Things To Know About Maximizing Lead Performance
I just read a very interesting article on MediaPost.com: Four Strategies For Maximizing Lead Performance. There are many important things to consider when it comes to optimizing lead performance. First, it is important to realize lead generation providers are not simply money making machines. They may have a very logical and profitable business model in place to generate leads for your business, but an effort needs to be made on both ends. “A vendor can provide the greatest, most eager leads in the world, but if they aren’t responded to quickly and persuasively, they soon begin to diminish in value.” It is important for the advertiser to recognize that publishers use different varieties of inventory which can have a significant impact on the lead quality. Companies should recognize the importance of communicating with the publisher on the lead quality so they can adjust the inventory and placements.
“Some advertisers even score performance by source ID, giving their lead provider granular insight on the performance of their traffic sources.” I believe this statement to be true. As long as vendors provide a source ID corresponding to each lead generated the advertiser should have no problem communicating the lead performance in a timely fashion.
Although this next statement is a cliché, I find it to be an essential strategy to consider in the lead generation business — Timing is everything. Vendors can send the most qualified prospects who are actively interested in a particular product, however you MUST follow up with these prospects immediately. The time sensitivity for follow up communication varies from one sector to another. For example, health offers vs. investment offers have different follow-up timing criteria to optimize conversions. There is a general rule of thumb that lead quality decreases over time exponentially. In my own experiences, I have found this to be true — I had a client whose conversion rates increased by 10% simply as a result of starting to follow up with the delivered prospects immediately instead of the following day. This goes to show how time sensitive the lead quality is to the advertiser. I believe the two most important aspects to maximizing lead performance is effective communication with the lead provider and follow up response time.
Posted on 6/13/2008 by Eric Schwartz in Lead Generation
1 Comment to “Things To Know About Maximizing Lead Performance”
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I just read a very interesting article on MediaPost.com: Four Strategies For Maximizing Lead Performance. There are many important things to consider when it comes to optimizing lead performance. First, it is important to realize lead generation providers are not simply money making machines. They may have a very logical and profitable business model in place to generate leads for your business, but an effort needs to be made on both ends. “A vendor can provide the greatest, most eager leads in the world, but if they aren’t responded to quickly and persuasively, they soon begin to diminish in value.” It is important for the advertiser to recognize that publishers use different varieties of inventory which can have a significant impact on the lead quality. Companies should recognize the importance of communicating with the publisher on the lead quality so they can adjust the inventory and placements.
“Some advertisers even score performance by source ID, giving their lead provider granular insight on the performance of their traffic sources.” I believe this statement to be true. As long as vendors provide a source ID corresponding to each lead generated the advertiser should have no problem communicating the lead performance in a timely fashion.
Although this next statement is a cliché, I find it to be an essential strategy to consider in the lead generation business — Timing is everything. Vendors can send the most qualified prospects who are actively interested in a particular product, however you MUST follow up with these prospects immediately. The time sensitivity for follow up communication varies from one sector to another. For example, health offers vs. investment offers have different follow-up timing criteria to optimize conversions. There is a general rule of thumb that lead quality decreases over time exponentially. In my own experiences, I have found this to be true — I had a client whose conversion rates increased by 10% simply as a result of starting to follow up with the delivered prospects immediately instead of the following day. This goes to show how time sensitive the lead quality is to the advertiser. I believe the two most important aspects to maximizing lead performance is effective communication with the lead provider and follow up response time.
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chris alonso | July 2, 2008 @ 4:43 pm
VERY nice article