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HOW TO GENERATE
THOSE LEADS ALL
DAY EVERYDAY
Michael King (@iPullRank)
Founder, iPullRank
Like A Bawse
DOWNLOAD THIS DECK
http://bit.ly/cta-lead-gen
IPULLRANK.COM @ IPULLRANK
I Love Unbounce
I recently wore their shirt to
do a rap show in Germany.
IPULLRANK.COM @ IPULLRANK
I Appreciate Brutal
Critiques
Unbounce shredded one of
my old agency’s landing
pages once.
IPULLRANK.COM @ IPULLRANK
They Were Right Though
IPULLRANK.COM @ IPULLRANK
We Fixed It
IPULLRANK.COM @ IPULLRANK
It Worked A Lot Better
IPULLRANK.COM @ IPULLRANK
Also To Be Fair They’ve
Since Edited It
IPULLRANK.COM @ IPULLRANK
Allow Me to Return the Favor
There’s no Page Title or Meta Description on the CalltoActionConference.com website.
WHERE’S YOUR CALL TO ACTION, BRUH?!
FOR SERIOUS THOUGH
Let’s Talk About Brands.
IPULLRANK.COM @ IPULLRANK
Do You Know Who This Guy Is?
IPULLRANK.COM @ IPULLRANK
Ethan Zuckerman
He invented the popup
ad in 1994 while at
Tripod because a car
advertiser didn’t want
their ad next to porn.
IPULLRANK.COM @ IPULLRANK
He’s Since
Apologized
Ethan begs for you
forgiveness for he’s
knew not what he
was doing.
IPULLRANK.COM @ IPULLRANK
But Real Brands
Use Popups
Just like everyone else,
Apple employs popups
because they work.
IPULLRANK.COM @ IPULLRANK
Because the
Internet is Fueled By
Advertising
The usage of popups
does not inherently
cheapen your brand.
It’s only a problem
when they are done
the wrong way.
Lead generation is practical, measurable
and not about the feelings of advertisers or
marketers. It’s about meeting the needs of
people looking to accomplish specific
things.
A LEAD GEN
FRAMEWORK
Because frameworks.
IPULLRANK.COM @ IPULLRANK
Standard Lead Gen
Model
The standard lead gen model more or less mirrors the marketing funnel.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
IPULLRANK.COM @ IPULLRANK
A Standard Close
This is what most of our lead generation efforts look like.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
IPULLRANK.COM @ IPULLRANK
Unqualified Lead
This is when your sales team hates you because you haven’t handed off a warm lead.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
IPULLRANK.COM @ IPULLRANK
Ball Dropped on a Great
Lead
This is when you got a great lead, qualified it and then didn’t follow through on the nurturing.
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
IPULLRANK.COM @ IPULLRANK
Many Implementations
Look Like This
DONENOT DONE
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
#RELATIONSHIPGOALS
We do a lot of one night stands in lead
generation and not enough long term
relationships.
IPULLRANK.COM @ IPULLRANK
A Better Lead Gen
Framework
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
IPULLRANK.COM @ IPULLRANK
What Your Lead Gen
Model Looks Like
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
THESE TWO
GET SWITCHED
IPULLRANK.COM @ IPULLRANK
Ideal Model
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
IPULLRANK.COM @ IPULLRANK
Extreme
Disqualification
The design collaborative
Superfriend.ly
aggressively looks to
disqualify people by not
having a form at all and
listing all the reasons
why you might not be a
fit.
http://superfriend.ly
IPULLRANK.COM @ IPULLRANK
Superfriendly Model
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
IPULLRANK.COM @ IPULLRANK
Which Can Come Across As This
Insight
As with anything else, your lead gen tactics
must be dictated by your business objectives.
DATA DRIVEN PERSONAS
(UNDERSTAND/PREPARE)
Yes. Again and always, suckas.
IPULLRANK.COM @ IPULLRANK
Different User Types Different Traffic
Segmentation reveals the rate at which different user types visit your site.
IPULLRANK.COM @ IPULLRANK
Different User Type Yield Different Conversions
Segmentation reveals how different populations convert
IPULLRANK.COM @ IPULLRANK
The World’s Fastest Data-Driven Segmentation
Let’s make your persona process super quick.
Segment your data as you see fitRun it through social media toolsExport your mailing list
IPULLRANK.COM @ IPULLRANK
STEP ONE: Get Your Mailing List
Anyone generating leads should have a mailing list. Never underestimate the power of email.
IPULLRANK.COM @ IPULLRANK
STEP TWO: Run It Through FullContact
Use FullContact’s Person API to append data to the mailing list http://www.fullcontact.com
IPULLRANK.COM @ IPULLRANK
They Have a Spreadsheet
In case you don’t have the ability to use APIs, use their spreadsheet
IPULLRANK.COM @ IPULLRANK
Here’s What That Looks Like
This is an example of a mailing list with data appended to it.
IPULLRANK.COM @ IPULLRANK
Use DemographicsPro
Upload your Twitter list for analysis. http://www.demographicspro.com
IPULLRANK.COM @ IPULLRANK
Here’s What That Yields
DemographicsPro generates A 20+ page report on your twitter list
IPULLRANK.COM @ IPULLRANK
Upload Your Mailing List
to Audience Insights
https://www.facebook.com/
ads/audience_insights/
IPULLRANK.COM @ IPULLRANK
Or Just Use Audience Insights Without
A Mailing List
With 1.2 billion people on Facebook, it’s a damn good research panel.
IPULLRANK.COM @ IPULLRANK
Segment Your Data
Audience insights lets you segment on demographics & psychographics
IPULLRANK.COM @ IPULLRANK
Acxiom’s Personicx
Segments
Facebook’s tool connects to Acxiom’s data for more context
IPULLRANK.COM @ IPULLRANK
Acxiom’s Personicx
Segments Data
http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf
IPULLRANK.COM @ IPULLRANK
Check Against Your Google
Analtyics Data
IPULLRANK.COM @ IPULLRANK
Build Your Personas
You now have more than enough data to build out user stories, needs and identify key
characteristics. You can also determine how to measure them in GA with Advanced Segments.
IPULLRANK.COM @ IPULLRANK
Personas Dictate your
Acquisition Mix
Whether it’s B2B or B2C, it doesn’t matter what the industry stats say. Your audience needs to
dictate where you spend your money on acquisition.
IT COMES DOWN TO THE HOOK
Whether or not you build personas, the
effectiveness of any lead generation campaign
comes down to your “hook.” Personas help you
tailor that hook and measure segmented
performance.
THE ULTIMATE CONTENT
AUDIT QUICK HIT
(FULFILL)
Convert all the things.
IPULLRANK.COM @ IPULLRANK
From Personas to
Readability
The demographics on your personas will tell you where you need to be as far as the readability of
your content.
IPULLRANK.COM @ IPULLRANK
$0.00
$100.00
$200.00
$300.00
$400.00
Fairly Easy Difficult Easy Standard Fairly Difficult Very Confusing
Reading Difficulty vs.
Page Value
This pivot chart will help you identify where opportunities to improve the clarity of your copy lie.
IPULLRANK.COM @ IPULLRANK
Get this with
URLProfiler
URLProfile will pull both the Page Value metric and the readability scores for your site
http://www.urlprofiler.com
IPULLRANK.COM @ IPULLRANK
CONTENT AUDIT AND
CONVERSION WORKFLOW
START
STEP ONE
DETERMINE
AUDIT SIZE
STEP TWO
START WITH
SCREAMING
FROG
(OR DUMP URLS
FROM GA)
STEP THREE
PASS IT TO
URL PROFILER
IPULLRANK.COM @ IPULLRANK
WORKFLOW
CONTINUED
STEP 4
IMPORT INTO
EXCEL
STEP 5
COLOR CODE
YOUR QUANT
SHEET
STEP 6
PERFORM QUAL
ANALYSIS
IPULLRANK.COM @ IPULLRANK
Edit your Copy Based on
Readability Scoring in Word
Update your copy so that it fits the reading level of your target personas. Word can help you with
the process as you write in the Spelling and Grammar. Enable Options > Proofing > “Show
readability statistics”
IPULLRANK.COM @ IPULLRANK
14.44% in Lead Capture
Our latest client that we’ve done this for has seen a 14.44% increase in lead capture period over
period from Organic Search.
QUALIFYING LEADS
(QUALIFY)
The most important part.
PERSONAS SHOULD DICTATE QUALIFICATION
When defining your personas, they should
inform the features that can be measured to
determine whether or not a user is qualified.
IPULLRANK.COM @ IPULLRANK
Demographic
Qualification
When you capture a lead, run it through FullContact via Webhooks to qualify based on
demographic data. http://www.fullcontact.com http://intelligence.towerdata.com
IPULLRANK.COM @ IPULLRANK
Firmographic
Qualification
When you capture a lead, run it through FullContact Company API via Webhooks to get
firmographic data and qualify.
IPULLRANK.COM @ IPULLRANK
Call Tracking with
CallRail
CallRail offers an easy to use solution for call tracking with simple API http://www.callrail.com
IPULLRANK.COM @ IPULLRANK
Feedback Loop
The CallRail API lends itself easily to create a dashboard for your call center or salespeople to
determine call quality. This way you can get a complete picture of whether or not your leads are
good.
IPULLRANK.COM @ IPULLRANK
Lead Scoring Model
80-100 – Highly Engaged;
< 40 – Very Low Engagement;
40-80 – Medium Engagement;
There needs to be a feedback loop between sales and marketing to determine the accuracy of this
model.
IPULLRANK.COM @ IPULLRANK
SiteSpy
SiteSpy allows you to
setup simple scoring
models in Wordpress
https://wordpress.org/pl
ugins/site-watch/
IPULLRANK.COM @ IPULLRANK
Mintigo & Infer
Higher End platforms for lead scoring and predictive modeling are Infer http://www.infer.com and
Mintigo http://www.mintigo.com
NURTURING LEADS
WITH YOUR CONTENT
(NURTURE)
IPULLRANK.COM @ IPULLRANK
One Night Stand
Don’t be one.
#relationshipgoals
IPULLRANK.COM @ IPULLRANK
Content Upgrades
Launch e-books as pages
rather than PDFs than
relaunch them as PDFs
with lead capture forms.
IPULLRANK.COM @ IPULLRANK
Build the
Relationship
Nurture your marketing
qualified leads with
continued content and
offers to keep yourself
top of mind until they
become hand raisers.
DON’T RELY ON HAND RAISERS
“Hand Raisers” or SQLs that are immediately
ready to convert when they visit are rare. Focus
on nurturing your MQLs to buying temperature.
LOW EFFORT VS. HIGH
EFFORT LEAD GEN
The Test
NATURAL DEMAND VS. ARTIFICIAL DEMAND
I wanted to determine what works better, a
campaign where we just throw up a landing
page and capture existing demand or where we
do in-depth research and create lots of assets.
LOW EFFORT LEAD GEN
IPULLRANK.COM @ IPULLRANK
Ashley Madison
So, you might have heard,
hackers leaked the entire
Ashley Madison dataset.
IPULLRANK.COM @ IPULLRANK
Found the Dataset
We downloaded it and
uploaded it to Twitter and
Facebook for retargeting
purposes.
IPULLRANK.COM @ IPULLRANK
Made a Landing Page
We made a landing page for reputation management with the hook being the data leak.
IPULLRANK.COM @ IPULLRANK
Social Ads
Running ads on Twitter
and Facebook based on
the leaked email
addresses
IPULLRANK.COM @ IPULLRANK
SearchMetrics List
Searchmetrics publishes a weekly list of 100 sites that lost and gained the most visibility in
Organic Search.
IPULLRANK.COM @ IPULLRANK
Got the List and Made
Two Landing Pages
We made one landing page for the losers and another for the winners with the hooks being the
needs of each group.
IPULLRANK.COM @ IPULLRANK
Running Some Ads
We’re running Twitter, Facebook and LinkedIn ads to people that work at the companies in
marketing functions.
HIGH EFFORT LEAD GEN
IPULLRANK.COM @ IPULLRANK
INC. 500 List
We wanted to re-rank the Inc. 500 based on each site’s propensity to be banned in Google.
IPULLRANK.COM @ IPULLRANK
Analysis
We performed detailed statistical analysis based on the Searchmetrics Winners and Losers and re-
ranked the INC500 based on the model we’d developed. There’s also a whitepaper.
IPULLRANK.COM @ IPULLRANK
Built Custom Reports
…and researched contacts
to send them to in
companies at the Inc. 500
IPULLRANK.COM @ IPULLRANK
We Built a Backend
We get alerted whenever
people visit their custom
report
IPULLRANK.COM @ IPULLRANK
Small Pool Retargeting
We retarget those contacts so their grade in our study can chase them around the web.
IPULLRANK.COM @ IPULLRANK
Emails to Follow
We make sure to nurture
those people that have
downloaded the ebook
further by letting them
know about the rest of our
campaign and to find out
where they’d rank among
the Inc. 500.
So what works best, Mike?
IPULLRANK.COM @ IPULLRANK
Do You Know Who This Guy Is?
IPULLRANK.COM @ IPULLRANK
Let’s Find Out Together
You’ll know when I know: http://astronaut.ipullrank.com/leaderboard
TACTICS THAT
USUALLY WORK
Some experiences I’d like to share with you guys.
IPULLRANK.COM @ IPULLRANK
Get Lots of MQLs
Got an e-book? Post a tangential content piece on a high traffic site in your industry. Always give
them the option to join the mailing list or Pay with a Tweet http://www.paywithatweet.com
IPULLRANK.COM @ IPULLRANK
Works Swimmingly
451 tweets (6.14%) and 1211 newsletter signups (16.49%) in a pretty short timeframe. I’ll take that.
IPULLRANK.COM @ IPULLRANK
Pop-Ups 
I hate them. You hate them. But they work more often than not.
IPULLRANK.COM @ IPULLRANK
-
20
40
60
80
100
120
140
160
180
200
Jan Feb Mar April May Jun Jul Aug Sep Oct Nov Dec Jan
2014 Conversions by Month
Phone Call
Contact Us Submission
Trademark App Submission
More Conversions
Despite Panda
Things had been going great until that client got hit by Panda, but then we launched pop-ups up
beat our previous best month with far less traffic.
IPULLRANK.COM @ IPULLRANK
51.5% Improvement in
the A/B test
We A/B tested the popup vs. not having the popup and we got 51.5% increase in improvement in
lead capture.
IPULLRANK.COM @ IPULLRANK
IPULLRANK.COM @ IPULLRANK
PLEASE Don’t Neil Patel It Up Though.
Popups are a great opportunity to use personalization and behavioral targeting.
IPULLRANK.COM @ IPULLRANK
IPULLRANK.COM @ IPULLRANK
Use Ninja Popups
For WP users, Ninja Popups is all that you need for static exit intent pop-ups.
IPULLRANK.COM @ IPULLRANK
Or Personyze
With Personyze you can do personalized popups based on a variety of behaviors and features of the
user.
IPULLRANK.COM @ IPULLRANK
Flyouts Usually Work Too
As a user these catch me every time. As a marketer, I’m able to capture lots of MQLs this way.
IPULLRANK.COM @ IPULLRANK
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
0
200
400
600
800
1000
1200
1400
1600
7/2/2015 7/3/2015 7/4/2015 7/5/2015 7/6/2015 7/7/2015 7/8/2015 7/9/2015 7/10/2015 7/11/2015 7/12/2015
Flyout Effectiveness
Impressions Click-Through-Rate
Your Mileage May Vary
Flyouts work, but their conversion rate has been completely random in my experience.
IPULLRANK.COM @ IPULLRANK
Flyout Fire
There are a number of similar WP plugins for this, but the one we use is Flyout Fire.
A COUPLE OF HACKS
Some cool things you should use for your lead gen.
IPULLRANK.COM @ IPULLRANK
Pre-browsing
Directives
Browsers have a number of ways to preload assets and speed up the rendering of pages. The one we
will focus on is rel-prerender.
IPULLRANK.COM @ IPULLRANK
Rel-Prerender
Caveat: Analytics packages outside of GA are not equipped to account for this.
<link rel=“prerender” href=“http://www.example.com”>
<link rel=“prefetch” href=“http://www.example.com”>
IPULLRANK.COM @ IPULLRANK
Before and After
On ipullrank.com we’ve seen an average of 27.33% improvement of page load for new users. Up
to 60% improvement for inferior browsers like Internet Explorer
IPULLRANK.COM @ IPULLRANK
Use on Series Pages
It’s difficult to predict which page a user is going to navigate to next, but using rel-prerender on
pages in a series is effective.
IPULLRANK.COM @ IPULLRANK
Programmatic
Placement
You can also make a decision dynamically to inject rel-prerender into the page. For example, if a
user hovers over a link for a certain amount of time.
var prerender = document.createElement ("link");
prerender.setAttribute("rel", "prerender");
prerender.setAttribute("href",getNextUrl(window.location));
document.getElementsByTagName("head")[0].appendChild(prerender);
IPULLRANK.COM @ IPULLRANK
Stop Retargeting the
Wrong People
IPULLRANK.COM @ IPULLRANK
FingerPrintJS
https://github.com/Valve/fingerprintjs2
IPULLRANK.COM @ IPULLRANK
0% 25% 50% 75% 100%
Opera Mini
Safari (in-app)
Android Browser
Safari
Internet Explorer
Firefox
Chrome
%Unique
Browser Fingerprint +
IP Address
Track the browser fingerprint with the IP address in a database. If the user has purchased already,
don’t cookie them
RETARGET ONLY THOSE HAVEN’T BOUGHT
Setup a Database with that keeps track of the
browser fingerprint, IP address and the
campaign name. Check against that before
placing retargeting cookies.
LAST WORDS
IPULLRANK.COM @ IPULLRANK
Follow the Flow
FULFILLEDMISALIGNED
FULFILL
CAPTURE
QUALIFY
NURTURE
CLOSE
UNDERSTAND
PREPARE
IPULLRANK.COM @ IPULLRANK
Eff That
THAT’S ALL I’VE GOT
THANK YOU!
MICHAEL KING
FOUNDER
DIGITAL MARKETING CONSULTANT
IPULLRANK
mike@ipullrank.com
http://Ipullrank.com

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How to generate those leads all day everyday