2. Acquisition Marketing
Define: Marketing to those who are NOT existing clients/customers and prospects, with the goal
of acquiring or adding them as a new client/customer or prospect.
4. Leads via the Cloud…
“Australia’s Premier Lead Generation Agency!”
iCumulus provides Australia’s leading digital and data marketers a full service lead
generation service. Our relationships with premium digital publishers and our
cutting edge lead management technology positions iCumulus as:
Our Key Services:
Lead Generation
Lead Management
Creative Design – Performance/Responsive
Premium Publisher Network
9. Lead Generation
X
website user
Lead Captured When
Survey Question Database
Answered
User signs up to lifestyle Survey entering Respondents
demographic information and answers 200
sponsored and unsponsored questions.
Details
Buyer receives lead into CRM
and reporting via Atmosphere of
Lead data processing qualified leads
• Verification
• Unique record accepted
10. Lead Gen Placements
X
Sponsored Question Within
Member registration
Website Offer Page
12. Tips for lead buying
Exclusive? – ensure leads you purchase are YOURS only
• Publishers offer category exclusivity
Pace your delivery based on your sales teams consumption rates
Remember the warmer the lead the higher the response - BUT
• Phone calls in 5 min is a little creepy – Be polite
• Common courtesy rules need to apply – time of day
Email is expected to be received instantly – send a welcome at least
Incentivised? – check in advance, leads tend to have lower response rates
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13. Pricing
Below is a guide to current market rates (Publisher)
14. Pricing
Demand V Supply
• Lack of quality publisher sources
Auction System?
Volume could increase rates
Long term agreements
• Lock in with publishers work in partnership
• Be open to new opportunities
• Constantly make suggestions
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18. Lead Management Platform
About -
World class lead management platform
Purpose built suite of tracking and data capture tools
Fully hosted software solution
Compatible to leading display tracking systems – atlas, DFA
End to end data management:
Capturing
Quality of records
Tracking
Reporting
Distribution API’s
Secure
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19. Lead Management Platform
Clients:
Direct API for lead delivery into CRM
• Remove manual processes
• Unified data format
• Security
• Lead Scoring
Multi Publisher management
• Publisher optimisation based on lead score
Data quality enhancement
Dedupe against client existing file
Full publisher reporting
Lead Nurturing
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26. Measuring ROI
Publisher Media Cost Clicks CTR CTC Leads CPL Conversion Sales CPA
Conversion Rate
Nine 60,000 $20,000 5,000 8.3% 20% 1,000 $20 30% 300 $66.67
Rewards emails
Each publisher and placement will deliver a different CPA
Starting with a highly targeted Audience will INCREASE your CPA
Most performance media DO NOT offer targeting
Test and trail according to each publisher in lines with their pricing and
set expectations
Ultimate measure to you as a client is Life Time Value of the Customer
Yes the next level of tracking is:
• Value of the Conversion based on Product purchased
• CPL per publisher base on Life time Value of new customer
Share this information with your agency!!! return
28. iCumulus Pty Ltd
Level 9, 131 York Street,
Sydney NSW 2000
Ph: 02 8262 8070
www.icumulus.com.au
consultant@icumulus.com.au
Notas do Editor
A ‘How-to-Guide’ on utilising digital marketing tactics and technology to farm leads into low hanging fruit – Acquiring new customers
Providing highly targeted environments of consumers and aiding them in moving from awareness to consideration (A to C)Helping consumers along the “consideration” PhaseBranding – only time today to discuss branding we have it as given we are dealing with leading brands who have invested heavily in Brand Awareness, Product and Customer Service. If you are in any of these categories you probably won’t learn much in this presentation about your key skills
Recognise a gap in the market presenting a Huge opportunity with strong demandLargely Performance based - We know how to deliver :)Management have 15 years industry experienceStrong relationships with premium data publishersTechnology lead – minimising manual processesCombining performance media with data for clients
Online Advertising 2011 Financial year – $2.45bn54.2% Search and Directories key performance media = $1.32bn
Of display 25% is performance metricsEffectively $1.3 + .53 = 75% of total ad spend linked to performance metricsEmail since started to record has shown strong growth we use email for direct communication to prospects so I will go through some email advertising basics through the presso
Reason I’m interested in understanding the marketing budget mix I have found this stat recently from the UK showing Lead Gen as 7% of spend. We see this as a high area of growth for AU and the market in it infancy currently
Lead Gen process all cloud based tracking and users starting with a digital engagement
Branding – only time today to discuss branding we have it as given we are dealing with leading brands who have invested heavily in Brand Awareness, Product and Customer Service. If you are in any of these categories you probably won’t learn much in this presentation about your key skills
Branding – only time today to discuss branding we have it as given we are dealing with leading brands who have invested heavily in Brand Awareness, Product and Customer Service. If you are in any of these categories you probably won’t learn much in this presentation about your key skills
Our platform is purpose built to manage multiple publisher and placements across your media schedule at the capture phaseWorld class lead management platformPurpose built suite of tracking and data capture toolsCloud based - Fully hosted software solutionCompatible to leading display tracking systems – atlas, DFAEnd to end data management:CapturingUnified data format Quality of recordsTrackingReportingDistribution API’sSecure
To the more complex area of passing the leads through to the CRM for sales or Lead nurturingClients:Direct API for lead delivery into CRMRemove manual processesSecurityLead ScoringMulti Publisher management Publisher optimisation based on lead scoreData quality enhancementDedupe against client existing fileFull publisher reportingLead Nurturing
Branding – only time today to discuss branding we have it as given we are dealing with leading brands who have invested heavily in Brand Awareness, Product and Customer Service. If you are in any of these categories you probably won’t learn much in this presentation about your key skills
Branding – only time today to discuss branding we have it as given we are dealing with leading brands who have invested heavily in Brand Awareness, Product and Customer Service. If you are in any of these categories you probably won’t learn much in this presentation about your key skills
Branding – only time today to discuss branding we have it as given we are dealing with leading brands who have invested heavily in Brand Awareness, Product and Customer Service. If you are in any of these categories you probably won’t learn much in this presentation about your key skills
Branding – only time today to discuss branding we have it as given we are dealing with leading brands who have invested heavily in Brand Awareness, Product and Customer Service. If you are in any of these categories you probably won’t learn much in this presentation about your key skills
Branding – only time today to discuss branding we have it as given we are dealing with leading brands who have invested heavily in Brand Awareness, Product and Customer Service. If you are in any of these categories you probably won’t learn much in this presentation about your key skills