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Paid Media Pros/Lead Generation Master Class
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  • $500

Lead Generation Master Class

  • Course
  • 28 Lessons

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.
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Contents

Intro

Intro
Preview

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