Blog

Tuesday, 1 November 2011 by Peter Bell

99 Problems but the lead ain't one

Its amazing how a concept so basic as generating a lead in order to make a follow-up sale has become so complex.


You take the worst quality leads and get nothing but even the best quality leads can still make zero sales if you havent got all your lead generation ducks lined up. For example, to generate an effective lead online for call centre follow-up you need to sort out:
  • How are your leads validated - off-line, real-time, third party verification? 
  • How quickly can you follow-up the lead - seconds, minutes, hours, days? 
  • Which creative execution will you use - email, phone, DM, SMS, everything? 
  • What campaign analysis/optimisation to employ - segment, tiers, caps, scoring? 
  • Method of secure data transfer - batch, ftp, xml? 
  • How are your leads tracked - manual, pixel, tagging, post?
  • What business rules are in place - lead reconciliation, brand exposure, data ownership?
  • plus 92 other problems...

The days have gone when you could simply plan and buy all the leads on the market and get a result which is going to achieve marketing targets and keep all the stakeholders happy.

The 99 problems can all be solved as long as the lead aint one.


Tuesday, 25 October 2011 by Peter Bell

Lead Generation Jargon, Buster

Like most people in the lead generation industry I love a good tech talk now and again. Whether its real-time XML, de-dupe, image pixels or container tagging but sometimes I do question how many of our highly skilled direct marketers are getting this. This creeping wallowfiication (now its my turn to make a word up!) in overplayed geekiness is surely clouding a lead marketers main objective to create leads that buy enough products within marketing budget. This endless techno-waffle would put off even the keenest budget holder.


In these pressing economic times, performance marketing is perfectly placed to wipe the decks clear of out-dated paying for awareness advertising models. We just need to make sure when tech is talked, it is done with the right people on the right level with a clear sight of the marketing objective.

Monday, 17 October 2011 by Peter Bell

State of European Lead Generation Market - Stunning new research

Like you, I rarely ever see any in-depth research on lead generation across Europe so I couldnt believe the statistics when I saw this recent report in all its technicolour glory. It contains industry changing trends plus damning figures on where the European Lead Generation market could be heading.


Here are some key findings:
  • UK - market already peaked, ripe for consolidation with decreasing margins
  • Germany - near mature, pressure on margins with little scope for further growth
  • France - market not fully developed with most potential for growth (albeit slowly)
There are also some fascinating insights on the role social and mobile media has to play. It even details how online lead generation operates in each country. 

If you would like a free copy of the full 13 page report emailed to you, please sign up to the email newsletter on the right.

Friday, 2 September 2011 by Peter Bell

2013: The End of Social Media Advertising (as we know it)

The current hype surrounding advertising on social media sites such as Facebook et al. is doomed to end soon (2013 in fact!). The simple fact is these kinds of sites do offer advertisers a massive engaged audience but social marketing it most certainly aint. Most of it is bog-standard display advertising. A better option is the ability to create fan pages and generate lots of likes... but is this really going to be a solution to get people to buy more product? There seems to be scant evidence of any ROI associated with fan pages (unless someone can tell me different?).


In the near future, the true essence of a social media campaign will be to conceive it as a word of mouth campaign. This is and will always be, the best form of marketing EVER. Up to until now, it was almost impossible to control, measure and stimulate. A new focus on word of mouth marketing using social media sites (or any member site for that matter) could answer that eternal riddle. However, marketing nirvana will never be achievable by just sticking a nice looking ad up or getting some brand likes on Facebook.

Wednesday, 3 August 2011 by Peter Bell

Mobile lead generation - The time is now

Much vaunted mobile opportunities are at last falling into place with advancements in lead management platforms making their integration and measurement much simpler.

And its not all about apps either, getting precise click/conversion info back from Apple iphones/ipad is notoriously difficult so the mobile web presents the best opportunity to harness the power of mobile lead gen. Mobile start-ups now offer communities which you can tap into on a cost per lead (CPL) basis.

Its only the beginning, but like you I am already relishing the chance to push localised offers which can generate leads of a precision targeted nature and scale not seen before.

For example, imagine if you are Waterstones being able to target an opted-in consumer walking past a book store with a discounted book offer to their mobile which expires that day!

Now that is the power of mobile lead generation we could all do with more of...