Growth Marketing 2 – Lead Generation
In our previous videos, we’ve discussed SEO, content marketing, lead generations and a lot more. In this one, I’d like to show you how this looks from start to finish.
It all starts with a search. As marketer, I’m interested in marketing reports so I’m going to Google just that. The first result from Hubspot which has been doing amazing SEO over the years. So, I’m going to click the first link that shows up. This article is part of the company’s content marketing efforts. As I scroll down, I give the signal that I find the article interesting. So about 25% into it, I get a lead magnet popup offering an eBook. And this eBook is about the exact topic I am currently reading about. So, I’m going to click that, which takes me to a landing page. Now, we’re not here to analyze the landing page so I’ll click the download link right away. To access the eBook, I have to give away a lot of personal information such as my first name, my last name, email, phone number, company name and a lot more. Well know and b2b companies can ask for more data. But if you’re just getting started, it’s easier for you to ask for the first, last name and email… and sometimes phone number. Keeping that information will help them re-identify me when I come back to the website and tailor the experience to my preferences. In this browser, I am not logged in. So, they don’t know who I am and they ask a lot of information.
Now let’s look at another browser where I am logged in and the website has identified me as a registered user. It’s the same URL, but if you look a little further you’ll see that they have a tracking code. This code identifies me in their database. Now if we scroll down, we can see that the form here asks for a lot less information and its only purpose is to make sure that it’s really me. Down the line, this helps them make a better case for sales.
And there you have it! You just acquired a lead! Now driving that lead into the sale is called lead nurturing and it’s the subject of a whole line of video we’ve called customer base marketing.