the new lead generation model
TRANSCRIPT
The New Lead Generation ModelPMI Europe 2016
The Current Lead Generation Problem
LEAD DATA QUALITY
UNIFIED MEASURMENT ROI
1 2 3
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The Data Problem
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Contact Data Quality is a REAL Problem
85%Of organisations have problem with their contact data.
86%Think their data is inaccurate in some way.
44%Say missing information is among the biggest issue.
42%Of contact data is inaccurate, the biggest obstacle to cross channel marketing.
Source: Experian Data Quality@convertrmedia
The Current Lead Generation Problem
To clean data at point of capture.
To clean data after capture.
If nothing is done with bad data.
€1 €10 €100
@convertrmediaSource: Sirius Decisions
Convertr Data Research
500K• 6 European Countries
• 12 Months (2015)
• Over 50 CampaignsLEADS ANALYSED
OVER
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The Hidden Cost of Lead Generation
35%• Invalid Data
• False Data
• Missing DataLEADS ARE
INVALID @convertrmedia
Why Leads Fail
27% InvalidPhone 9%
Phone & EmailInvalid
23%FalseDetails 9% Duplicate
Lead
15% InvalidEmails 18%
CombinationOf Failures
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The Measurement Problem
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NOTJUST CPL
CPL
Display Social Search
Programmatic
Retargeting
Affiliate ContentMarketing
CRO / LPOSEO Mobile
What Is Lead Generation
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SEM Team / PPC Team /Biddable Team
Digital TeamTrading Desk
Affiliate Team
Specialist Teams
Search Team
Lead Generation
EmailDisplay
Paid Social
Paid Search
Programmatic
Retargeting
Affiliate
Content Marketing
CRO / LPO SEO
Mobile
How Performance Is Managed
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Measurement in Silo’s
Programmatic Email
Display
Affiliate
SEM
Conversions
Engagement
Online Sales Ave CPC Conversion
s
Activity
Channel Measure
Results
Varied and Incomparable ROI• Measurements are in silos without any unification
• No consistency in reporting• Delivered by different teams
Overall Measure
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The ROI Problem
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Tracking Beyond the Conversion
ANONYMISED DATA
1 2 3
AD TECH
Creative & media performance data Behavioral data Conversion data /
Online Sales
4Offline sales- Sale Info
- CLV
PERSONALISED DATA
DATA BLACK HOLE
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Time Is Money
• The chance of converting a lead reduces by 400% after 5 minutes without contact.
• 30 - 50% of sales goes to the first salesperson to contact the prospect.
• Firms that tried to contact potential customers within an hour of receiving a query were nearly seven times as likely to qualify the lead. @convertrmedia
The NewLead Generation
Model
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Stage 1 - Realtime Validation
• Phone validation• Email validation• Address
validation• Custom rules
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Stage 2 - Unification of Goals and Measures
Programmatic EmailDisplay Social Search
CPVL CPVL CPVL CPVL CPVL
Activity
Unified Measure
Results
Unified Measurement- Each channel can viewed on effective CPL and Sales
- ROI metrics can be viewed down to channel, publisher or site- Consistency in measurement across all activity
Overall Measure
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SaleConversio
n
Tracking & Reporting
DigitalAdvertising Activity
Lead Generation
Email Advertising
Display Advertising
Social Advertising
Search Advertising
Call Centre / Sales
Real-timeRouting
LeadValidation
Stage 3 - Closed Loop ROI
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62%INCREASE IN LEAD
QUALITY
€2MCOST SAVINGS THROUGH INVALID LEAD DETECTION
Example - FCA
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Michelle DavisDigital and CRM DirectorFiat Chrysler Automobiles UK
Fireside Chat With…
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