Bringing Leads into Your Sales Pipeline - ICCFA, April 2016

Lead Generation Keeping a steady stream of leads flowing into your

sales pipeline

Dale “ DataDale” Filhaber President, Dataman Group Direct

Author, Lead Generation Made Easier

You Need a Plan

Lead Generation is not an event. It is a well-thought out, multi-faceted

program that takes into consideration your goals, your budget, your resources and your brand

Lead Generation www.datamangroup.com 2


The Perfect Lead

The lead wants a preneed plan for him/herself & spouse

The lead actually wants to set a date & time for an in-home appointment

The lead can afford to pay for a preneed arrangement


Cutting Through the Clutter



Lead Generation Channels

Direct mail Presentations Telemarketing / cold-calling Senior Fairs / Home Shows Referrals Online lead generation SEO / PPC Networking Community Outreach Social Media Farming your own database Remarketing Website Door-to-Door


2 Different Markets

Pre Need At Need

And the way we market to them is very different


Which way to go?

Inbound Outbound

Creating situations where prospects can find you

Reaching out to find your best prospects


At Need

Inbound – Can They Find You ? Top Channels:

Solid Mobile Compatible Website SEO / PPC program Branding Name recognition


At Need Lead Generation www.datamangroup.com 11

Generating Pre Need Leads Lead Generation www.datamangroup.com 12

Outbound – Can You Find Them ?

Defining Your Top Prospects Lead Generation www.datamangroup.com 13

Top Pre Need Direct Mail Segments

Households with presence of an older adult

Planners Senior Lists / Golden Homeowners Birthday Lists Veterans Targeting by Ethnicity / Religion Individuals whose parents had pre need


Households with presence of an older adult


Planners Lead Generation www.datamangroup.com 16

Senior Lists Golden Homeowners


Birthday Lists Lead Generation www.datamangroup.com 18

Veterans Lead Generation www.datamangroup.com 19

Parents Had Pre-Need Plans Lead Generation www.datamangroup.com 20

Mining Your Own Database

NCOA Data Append Phone Append Email Append Telephone surveys Anniversary / Holiday cards Incorporate in Direct Mail campaigns


Top Pre Need Channel

Direct Mail - #1

Targeted Personalized Trackable Responsive


Direct Mail

Components for Direct Mail Response

Targeted list Message The Offer Response Vehicle Timing


Repetition is Key!

New Opportunities in 2016

Enhanced targeting More personalization Integration with other channels for a multi- layered approach Multiple response

mechanisms (BRM, QR Codes, PURLs, texting)


The Offer

A Free Planning Guide Doesn’t Cut it anymore

What will stand out & make people call you?


It’s about VALUE

•Prayer Cards •Afternoon Visitation •Limo •Acknowledgment cards

Direct Mail Success Summary

Target – target – target Match the message to the target Effective offer Mail at the right time Use different response mechanisms Test – tweak - retest


Messaging Lead Generation www.datamangroup.com 27

Fear Sells Lead Generation www.datamangroup.com 28

So Does Peace of Mind Lead Generation www.datamangroup.com 29

What’s available

Turn-key programs Vs Do it yourself


Telemarketing Lead Generation www.datamangroup.com 31

Telemarketing

Cold Calling & the Do Not Call The truth about Cell phones Obtaining phone #s you can use Telephone appending Using the phone for Follow up


Generating Leads Online Lead Generation www.datamangroup.com 33

It starts with your Website Lead Generation www.datamangroup.com 34

Must Haves

Easy navigation Clear phone # / address Link for Directions Sign up for more information Mobile compatibility Partnerships


Self-Test your website today

Check your site’s speed https://developers.google.com/speed/pagespeed/insights/

Mobile friendly test https://www.google.com/webmasters/tools/mobile-friendly/

Test your Website – Get tons of info http://nibbler.silktide.com/


https://developers.google.com/speed/pagespeed/insights/

https://www.google.com/webmasters/tools/mobile-friendly/

http://nibbler.silktide.com/

http://nibbler.silktide.com/

Social Media Lead Generation www.datamangroup.com 37

Advertise on Social Media

Facebook Advertising Linked In Ads Remarketing /Retargeting


Questions?

Dale “Data Dale” Filhaber 800.771.3282 [email protected] www.datamangroup.com Books & Articles by Data Dale to Read: Marketing To Death Planning An Effective Pre Need

program Lead Generation Made Easier


mailto:[email protected]

http://www.datamangroup.com/

http://www.datamangroup.com/marketing-to-death/

http://www.datamangroup.com/downloads/ICCFA Jan 2015 Article.pdf

http://www.datamangroup.com/downloads/ICCFA Jan 2015 Article.pdf

http://www.amazon.com/dp/152370893X/ref=rdr_ext_tmb

Resource Guide

Direct Mail Lists & Telemarketing Lists Dataman Group Direct www.datamangroup.com (800) 771-3282 Dale Filhaber

Retargeting/Remarketing

Tandem Interactive www.tandem-interactive.com (954) 281-9995 Ext:6000 Joe Laratro

Marketing360.com www.marketing360.com (970) 541-3264 Joey Witz Preneed Builders www.preneedbuilders.com (800) 724-9975 Ellery Bowker

Content Strategy for SEO/PPC

Tandem Interactive www.tandem-interactive.com (954) 281-9995 Ext:6000 Joe Laratro

NCOA / Data Appending / Data Updating Dataman Group Direct www.datamangroup.com (800) 771-3282 Scott Filhaber

Print / Mailing Service Orange County Direct Mail www.ocdm.com (714) 444-4412 Dawn Hewitt Synergy Direct www.synergydr.com (714) 824-3786 John Rogers Executive Print & Mail www.executiveprintandmail.com (954) 978-0018 Leila Moavero



http://www.tandem-interactive.com/

http://www.marketing360.com/

http://www.preneedbuilders.com/

http://www.tandem-interactive.com/


http://www.ocdm.com/

http://www.synergydr.com/

http://www.executiveprintandmail.com/