Archive for the ‘Lead Generation’ 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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Social media, Flares, Lava Lamps and Yo-yos

Thursday, August 23rd, 2012

Ashleigh Horrobin, LeadPoint UK’s Marketing Executive, discusses the use of social media in the financial industry.

Flares, lava lamps, yo-yos and the moonwalk are just a few examples of fads that have come and most definitely gone. A few  years ago many predicted social media might go the same way, but even the harshest critic would now accept that social media is here to stay. Facebook, Twitter and Linkedin alone have attracted over 1billion followers worldwide, with millions of businesses taking advantage of the cheap marketing tools and free PR the sites provide.

While nobody would ever advocate ditching all other forms of marketing to solely focus on social, it seems clear that social media is now an integral part of any marketing strategy, and an increasingly important tool for creating wider conversation about your brand, products and services. This in turn will have a positive effect on all your marketing – including lead generation campaigns.

So with a huge proportion of the global online audience onboard, why is the financial industry still ‘umming and ahhing’ about embracing social media for business purposes?
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Less than 140 days until Christmas

Monday, August 6th, 2012

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

It may seem strange reading a blog about Christmas when it is only August but when it comes to lead buying, planning well in advance will pay dividends.

With the traditional summer slowdown and the Olympic effect, August is set to be a quiet month for many but don’t despair as this leaves a great opportunity to focus on your lead generation strategy for the rest of the year.

The difference between an average lead generation campaign and a successful one can come down to small margins and while it takes time to perfect a strategy to maximise your conversion rates and ROI from buying leads, there are a few simple things you can do now to get ahead and now is the time to try a few of these things out.

Revise your budgets

Budgeting ahead should be an integral part of planning your lead buying campaigns. When trying new campaign techniques it is important to set a budget that will enable you to get a large enough sample of leads to ensure maximum likelihood that the outcomes are 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 possible for that spend. Try “aged” leads that are a little bit cheaper or loosen your filters to enable you to get more leads for your budget.
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The importance of technology in the evolution of lead generation

Friday, June 29th, 2012

Ashleigh Horrobin, LeadPoint UK’s Marketing Executive, discusses how technology has evolved lead generation.

A lot has changed in online lead generation over the last few years. There was a time where the only option was for lead buyers and sellers to work directly. For buyers needing to connect with multiple suppliers simultaneously or for large lead sellers looking to supply leads to a number of buyers across a range of products there were no efficient solutions.

These problems for buyers and sellers have largely been solved by the emergence of lead exchanges and platform using technology to connect thousands of buyers and sellers in one environment. In the financial services industry, lead trading platforms are increasingly becoming the top choice for advisers as they can add real value in addition to making lead buying from multiple suppliers much simpler.

One of the key benefits that a platform can provide is that new technologies can be implemented rapidly across all suppliers. For example, real-time lead verification such as checking consumer phone numbers to ensure only leads with connected phones are passed on to advisers has dramatically improved the lead buying experience. Typically 20% of leads have invalid numbers so these types of technologies can save the lead buyer time and money. This is just one example of lead verification and platforms routinely do things such as running leads against blacklists and 3rd party and proprietary databases in order to determine whether the contact information is accurate and the likelihood that the consumer can be reached. These systems can also flag any suspect data points for further review.
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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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