12 tips to cut wastage and make your marketing budgets work harder

As presented ad ad:tech London 2012 by Cabell de Marcellus, Co-Founder, Chief Technology Officer and Gareth Davies, Chief of Design
 

Why Lead Generation?

It gives advertisers what they want:
 Prospects that convert into customers
 ROI, that is easy and straightforward to calculate
 Transparency – how and where the data is collected
 Excellent customer feedback
 

When Lead Generation goes wrong

 Wrong demographic
 No means to purchase
 No intent to purchase (incentive based offers)
 Spammed to lists
 1000s of low quality leads that will never convert
 Re-sell them again and again to a series of call centres

= Lead Generation Nightmare

Best Practices – the basics

 Ensure prospects actively consent to be contacted
 Clearly communicate how the user will be contacted – email, phone etc.
 Allow opted-in users to unsubscribe from further marketing
 Approve data capture forms and creative before going live
 

Lead generation tip 1 – Target audience using demographic data

Exedra™ is fully integrated with Experian down to the household level
Users are demographically profiled in real time
30% of the prospects generated by the Exedra™ platform come from the UK’s 10% most affluent

 

Lead generation tip 2 – Contextual marketing is key

Capturing lead data in a relevant environment will generate high quality engaged prospects
Investing in Facebook report promoted alongside Facebook IPO article:
Engaged prospects
Quality leads

Lead generation tip 3 – When using email marketing, deliverability is key

You’ll be wasting your time if the email never reaches user’s inboxes.
List hygiene:
 Manage unsubscribes
 Handling bounces
 Stopping emails to inactive users
 Monitor complaints via ISP feedback loops (Yahoo!)
 Digitally signing emails
 Whitelisting certification
 Sending consistent volumes
 Sending emails at the same time of day as original request

In just 6 months we increased our email deliverability from 57.2% to 99.7%

Lead generation tip 4 – Don’t dupe your prospects

Make sure the prospect knows what they’re signing up for.
Include tick boxes for prospect to actively consent
Lead volume will DECREASE but quality & prospect engagement will INCREASE Users do not feel ‘tricked’
Advertisers do not waste time speaking to people who are not happy to be contacted

 

Lead generation tip 5 – Use CSS media queries to display responsive promotions on mobiles & tablets

>10% of traffic is mobile

Lead generation tip 6 – Use CSS media queries to display responsive emails on mobile devices

Lead generation tip 7 – Optimise your form

Use the following:
 3D Hero shots
 Benefits
 Awards
 Testimonials
 Open brochure image

 

Lead generation tip 8 – Optimise your form – don’t ask unnecessary questions

 
Required fields:
 Name
 Address
 Email
 Phone
Form 2 extra questions:
 How often do you trade?
 Which best describes your in- vestable assets?
 How would you characterise your trading experience

The extra questions in Form #2 decreased the submit rate by 48%

Lead generation tip 9 – Qualify prospects – even if volumes reduce

Would you rather 1000s of low quality leads, or fewer that will actually convert?
Including a consent tick box prevents users from being surprised if they are contacted.

 

Lead generation tip 10 – Validating your leads is key

Data validation
Validation combines 30+ data cleansing and enhancement checks including:
 Name check
 Address check
 Telephone – real-time network query
 Email domain check
 IP address region check
 Experian financial demographic tagging

 

Lead generation tip 11 – Get prospects to confirm their request

Asking prospect to confirm their initial request will reduce overall lead volume. However you will supply the advertiser with those leads that are most engaged, and most likely to go on and convert. You will save your client time and money.
77% of users confirm their requests via email or phone.

 

Alternatively, get prospects to confirm their interest on the phone

11% say they are happy to speak to someone about the product. It can take 6 attempts to reach the prospect via phone (source: Leads360).

 

Lead generation tip 12 – Collect customer feedback and report it to the advertiser

Summary – Best practice lead generation

An efficient way to capture interested consumers.
Consumers are satisfied – they get the information they are looking for, without being tricked into giving their details.
Advertisers don’t waste their time trying to convert poor quality leads and instead get:
 The right kind of prospect
 With the intent and means to purchase
 Who is educated on the service provided
 And who is happy to speak to someone about the product
by Cabell de Marcellus and Gareth Davies
Download as a PDF