Wiki Business Marketing Traffic Acquisition and Lead Generation

Theory: conversion funnel is a simple funnel. Reality: there's a variety of channels interacting and sales/lead are never or rarely a single channel linear funnel.

Before

What do you want to achieve?

App installs?
SaaS signups?
Qualified leads for manual approaches?
Newsletter signups?
Nielsen audience?

What's the lifetime value associated with objective?

Sometimes, requires hypothesis on conversion ratios.

Deduct the associated Customer Acquisition Cost (CAC).
Define budget / channel.

Channels

«Free»

Organic search. Search is the expression of a user intent.
- You can chose to write content: good, relevant, unique, on a regulat basis.
- You can chose to create "intent grids" X x Y x Z, by dimmension.
Social reach
- LinkedIn Publishing and group share
- Medium
- Facebook
Mail-based Outbound-Marketing
- Generate lists of prospects and automate.
- Clean up your lists (kickbox, briteverify)
- Enrich with tools (lusha)
- Test schedules, A/B test objects, texts, stories.
- Automate (mixmax)
- (on personal mail) Don't give up before 9 touches () but send 50-250 mails /day.
Visibility exchange
- Guest post, banners, targeted newsletters
Public relations
- Experts for guest posting
- Agencies (pressking ...)

Paid

What do you pay?

» Cost per 1000 (CPM), click (CPC), action (CPA), lead (CPL), signup, install, sale, etc.

Who do you actually pay?

» Attribution to... last click, first click, linear, position based, time decay, data-driven.

Affiliation (mostly valid for B2C)
- tradedoubler, zanox, effiliation, growsumo, affilinet, ...
- E-mailing (publishers look for 1-2€ eCPM)
- Co-sponsoring (CPL ~10cents, dubious optin techniques, low qualification level)
- Co-registration/survey (CPL ~30 cents, better option than cosponsoring, medium qualification level)
- ...
Programmatic
- SEA (adwords)
- Display (banner, video)
- Social Advertising (facebook, pinterest, snapchat instagram; tools: adespresso, makemereach)
- Social for business (linkedin, twitter ...)
- Retargeting (google, facebook, criteo)

Organization

ICE impact, comfidence, easiness
assets (banners, content ...)
tools
- google tag manager
- analytics
- conversion pixels
- mailchimp trigger pixels
- retargetting pixels
optimisation
- data driven
- cut the dead branches in segments
- reset campaigns
- refresh assets to reduce boreness
hire a traffic manager * freelance to start * internal * yourself if core
give measurable targets and review them.
process leads
- loyalty manager (cold leads nurturing)
- call centers (requalification, easy to outsource if script is good)
- sales (convert hot leads)

Use cases

Occupy your prospect mind
- retarget them after visit of our site
- retarget after specific action
- target your prospect base
Leading insurance broker selling exclusively by phone on very cold leads
- ltv of few hundreds euros
- massive volume of cosponsoring (20k/day @ 20 cents)
- close the sale in one shot (process)
- nearchore call centers
- 2 lead providers with volume engagement
- always try new channels / providers
B2B lead gen on facebook : recruiting practitioners for a medical ios app on facebook (casual social net)
- B2B leads on FB can work
- custom audience targeting (blacklist your users) and lookalike (similar users)
- test a lot (multiple campaignes,direct trafic, intermediate landings)
- be careful on auto-competition if small target
Scraping interesting leads (find prospects on locked down platforms)
- webscraper.io, import.io, phantomjs, casperjs, selenium (and bonobo-selenium), ...
Marketing automation
- automate repetitive
- drip campaigns for low cost inbound email nurturing (mailchimp) or outbound email prospection (mixmax)
- trigger specific email when user visits specific page (mailchimp)
- complex engagement campaigns across multiple channels (marketo)
- other tools: ifttt, zapier, intercom ... infinite list of tools.

Sources

«Traffic Acquisition & Lead Generation» workshop at L'Accélérateur Fintech&Corporate by L'Atelier BNP Paribas - 3rd of May, 2017