1. Webinar
WEDNESDAY, June 24, 2015
Solving for X:
Combining Content and Data to Deliver the
Highest Quality Leads
Jeff Piotrowski
Director of Market Development
LeadiD
Jon DelRusso
Chief Interactive Officer
Ifficient
Rob Yoegel
VP of Marketing
Gaggle

2. •Audio problems? Use the “Chat” window to request a
dial-in number.
•Use the “Chat” box to ask a question.
•A recording of the webinar will be distributed to
attendees.
Tips for Attendees
Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

3. Today’s Speakers
Jeff Piotrowski
Director of Market Development
LeadiD
Jon DelRusso
Chief Interactive Officer
Ifficient
Rob Yoegel
VP of Marketing
Gaggle
Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

4. •What is content marketing?
•Key attributes of a great content program
•How to measure content
•Combining content and lead data for decisioning
•Case study: Ifficient
Agenda
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5. Rob Yoegel
Vice President of Marketing
Gaggle
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6. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

7. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

9. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

10. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

13. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

14. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

15. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

16. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

17. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

19. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

20. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

21. Jeff Piotrowski
Director of Market Development
LeadiD
Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

22. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
Tools to measure content effectiveness

23. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
Tools to measure marketing in aggregate

24. What about the
leadsyour content produces?
Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

25. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
In the past…

26. A simple mission . . .
. . .to bring Trust and Transparency
to online consumer interactions
improving the quality and performance of online leads
Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

27. #2
#1 New business
development
Quality of Leads
#3 Remaining up to date with current
marketing technology and trends
the #2
challenge
facing global
marketers
2015 State of
Marketing Study
(5,000 Marketers Surveyed)
Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

28. There with the…
Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

29. Lead Lineage
Lead Velocity
Data Integrity
Consumer Velocity
Consumer Origin
Lead Age
Lead Origin
Call Center Action
Lead Authenticity
Lead Duplication
Lead Duration
Lead-Level Data

30. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
ConversionRate
ContactRate
< 5 min 5-30 min 30-60 min 1-2 hrs 2-12 hrs 12-24 hrs > 1 day
Contact Rate Conversion Rate
Conversion Rate by Lead Age
Contact Rates Fall by 25% on Average When Age > 5 mins

31. hour before visit to brand site
24 hrs before visit to brand site
week before visit to brand site
30 days before visit to brand site
0% 25% 50% 75% 100%
0 1 2 3 4+
Consumer Journey Prior to Becoming Lead on Brand Site
# of Visits to
Seller Sites:
24% of Leads on Brand Sites Recently Visited Seller Sites
Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
Network Intelligence

32. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
• Right price every lead
• Stamp out fraud
• Improve compliance
• Accept, reject, review, reroute
• Real time
Insights into Action

33. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
+
Content Data
Content
Website
Leads

34. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
Quality

35. Jon DelRusso
Chief Interactive Officer
Ifficient
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36. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
About Ifficient

37. Why
Content?
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38. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
Not enough! Differentiator

39. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
1. What do I want to talk about?
2.How will I measure to success?
3.Who am I targeting?
4.What voice do I want to have?
Content is simple
Source: Adapted from AlexLCohen.com

40. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

41. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
Production/distribution
1. Again, keep it simple
2. Weekly frequency
3. Cover relevant bases
4. Deliver value, let readers do the rest

42. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
Measuring Success
Page Rank
Click-to-lead rate
Visits/visitor
Total visits

43. Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.
Sample Report

44. Measuring Success
Predictive Modeling
Lead Score
Lead Duration

45. Measuring Success
For leads we buy: Lead Age
TCPA Compliance
Authenticity

47. East
August 24th-26th, 2015
Hilton Midtown NYC
207
BOOTH NUMBER
Use code “LEADID”
to save $100.
Confidential and Proprietary. For information purposes only. Please do not copy or distribute further without prior express written permission from LeadiD®.© 2015 LeadiD®, LeadiD.com & Lead Intelligence, Inc. All rights reserved.

48. Questions
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49. Thank you
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