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
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
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.
Stopping emails to inactive users
Monitor complaints via ISP feedback loops (Yahoo!)
Digitally signing emails
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
Lead generation tip 8 – Optimise your form – don’t ask unnecessary questions
The extra questions in Form #2 decreased the submit rate by 48%
Lead generation tip 9 – Qualify prospects – even if volumes reduce
Lead generation tip 10 – Validating your leads is key
Validation combines 30+ data cleansing and enhancement checks including:
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
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
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