Let’s begin by with the definition of a lead. What does a lead mean to your company? Many companies have different definitions depending on their sales cycle, but standard definition is a qualified potential buyer who shows some level of interest in purchasing your product or solution. For the leads that fill out a form, they often do so in exchange for some relevant content or a compelling offer.

One of the first lessons that I learned about email marketing campaigns is to give sincere thought to how a customer perceives every component of the email, starting with the subject line. Media headlines grab your attention and get you to listen longer or read further. A meaningful subject line for an email offers the same punch. Subject lines should be relevant, interesting and genuine.


Cost per acquisition advertising (e.g. TalkLocal, Thumbtack) addresses the risk of CPM and CPC advertising by charging only by the lead. Like CPC, the price per lead can be bid up by demand. Also, like CPC, there are ways in which providers can commit fraud by manufacturing leads or blending one source of lead with another (example: search-driven leads with co-registration leads) to generate higher profits. For such marketers looking to pay only for specific actions/acquisition, there are two options: CPL advertising (or online lead generation) and CPA advertising (also referred to as affiliate marketing). In CPL campaigns, advertisers pay for an interested lead — i.e. the contact information of a person interested in the advertiser's product or service. CPL campaigns are suitable for brand marketers and direct response marketers looking to engage consumers at multiple touchpoints — by building a newsletter list, community site, reward program or member acquisition program. In CPA campaigns, the advertiser typically pays for a completed sale involving a credit card transaction.
GoDaddy Email Marketing provides great statistics to show you how many people are opening, engaging with and sharing your email. There’s no mystery or guesswork. You can even compare different emails side-by-side to quickly see which emails get the best response. Once you know what appeals to your readers, you can refine your emails for even better results.
CTR is the number of clicks on your CTA button, versus the total visitors to that landing page or ad. If 1000 people visit your landing page/view your ad, and 650 people click on the CTA, your CTR is 65%. A high CTR depends on a number of factors, chief among which are the value proposition on your page/ad, your CTA’s placement, and the relevance of your content vis-à-vis your target audience.
In the old world of information scarcity, the concept of “lead generation” meant marketing found the names of potential buyers and passed them to sales. Buyers expected that they would have to talk to sales and sales expected to speak to uneducated early stage buyers that may not yet be qualified. This has all changed. Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person.  So businesses must make sure that they build their digital presence.
An auto responder is generally more similar in content to a newsletter than it is to a direct sales email, though it combines many of the elements of both. The content can vary wildly though based on your industry segment and what you've promised subscribers. The most common type of auto responder content will be tips or advice, but you can also do great things with recipes, serial fiction pieces, inspirational quotes and a variety of other topics. Essentially, you are looking for content that will engage users over a period of time while also providing a platform to encourage sales of your product or service or visits to your website.
The only way this page could be better is if it showed some real gratitude to the new lead. “Yipee” might relate to the prospect’s emotion, but it doesn’t convey thanks on behalf of the brand. While your “thank you” page has a number of goals to accomplish, the first thing it should do is right in the name — say “thank you,” and make the lead feel like an invaluable part of the brand.

Content blocks are literally the building blocks of your emails, allowing you to add content to them. This content includes things like text, images, images + text, columns, buttons, dividing lines and social media icons. Once you've inserted a content block into an email, you can move it up and down, change the background color, move items within it from side to side, copy it, or delete it.
The focus for marketers now is on being in the right place, at the right time, with the right calls to action, in order to capitalize on opportunities to build relationships with these knowledge-empowered consumers, and to give them what they want when they want it. As a rule, marketers recognize this evolution of the lead generation process, but many are faced with the challenge of how exactly to make that shift and execute effectively.
Online lead generation is an Internet marketing term that refers to the generation of prospective consumer interest or inquiry into a business' products or services through the Internet. Leads, also known as contacts, can be generated for a variety of purposes: list building, e-newsletter list acquisition, building out reward programs, loyalty programs or for other member acquisition programs.

First, an agency develops a website or partners with websites on which they promote and advertise your product or service. A consumer finds these directories or informational sites, then hopefully completes an online quote request form. The buyer's information is verified and matched to the appropriate providers. These matched leads, with full contact information and purchasing requirements, are then sent via email to prospectors and other people potentially in the sales process. 
The first autoresponders were created within mail transfer agents that found they could not deliver an e-mail to a given address. These create bounce messages such as "your e-mail could not be delivered because..." type responses. Today's autoresponders need to be careful to not generate e-mail backscatter, which can result in the autoresponses being considered E-mail spam.
How many auto-responder emails should be sent? It is possible that the answer to this question will be determined by the email marketing service provider that you choose. Some email marketing service providers will only allow you to send a maximum of ten auto responder in a sequence. This is typically done to reduce spam complaints and preserve the IP that the email marketing provider is using. Most studies have shown that the ideal number for an auto-responder program will be between 12 and 15 emails. Ten is often not quite enough to convert a user, but more than fifteen increases opt-outs and spam complaints as subscribers who haven't converted then begin to become frustrated. Ultimately, the number of emails that you should send should be based on your content, its engagement level and the amount of time needed to convey it.
The basics we've gone over in this blog post are just the beginning. Keep creating great offers, CTAs, landing pages, and forms — and promote them in multi-channel environments. Be in close touch with your sales team to make sure you're handing off high-quality leads on a regular basis. Last but not least, never stop testing. The more you tweak and test every step of your inbound lead generation process, the more you'll improve lead quality and increase revenue.
Landing Pages - The best lead generation tool of all is your product. If you have a compelling product that solves a major pain point, visitors will want to provide their contact information even without any incentives. Presenting your product in the most attractive way is often done through landing pages or sales pages, which help educate and convert prospective customers. Landing page optimization is the key to making sure you are getting the most out of these pages.
Email marketing is one of the most cost-effective ways to promote your business, whether your goal is to build your brand or sell more stuff. Our field guide provides everything you need to know to make the most of this platform. Learn how to create an email marketing plan, design effective emails, and test them. Then discover the power of automation and how to measure the success of your emails.

Marketing Automation is now a mature marketing technique, but across businesses many of the available tools are not fully exploited. Learn how to improve your marketing across the customer lifecycle by successfully leveraging B2B and B2C marketing automation techniques. Through B2B and B2C business cases, you will learn: how to review their current marketing automation maturity, how to prioritise their future investments in the year ahead, how to map their current approach against different customer touchpoints to identify new techniques.

The Modern Marketing lead generation process begins much earlier in the buying cycle than it used to. Through social media and sharing, educational webinars, and search, marketers seek to be found wherever their prospective buyers may be looking for relevant information on the business challenges that the marketer’s solutions can solve. As a prospect engages with the organization, the education process can move into lead nurturing. By providing valuable content over time, the marketer will be able to remain top-of-mind and slowly educate the prospect on key considerations for the purchase decision. 

Another great post, Neil. And the timing couldn’t be any better – cuz I’m currently working on getting my web tech startup off the ground – http://irememba.com and we just finalized the Mockup for our Pre Launch Signup Landing Page and were playing around with Confirmation Page and Autoresponder copies. Some very good insights for me to keep in the back of my head.
For example, maybe you took an online survey to learn more about how to take care of your car. If you got an email from the auto company that hosted the survey on their website about how they could help you take care of your car, it'd be far less intrusive and irrelevant than if they'd just called you out of the blue with no knowledge of whether you even care about car maintenance, right?
Whether you are hosting a small private function, a large-scale international tradeshow, or an executive-level webinar, event marketing needs to be an integral part of the lead generation mix. After all, events are a critical component of an outbound marketing strategy. Essentially, events offer you the chance to define your brand, clarify the solutions you provide, and establish personal connections with participants. And while they provide you with an invaluable opportunity to engage with prospects and customers, events also give attendees the chance to interact with each other. As every marketer knows, there is no better advertising than the direct words of a satisfied customer. Events also provide a venue to deliver speeches and content that convey your company’s thought leadership and raise your perception in the eyes of buyers.  Compared to other marketing tactics, events are more likely to quickly turn a prospect into a strong lead. As a lively, interactive, educational forum, events position your business as a trusted leader in a field of many.
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