webinar to learn more!
FISHING
PREPARATION

EXECUTION

6. DRIVE “FISH” INTO YOUR “NET”
• Best way: strategic partner
• Your own email database / other lists
• Digital Marketing
• PPC, Remarketing
• Press release
• Social Media
• Sponsored Ads & Posts
• Memes
• LinkedIn Groups
FISHING
EXECUTION

7. PRESENT OFFER
95% educational
Address more pain
Show authority, leadership, connections
Include another “Mafia Offer” at the end
FISHING
EXECUTION

EXAMPLE: WEBINAR
FISHING
THE KEY: The List and the Offer
CUSTOMER LIST
1500
PARTNER LIST
500
EMAIL OPEN RATES
23%
WEBINAR SIGNUPS
64
ATTENDEES
45
APPOINTMENTS
8
EXECUTION

FOLLOW-UP

IMPORTANT MATH:
FISHING
Now what? What you do next is the most important part!
LIST
2000
EMAIL OPEN RATES
23%
1,540 DIDN’T OPEN
WEBINAR SIGNUPS
64
396 DIDN’T SIGN UP
ATTENDEES
45
19 DIDN’T ATTEND
APPOINTMENTS
8
37 DIDN’T SIGN UP
FOLLOW-UP

WHAT’S NEXT?
• Didn’t OPEN? Try an edgier subject line
• Didn’t sign up for WEBINAR? Try more intriguing topic
• Didn’t ATTEND? Send presentation slides / videos
• Didn’t SIGN UP for offer? Could be timing. Put into
nurture campaign
FISHING
MORAL: Tailor the experience to each unique user.
FOLLOW-UP

MANUAL
Low / no cost platforms
–MailChimp, Contant Contact,
iContact
More time to manage overall
FISHING
AUTOMATED
Marketo, Pardot, HubSpot, Hatchbuck
Higher cost: $200+ / mo.
Intricate to set up
Payoff is huge…“smart” emailing
FOLLOW-UP

WHY MARKETING
AUTOMATION SOFTWARE?
Manage prospects according to their
activities
Lead scoring
Invaluable data to help you track and
tweak
FISHING
FOLLOW-UP

TO SUMMARIZE
Create something people want
Put it on a landing page and drive traffic to it
Follow up with email nurture campaigns
Rinse and repeat!

FINAL TIPS
Post and optimize all
content on your website
Involve partner
companies
Create a repeatable,
predictable cadence
Forget sales, think
education
Ask employees / partners
to share your content
Gather and leverage
testimonials

Questions?
Want these slides?
Send feedback to angela@gimmemojo.com

How To Generate Leads for Telecom, IT & Cloud Companies

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to How To Generate Leads for Telecom, IT & Cloud Companies

Similar to How To Generate Leads for Telecom, IT & Cloud Companies (20)

Recently uploaded

Recently uploaded (20)

How To Generate Leads for Telecom, IT & Cloud Companies