Ryan Goodin Diligent Brands
diligentbrands.com
Brandon Contreras Act-On Software
act-on.com
Introduction:
“Tools and Techniques for Sourcing New Leads”
• 5 new deals per month • 25% close ratio • Line up 20 meetings / phone calls • 2% of communications result in a meeting • 1000 new leads will produce 20 meetings • 500 are recycled, current or past customers,
=500 new leads per months
Intro:
How Many New Leads Needed?
• Most obvious: • Purchase leads • Website inquiries • Premium content downloads • Newsletter signups
• Not as obvious: • Extracting visitor data from analytics • Searching contact lists online • Networking, list swap, list rental
Intro:
Lead Sources
• Create a complete profile of your lead • First and last name • Title • Phone • Role • Industry • Geography
Defining and Segmenting Your Target Audience: Who Will You Target
• Specializes in People Sourcing • Author of http://booleanstrings.com/ • Methods include:
• Advanced search methods on Google/Bing • Extracting info
Sourcing New Leads on the Web: Introduction to Irina Shamaeva's Methods
• Search syntax: • * on Google – stands for one word or
multiple words: (* * is software engineer at Google)
• Email patterns: (“email * * navigantconsulting.com”) (“* accenture.com”)
• No @ needed - Google ignores most special characters
Sourcing New Leads on the Web: Introduction to Irina Shamaeva's Methods
• Search syntax: • File type search (xls, xlsx, pdf):
(filetype:xls "business development" accenture.com)
• Directory search: (intitle:"membership directory" site:com "bar association“)
Sourcing New Leads on the Web: Introduction to Irina Shamaeva's Methods
• Extractor - OutWit Hub: http://www.outwit.com/products/hub/
• Extractor - Atomic email hunter: http://www.massmailsoftware.com/extractweb/
• Email address patterns: https://sites.google.com/site/emails4corporations/
• Email address patterns: http://executivebomb.com/
Sourcing New Leads on the Web: Introduction to Irina Shamaeva's Methods / Related Resources
• ISP data, AT&T, Comcast, etc. • Company name and state • Pages visited • Detective work required • Add new contacts to the campaign daily
Extracting Website Visitor Data: Using Web Analytics
Purchasing Lead Lists:
Best Practices
LOGO
Salesperson locates contact info, adds new contact(s) to the campaign via the sales admin dashboard
Sales Admin Dashboard: Web visitors are emailed to sales staff daily:
• Why purchase lists? • Small, highly targeted lists • Message development • Higher response rates
Purchasing Lead Lists:
Best Practices
• Ways to segment the information: • SIC - industries • Job titles • Geographic location • Number of employees • Revenue
Purchasing Lead Lists:
Best Practices
• Crowdsourced contact data: • Nationwide sales force • Regularly updated • Receive points toward purchasing more
contacts • Penalized when another salesperson
provides more up-to-date info
Purchasing Lead Lists:
Best Practices
• Issues with leads from unqualified sources: • Broad information, without key data • Large, un-segmented • Bad addresses
Purchasing Lead Lists:
Best Practices
• Blog post • Article • Whitepaper • Video • Audio • Webinar • PPT
Premium Content:
Leveraging for Lead Generation
• Demonstrate expertise • Educate and inform • Distribute through marketing channels • Trigger a series of emails
Premium Content:
Leveraging for Lead Generation
• Imported via an excel spreadsheet • Entered manually via data capture forms • Website forms
Dynamic Data Gathering Forms:
Managing Campaign Participants