the good, the bad and the ugly of lead generation
TRANSCRIPT
The good, the bad and the ugly
of lead generation08.30am Registration & refreshments
09.00am Welcome from chair
Rob Manning, Managing director, Jacob bailey
09.05am The wild, wild west of old
Peter Gowrie-Smith, Founder & Managing director, Magnetise Group
09.35am Best practice lead generation
Julian Barkes, Head of marketing and partnerships, Dianomi
10.05am Challenges ahead
Justin Thomas, Founder, TTH Media
10.35am Panel discussion
Richard Ayerst, Head of digital marketing, Dennis Publishing
Rob Manning, Managing director, Jacob Bailey
Peter Gowrie-Smith, Managing Director & founder, Magnetise Group
Julian Barkes, Head of marketing & partnerships, Dianomi
Justin Thomas, Founder, TTH Media
11.00am Closing comments from chair
#dmaleadgen
Welcome
Rob Manning, Managing Director, Jacob Bailey
#dmaleadgen
The wild, wild west of old Peter Gowrie-Smith, Founder & Managing Director, Magnetise
Group
#dmaleadgen
Peter Gowrie-SmithManaging Director
T: 020 7078 8298
Lead Generation is everywhere,
just not how you remember it
General Enquiries
email: [email protected]
post: 5-8 The Sanctuary, London SW1P 3JS
T: 020 7078 8298
F: 020 7504 8560
www.magnetisegroup.com
Who We Are
Portfolio of bespoke, highly scalable performance
advertising and engagement solutions.
tbc
Marketing technology company delivering solutions for the creation and
management of advertising, marketing and lead generation campaigns.
Lead management and analytics consultancy
and technology for multi-channel campaigns.
The Pillars of Classical Lead Gen
Lead Generation has been held back because
•A lack of channels meant it was…
The Old Generation
The Old Generation
Lead Generation has been held back because
•A lack of channels meant it was marginalised
•And a lack of quality control meant people worried
about…
The Old Generation
The Old Generation
A lack of channels meant it was marginalised.
And a lack of quality control meant people worried
about spam.
But the times they are-a-changin…
The Old Generation
Brave New World
Find ways to reach your audience
Get them opt in to contact
Collect consumer data
Build relationships to convert to sales
So what’s changed?
Old goals
Same Same, But Different….
• Social Media for advertisers is lead generation gone
large57% of small business owners think lead generation is the main benefit of social media
(Ad-ology)
• Facebook is the world’s biggest co-reg platform67% of B2C companies have acquired a customer through Facebook (Hubspot)
• A Twitter ‘follower’ is a next-gen lead43% users said ‘exclusive offers’ are the main reason to follow a brand on Twitter
(RazorFish)
• Even Groupon customers are essentially prospects until
they reconvert
OMG… it’s OLG!
Display Video
Social Editorial
Search / Text links
Lead Gen Across Media Channels
Lead Gen in Display
Lead Gen in Search/Text Links
Lead Gen in Video
Lead Gen in Social
Lead Gen in Editorial
Lead Gen Is Everywhere
• Is this right for me?
• How do we roll it into our existing plan?
• How can we find the budget for it?
• Is it viable and scalable?
Questions You Might Be Asking
Digital Marketing Today
The Evolution of Price
The Billion-Dollar Challenge: Monetizing the Digital Opportunity
Affiliate
Budgets for Lead Gen
DR
Display
Social
Search
McKinsey: Five ways to leverage big data
•Make it more accessible and timely
• Experiment to improve performance
• Segment populations to customise
•Use algorithms to replace and support human
decision making
• Innovate with new business models, products and
services
The Opportunity of Data
• Capture
• Validation
• Segmentation
• Pricing
• Storage
• Routing
• Scoring
• Activation
The Burden of Data
Similar goals yet very different practices
•Golden rules of PRM
• Only collect what you need
• Staged conversion – NOT spam!
• Incentivise where possible
• Optimisation
• Automate and consolidate
• Timely nurturing
• Testing
• Customisation & relevance
Slotting PRM into CRM
Publisher OLG revenue is increasing
Econsultancy Online Lead Generation (B2C) Report 2010
Some Lead Gen Publishers
• 65% of companies said their OLG budgets have risen this year
compared to 59% last year.
• 33%+ are now spending £100,000+ p.a. on OLG up from 21%.
• 86% expect OLG to become “more important” over the next
12 months. None say it will become “less important”.
Advertiser OLG budgets are increasing
Econsultancy Online Lead Generation (B2C) Report 2010
Some Lead Gen Brands
• Is this right for me?
• How do we roll it into our existing plan?
• How can we find the budget for it?
• Is it viable and scalable?
The Lead Gen Opportunity
Thank you.
Any questions?
General Enquiries
email: [email protected]
post: 5-8 The Sanctuary, London SW1P 3JS
T: 020 7078 8298
F: 020 7504 8560
www.magnetisegroup.com
5-8 The Sanctuary . London SW1P 3JS . T +44 (0)20 7078 8298 . F +44 (0)20 7504 8560 . www.magnetisegroup.com
Peter Gowrie-SmithManaging Director
T: 020 7078 8298
Best practice lead generationJulian Barkes, Head of marketing & partnerships, Dianomi
For Julian’s presentation please follow this link
http://www.slideshare.net/SarahWright/best-practice-lead-
generation-julian-barkes-dianomi
#dmaleadgen
Challenges aheadJustin Thomas, Founder of TTH Media
#dmaleadgen
Full service performance marketing
Founder and MD of TTH (Ten Thousand Hours)
Full service performance marketing specialists
One of fastest growing online agencies in the UK
100% organic growth – testimony to growth of channel
Current Chair of the IAB Lead Generation Council
Council has been in place for nearly 4 years
Driving industry best practice and regulation
Research (PWC Adspend)
Events (Training)
Hello!
Lead : a piece of information about a consumer who has stated they are interested in a product or service and given their
express consent to be contacted about that product or service (without an associated sale value)
One of fastest growing online channels:
Growth of 20% according to PWC/IAB ad spend survey 2010-2011
Up to £51 million from £41 million
Principle buying model is CPL
Leads can be generated (and converted) through a variety of channels:
Display
Search
Mobile
Affiliate
Increasingly diverse -used in different ways by advertisers across broad range of verticals
OLG – A Snapshot
Voyage Prive
• Vertical: Travel
•Type: Subscriber generation
• CTA: Save up to 70%
• Conversion: Email subscription (2/week)
• Measurement:•Short term – Engagement
•Mid-term – ROI (bookings)
• Channels: Email, affiliate, display
• Member get member: Social posting (FB)
Oxfam
• Vertical: Charity
•Type: Content
• CTA: Free dinner party kit
• Conversion: Telemarketing
• Measurement:•Short term – Cost per donor
• Channels: Email, affiliate, social (viral)
Dennis Publishing
• Vertical: Pubishing
•Type: Sampling
• CTA: Free issue
• Conversion: Telemarketing
• Measurement: CPA
• Channels: Email, affiliate, display, social
Riverford Organic
• Vertical: Groceries
• Type: Incentive
• CTA: Free cookbook
• Conversion: Telemarketing
• Measurement: CPA
• Channels: Email, affiliate, display
OLG – The Challenges Ahead
The government has a vision of a huge digital economy powering growth
EC Cookie Directive – regulates the use of personal data stored on computers
ICO has provided guidance:
Implied consent is acceptable
Cannot be hidden in T’s and C’s
It’s all about transparency:
Responders need to be aware of how their personal data will be used
If landing page is part of an advertiser site then they should be made aware of use of
cookies across the site at entry point
Regulation - Government
Increasing focus of media on ‘big business’ practice
Several recent articles on marketing practice
Focus is often on most innovative channels
Industry trade bodies like the DMA and IAB will play huge role in managing public perception
Formation of IAB PR response framework group
Industry self-regulation:
Importance of best practice guidelines
Encouraging innovation
Regulation – Media and Industry
Performance Vs Fixed Fee
CPL relies on inventory being available on a performance basis or working back to
desired publisher KPI:
E-CPC (lead revenue/number of clicks)
E- CPM (lead revenue/number of impressions)
Advertisers often ignore basic marketing principles (‘the ice cream van effect’)
Maximising CPL
Maximising Opportunity
Response variables Conversion variables (PRM)
Creative Channels (email vs tm)
Call to action Process
Offer (sign-up) Contact speed
Landing page Offer (up-sell)
Response optimisation will maximise leads for publishers
E-CPC
E-CPM
Good conversion will maximise ROI for advertisers
ROI
CPA
Batch Vs Livefeed
•Same sources
•Same lead volumes
•Only variable is live feed!!
Essentials
•Live reporting
•Variable pricing
•Data feeds
•Validation
•Triggered emails
•De-duplication
•Acquisition uploads
•Security
KPI Data
•Clicks
•Leads
•CCR
•Acquisitions
•CPA
•Revenue
•ROI
Technology – Powering Response
Huge growth - Facebook, Twitter, Pinterest
How do these channels work in context of lead generation?
Response drivers or response amplifiers?
Is a ‘like’ a lead?
Is a ‘follower’ a lead?
Principle of a lead
User generated content
Can create huge uplift
Can reduce quality
How do marketers manage impact of social media on campaigns?
The Social Lead Conundrum
“You need to know where you have come from to know where you are going!”
Direct marketing principles must be applied to lead generation
Clear idea of objectives
Measurement of KPIs
Test and adjust!
Holistic approach - ePRM
Technology must play a role:
Improving response
Maximising conversion
Real-time measurement
The Road Ahead
Dennis Publishing Case studyRichard Ayerst, Head of digital marketing, Dennis Publishing
#dmaleadgen
Dennis and Online Lead
GenerationAcquiring a new audience of potential subscribers
What does online lead generation
mean for Dennis?
• As with a lot of marketing terminology, “online lead generation” sounds grander than it actually is.
• Put simply, online lead generation is about generating requests for free issues of our magazines. The aim is to up-sell these requests to paid subscriptions.
• This is a tried and tested promotion in the ‘offline’ subs world. OLG takes this a stage further with added wizardry available to online marketers.
How are leads generated?
How does it all work?
Consumer
Consumer visits promotion
landing page/ad etc
Direct marketing efforts to push
requests for free issues
Free issue request
page/ad
Step 1: Promote your free issue
Consumer
Free issue request page
Step 2: Process and validate the data
Lead database
Existing subs
file
A free issue is requested by the
consumer. The company privacy notice is
accepted and the data now belongs to
Dennis.
Leads are checked
against existing
subscribers and
any duplicates are
rejected
Rejected leads are returned
to the supplier
Leads can be rejected for the following reasons:
•Existing customer
•Duplicate lead (i.e. the same lead is provided by different suppliers)
•Email address/phone number is badly formatted or bounces
•The postal address (where provided) does not exist
The data is now validated. Next up…the selling
Consumer
Free issue request page
Lead database Existing subs file
Telemarketing
Accepted leads are fed live
into the call centre. This
whole process takes only a
couple of seconds. Email Campaign
If the consumer can not be
contacted by the call centre, an
email is sent instead.
Step 3: Contact the consumer
• The sales team will attempt to up-sell the user to a trial subscription
• Free issue recipients receive further up-sell efforts including emails and further
telemarketing
Consumer
This means the consumer
could be called within
seconds of their request
Step 4: Record and analyse the results
Consumer
Free issue request page
Lead databaseExisting subs file
TelemarketingEmail Campaign
Consumer
• Call and email outcomes are fed
live back into the lead database
• Results can then be analysed
by source
• This information is used to
optimise campaigns
ResultsSo far in 2012:
• 80,000 free issue requests
• Generating 6,500 subscriptions on the first up-sell attempt
• An estimated 2,000 more to come by nurturing the free issue recipients into
subscribers.
And to put that into context:
• That’s at least 25% of all online acquisitions for Dennis as a whole
• For some brands, OLG is our biggest online acquisition method (50%+)
• For The Week, 97% of subscriptions were from new contacts – we’re reaching a
new audience
It’s so far so good for Dennis and OLG:
PPA Customer Direct Awards 2010 – Best use of Telemarketing
PPA Customer Direct Awards 2011 – Best use of Data
New Media Age Awards 2011 – Best Media Campaign
But we can do more:
• We’re reliant on telemarketing to convert leads and that can get expensive
• Can we better target our promotions to cut down on waste?
• Can we better nurture our leads after they’ve taken a free issue?
• Will this work for digital subscriptions – iPad, iPhone, Kindle Fire etc?
• We need to move beyond seeing OLG as a channel and think about how we can integrate it into everything we do
The future
• A little glimpse into our next OLG related project…
A sneak preview…
Thank [email protected]
Panel DiscussionRichard Ayerst, Head of digital marketing, Dennis publishing
Rob Manning, Managing director, Jacob Bailey
Peter Gowrie-Smith, Managing director & founder, Magnetise
group
Julian Barkes, head of marketing & partnerships, Dianomi
Justin Thomas, Founder, TTH Media
#dmaleadgen
Closing remarks
#dmaleadgen