Lead Generation Master Class
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Intro

Intro
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

Attribution Matters - Understanding Why Lead Creation Touch is Imperative

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