the evolved buyer: generating online leads

The Evolved Buyer: Generating Online Leads

Presenter: Lindsay Kelley

• Challenges• How to overcome the obstacles• The sales funnel today• What works….and what doesn’t• Key Takeaways

Agenda

#MSPAlliance #MSPWorld @lvkelley

Challenges


First challenge to overcome

#1



With no opportunity for lead generation….

Second challenge to overcome:The Knowledge Shift

#2


92%92%


Overcoming the Obstacles


Industry Expert/ Trusted Advisors


CONTENT


What is Content?


The sales funnel.


#MSPAlliance #MSPWorld

• Unsegmented email blasts• Cold calling• Direct mail• Door-to-door

What used to work (but doesn’t today)


• Blogging• Strategic use of social media (LinkedIn)• Targeted, segmented email campaigns• Conversion landing pages• Search engine optimization best practices

What Works Today


ATTRACTINGLEADS



Circle the Wagons


The Path to Converting Leads

Attract


Convert


Nurturing via Email


Types of Nurturing

Nurturing via Social

Nurturing on LinkedIn

• Posting relevant articles• Long format posts – industry expert status• Commenting on prospect’s and customer’s posts• Participating in group discussions• Creating customized lists for targeting and engaging• Leveraging existing connections to meet new ones

Key Takeaways1. The prospect has taken control of your

sales cycle. Adapt.2. Social media is a business tool3. Transition sales rep’s knowledge into

quality online content from marketing - this gets Google’s attention

4. Get to know the new path your prospects will take in their journey to becoming a lead

5. Understand that this takes time, but the ROI is staggering


Lindsay [email protected]@lvkelley

the evolved buyer: generating online leads

Marketing

lvkelley lindsay kelley

sales funnel

sales cycle

types of nurturing

online leads presenter

quality online content

new path

doesnt key takeaways