Joe Martinez – Lead Generation Master Class

Lead Generation Master Class

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.

Contents

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

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