The course is divided into three sections:
Generate Leads
- Intro & Agenda - Section 1 - Generating Leads
- Call To Action Strategy - The Biggest Problem with Most Lead Gen Efforts
- Call To Action Strategy - Determining What You're Going to Offer
- Call To Action Strategy - The Price of a Lead
- Call To Action Strategy - Building First Party Data Sets
- Call To Action Strategy - Designing for All Stages of the Buyer Funnel
- Finding Your Audience - Who Are They and How to Find Them
- Generating Leads - Overview of 4 Main Channels for Lead Generation
- Building a Foundation - Intro to Why We Need Extensive Tracking
- Building a Foundation - Excluding Duplicate Leads
- Building a Foundation - Creating a Database for Future Optimizations
Improve Lead Quality
- Intro & Agenda - Section 2 - Improving Lead Quality
- Words of Caution - Setting Proper Expectations When Qualifying Leads
- Defining Goals - What Makes a Good Lead?
- Ad Copy & Landing Pages - Make Your Boundaries Clear
- Lead Gen Form Strategy - Understanding Form Impacts on Performance
- Lead Gen Form Strategy - CASE STUDY: B2B Employee Management
- Lead Gen Form Strategy - Tips to Improve Lead Quality with Forms
Drive Revenue
- Intro & Agenda - Section 3 - Converting Down the Funnel
- Data Prep - Defining Metrics & Requirements for Section 3
- Retrieving Your Data - Creating a Workable File for Optimization
- Timing Your Optimizations - Don't Jump the Gun
- Attribution Matters - Understanding Why Lead Creation Touch is Imperative
- Defining an MQL - Intro to Lead Scoring
- Campaign Movement Strategies - Using Paid to Move Users Down Funnel
- Developing Cost Per Lead Goals - How CRM Data Influences Top of Funnel Efforts
Each is focused on helping improve efficiency with paid media campaigns and improve results in-channel and aggregate level tactics that span multiple channels and your CRM.
3 Sections, 28 Videos, 3 Hours
Who is this course for?
Paid media professionals, agency or in-house, who are running paid media campaigns and want to see better results.
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