The Definitive Guide to Lead Generation

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CHAPTER FIVE: WEBSITE AND SEO WEBSITE CALLS-TO-ACTION (CTAS) Asset Download Another common way to generate leads on your website is through your content asset downloads. If your content marketing strategy is aligned with your lead generation efforts, you should already have assets that will interest your website visitors. And that means you can ask for lead information in exchange! There are many theories about putting a form in front of content assets (known as “gating”). You can gate all of your assets, only gate your Middle-of-Funnel or premium assets, or you can ask a lead to fill out one form to access your entire library. There is no right or wrong way to do this, but at Marketo, we only gate our Middle-of-Funnel or premium assets (like third-party research reports, or our Definitive Guides). Chat Consider using a chat service to collect leads on your site. Like a “Contact Us” CTA, chats are great for leads who have a question, but don’t want to pick up the phone. Chat services (like LivePerson) enable a lead to enter his or her contact information and chat with an educated representative. We use a chat feature on our product and pricing pages. On both pages the chat only pops up after a viewer has spent a certain number of minutes on the page. The initial chat pop-up asks if the viewer has any questions. Once a visitor clicks on the CTA, indicating they want to chat, they are brought to a lead capture form asking for his or her first name, last name, and email address. He or she is then routed to a representative who can answer any questions. Marketo Live Chat Chat lead capture form 38
CHAPTER FIVE: WEBSITE AND SEO WEBSITE CALLS-TO-ACTION (CTAS) Free Benchmark, Grader, or Survey Depending on your product or service offering, you might consider offering your website visitors a value-add in the form of a benchmark, grader, or survey tool. For our Definitive Guide to Engaging Email, we teamed up with SnapApp to create a widget, which asked our visitors a series of questions about email marketing engagement. We scored each survey taker, and included a CTA to “Learn More”. The CTA routed each respondent to a landing page where they could input their lead information. If you are offering a value-add that helps visitors gauge their own effectiveness, you are more apt to collect quality lead information. Marketo’s email survey, accompanying The Definitive Guide to Engaging Email Marketo’s email survey results and CTA 39
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Page 4 and 5: CHAPTER ONE: WHAT IS LEAD GENERATIO
Page 6 and 7: CHAPTER ONE: WHAT IS LEAD GENERATIO
Page 8 and 9: CHAPTER TWO: HOW HAS LEAD GENERATIO
Page 10 and 11: CHAPTER TWO: HOW HAS LEAD GENERATIO
Page 12 and 13: CHAPTER THREE: DEFINING A LEAD WHAT
Page 14 and 15: CHAPTER THREE: DEFINING A LEAD WHAT
Page 16 and 17: ASK THE EXPERTS: WHAT IS A LEAD? Q&
Page 18 and 19: CHAPTER THREE: DEFINING A LEAD MAPP
Page 20 and 21: CHAPTER FOUR: CONTENT MARKETING
Page 22 and 23: CHAPTER FOUR: CONTENT MARKETING WHY
Page 24 and 25: ASK THE EXPERTS: CONTENT MARKETING
Page 26 and 27: CHAPTER FOUR: CONTENT MARKETING THE
Page 28 and 29: CHAPTER FOUR: CONTENT MARKETING VIS
Page 30 and 31: CHAPTER FOUR: CONTENT MARKETING COM
Page 32 and 33: CHAPTER FIVE: WEBSITE AND SEO WEBSI
Page 44 and 45: CHAPTER FIVE: WEBSITE AND SEO CHECK
Page 46 and 47: CHAPTER FIVE: WEBSITE AND SEO SEARC
Page 48 and 49: CHAPTER FIVE: WEBSITE AND SEO AUTHE
Page 50 and 51: CHAPTER FIVE: WEBSITE AND SEO KEYWO
Page 52 and 53: CHAPTER FIVE: WEBSITE AND SEO ON-PA
Page 54 and 55: CHAPTER FIVE: WEBSITE AND SEO THE P
Page 56 and 57: CHAPTER SIX: LANDING PAGES
Page 58 and 59: CHAPTER SIX: LANDING PAGES LANDING
Page 60 and 61: CHAPTER SIX: LANDING PAGES LANDING
Page 62 and 63: CHAPTER SEVEN: SOCIAL MEDIA AND LEA
Page 80 and 81: ASK THE EXPERTS: SOCIAL MEDIA AND L
Page 82 and 83: ASK THE EXPERTS: SOCIAL MEDIA AND L
Page 84 and 85: CHAPTER EIGHT: EMAIL MARKETING MAIN
Page 86 and 87: CHAPTER EIGHT: EMAIL MARKETING EMAI
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CHAPTER EIGHT: EMAIL MARKETING EMAI
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ASK THE EXPERTS: EMAIL MARKETING RO
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CHAPTER EIGHT: EMAIL MARKETING PAID
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CHAPTER NINE: PAID PROGRAMS
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CHAPTER NINE: PAID PROGRAMS PAY-PER
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CHAPTER NINE: PAID PROGRAMS CONTENT
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CHAPTER NINE: PAID PROGRAMS DIRECT
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CHAPTER NINE: PAID PROGRAMS DIRECT
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CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENT P
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CHAPTER TEN: TELEPHONE-BASED LEAD G
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LE
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PART THREE: OPTIMIZE AND MEASURE YO
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CHAPTER TWELVE: TESTING AND OPTIMIZ
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CHAPTER THIRTEEN: METRICS
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CHAPTER THIRTEEN: METRICS METRICS P
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CHAPTER THIRTEEN: METRICS OPPORTUNI
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CHAPTER THIRTEEN: METRICS FIRST-TOU
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CHAPTER THIRTEEN: METRICS MARKETING
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CHAPTER THIRTEEN: METRICS FOCUS ON
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CHAPTER FOURTEEN: LEAD GENERATION T
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CHAPTER FOURTEEN: LEAD GENERATION T
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CONCLUSION LEAD THE WAY! We know th
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APPENDIX Marketing Automation PPC S
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DG2LG-01142014 © 2014 Marketo, Inc
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The Definitive Guide to Lead Generation

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