2. Lead Generation – 2017

3. Content How we get leads Website Traffic Chart Lead Growth Chart
LinkedIn Ads
Google Adwords
Other Resources
Website Traffic Chart
Lead Growth Chart
Lead Conversion
Sales Conversion
Marketing Nourishment/Conversion
Next Steps
Other Corporate Initiatives
Newsletter Statistics and Takeaways

4. LinkedIn

5. LinkedIn Ads

6. LinkedIn Cont. LinkedIn Ads/Sponsored Content Since Mid-March
CTR %
Average Engagement %
Compared to LinkedIn average of about .4%
Total Engagement – 291
Cost per Click - $5.43
Leads directly from LinkedIn – 11
Using lead gen forms
Making cost per lead $4.71

7. Google Ads

8. Generating a total of 168,064 impressions
Google Adwords
Generating a total of 168,064 impressions
Generating 1,697 clicks
Traffic on to the website
Cost Per Click $0.73
Leads from Google Ads – 14
$1, $89 per lead
2 qualified leads
We’ve learned that this tool is extremely useful at spreading awareness of the brand and increasing our presence on internet
Leading to much more website traffic

9. Projected Yearly Budget
For the remainder of 2017
16 weeks in at a total of $2,627.12
By December we’ll have spent ~ $5,460
Annual Yearly Budget
~ $7,280

10. Alexa Ranking Alexa Rank – 3,575,331
A ranking of site popularity – average daily visitors, number of page views
#1 is the best rank
Down from over 4 million in June
Were at a steady 16 million
Beating out Power2Motivate, Hinda

11. Leads from other sources
69 contacts created from the resources on the website since December 2016
Unpaid
Generated by
Organic Search
Offline Sources
Referrals
Direct Traffic

12. Total Leads from Marketing

13. What Do We Do with Leads? Sales
Leads from LinkedIn/Google will be sent to Agnes who then puts them into Hubspot
Additionally, calls are sent to Agnes’ phone
Leads from HMI assets on the website are automatically uploaded to Hubspot and a notification is sent to Agnes
Both sets are qualified and assigned to Sales by Agnes and Lincoln

14. Lead Status Qualification
Hubspot Property – Lead Status
Hot/Hot – Entered into Sales workflow
Warm/Cold – Entered into Marketing workflow
Cold – Entered into separate list
Notable inbounds – Ken North – JCI, Director of channel – Proctor gamble – Pella – Nasuni – cloud company

15. We identified this as a good fit for HMI
Inbound Lead
Contact Read Several Success Stories and submitted name, title, and company
We identified this as a good fit for HMI
We followed up with contact via phone and from that an introductory call
Today, we’ve worked through the exploration and envisioning process
Pella

16. What Do We Do with Leads? Marketing
Workflows are attached to every resource on the website
Nurturing the leads
Workflows
Create a standard of communication with the leads
Speak to them while their warm determine their interest in HMI
Offer up additional information that they may be interested in
A less qualified lead may not need or want immediate sales follow up.
Provide the content to convince them HMI IS what they need

17. Workflow Examples
Success Stories
Generic Follow Up

18. Contact Downloads Success Story Contact Downloads Resource
Immediately
Placed into “Inbound Leads 2017”
Contact sent specific w/ content
Contact Sent Generic
Within 24 hrs
Agnes Qualifies
If no/limited interaction with these s, lead placed into “Cold Inbound Lead” List
Qualifies Warm/Cold
Qualifies Hot
Added to “Warm/Cold Inbound Leads” List
Enters “Hot Inbound Leads” list and Agnes’s Workflow
5 Days Later
This list will receive intermittent s and the newsletter.
leading to website
10 Days Later
6 months later
leading to content
If reached this point, throw back to Agnes
If still no interaction after 6 months, move to “No Send Inbound Leads” List
leading to special qualifying LP
Placed into Qualified MQL list
Lead fills out qualifying information

19. Conversion Rate of Leads to Suspects is admittedly low
Lead Conversion
Conversion Rate of Leads to Suspects is admittedly low
Perfect a process
Opportunity for potential revenue looks promising
Spent a total of $2,627
Pella, JCI, P&G, and Nasuni are all leads that came in from resources on the website/ paid ads
250,000 from Pella alone vs. $2,627

20. Next Steps Google Ads LinkedIn Website Directory Lists
Continue to grow SEO and website traffic
Improve ads and create enticing content for leads to download
LinkedIn
Sales integration
Continue to experiment with Lead Gen Forms
Website
Working with Sabrina to heighten user experience and ease of finding resources
Experiment with Landing Pages to strive for best results
Directory Lists
Fixing incorrect directories
Name of business
Address
Phone number
Old Website

21. Goal – Increase Leads Increase root domain links and Alexa ranking
Next Steps Cont.
Goal – Increase Leads
Increase root domain links and Alexa ranking
Reaching out to association and publications
Successes
HARDI, ATD, Training Journal, NASP, Patch

22. Other Corporate Marketing Mix In
Newsletter
Each vertical gets a specific version of the Newsletter
Corporate s
Just for You Giveaway
Workflow s
Create s to send out – 1-2 a month
Press Releases
Circle of Excellence
Just For You
Blog Posts
Increased our production
3 new subscribers since March

23. Newsletter Results Compared to Q1
Q1 Incentive Insider
Q2 Incentive Insider
Send Date and Time
Friday Feb 10, 1030am
Thursday May 25, 130pm
Overall Stats
Total Recipients:
3,690
2,818
Successful Deliveries:
3,304-(89.5%)
2,370 – (84%)
Bounces:
9.80%
13%
Recipients Who Opened:
308 (9.30%)
295 (12.4%)
Recipients Who Clicked:
18 (.5%)
22 (.9%)
Total Clicks: 35 29
Total Unsubs: 44 19
Hard Bounced
318
396 (many didn’t exist)

24. Results Compared to Standard and Goals
Q2 Incentive Insider
Successful Deliveries:
95% considered ideal
2,370 – (84%)
Bounces:
5% considered ideal
13%
Recipients Who Opened:
24.7% - software solution
295 (12.4%)
Total Clicks:
2.3% US mean
29 – 1%
Total Unsubs:
<1%-
.03%
HubSpot research has found that the average list expires at a rate of 25% per year, as people change jobs and abandon their work addresses, switch platforms, and opt-out of communications. This means that regularly “scrubbing your list” for invalid contacts, using a tool like XVerify is critical.

25. What’s New, Takeaways, and Next Steps
New Name: HMInsider
Call out to what version it is and what volume I.E. volume 3
Include a introduction paragraph to let them know what their getting and why
Updated masthead
Potential for smart token in the subject line, {Fist Name} your copy of the Incentive Insider is here!

26. Questions?