Maximize Your Lead Generation Results

Agenda

Experience

Why Lead Generation

Lead Generation Strategy

Testing and Optimization

Best Practices and Key Learnings

Direct Agents – Our Experience

Award winning performance-focused digital marketing agency

Over 9 years of experience providing lead generating solutions

Extensive and robust lead generation service

Large reach including Spain, France, Germany, UK and USA

Our Clients

Why Lead Generation

Lead Generation is the act of connecting consumers with brands and is a vital component of establishing the initial flow of potential consumers

Lead Generation is ideal for:

• Acquiring new customers

• Building a database

• Creating or expanding a member loyalty program

• Reaching and targeting your ideal customer

Average Conversion Rates in the Marketing to Sales Process

Importance of Lead Generation

It is important to continue to replenish and add new customers to your database

Hard to hit goals with retention alone

Cost effective medium to acquire new potential customers

Win-win for both the consumer and the brand- consumer is requesting information on a product they are already interested in, brand is pitching their product to somebody who is interested and has given permission

Conversion rates on leads often have a higher conversion success rate than cold contacts because the prospect is pre-qualified, before you ever receive the lead

Lead Generation Strategy

Step #1

• Establish a comprehensive plan that ties in sales and marketing goals

• Establish goals for lead generation campaign

• Lead price should not be the sole metric

• Focus should be on back end ROI

• Not all leads are created equal

Step #2

• Identify acquisition channels and sites that will match your campaign’s core demographics

• Acquisition channels include:

Lead Generation Strategy (cont.)

Step #3

• Maximize your campaign with an effective landing page

• A small increase in your landing page conversion rate generates more conversions for the same cost

• An effective landing page should provide a CLEAR answer to the need

• Plan for ongoing testing

• Have a strategy and testing plan to optimize your conversion rate

Lead Generation Strategy (cont.)

Step #4

• Implement and execute a lead generation campaign with relevant publisher placements

Step #5

• Track campaign performance and analyze lead results

Step #6

• Based on results it is important to continue to test and optimize your lead campaign to ensure optimal performance and results

Testing

Develop and test at least two variations to increase and maximize click-through and conversion rates.

Areas to test include:

Headline Copy – Main Value Proposition

Hero image

Call to action copy

Key product or service benefits

Number of fields collected

Long form vs short form

Types of Testing

A/B testing

• Test 2 versions with significant differences

• Used for initial tests or sites with lower traffic

Multivariate testing

• Testing several combinations of content simultaneously

• Excellent approach for ongoing conversion optimization

Testing Example

Winning combination- 15.35% increase in click to conversion - 37% improvement

Original creative and copy

Optimization Solutions

Conversion Funnel Optimization

• Improvements to multi-step processes.

Website Analytics

• Track abandonment down to specific form fields, gather additional intelligence.

Test New Partners or Expand Current Partner Reach

The conversion process goes beyond the initial lead from the landing page.

Best Practices and Key Learnings

Lead generation is a cost effective way to acquire new customers and develop a database of consumers interested in your brand

Important to develop a strategic plan based on sales and marketing goals

Not all channels of media will be a fit for every client

The first step in any campaign is to identify the channel or channels that will work best for your business based on previous experience and knowledge.

Landing page testing and optimization are key to driving increased conversion rates and continuously improving your ROI

Thank you for your time

Megan Conahan

VP of Advertising Sales

megan@directagents.com

001-212-925-6558 x106