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 & 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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LeadSwell - Case Study - Content Syndication

  1. 1. LEADSWELL – EXPERTS IN B2BLEAD GENERATION SINCE 2007CASE STUDY FOR CONTENT SYNDICATIONJUNE 2013
  2. 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. 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. 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. 5. Step 3: Landing Page – User is prompted to click “Download Now” in order to accessthe whitepaper.Content Syndication – How it Works
  6. 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. 7. Step 6: End user is able todownload theirwhitepaper fromwhitepaper library.Content Syndication – How it Works
  8. 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. 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. 10. Thank you!Matt Payne415.518.6701matt@leadswell.comskype: mattdpayne

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