Lead Generation Strategy

Empowering Lead Generation 13 th October 2009 - a4u Expo Alain Desmier – LeadPoint Andy Rosser – Leadbay Luke Ashworth – Netbasic Nick Chapman - LeadPoint

Introduction

Formed in 2004 in Santa Monica, Los Angeles

Founded by Marc Diana (co-founder of Lowermybills.com) and Per Pettersen (founder of Commission Junction)

Backed by leading VC Redpoint Ventures

Over 75 professionals in 3 offices worldwide

History LeadPoint UK

UK operation opened in 2006

Launched by Nick Chapman (former Business Development Director, advertising.com)

Over 2,500 clients across a number of verticals including insurance, loans, beauty and cosmetics, investments

4 th fastest growing digital media company in Europe - 2009 GP Bullhound Media Momentum awards

What is Premium Lead Generation?

In a recent white paper, the IAB have defined three types of “lead generation” – premium lead generation, incentivised lead generation and co-registration

Premium Lead Generation IS

Real time

Opt-in/Express Consent

Unincentivised

Detailed Consumer information

Premium Lead Generation is NOT

A name and contact number

“ Click here to win an i-pod”

Old list of contacts – e.g. CCJ register

Co-registration path

CONFIDENTIAL

How are Premium Leads generated?

Marketing drives traffic to our partners’ websites : search/display and email

Websites focus on consumer experience : content-rich, clear, informative

Consumers actively request to be contacted about product/service

How are Premium Leads generated?

Data capture form - posts data into the LeadPoint proprietary online system in real-time

Lead matched with buyer and consumer information delivered to buyer in real-time

Consumer directed to “Thank You” page informing them who will be contacting them

Consumer also receives information via email

Consumer facing SecureRights brand enables consumers to opt out of marketplace post submission

Working with a Lead Generation Network CONFIDENTIAL

Turnkey solution for managing and monitoring a

comprehensive lead generation campaign with real time reporting

LeadPoint technology provides real-time validation, filtering and lead delivery

Custom delivery of leads direct into a CRM, dialler, lead management software

Advanced Feedback allows for ongoing

improvements to Lead Quality

Use LeadPoint sellers/buyers or

load in your own

The LeadPoint Platform CONFIDENTIAL LEADPOINT PLATFORM Data Validation Quality Control De-duping LP Market source Mix of Search, Email & Banner / Display Your Sources Affiliate lead source Pure Search Email/Banner/ Display Live Delivery All sources on separate XML feeds Your Server / CRM

Auto Feedback loop

Return Invalids

Optimise campaigns

10 Lead Generation Takeaway Tips

Don’t spend what you can’t measure.

The perfect fit.

Outsourced vs. In-house.

Share your expectations.

To incentivise or not to incentivise.

Squeeze it in.

Be honest.

Test, test and test again.

Be on top of it.

Feedback is essential.

Questions?

Luke Ashworth started Netbasic in 2003 and has driven their spectacular growth ever since – including being listed 3rd place in the Sunday Times Tech Track. Netbasic Ltd is one of the UK’s leading lead generation companies. Our portfolio includes websites such as Protected.co.uk , Trapped.co.uk and Accepted.co.uk . We generate approximately 20,000 financial leads each month across a range of areas including life insurance, debt management, loans and mortgages. Nick Chapman is the founder of the UK Lead Point operation and since launch has been responsible for all aspects of the business. Key to the success to date has been promoting a flexible and hard working culture and putting in place a team of people that care passionately about good quality lead generation and looking after customers. Prior to LeadPoint Nick served as Director of Business Development for Advertising.com Europe, where he helped to define the company’s overall strategy. He drove dramatic financial growth in Europe where he launched Advertising.com’s affiliate, email and data share networks. Andrew Rossser is an experienced marketeer with a broad mix of online and offline experience. He worked for several years for AXA Sun Life Direct, one of the largest direct marketing business’s in financial services, as a Business Development Manager for corporate partners and then as Head of the Corporate Partner marketing team. Andrew developed campaigns and strategies for many blue chip partners such as Abbey National and Nationwide, controlling a multi-million pound budget to deliver profit and growth for the business. Over the last 3 years, Andrew has focused on affiliate development for Leadbay, overseeing the acquisition of new partnerships and the growth of existing ones. He also has responsibility for the Legal and Compliance aspects of the Leadbay operation to ensure that Leadbay works within the necessary regulatory frameworks The Panel

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