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!!