Archive for the ‘Buying Leads’ Category

The Lead Generation Landscape

Thursday, August 1st, 2013

This article was written by James Bradley, LeadPoint’s Sales Manager, for Money Marketing (published on Thursday 25th July 2013)

“These are the new leads. These are the Glengarry leads. And to you they’re gold, and you don’t get them. Why? Because to give them to you would be throwing them away. They’re for closers.”

The lead generation landscape is changing. It is changing as fast as the land that it is built on. The surface of lead generation is the internet and the weather is determined by the people who browse it. High Streets used to be, for the best part, dedicated to the selling of wares from the world of retail. Then in the late 90’s as the internet – embryonic in its state – started primary school in the form of screaming dial up and CompuServe gateways, financial power houses like Bradford and Bingley and Britannia were taking up shop in estate agency-esq walk in stores dedicated to financial advice and open to the everyday shopper. These walk in ‘marketplaces’ were open on Saturdays, packed with glossy brochures where anyone could simply stroll in – leaving with an ISA, an insurance deal and a pension pending.

As we gained confidence in internet banking, Amazon delivery times, and iTunes we saw the first clever move – based on forecast – when Branson sold his Megastore to the ever-doomed Zavvy. We all knew that the world was changing, and those clouds, getting darker and darker over the high street, are still to this day sending down business busting thunder bolts through the hearts of some of Britain’s most established high street stores and brands – who’s next?

As Google sits in its IBM Personal Computer like position of the 1980’s, holding force and directing our attention – the majority of Internet traffic is now confident enough to browse and purchase with the click of a mouse. The purchasing and browsing is now predominantly made up of the same crowd that used to wonder those high streets back in 1996 aka The Baby Boomers!

Lead generation is the modern day ‘acquisition and brokerage’ of the internet consumer, equivalent to the high street browser from 20 years ago. They are either looking for service, advice or simply - just browsing. Lead gen helps purify the route of the potential consumer from browser to service broker – and any good lead generation company will insist on feedback to help massage supply, invest in patterns and focus on ROI.

Many lead buyers get it wrong. Many get it right. We have seen companies come and go. Here are some lessons from those companies that fall into the category keenly titled: ’come and grow’.

All good lead generation companies replace invalid leads. All good lead buying companies hunt the browsers down, remove the emotion and close the deals.

Top tips to working online generated leads…

  1. Pick a lead provider that takes a consultative approach and displays your brand.
  2. Feedback on every-single lead possible; allowing for change.
  3. Install a dialler or hire a validator.
  4. Focus on ROI.

Many good lead gen companies ask for feedback but also provide feedback on your model. They also allow for branding of your company name, logo, contact details, a description and a call to action to appear on the thank you page of their web-form sources. This is displayed right after the user hits submit giving them confidence to answer your call. It’s a great way to get the contact rates up.

If you had just spent £11million with Saatchi and Saatchi to do your car advert, you would surely have a team of people on the ROI for the campaign, looking at ratings, feedback, sales? This is the exact same thing. You will be surprised by how many lead buyers don’t supply their providers with feedback. We need it to improve and help you to make money. This is marketing for your business.

All lead buyers should have a validator, this is a less expensive person – validating the leads. It’s their sole job. If they can’t reach them then they keep trying — when they make contact they pass the call on to the advisor who has the product knowledge and sales expertise to close the deal. This way the just browsers don’t cause too much upset with their disinterested manner or unreachable telephone numbers.

The Glengarry Leads  are created by both supplier and buyer. They exist in every single channel; it is just a question of buyers managing leads correctly and allowing for the constant change in weather.

 

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Invalid Leads

Monday, July 23rd, 2012

Ashleigh Horrobin, LeadPoint UK’s Marketing Executive, discusses invalid leads.

If I had a pound for every time somebody asked what counts as an invalid lead, I would soon be joining Bill Gates on the Forbes list! Having said that it is probably one of the most important questions for lead buyers to know the answer to as the percentage of invalid leads can be the difference between success and failure.

So what exactly are invalid leads?

The exact definition of an invalid lead will vary depending on who you ask but in general it is a lead that includes information provided by consumers that cannot be used to contact them or disqualifies them from the offer or product they are applying for. This includes things like incorrect contact numbers, disconnected phones, wrong person on the lead form, consumer requested contact for a different product etc.

Why do lead buyers receive invalid leads?

While lead suppliers can put in lots of measures to reduce the number of invalid leads that get passed on to lead buyers, no system is perfect and every lead buyer will receive invalid leads in their overall mix. But why do invalid leads even exist in the first place?

In many cases, consumers simply make mistakes while they are submitting their information such as a missing a digit on their phone number or misspelling an email address. In other cases the leads are a deliberate hoax where someone (or something in the case of a lot of spam) has filled in fake names, numbers or email addresses with no intention to be contacted.
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Going for gold with Lead Generation

Monday, July 9th, 2012

The following article was written by Justin Rees for myintroducer. To read the original, click here

The Olympics are rapidly approaching and with the excitement comes the explosion of marketing activity.
It seems every branded product and company is jumping on the Olympic bandwagon finding the most tenuous links to connect themselves with the big event. So we thought if McDonalds can claim, “you don’t have to be an Olympic athlete to eat like one” we too can find an association between the Olympics and lead generation!

The athlete

So let’s start with the athletes who are obviously the lead buyers in our Olympic analogy! Imagine two athletes both training for the 100m sprint. One athlete creates a training program, working hard in the gym and on the track everyday until the event. Each week his strength and speed improves continuously increasing his chance of success.

The other athlete has no race strategy and hardly trains. Who is going to win?
The athlete who follows up on their commitment with a series of planned activities or the one who has no strategy and dedication?
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Are new leads really better than old leads?

Thursday, June 7th, 2012

The following article was written by Justin Rees for myintroducer. To read the original, click here

The conventional wisdom is that real-time internet leads have the highest conversion rates and are therefore the most expensive while aged leads are significantly cheaper with lower performance.
With this in mind, should prospective lead buyers only consider real-time leads?

The first thing to point out is that both real-time and aged leads are generated through the exact same process, the difference lying in the time frame in which the lead is sold. Real-time leads are sold immediately after the consumer has filled out a form online whereas aged leads can be anything from a few hours old to weeks old.

It is also important to clarify that leads that do not find a buyer in real-time are not necessarily any less desirable in terms of their criteria.
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Budget For Success

Friday, May 25th, 2012

Ashleigh Horrobin, LeadPoint UK’s Marketing Executive, discusses budgeting for success .

Thinking about budgets is often put at the bottom of the list of priorities for lead buyers but setting the correct budget is vital to your campaigns and can often be the difference between success and failure. It should come right at the top of the list and should be an integral part of planning your lead buying campaign.

As a general rule you need to set a budget to enable you to get a large enough sample of leads to give you the maximum likelihood of the outcome of your first campaign to be determined by true performance rather than pot luck. For lead buyers with smaller or limited budgets, this means making sure you get as many leads as you possible can for that spend.
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