data marketing show 2010 lead marketing
DESCRIPTION
Lead Marketing: Lead Generation for Direct Marketers. A must for all marketers wanting to discover the secrets of effective online lead generationTRANSCRIPT
Click to edit Master title styleLead Marketing:Lead Generation for Direct Marketers
AgendaLead Gen - Past, Present & Future
Why Lead Marketing
Jargon & Media Metrics
Quality & Volume
Lead Marketing Channels
Technology & Platforms
Future Lead Options
5 things to remember
Lead Generation - Unfair Reputation...Lack of brand presence of
publishers
Disconnect between buyers/sellers
Non-transparent technology
Excessive jargon
Lack of best practice/standards
Immature market
Evolving market...
Lifestyle surveys
Competitionsites
Integrated Lead Marketing
Lead GenNetworks
Social &Contextual
Leads
Why Lead Marketing?Lead Marketing is the data-driven science of:
1. Generating2. Qualifying3. Contacting4. Converting
… consumers who’ve requested info. on a product or service.
In other words...
The application of direct marketing to lead generation
Lead Marketing Solution
Lead Generators
Publishers
Sources
Affiliates –Super/Sub
Suppliers
Marketers
Advertiser
Client
End User
Merchant/ Vendor
Lead Marketing Metrics (CPx)
CPL
CPA
CPM
Pricing
CPA % conv. rate CPL
Home Insurance - £75 CPA x 1% conv. = 75p per lead
Volume & QualityQuality Optimise to meet CPA/ROI
Volume Maximise
within budget
How to measure quality
Lead Origination
Consumer Motivation
Lead Exclusivity
Lead Age
Verification of Data
Lead Marketing Publishers
Lead Marketing Channels – Co-reg
• Co-registration – 100’s of reputable sites• 100% opted-in to receive offers • Non-incentive or incentivised registration• Highly flexible and v. targeted• White-label networks attract non-prize draw profile
Lead Marketing Channels - Email• 100’s of Email lists on CPL• Quick batches of volume• Responsive leads• More engaged consumer• Perfect when timing is crucial
Lead Marketing Channels - Display
• Avail. on CPL basis• Data capture ads /Banner to micro-site• IASH approved closed networks• Halo branding effect• Consistent high quality
Lead Marketing Channels - Postal
• Survey formats:• Postal Surveys• Catalogues• Brochure requests• Card decks all on CPL basis
• Responses delivered daily/weekly• Consistent response over large volumes
Lead Marketing Channels - Telephone
• Fresh, recent & very phone responsive• Leads delivered daily/weekly• Several large quality providers
Lead Marketing Funnel
Prospects
Opted-in Leads
Validated Leads
Responsive Leads
CUSTOMERS
Technology – (Post) String Theory!
http://funnel.co.uk/leadsmg_ad=71&site_id=64&title=Mr&gender=male&first_name=moshe&last_name=baruch&address1=48+LOndon&address2=48+LOndon&address3=48+LOndon&town=londonderry&county=Greater+London&email_address=jopa2103%0gmail%2Ecom&postcode=WC2E+9RZ&date_of_birth=01/02/1973&telephone_number=0565656666&dps=04/08/201009:37:56®istration_ip=213%2E232%2E93%2E85
http://funnel.co.uk/leadsmg_ad=71&site_id=64&title=Mr&gender=male
&first_name=moshe&last_name=baruch&address1=48+LOndon&address2=48+LOndon&address3=48+LOndon&town=londonderry&county=Greater+Lon
don&email_address=jopa2103%0gmail
%2Ecom&postcode=WC2E+9RZ&date_of_birth=01/02/1973&telephone_number=0565656666&dps=04/08/201009:37:56®istration_ip=213%2E232%2E93%2E85
A piece of coding that changed face of lead gen forever...
Tech - Lead Management Options• Custom built to suit your needs• Total control
In-house (automated or
manual)
• Proven pedigree• Tech Outsourced
3rd Party tech partner
• All-in-one solution• Total outsourcing option
Media agency with tech
Tech - Lead Flow
The need for speed
Lead ScoringGrading by credit score
Geo-demo segmentation
3rd party lifestyle file
Overlaying customer profile
Case Study – Eon (online co-reg ad)
Eon –Email to microsite
Eon – Banner ad to micro-site
Eon – Postal survey
Leads of the Future
Social Leads
Mobile Leads
Contextual Leads
Video Leads
The 5 Commandments of Lead Marketing
1. Know thy publisher, goals &
expectations
2. Do not covet thy neighbours lead marketing plans
3. You shall not bear false leads
4. You shall take no other marketing metrics than CPL
5. The consumer is your shepherd above all else
Thank you for listening
http://peterjbell.blogspot.com/
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peterjohnbell
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