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An insight into successful lead generation via online methodologies
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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
Share this information with your agency!!!return
Measuring ROI
Results
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iCumulus Pty LtdLevel 9, 131 York Street,
Sydney NSW 2000Ph: 02 8262 8070
www.icumulus.com.au
