solving for x: combining content and data to deliver high quality leads

WebinarWEDNESDAY, June 24, 2015

Solving for X: Combining Content and Data to Deliver the Highest Quality Leads

Jeff Piotrowski Director of Market Development LeadiD

Jon DelRusso Chief Interactive Officer Ifficient

Rob Yoegel VP of Marketing Gaggle

• Audio problems? Use the “Chat” window to request a dial-in number.

• Use the “Chat” box to ask a question. • A recording of the webinar will be distributed to attendees.

Tips for Attendees

Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

Today’s Speakers



Rob Yoegel VP of Marketing Gaggle


• What is content marketing? • Key attributes of a great content program • How to measure content • Combining content and lead data for decisioning • Case study: Ifficient

Agenda


Rob Yoegel Vice President of Marketing Gaggle



Tools to measure content effectiveness


Tools to measure marketing in aggregate

What about the

leads your content produces?



In the past…

A simple mission . . .

. . .to bring Trust and Transparency to online consumer interactions

improving the quality and performance of online leads


#2

#1 New business development

Quality of Leads

#3 Remaining up to date with current marketing technology and trends

the #2 challenge

facing global marketers

2015 State of Marketing Study (5,000 Marketers Surveyed)


There with the…


Lead Lineage

Lead Velocity

Data Integrity

Consumer Velocity

Consumer Origin

Lead Age

Lead Origin

Call Center Action

Lead Authenticity

Lead Duplication

Lead Duration

Lead-Level Data


Con

vers

ion

Rate

Con

tact

Rat

e

< 5 min 5-30 min 30-60 min 1-2 hrs 2-12 hrs 12-24 hrs > 1 day

Contact Rate Conversion Rate

Conversion Rate by Lead Age

Contact Rates Fall by 25% on Average When Age > 5 mins

hour before visit to brand site

24 hrs before visit to brand site

week before visit to brand site

30 days before visit to brand site

0% 25% 50% 75% 100%

0 1 2 3 4+

Consumer Journey Prior to Becoming Lead on Brand Site

# of Visits to Seller Sites:

24% of Leads on Brand Sites Recently Visited Seller Sites


Network Intelligence


• Right price every lead

• Stamp out fraud

• Improve compliance

• Accept, reject, review, reroute

• Real time

Insights into Action


+

Content Data

Con

tent

Web

site

Lead

s


Quality


About Ifficient

Why

Content?Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.


Not enough! Differentiator


1. What do I want to talk about?

2.How will I measure to success?

3.Who am I targeting?

4.What voice do I want to have?

Content is simple

Source: Adapted from AlexLCohen.com


Production/distribution

1. Again, keep it simple

2. Weekly frequency

3. Cover relevant bases

4. Deliver value, let readers do the rest


Measuring Success

Page Rank

Click-to-lead rate Visits/visitor Total visits


Sample Report

Measuring Success

Predictive ModelingLead Score

Lead Duration

Measuring Success

For leads we buy: Lead AgeTCPA Compliance

Authenticity

EastAugust 24th-26th, 2015

Hilton Midtown NYC207BOOTH NUMBER

Use code “LEADID” to save $100.


QuestionsConfidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

Thank you


solving for x: combining content and data to deliver high quality leads

Technology

information purposes

lead intelligence

lead data

attendees condential

ifficient agenda condential

content marketing

great content program

chat box