Selling Successful Lead Gen Programs Ronda Hughes Sr. Director of Marketing and Audience Data UMB...

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

Side Bar……

Lead Gen E-Campaigns =

AND…List Rental =

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)

PERSEVERANCE

Stick to IT and you WILL see PROFIT!

THE END

PLEASE ASK QUESTIONS!!