Acquisition marketing leads via the cloud march 13

Acquisition Marketing

Acquisition Marketing

Define: Marketing to those who are NOT existing clients/customers and prospects, with the goal of acquiring or adding them as a new client/customer or prospect.

Sales Funnel

“Australia’s Premier Lead Generation Agency!”

iCumulus provides Australia’s leading digital and data marketers a full service lead

generation service. Our relationships with premium digital publishers and our cutting edge

lead management technology positions iCumulus as:

Our Key Services: Lead GenerationLead ManagementCreative Design – Performance/Responsive Premium Publisher Network

Leads via the Cloud…

Lead Generation

54.2%

21.7%24.2%

Australian Online Advertising Expenditure - 3 months ending Mar 2011

Search& DirectoriesGeneral DisplayClassifieds

Market Opportunity

75%

25%

Display Pricing Methodo-logy

CPM Performance 1st Qtr 2010

2nd Qtr 2010

3rd Qtr 2010

4th Qtr 2010

1st Qtr 2011

$7.9

$8.7

$7.6

$8.0

$8.4

Email Revenue ($m)

Market Opportunity

Marketing Mix

Lead Generation

website userLead Captured When

Survey Question Answered

User signs up to lifestyle Survey entering demographic information and answers 200

sponsored and unsponsored questions.

Lead data processing• Verification • Unique record accepted

Buyer receives lead into CRM and reporting via Atmosphere of

qualified leads

X

Respondents Details

Database

Lead Gen Placements

Sponsored Question Within Member registration

Website Offer Page

X

Lead Gen Placements

Email Sent to registered members

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Exclusive? – ensure leads you purchase are YOURS only• Publishers offer category exclusivity

Pace your delivery based on your sales teams consumption rates Remember the warmer the lead the higher the response - BUT• Phone calls in 5 min is a little creepy – Be polite• Common courtesy rules need to apply – time of day

Email is expected to be received instantly – send a welcome at leastIncentivised? – check in advance, leads tend to have lower response rates

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Tips for lead buying

Below is a guide to current market rates (Publisher)

Pricing

Demand V Supply• Lack of quality publisher sources

Auction System?Volume could increase ratesLong term agreements• Lock in with publishers work in partnership• Be open to new opportunities• Constantly make suggestions

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Pricing

Lead Management

Manage Sellers

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Manage Buy to CRM

Lead Management Platform

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World class lead management platform

Purpose built suite of tracking and data capture tools

Fully hosted software solution

Compatible to leading display tracking systems – atlas, DFA

End to end data management:CapturingQuality of recordsTrackingReportingDistribution API’sSecure

About -

Clients:Direct API for lead delivery into CRM• Remove manual processes• Unified data format • Security• Lead Scoring

Multi Publisher management • Publisher optimisation based on lead score

Data quality enhancementDedupe against client existing fileFull publisher reportingLead Nurturing

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Lead Management Platform

Lead Nurturing

Sales Funnel

Additional Information

Lead Scoring

“This lead never picks up the phone.”

“This lead is not ready to buy.”

“This lead is not a good fit.”

Drip Programme

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Template driven Auto Marketing

Publisher Media Cost Clicks CTR CTCConversion

Leads CPL Conversion Rate

Sales CPA

Nine Rewards

60,000 emails

$20,000 5,000 8.3% 20% 1,000 $20 30% 300 $66.67

Each publisher and placement will deliver a different CPAStarting with a highly targeted Audience will INCREASE your CPAMost performance media DO NOT offer targetingTest and trail according to each publisher in lines with their pricing and set expectationsUltimate measure to you as a client is Life Time Value of the CustomerYes the next level of tracking is:• Value of the Conversion based on Product purchased• CPL per publisher base on Life time Value of new customer

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Measuring ROI

Results

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iCumulus Pty LtdLevel 9, 131 York Street,

Sydney NSW 2000Ph: 02 8262 8070

www.icumulus.com.au

consultant@icumulus.com.au