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LeadSwell - Case Study - Content Syndication
LeadSwell - Case Study - Content Syndication
LeadSwell - Case Study - Content Syndication
LeadSwell - Case Study - Content Syndication
LeadSwell - Case Study - Content Syndication
LeadSwell - Case Study - Content Syndication
LeadSwell - Case Study - Content Syndication
LeadSwell - Case Study - Content Syndication
LeadSwell - Case Study - Content Syndication
LeadSwell - Case Study - Content Syndication
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LeadSwell - Case Study - Content Syndication

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Overview of our work in Content Syndication. LeadSwell helps technology companies cost efficiently succeed in external / outbound marketing. We locate, vet & recommend publishers, negotiate pricing …

Overview of our work in Content Syndication. LeadSwell helps technology companies cost efficiently succeed in external / outbound marketing. We locate, vet & recommend publishers, negotiate pricing & deal terms to benefit the client, secure contracts between client & publishers (so clients enjoy direct relationships if they wish,) draft whitepaper abstracts, launch the campaign, optimize fulfillment, Q/A & deliver of leads. Clients realize value because we negotiate below market Cost Per Lead-based pricing. We know how to negotiate below market performance-based pricing (Cost Per Lead) & who to negotiate with.

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  • 1. LEADSWELL – EXPERTS IN B2BLEAD GENERATION SINCE 2007CASE STUDY FOR CONTENT SYNDICATIONJUNE 2013
  • 2. Quality:• Leveraging 15 years in B2B Media, we have built Executive-level relationships withBusiness Media Companies like Ziff Davis, UBM Tech, Source Media, Summit BusinessMedia & more.• Best leads are often generated using email lists of publishers & client’s .pdf contentReach:• We have access to the most Business & Technology decision makers in the US.Targeting:• We enjoy size across all categories & can target granularly.Media Value:• We know how to negotiate below market performance-based pricing (Cost Per Lead) &who to negotiate with.Background on LeadSwell
  • 3. Background on the Engagement- From Oct-Dec ‘12, LeadSwell was subcontracted by Bluebird Strategies to assist withContent Syndication.- LeadSwell was paid $5,000 flat fee to locate, vet & recommend publishers, negotiatepricing & deal terms to benefit the client, secure contracts between client &publishers, draft whitepaper abstracts, launch the campaign, optimize fulfillment, Q/A& deliver of leads.- Client realized value considering they were unfamiliar with content syndication & howto negotiate below market Cost Per Lead-based pricing. Client is happy with theirresults & recently renewed.- Recap of client’s media spend:1) Oct ’12- $10,000 invested across 2 publishers:- Pub A: 100 leads @ $50 CPL = $5k- Pub B: 50 leads @ $100 CPL = $5k> Result: 158 leads delivered, thanks to overdelivery by Pub A2) Dec ‘12 - $10,000 invested across 2 publishers:- Pub A: 100 leads @ $50 CPL = $5k- Pub B: 56 leads @ $90 CPL* = $5k *10% discount secured> Result: Client is tightening up the nurture track, we’ll go live shortly
  • 4. Content Syndication– How It WorksMost publishers such generate content leads in the same manner. We will attempt toillustrate this process in 9 steps, using Insurance & Technology as a model.Step 1: Publisher deploys an email campaign to a subset of it’s subscriber database. Theemail contains an offer for the client’s free .pdf content.Step 2: User clicks onthe offer & is redirectedto publisher landingpage.
  • 5. Step 3: Landing Page – User is prompted to click “Download Now” in order to accessthe whitepaper.Content Syndication – How it Works
  • 6. Step 4: Users arerequired to either sign inor register with thepublication.Content Syndication – How it WorksStep 5: Prior to accessingthe whitepaper, ourclient required users toselect their organization’s“# of Active Producers.”This mandatory customquestion was negotiatedinto the campaign.
  • 7. Step 6: End user is able todownload theirwhitepaper fromwhitepaper library.Content Syndication – How it Works
  • 8. Step 7: Publishers Q/A’s leads,delivering them via Excel toLeadSwell 1-2x week. LeadSwellQ/A’s, rejecting leads outside ofcontract parameters, visuallybogus leads, competitors, etc.Step 8: LeadSwell delivers leadsto client 1-2x week in any formatrequested.Step 9: may reject bad leads-bad phone #’s, bounced emails,any lead with a valid reason forreturn. Replacements aredelivered as necessary.Content Syndication – How it Works
  • 9. Next Steps to Fulfill the Dec ‘12 Spend1) Client sends LeadSwell .pdf content, targeting requirements, & volume requirementsfor each piece of content.2) Within 24-48 hrs, LeadSwell will draft abstracts & submit to for approval.3) Client revises or approves abstracts, submits to LeadSwell.4) Within 5 business days, LeadSwell will submit content registration pages to client forapproval prior to going live.5) Within 5 business days of approval, campaign will be live & client can expect the firstdelivery of leads.6) Timeline to fulfillment. Considering Oct’ 12:> Pub A delivered 50 leads in the 1st week.> Pub B delivered 108 leads in 4-6 weeks.7) Client rejects bad leads as often as possible, ideally monthly. Each bad lead mustinclude a reason. Feedback on good leads is helpful for optimization.8) Billing with pubs is monthly, net-30, based on # of accepted leads by every month.
  • 10. Thank you!Matt Payne415.518.6701matt@leadswell.comskype: mattdpayne

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