Lead GenerationA RAVEN5 Case Study

RAVEN5 is an Oakville based integrated marketing agency. We work with agencies, national brands and public relations firms to create experiences as unique as your customers.

What does RAVEN5 mean? Ravens are often viewed as symbolic messengers that tell a story while the 5 represents the maximum time in seconds that you have to captivate one’s attention.

Our mission is simple:Get consumers to engage with your brand.

About RAVEN5

What is Lead Generation?

Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline.

Lead generation often uses digital channels, and has been undergoing substantial changes in recent years due to the rise of new online and social techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new techniques to develop and qualify potential leads before passing them to sales.

We aided SupperWorks in 2015 with a short-run Lead Generation campaign that found them 2,500 new prospective leads over the course of just 4 weeks.

Why is Lead Generation important?

The buying process has changed, and marketers need to find new ways to reach buyers and be heard through the noise. Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with buyers.

What does a lead mean to your company? Many companies have different definitions depending on their sales cycle, but the standard definition is “a qualified potential buyer who shows some level of interest in purchasing your product or solution”. For the leads that fill out a form, they often do so in exchange for

some relevant content (i.e. white paper or a compelling offer).

You can break lead generation up into two main categories: inbound and outbound. However, as discussed above, you need to make sure that you keep your nurture and customer retention marketing strategies in mind as part of a holistic strategy.

Lead Generation Basics

In the case of SupperWorks, visitors were asked to opt-in to receive a coupon to save $10.

They’d also have a chance to Win 1 of 4 grand prizes supplied by SupperWorks.

Inbound MarketingCreate interest by offering a relevant mix of

informative and entertaining content that builds a

meaningful relationship with your audience. You

must make sure that you are distributing your

content through all the right channels – where your

buyers are spending time, such as:

• Content

• SEO• Website• Blog• Social Media

Inbound Marketing

The SupperWorks campaign utilized both email and social to drive visitors to a microsite to collect opt-ins and distribute coupons.

Outbound MarketingGood outbound marketing can push someone through the funnel at a faster rate, assuming they are

closer to being ready to buy. Inbound alone often does not drive someone to buy. Outbound gives your

leads that extra nudge they need to drive them down the funnel.

• Email Marketing• Display Ads• Pay-per-Click Ads• Events

• Lead Nurturing• Social Media• Radio• Television

Outbound Marketing

Lead nurturing increases lead-to-opportunity conversion rate, drives more revenue, and shortens the

sales cycle. It’s about finding the right buyers at the right time. Lead generation brings buyers into the

funnel, but lead nurturing and scoring sends them to sales so that your sales team can close the deal at

the right time.

Lead Nurturing

For SupperWorks, we created multiple coupons with tracking codes. These codes allowed SupperWorks to know when the coupons were distributed, where they came from and when they were used. Keeping in mind that not all goods and service offers convert immediately, the coupons all had a lengthy expiry

date. Even if they go unused, they still act as a reminder the next time that you’re there.

Lead scoring is a shared sales and marketing methodology for ranking leads in order to determine their

sales-readiness. You score leads based on the interest they show in your business, their current point in

the buying cycle, and their fit in regards to your business. Lead scoring helps companies determine

whether prospects need to be fast-tracked to sales or developed with lead nurturing. Lead scoring is

essential to strengthening your revenue cycle, driving more ROI, and aligning sales and marketing.

Lead Scoring

Depending on engagement levels and developed workflows, these scores can be set based on the prospects’ actions. For example, if they opened an

email, they’d receive a ½ point, if they clicked on an email they’d receive 1 point. Actions can be set so that a person who has 5 points is sent a specific message or the system can notify a sales person to follow up as this person has shown interest.

Results

We track conversions generated from website traffic, social media traffic & email traffic. The following is based on the SupperWorks Lead Generation campaign. We’ve applied the following average figures for the purpose of determining value of online activity generated.

Conversion & Engagement Value

Website views – 21,688 – $650.64 Website visit – 7,621 - $7,621.00

Email opens – 48,233 - $4,823,30 Email clicks – 4,307 - $4,307.00 Email opt ins – 2,478 – $14,868.00

Social impression – n/a – n/a* Social Facebook - n/a – n/a *Social Twitter – n/a – n/a**Did not have access to client’s Facebook/Twitter accounts for tracking.

Total Value $32,269.94

Website views $0.03, visit $1.00, time on site $1.00Email - open $0.10, click $1.00, opt in $6.00 Social - impression $0.001, Twitter follower $3.00, Facebook Like $5.00,

Next Steps

After providing each strategy, along with the necessary tactics to successfully approach each type of prospect, RAVEN5 recommended the following steps to monitor and improve our strategies:

1. Prioritize recommendations – strategic approaches and tactics.

2. Establish budgets and parameters to guide deployment, including:• Initiate content development (per content strategy)• Initiate campaign creative development

3. Deploy a tactical plan, measure and adjust as required (establish benchmarks for future marketing campaigns).

4. For subsequent campaigns, evaluate initiatives against established benchmarks.

5. Initiate regular reporting and ongoing internal discussions to assess performance and adjust tactics as required.

6. Monthly or quarterly reviews to evaluate ongoing marketing initiatives.

RAVEN5 is ready to help your brand today. And now for something completely different, here’s Sean Ely.

Thank you

Contact: mbickerton@raven5.com | 289 474 5505 x700