Lead-gen clinic wrap-up notes

For those who attended our free webinar on lead generation yesterday, we’d like to thank you for your time and trust. Despite some initial tech glitches, the session got rolling quickly and we covered a lot of ground, including:

  • three lead-gen case studies, with some surprising results
  • the impact of friction and incentive on the leads process
  • a guest appearance by our good friend and partner, lead-generation expert Brian Carroll, and
  • a live site review and optimization session.

Regular blog readers already know that we’ll be posting a link to the clinic content here in a few days. In the meantime, here are some of the takeaway points:

  • Never use an incentive that requires you to sell it before the main offer is clear. Even good incentives can fail due to presentation errors.
  • Friction is typically a negative factor, but not in every case. There are ways to use it to your advantage.
  • Friction occurs at the page level as well as throughout the lead-gen process. Look for ways to reduce it in both areas.

We also looked at three key questions you need to ask (and answer) when optimizing your lead-gen strategy:

  1. Have you looked at your site pages the way a customer does vs. the way your company does?
  2. How does your process demonstrate to your ideal customer that you understand him/her?
  3. Have you analyzed your competition’s lead-gen process from start to finish and compared it against your own?

On their own, these quick bulleted lists are great for scanning, but they don’t really do justice to the session. We hope you’ll check back next week, when we’ll post a link to the full presentation along with answers to some of the questions raised at the clinic. (Note: You can also be notified by email via the MarketingExperiments Journal.)

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