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Lead Generation
Keeping a steady stream of leads flowing into your
sales pipeline
Dale “ DataDale” Filhaber
President, Dataman Group Direct
Author, Lead Generation Made Easier
You Need a Plan
 Lead Generation is not an event.
 It is a well-thought out, multi-faceted
program that takes into consideration
your goals, your budget, your resources
and your brand
Lead Generation
www.datamangroup.com 2
Lead Generation
www.datamangroup.com 3
The Perfect Lead
 The lead wants a preneed plan for
him/herself & spouse
 The lead actually wants to set a date &
time for an in-home appointment
 The lead can afford to pay for a preneed
arrangement
Lead Generation
www.datamangroup.com 4
Cutting Through the Clutter
Lead Generation
www.datamangroup.com 5
Lead Generation
www.datamangroup.com 6
Lead Generation Channels
 Direct mail
 Presentations
 Telemarketing / cold-calling
 Senior Fairs / Home Shows
 Referrals
 Online lead generation
 SEO / PPC
 Networking
 Community Outreach
 Social Media
 Farming your own database
 Remarketing
 Website
 Door-to-Door
Lead Generation
www.datamangroup.com 7
2 Different Markets
 Pre Need
 At Need
And the way we market to them is
very different
Lead Generation
www.datamangroup.com 8
Which way to go?
Inbound Outbound
 Creating situations
where prospects can
find you
 Reaching out to find
your best prospects
Lead Generation
www.datamangroup.com 9
At Need
Inbound – Can They Find You ?
Top Channels:
 Solid Mobile Compatible Website
 SEO / PPC program
 Branding
 Name recognition
Lead Generation
www.datamangroup.com 10
At Need
Lead Generation
www.datamangroup.com 11
Generating Pre Need Leads
Lead Generation
www.datamangroup.com 12
Outbound – Can You Find Them ?
Defining Your Top Prospects
Lead Generation
www.datamangroup.com 13
Top Pre Need Direct Mail Segments
 Households with presence of an older
adult
 Planners
 Senior Lists / Golden Homeowners
 Birthday Lists
 Veterans
 Targeting by Ethnicity / Religion
 Individuals whose parents had pre need
Lead Generation
www.datamangroup.com 14
Households with presence of an
older adult
Lead Generation
www.datamangroup.com 15
Planners
Lead Generation
www.datamangroup.com 16
Senior Lists
Golden Homeowners
Lead Generation
www.datamangroup.com 17
Birthday Lists
Lead Generation
www.datamangroup.com 18
Veterans
Lead Generation
www.datamangroup.com 19
Parents Had Pre-Need Plans
Lead Generation
www.datamangroup.com 20
Mining Your Own Database
 NCOA
 Data Append
 Phone Append
 Email Append
 Telephone surveys
 Anniversary / Holiday cards
 Incorporate in Direct Mail campaigns
Lead Generation
www.datamangroup.com 21
Top Pre Need Channel
Direct Mail - #1
 Targeted
 Personalized
 Trackable
 Responsive
Lead Generation
www.datamangroup.com 22
Direct Mail
Components for Direct Mail
Response
 Targeted list
 Message
 The Offer
 Response Vehicle
 Timing
Lead Generation
www.datamangroup.com 23
Repetition is Key!
New Opportunities in 2016
 Enhanced targeting
 More personalization
 Integration with other
channels for a multi-
layered approach
 Multiple response
mechanisms (BRM,
QR Codes, PURLs,
texting)
Lead Generation
www.datamangroup.com 24
The Offer
 A Free Planning Guide Doesn’t Cut it
anymore
What will stand out &
make people call you?
Lead Generation
www.datamangroup.com 25
It’s about VALUE
•Prayer Cards
•Afternoon Visitation
•Limo
•Acknowledgment cards
Direct Mail Success Summary
 Target – target – target
 Match the message to the target
 Effective offer
 Mail at the right time
 Use different response mechanisms
 Test – tweak - retest
Lead Generation
www.datamangroup.com 26
Messaging
Lead Generation
www.datamangroup.com 27
Fear Sells
Lead Generation
www.datamangroup.com 28
So Does Peace of Mind
Lead Generation
www.datamangroup.com 29
What’s available
 Turn-key programs
Vs
 Do it yourself
Lead Generation
www.datamangroup.com 30
Telemarketing
Lead Generation
www.datamangroup.com 31
Telemarketing
 Cold Calling & the Do Not Call
 The truth about Cell phones
 Obtaining phone #s you can use
 Telephone appending
 Using the phone for Follow up
Lead Generation
www.datamangroup.com 32
Generating Leads Online
Lead Generation
www.datamangroup.com 33
It starts with your Website
Lead Generation
www.datamangroup.com 34
Must Haves
 Easy navigation
 Clear phone # / address
 Link for Directions
 Sign up for more information
 Mobile compatibility
 Partnerships
Lead Generation
www.datamangroup.com 35
Self-Test your website today
 Check your site’s speed
https://developers.google.com/speed/pagespeed/insights/
 Mobile friendly test
https://www.google.com/webmasters/tools/mobile-friendly/
 Test your Website – Get tons of info
http://nibbler.silktide.com/
Lead Generation
www.datamangroup.com 36
Social Media
Lead Generation
www.datamangroup.com 37
Advertise on Social Media
 Facebook Advertising
 Linked In Ads
 Remarketing /Retargeting
Lead Generation
www.datamangroup.com 38
Questions?
Dale “Data Dale” Filhaber
800.771.3282
dale@datamangroup.com
www.datamangroup.com
Books & Articles by Data Dale to Read:
 Marketing To Death
 Planning An Effective Pre Need
program
 Lead Generation Made Easier
Lead Generation
www.datamangroup.com 39
Resource Guide
Direct Mail Lists
& Telemarketing Lists
Dataman Group Direct www.datamangroup.com (800) 771-3282 Dale Filhaber
Retargeting/Remarketing
Tandem Interactive www.tandem-interactive.com
(954) 281-9995
Ext:6000
Joe Laratro
Marketing360.com www.marketing360.com (970) 541-3264 Joey Witz
Preneed Builders www.preneedbuilders.com (800) 724-9975 Ellery Bowker
Content Strategy for SEO/PPC
Tandem Interactive www.tandem-interactive.com
(954) 281-9995
Ext:6000
Joe Laratro
NCOA / Data Appending / Data Updating
Dataman Group Direct www.datamangroup.com (800) 771-3282 Scott Filhaber
Print / Mailing Service
Orange County Direct Mail www.ocdm.com (714) 444-4412 Dawn Hewitt
Synergy Direct www.synergydr.com (714) 824-3786 John Rogers
Executive Print & Mail www.executiveprintandmail.com (954) 978-0018 Leila Moavero
Lead Generation
www.datamangroup.com 40

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Bringing Leads into Your Sales Pipeline - Lead Generation for Funeral Homes & Cemeteries

  • 1. Lead Generation Keeping a steady stream of leads flowing into your sales pipeline Dale “ DataDale” Filhaber President, Dataman Group Direct Author, Lead Generation Made Easier
  • 2. You Need a Plan  Lead Generation is not an event.  It is a well-thought out, multi-faceted program that takes into consideration your goals, your budget, your resources and your brand Lead Generation www.datamangroup.com 2
  • 4. The Perfect Lead  The lead wants a preneed plan for him/herself & spouse  The lead actually wants to set a date & time for an in-home appointment  The lead can afford to pay for a preneed arrangement Lead Generation www.datamangroup.com 4
  • 5. Cutting Through the Clutter Lead Generation www.datamangroup.com 5
  • 7. Lead Generation Channels  Direct mail  Presentations  Telemarketing / cold-calling  Senior Fairs / Home Shows  Referrals  Online lead generation  SEO / PPC  Networking  Community Outreach  Social Media  Farming your own database  Remarketing  Website  Door-to-Door Lead Generation www.datamangroup.com 7
  • 8. 2 Different Markets  Pre Need  At Need And the way we market to them is very different Lead Generation www.datamangroup.com 8
  • 9. Which way to go? Inbound Outbound  Creating situations where prospects can find you  Reaching out to find your best prospects Lead Generation www.datamangroup.com 9
  • 10. At Need Inbound – Can They Find You ? Top Channels:  Solid Mobile Compatible Website  SEO / PPC program  Branding  Name recognition Lead Generation www.datamangroup.com 10
  • 12. Generating Pre Need Leads Lead Generation www.datamangroup.com 12 Outbound – Can You Find Them ?
  • 13. Defining Your Top Prospects Lead Generation www.datamangroup.com 13
  • 14. Top Pre Need Direct Mail Segments  Households with presence of an older adult  Planners  Senior Lists / Golden Homeowners  Birthday Lists  Veterans  Targeting by Ethnicity / Religion  Individuals whose parents had pre need Lead Generation www.datamangroup.com 14
  • 15. Households with presence of an older adult Lead Generation www.datamangroup.com 15
  • 17. Senior Lists Golden Homeowners Lead Generation www.datamangroup.com 17
  • 20. Parents Had Pre-Need Plans Lead Generation www.datamangroup.com 20
  • 21. Mining Your Own Database  NCOA  Data Append  Phone Append  Email Append  Telephone surveys  Anniversary / Holiday cards  Incorporate in Direct Mail campaigns Lead Generation www.datamangroup.com 21
  • 22. Top Pre Need Channel Direct Mail - #1  Targeted  Personalized  Trackable  Responsive Lead Generation www.datamangroup.com 22
  • 23. Direct Mail Components for Direct Mail Response  Targeted list  Message  The Offer  Response Vehicle  Timing Lead Generation www.datamangroup.com 23 Repetition is Key!
  • 24. New Opportunities in 2016  Enhanced targeting  More personalization  Integration with other channels for a multi- layered approach  Multiple response mechanisms (BRM, QR Codes, PURLs, texting) Lead Generation www.datamangroup.com 24
  • 25. The Offer  A Free Planning Guide Doesn’t Cut it anymore What will stand out & make people call you? Lead Generation www.datamangroup.com 25 It’s about VALUE •Prayer Cards •Afternoon Visitation •Limo •Acknowledgment cards
  • 26. Direct Mail Success Summary  Target – target – target  Match the message to the target  Effective offer  Mail at the right time  Use different response mechanisms  Test – tweak - retest Lead Generation www.datamangroup.com 26
  • 29. So Does Peace of Mind Lead Generation www.datamangroup.com 29
  • 30. What’s available  Turn-key programs Vs  Do it yourself Lead Generation www.datamangroup.com 30
  • 32. Telemarketing  Cold Calling & the Do Not Call  The truth about Cell phones  Obtaining phone #s you can use  Telephone appending  Using the phone for Follow up Lead Generation www.datamangroup.com 32
  • 33. Generating Leads Online Lead Generation www.datamangroup.com 33
  • 34. It starts with your Website Lead Generation www.datamangroup.com 34
  • 35. Must Haves  Easy navigation  Clear phone # / address  Link for Directions  Sign up for more information  Mobile compatibility  Partnerships Lead Generation www.datamangroup.com 35
  • 36. Self-Test your website today  Check your site’s speed https://developers.google.com/speed/pagespeed/insights/  Mobile friendly test https://www.google.com/webmasters/tools/mobile-friendly/  Test your Website – Get tons of info http://nibbler.silktide.com/ Lead Generation www.datamangroup.com 36
  • 38. Advertise on Social Media  Facebook Advertising  Linked In Ads  Remarketing /Retargeting Lead Generation www.datamangroup.com 38
  • 39. Questions? Dale “Data Dale” Filhaber 800.771.3282 dale@datamangroup.com www.datamangroup.com Books & Articles by Data Dale to Read:  Marketing To Death  Planning An Effective Pre Need program  Lead Generation Made Easier Lead Generation www.datamangroup.com 39
  • 40. Resource Guide Direct Mail Lists & Telemarketing Lists Dataman Group Direct www.datamangroup.com (800) 771-3282 Dale Filhaber Retargeting/Remarketing Tandem Interactive www.tandem-interactive.com (954) 281-9995 Ext:6000 Joe Laratro Marketing360.com www.marketing360.com (970) 541-3264 Joey Witz Preneed Builders www.preneedbuilders.com (800) 724-9975 Ellery Bowker Content Strategy for SEO/PPC Tandem Interactive www.tandem-interactive.com (954) 281-9995 Ext:6000 Joe Laratro NCOA / Data Appending / Data Updating Dataman Group Direct www.datamangroup.com (800) 771-3282 Scott Filhaber Print / Mailing Service Orange County Direct Mail www.ocdm.com (714) 444-4412 Dawn Hewitt Synergy Direct www.synergydr.com (714) 824-3786 John Rogers Executive Print & Mail www.executiveprintandmail.com (954) 978-0018 Leila Moavero Lead Generation www.datamangroup.com 40