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&registration_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&registration_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/

http://uk.linkedin.com/in/peterjbell

peterjohnbell

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