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:
When Lead Generation goes wrong
= Lead Generation Nightmare
Best Practices – the basics
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:
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.
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.
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:
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
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
Validation combines 30+ data cleansing and enhancement checks including:
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:
by Cabell de Marcellus and Gareth Davies