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The WHAT & WHY of Lead Gen

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Andy Black

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The WHAT & WHY of Lead Gen

Just found a deck I did for a client a few years ago, where I tried (unsuccessfully!) to stop them "building" stuff and provide value instead.

It follows on from this video post.

Hope it helps.


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NVaz

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Right on time. I was thinking on build a niche-based optimized website and sell the leads to the local businesses.

PS: The link is broken, you need to remove the "%20" from the url.

Very nice share, tyvm Andy.
 
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Andy Black

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Right on time. I was thinking on build a niche-based optimized website and sell the leads to the local businesses.

PS: The link is broken, you need to remove the "%20" from the url.

Very nice share, tyvm Andy.

Link fixed, thanks for the heads up.

Last two slides tidied up too.
 

Digamma

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Nice, very nice. I'm getting more and more fascinated by the strategic aspect of marketing.
Those pesky metrics are actually very hard to read correctly - I'm talking about their deep meaning, where are you are really losing money, etc.
But the hardest thing is not losing the direction on what you are doing and why. Who is your customer? It's hard to target the right people if you forget who they are.
 
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Andy Black

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Nice, very nice. I'm getting more and more fascinated by the strategic aspect of marketing.
Those pesky metrics are actually very hard to read correctly - I'm talking about their deep meaning, where are you are really losing money, etc.
But the hardest thing is not losing the direction on what you are doing and why. Who is your customer? It's hard to target the right people if you forget who they are.

Yes, I've seen following numbers, or chasing numeric targets go very very wrong. Especially when the business objectives aren't properly communicated/understood.

In some circles there's a touch too much "data driven", when it should be more "data informed". I touched on my thinking here in this (insider) post.

We all know the adage "you can't manage what you can't measure", or even how just measuring a metric causes us to improve it. This means we have to be darn careful what metrics we choose to measure and to highlight.

The IMGrind guys had a quote that I liked: "Progress over profits".

Like yourself, I'm fascinated by whether "progress" can be neatly measured in a number...
 
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Andy Black

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Id use some points from this into my next presentation! :)
That's great! Let us know how you get on.



Other lines I've used when I think the client isn't focusing on leads, sales, customers, etc:

"You don't want a website. You want sales."

"Do you want a pretty website, or a pretty bank balance?"
 

TheDillon__

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As always, phenomenal content.

To make sure I understand - we monetize the front-end funnel by making a single sale (and hopefully collecting an email along the way.)

We monetize the backend by making a positive impact on someone's life and making out of them and their referrals, repeat business.
 
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Andy Black

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As always, phenomenal content.

To make sure I understand - we monetize the front-end funnel by making a single sale (and hopefully collecting an email along the way.)

We monetize the backend by making a positive impact on someone's life and making out of them and their referrals, repeat business.
That's it in a nutshell. The first purchase is a test. (Or purchases as businesses often do upsells immediately while the consumer's credit card is out.)

R + R = Profit

Repeat Business and Referrals.
 

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