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Selling Successful Lead Gen Programs
Ronda HughesSr. Director of Marketing and Audience Data
UMB Life Science Pharma Science
What’s in a Name
What is a “Lead”?
a.Meets all demographic criteria.
b.Shows some kind of interest.
c.Responds to an advertisement.
d.A city in South Dakota.
Today’s Discoveries
•How to Get Started
•Monetizing your Audience/Data
•How to Create Lead Gen Programs
•Training and Staff
•Faith in Your Data
How to Get Started
Promote Your Database• Segment Client Base• Entire Client List
• Small to Mid-Level Clients
• High-Level Clients
BETA TESTS AND CASE STUDIES
Monetizing your Audience/Data
• Selling Targeted Audience Reach VS. Products/Media Platforms
• Listen, Listen, Listen
• Total Reach vs Specific Platform Reach
• Pricing “Leads”• Targeted List
• Opened but Didn’t Click Through
• Clicked but Aborted Registration Form or Survey
• Clicked Through and Submitted
Create Lead Gen Programs
•One and Dones = Brand Recognition
•Multiple Frequency Nurturing Campaigns
•Across Platform Campaigns
•Multiple Entry Campaigns
•Surveys
Training and Staff
•Training Sales• Importance of E-mail (direct messaging) as a
marketing platform
• E-mail metrics and how they relate to leads
• Technology (yes, this can be slightly painful)
• Quality vs Quantity
•Support Staff• List Counts/Order Coordinating/Consultative
Faith in Your Data
• Junk In = Junk Out• Age of Data
• Source of Data
• Freshness of Data/Engagement
• Segmentation Work Upfront • Right People, Right Message, Right Now
• The “Conversion” Conversation• Client Lead Follow Through
Heads Up!
• Not Every Campaign Will be Successful• Plan B (offer testing)
• Identity Crisis – Media/Publishing Company or …• Agency
• Digital Consultant
• Designers
• Prevent List Fatigue• Calendar
• Segmentation (remember quality vs quantity)