Trust Velocity Matrix
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1
Lead Generation ActivityTrust PotentialSpeed to Maximum TrustTrust Velocity (1-100)Effort or DifficultyPrep or Lead TimeBootstrap Coefficient (Higher number = better leads faster)Notes
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Keynote talk at national or international conference101010010101.00Gold standard in trust, most difficult and time consuming to execute.
3
JV webinar with known, trusted name9981643.38
4
Solo webinar8972429.00
5
Host in-person educational event8972871.29
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Referrals8864256.40Effort is low because all you have to do is ask, lead time is high because you don't control the timing.
7
Publishing original research976310100.63
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Major mention in mainstream press7856642.33
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Major media interview8756980.78
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Secondary talk at big conference875610100.56
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Invitation-only executive briefing875610100.56
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Guesting on a podcast (combined with great CTA)7749328.17
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Resource center/content hub7642751.20High inital effort, evergreen payback
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Minor mention in mainstream press5840343.33
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Single guest post on major publication6636651.20
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Hosting a podcast7535741.25
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Preferred partner status on root authority website7535850.88
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Short conversation at an event with the right person4832615.33AKA networking
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Single guest post on minor publication5630551.20
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Become a vendor on something like CodersClan, do loss leader work, then upsell to a direct, higher price relationship7428731.33
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Lead magnet on trusted 3rd party website5525531.67
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15 or 30m free micro-consultation3824342.00
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Regularly showing up in prospect's email inbox with relevant content7321323.50Lead nurture, not lead-gen. Worth including anyway.
24
Public teardowns4520422.50
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"Lumpy Envelope" campaign4520541.00The book "Ultimate Sales Machine" describes how to do this. Trust potential comes from the personalization and persistence of this approach.
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Job aid, calculator4416322.67
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Email course4416660.44
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Active social networking5315351.00
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Few large but regular emails to your list3515660.42Lead nurture, not lead-gen. Worth including anyway.
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Outbound cold call2714421.75Higher trust potential than email because it's a live voice interaction
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Embedded Education (providing educational value in places like Quora, StackOverflow, LinkedIn, etc.)43121112.00
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Lead magnet on your website3412322.00
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Content upgrade3412322.00
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Hosting an online business group (http://thebookedbook.com/)4312331.33Inconsistent results depending on many execution factors
35
Newsletter sponsorship4312521.20Ex: https://www.launchbit.com/
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Educational video3412431.00
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Many frequent, small but valuable emails to your list3412560.40Lead nurture, not lead-gen. Worth including anyway.
38
Subscription curated lead service (letsworkshop, letsmakeapps, etc.)339119.00The trust potential comes 100% from how good your response to the lead is. Not evergreen.
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Subscription bespoke lead service339119.00The trust potential comes 100% from how good your response to the lead is. Not evergreen.
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Retargeted ad339313.00
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Blog article on your own site339550.36
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Passive social networking (Twitter lead cards, etc.)236213.00
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Listing in reputable directory like Clutch, G2Crowd, etc326511.20Effort is high because you don't just submit a listing, you also get reviews, etc.
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Trade show presence326660.17
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Highly targeted demographic ad224411.00Facebook ad, for example
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Tests, quizzes, or surveys212211.00
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Contact form on website111111.00
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Contest111111.00
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Search-intent ad111310.33Google PPC, for example
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Outbound prospecting/sales email111420.13
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Display advertising111520.10
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Directory listing (clutch.co, etc)111210.50
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