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Lead Generation Strategy


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This session will examine how the Lead Generation market has developed over the past year, what challenges and opportunities the current economic climate is providing for Affiliate marketers and how newcomers and experts alike can prosper from the world’s fastest growing category of online marketing. The session will provide industry insight from Lead Generation networks as well as panel contributions from Lead Buyers and Lead Sellers. The industry panellists will share their Lead Gen experiences and give advice to Lead Experts and Lead novices alike!

The session will cover the following: Examine the role of Lead Generation before, during and after recession and explore how the shifting global financial markets have affected the industry. How online marketing can be made to work harder for both the Finance and non Finance industries alike What is and what isn’t premium lead generation, e.g. co-reg/free ipod type vs. real time search, display and emails leads and how you can make money from both. The role of different lead categories – financial vs. Non-financial – where are the best opportunities? Regulation – how will new Mortgage legislation effect lead generation and what are the current pain points that Affiliate marketers are experiencing because of tighter rules. What are the benefits of working through a Lead network like LeadPoint or LeadBay? How do you get started? Are there examples of best practice?

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Lead Generation Strategy

  1. 1. Empowering Lead Generation 13 th October 2009 - a4u Expo Alain Desmier – LeadPoint Andy Rosser – Leadbay Luke Ashworth – Netbasic Nick Chapman - LeadPoint
  2. 2. Introduction <ul><li>Formed in 2004 in Santa Monica, Los Angeles </li></ul><ul><li>Founded by Marc Diana (co-founder of and Per Pettersen (founder of Commission Junction) </li></ul><ul><li>Backed by leading VC Redpoint Ventures </li></ul><ul><li>Over 75 professionals in 3 offices worldwide </li></ul>History LeadPoint UK <ul><li>UK operation opened in 2006 </li></ul><ul><li>Launched by Nick Chapman (former Business Development Director, </li></ul><ul><li>Over 2,500 clients across a number of verticals including insurance, loans, beauty and cosmetics, investments </li></ul><ul><li>4 th fastest growing digital media company in Europe - 2009 GP Bullhound Media Momentum awards </li></ul>
  3. 3. What is Premium Lead Generation? <ul><li>In a recent white paper, the IAB have defined three types of “lead generation” – premium lead generation, incentivised lead generation and co-registration </li></ul><ul><li>Premium Lead Generation IS </li></ul><ul><ul><li>Real time </li></ul></ul><ul><ul><li>Opt-in/Express Consent </li></ul></ul><ul><ul><li>Unincentivised </li></ul></ul><ul><ul><li>Detailed Consumer information </li></ul></ul><ul><li>Premium Lead Generation is NOT </li></ul><ul><ul><li>A name and contact number </li></ul></ul><ul><ul><li>“ Click here to win an i-pod” </li></ul></ul><ul><ul><li>Old list of contacts – e.g. CCJ register </li></ul></ul><ul><ul><li>Co-registration path </li></ul></ul>CONFIDENTIAL
  4. 4. How are Premium Leads generated? <ul><li>Marketing drives traffic to our partners’ websites : search/display and email </li></ul><ul><li>Websites focus on consumer experience : content-rich, clear, informative </li></ul><ul><li>Consumers actively request to be contacted about product/service </li></ul>
  5. 5. How are Premium Leads generated?
  6. 6. How are Premium Leads generated? <ul><li>Data capture form - posts data into the LeadPoint proprietary online system in real-time </li></ul><ul><li>Lead matched with buyer and consumer information delivered to buyer in real-time </li></ul><ul><li>Consumer directed to “Thank You” page informing them who will be contacting them </li></ul><ul><li>Consumer also receives information via email </li></ul><ul><li>Consumer facing SecureRights brand enables consumers to opt out of marketplace post submission </li></ul>
  7. 7. Working with a Lead Generation Network CONFIDENTIAL <ul><li>Turnkey solution for managing and monitoring a </li></ul><ul><li>comprehensive lead generation campaign with real time reporting </li></ul><ul><li>LeadPoint technology provides real-time validation, filtering and lead delivery </li></ul><ul><li>Custom delivery of leads direct into a CRM, dialler, lead management software </li></ul><ul><li>Advanced Feedback allows for ongoing </li></ul><ul><li>improvements to Lead Quality </li></ul><ul><li>Use LeadPoint sellers/buyers or </li></ul><ul><li>load in your own </li></ul>
  8. 8. 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 <ul><li>Auto Feedback loop </li></ul><ul><li>Return Invalids </li></ul><ul><li>Optimise campaigns </li></ul>
  9. 9. 10 Lead Generation Takeaway Tips <ul><li>Don’t spend what you can’t measure. </li></ul><ul><li>The perfect fit. </li></ul><ul><li>Outsourced vs. In-house. </li></ul><ul><li>Share your expectations. </li></ul><ul><li>To incentivise or not to incentivise. </li></ul><ul><li>Squeeze it in. </li></ul><ul><li>Be honest. </li></ul><ul><li>Test, test and test again. </li></ul><ul><li>Be on top of it. </li></ul><ul><li>Feedback is essential. </li></ul>
  10. 10. <ul><li>Questions? </li></ul>
  11. 11. 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 , and . 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 Europe, where he helped to define the company’s overall strategy. He drove dramatic financial growth in Europe where he launched’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
  12. 12. Empowering Lead Generation [email_address]