Best Practice In Lead Generation

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1 In Lead Generation How following best practice lead generation guidelines will result in improved ROI, increased revenues and satisfied consumers Julian Barkes, Head of Marketing & Partnerships Thursday, 28 June 2012

Introduction Digital Marketing - The Marketplace Search, email, web, blogs and video have

2 Introduction Digital Marketing - The Marketplace Search, , web, blogs and video have become common place for marketers to communicate with prospects via online marketing campaigns

3 The Marketplace Where s the money going? Source: IAB / PwC Online Adspend 2011 & WARC

4 Lead Generation A channel in its own right? 2011 iab & PWC Online Spend Study UK online sector is worth 4.8 billion 9 9 Online is now the single biggest medium: 28% of 17 billion market (more than press or tv) Online advertising grew 14.4% year on year (on a like for like basis) Lead generation is classified in the Other category - accounting for 2% of total ad spend We believe lead generation accounts for a much larger portion of the pot, and will continue to do so...

5 Why Lead Generation? It gives advertisers what they want... Quality prospects to convert into engaged consumers ROI, that is easy and straightforward to calculate Transparency - how and where is the data collected, and how is the brand impacted And not the things they ve had enough of s of prospects who will never convert 22 Blanket, un-targeted promotion - spam , network ads 22 Inability to accurately establish ROI

6 When Lead Generation goes bad Why adopting best practice policies is key High volume, low quality leads - that do not convert - will lead to mistrust of the sector, and a steady decline in overall ad spend. HOWEVER......adopting best practices will result in: Better ROI for advertisers 9 Satisified consumers 9 Increased revenues for publishers Let s find out why and how...

7 s An overview Prospects must actively consent to be contacted Advertisers should clearly communicate how the user will be contacted - , phone etc. A lead should not be asked to give away personal data which is not relevant for the Advertiser s product or service Prospects must be free at all time to unsubscribe from further marketing Any use of incentives must be agreed on with the advertiser, and the implcations of their use made clear 9 9 Data capture forms and creative must be approved with the advertiser before going live

#1 Don t dupe your prospects Make sure prospect consumers know what they are signing up for Include tick boxes for prospect to actively consent Clearly communicate how they will be contacted Lead

8 #1 Don t dupe your prospects Make sure prospect consumers know what they are signing up for Include tick boxes for prospect to actively consent Clearly communicate how they will be contacted Lead volume will DECREASE but quality & prospect engagement will INCREASE Users do not feel tricked, so brand equity is not compromised Advertisers do not waste time speaking to people who are not happy to be contacted

9 Yahoo! Finance #2 Right context = Right prospects Capturing lead data in a relevant environment will generate high quality engaged prospects Example #1 Investing in facebook report promoted alongside facebook IPO article: Engaged propects Quality leads

10 Example #2 The Guardian Example #2 Eurozone Crisis report promoted alongside live Eurozone Crisis blog: Engaged prospects Quality leads

11 #3 Relevant + qualified audience = Most likely to convert Example #1 Client: Auto Express Target audience: Men in Mosaic groups A, B, E, F, G & H Database segment: In-market car buyers who meet the target demographic Open rate: 33.64% Click rate: 31.76% Submit rate: 54.32% Conversion rate: 16.8%

12 #4 Qualify prospects - even if volumes reduce Example #1 1 Client: IFA Brokers Target audience: Over 50 s, affluent investors Database segment: FSS Experian Groups G, H & L (Gilt Edge Lifestyle, Mid-life affluence, Wealthy Retirement) Sent to segment of target audience Leads sent to advetiser to follow up on *Users consent to be contacted in person

Example #1a Email 1 Email 2 Sent only to those users who requested the

passed onto advertiser We know they are interested in this topic,

13 Example #1a Sent only to those users who requested the guide offered in 1: Sent to segment of target audience Leads not passed onto advertiser We know they are interested in this topic, specifically Additional opt-in - users actively consent to be contacted (for the 2nd time)

14 Results Qualified prospects = more likely to convert 1 ONLY 1 & 2 Open rate: 29.42% Click rate: 33.22% Submit rate: 51.86% Conversion rate: 3.89% 1 Open rate: 28.39% Click rate: 35.28% Submit rate: 50.55% Conversion rate: N/A 2 Open rate: 18.23% Click rate: 21.32% Submit rate: 24.73% Conversion rate: 16.82%

15 #5 Get prospects to reconfirm their request Asking prospect to RE- CONFIRM their initial request will reduce overall lead volume HOWEVER......you will supply the advertiser with those leads that are most engaged, and most likely to go on and convert You will save your client time and money

16 Form #1 #6 Don t ask unnecessary questions (or at least strike a balance) Required fields: 9 Full name 9 9 Full address 9 address 9 Phone number *All leads generated on premium trading focused websites

Form #2 Required fields: 9 Full name 9 Full address Email address 9 Phone number 1. How often do you trade? 2.

17 Form #2 Required fields: 9 Full name 9 Full address address 9 Phone number 1. How often do you trade? 2. Which best describes your investable assets? 3. How would you characterise your trading experience *All leads generated on premium trading focused websites

18 Results More fields = decreased submit Form #1 Users: 13,081 Submit rate: 9.63% RESULT Form #1 has a 93.3% higher success rate Form #2 Users: 11,639 Submit rate: 4.98% The advertiser opted to go with form #1 because: It generated higher volumes, but QUALITY was not affected: Form #1 requires detailed information anyway (full address, phone no.) All leads were generated on RELEVANT sites, and therefore leads were regular traders With lead data they can follow up to find out further information if required

19 #7 marketing - deliverability is key still accounts for a large % of the lead generation landscape. While results will vary depending on a range of factors (quality of data, relevancy, creative etc.), the fact is, consumers still respond to s in their thousands HOWEVER... you will be wasting your time creating the perfect if it never reaches the intended inboxes DELIVERABILITY IS KEY MAXIMISING THE NUMBER OF PEOPLE YOU CAN REACH IS CRITICAL

20 #7 marketing - deliverability is key We improved our deliverability from 57% -.7% over a 6 month period Encourage interaction - develop content that encourages recipients to click or reply (surveys, feedback requests) List hygiene - bounce management, manage unsubscribes, monitor complaints via ISP feedback loops, sign up for Whitelisting Certification Technical readiness - server set up, domain throttling Then Engage leads 1. Acquisition - adding a new lead to the file 2. Conversion - prompting the lead to take a desired action (open an account / trade / invest) 3. Engagement & Retention - keeping the lead / customer active and engaged with the programengaged with the program 4. Win Back - reaching out to inactive leads to bring them back in to the marketing fold.

21 Summary practice lead generation...everyone s happy Advertisers looking to acquire customers online will continue to use Lead Generation, because it is a cost effective and measurable way to capture interested consumers BEST PRACTICE will ensure this continues to be the case: CONSUMERS are satisfied - they get the information they are looking for, without being tricked into giving their details. Trust is built between the prospect and the advertiser ADVERTISERS don t waste their time trying to convert poor quality leads. Brand equity is upheld. ROI is easily calculated and transparent PUBLISHERS don t impact on the user experience. Lead volumes may decrease, however long-term revenues INCREASE as quality leads = higher lead costs and greater marketing spend

Thank you for your time Please get in touch with any questions julian.barkes@dianomi.com +44 207 802 5530 www. dianomi.

22 Thank you for your time Please get in touch with any questions www. dianomi. com London 18 Buckingham Gate, London, UK, SW1E 6LB New York 1115 Broadway, 12th Floor, New York, NY Sydney Level 12, 95 Pitt Street, Sydney, NSW 2000

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