selling successful lead gen programs ronda hughes sr. director of marketing and audience data umb...
TRANSCRIPT
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)