Lead generation

Agenda
14:00 – 15:30 Lead generation (Beginners)

•  ad× media in 5 minutes
•  ad× lead generation process
•  Case Social Media Lead generation intosol.de
(Travel)

15:45 – 17:15 Lead generation (Advanced)
•  Why it makes sense to go away from the
classic target group deﬁnitions
•  How to generate loan leads Facebook
•  Success with multiple landing pages

2011 ! 2012 ! 2013 ! 2014 ! 2015 !
Start social
media lead
generation
Start as SEO
agency

SEA, media-
planning &
media-buying
Focus on lead
generation
and lead
management

Step into
international
lead
generation
campaigns

1. Acceptable Website SEO
2. Great mobile experience
3. E-Mail, paid Search - Brand
4. Display Ads - Brand
5. Micro – Outcomes (see & think)
6. Incredible Website, SMO
7. Search, Display - Category
8. Multi Channel Integrations
9. Loyalty Marketing
Digital Marketing
„ladder of Awsomeness“
by Avinash Kaushik
Our working process

There is no secret of an
easy and successful lead
generation

Lead generation is a
process and it is necessary
to prepare each step very
well

Time Structures
Luck
Crea0vity
Hard
Work
LEAD
Courage

The steps of ad×‘s
lead generation process

1. Process & Structures 1(9)

“Negative result of a lead campaign
often cause in missing processes
and unclear responsibilities”


Why and what are the factors?

1. Unclear lead deﬁnition
2. Missing process to qualify leads
3. Unavailable brieﬁng how to work with lead
4. Oversized hierarchy


Unclear lead definition

1. Set a clear goal, what you want to do with the
lead
2. Define what information are necessary
3. Define a process lead validation process
4. Define a lead follow up process


Missing process to qualify leads

In some cases the collected lead information is to
poor to work with, e.g. wrong address or missing
details or to less information.

Before you start, think about a process how to add
on additional information to the collected lead data,
e.g. follow-up emails, follow-up calls


Unavailable brieﬁng how to work with leads

Keep in mind, that you need to give the stakeholders
additional information about the lead, not only, that the
person is interested in your products, e.g.

-  The way how the lead was generated
-  The assets the interested persons got
-  Requested information
-  CRM information e.g. existing client, prospect a.s.o


“Different stakeholders,
different “languages”, different
expectations”

oversized hierarchy


Oversized hierarchy

A lean structure demands: 

1.  Deﬁnition of responsibilities
2.  Clear processes and communication structure
3.  Deﬁned, written and accepted process


The Highlander Principle: There can be only one!
Oversized hierarchy

1. 1. Process & Structures 9(9)

Oversized hierarchy
 
It is important to deﬁne a person how is: 

•  overall responsible for the lead gen process
•  responsible of the Budget
•  authorized to fell decisions
•  First contact point for all stakeholders, e.g.
agencies, traﬃc provider

2. Financials 1(2)

“Most of clients are not able to state
a price per lead”

Why this is a challenge within the lead gen process? 

•  Diﬃcult to optimize the campaigns
•  Hard to rate the result of the campaign
•  Impossible to allocate the right amount of
budget

2. Financials 2(2)

How do you define the price per lead?

-  Define the information you need
-  Check what your competitors paying for a similar lead
-  Calculate the max. cost per lead out of the sales margin
of your service or product
“maxCPL=GP-(%operation costs)-
(profit)*(%lead2sale)”

3. Products and services 1(2)

Why should the user sign up for your services or
products?

-  Look at your service from customer point of view
-  Describe in your service in a 4 – 5 sentence
-  Find real customer USPs

Please note, this will be important for the
target group selection!

3. Products and services 2(2)

ASMO internal USPs
•  16 Stores
•  1.000 Kitchen variations
•  Professional sales persons
•  More than 20 Brands
•  Open SAT 09:00 – 18:00
•  Rewarded in Service
•  300hours from oﬀer to delivery
The client’s USP
•  1 Store near to my home
•  The kitchen for your needs
•  We care about your kids
•  Shop after Work or during the
weekend
•  2 weeks delivery

4. Target group 1(6)
“Target group deﬁnition is the most
complicated part and needs to be re-
worked during the lead generation
process”


Why do you have to look into the target
group more detailed?

Target group deﬁnition of a car company 

•  60 years+
•  male
•  income > 1 Mio Euro p.a.
•  married
•  more than 1 child
•  lives in a town


Your potential target group:
Ozzy Osbourne - Godfather of
Heavy Metal
Price Charles – successor to the
throne of the British Empire

Diﬀerent characters – some brand
Ozzy Osbourne - Godfather of Heavy
Metal
Price Charles – successor to the
throne of the Bri0sh Empire
Both of them driving Bentley. But have diﬀerent approaches to buy such a car.

Ask yourself following questions: 

•  How does my current client base look like?
•  How else could interested in my service?
•  Which problems, demands can my service solve?
•  Which values will drive the demand?

Ask your existing clients how your product helped them
Narrow down your target group to 2 – 3 “demand groups”
and add attributes e.g. self driving rock stars or royals with
driver

Self-driving, loves fast cars, simply can
aﬀord anything, loves the brand, …

Assump0on: Ozzy will buy the car by
himself.
Chauﬀeur car, never drives him-self,
represen0ng, secure car, addi0onal
features e.g. bullet proof windows

Assump0on: Someone else will buy this
car for Charles

5. Landing Page & Content 1(9)
“Don`t collect leads on your
homepage. Create an own campaign
micro cosmos with service / product
landing pages”


Use landing pages, because a homepage oﬀers
to much distraction to the visitor e.g.

•  Multiple information,
•  other products / services
•  Information does not match his search
•  USPs not matching his demand


•  Use a single campaign landing page for each
service or product
•  Don’t spent to much time and budget in art
work and coding
•  Made it easy to change
•  Start simple and change the landing page
during the campaign


Landingpage software e.g.

www.unbounce.com
www.instapage.com

What are the advantages?
-  fast and easy set-up
-  pre-deﬁned templates
-  responsive templates
-  integrated Tracking
-  simple A/B testing
-  API’s to most of CRM or e-mailing systems


What is the right landing page content?

What do you want to achieve with your landing page and
what information you need from the visitors? Also it is
important at which stage of the buying process the visitor
is already. Typically assets are: 

-  White paper
-  Trials
-  Vouchers
-  Video Tutorials, Trainings
-  Surveys


When using which asset?

White paper
Can be for all products and services. Mostly Whitepaper
are publications how to solve a speciﬁc problem

Trials
Typically for software companies or online trainings.
Mostly a time capped access

Vouchers
Introducing new products or promote events


When using which asset?

Video Tutorials, Trainings
Mostly for services or products which needs a detailed
explanation or personal meetings
Surveys
Ideal to learn more about a target group or to qualify leads


Independent from the assets – keep in mind all content
has to apply to the target groups needs and demands.

•  Use a short and relevant introduction of service or
product
•  Find the “reason why” for the user you want to address
•  Create curiosity by introduce the problem solving
solution of your service / product

6. Conversion path 1(2)

Different target groups demanding different
conversion paths!

Adjust the following steps to your target group
Target
group
Demand Channel Interac0on
Landing
Page
Offer
Problem
Wish
Solu0on

6. Conversion path 2(2)

To create the right conversion path keep
following in your mind:

•  Target groups are different in itself
•  Within a target group’s decision can be driven by
different emotions and values
•  Constant attention and wording over all funnel steps
from acquisition, interaction to the landing page
•  Create different funnels for demand groups

7. Interaction Elements 1(4)

Basically, interaction elements are all information which
introduce your service / product to your target group
e.g.

•  Content
•  Text Ads
•  Banners
•  Newsletter
•  Facebook Ads
•  …


„Within 5 sec you need to get the full
attention of the visitor to choose your
oﬀer“


The only reason the visitor is clicking an ad is
the content relevant to his problem.

•  Don’t create general ads
•  Use the right “primer” (target group definition)
•  Create an Ad – Landing Page environment
•  Create specific ads for each demand
•  Use multiple ads per target group (min. 5)
•  Test different ads parallel

7. Media Planning & Buying 1(3)

The selection of the channel depends on the
the target group speciﬁcation.

Typically lead generation channels are: 

-  Client’s website
-  Social Media (Facebook, LinkedIn)
-  Newsletter
-  Search Engine Marketing (Google Adwords)
-  InApp Advertising


It is nearly impossible to say, which online
marketing channel will work best.

So we recommend you to minimize risk and
take always channels you are able to control.


What does it mean to have control?

•  Access Real-Time Stats
•  Deﬁne Budget limits by yourself
•  Start / stop immediately
•  Ability to change ads instantly

8. Lead campaign

A running lead campaign needs your total attention

•  Check the quality of the leads regularly
•  Change channels depending on price and quality
•  Test diﬀerent interaction elements to improve the
lead and lead quality
•  Test diﬀerent channels
Note, that it takes time to optimize a campaign.
Especially in the B2B area a lead campaign should take
min. 3 months.

8. Lead campaign

Try to run a lead campaign over a longer time period
e.g. 3 months, as you need to collect user data to
understand your target group.
 
Especially in the B2B area the traﬃc is limited, so it
takes you more time to reach a signiﬁcant amount of
users

Assumptions based on user data and test with new
interaction elements are successful only if you have
collected certain amount of data.

Tools

Statistics 

-  SEMrush
-  Google Adwords Planner
-  Statista.com
-  Facebook Business
Manager

Landingpages and Banners 

-  Instapage.com
-  Unbounce.com
-  Ad Respark
E-Mail & E-Mail Follow Up 

-  Mailchimp
-  Getresponse
Exit Pop Ups 

- Indeed Smart PopUp

Case Intosol.de - Luxury travel

Intosol.de is an off- and online travel agency,
specialized in luxury individual travel around the
world.

Also they are owning and running different guest
houses in South Africa

Before we start our cooperation Intosol generated
most of their travel inquiries offline.

The objective- Increase online requests for
individual travels.
 
Lead deﬁnition:
-  Region: South Africa
-  Travel Budget 4.500+ Euro
-  High- and Oﬀ-Season
-  Individual packages


The challenge

The current has a very
low lead rate and
because of a lot of
information to other
destinations, it his
impossible to show the
visitor the right oﬀer.

Case Intosol.de
Luxury travel

Step 1:

exclude the campaign
from normal website
to create a better user
experience, show
USPs and add CTAs

http://south-africa.intosol.de
Case Intosol.de
Luxury travel

Step 2 – Online Marketing Channels

First we connected the Landing Page to the
existing Adwords campaign to test the impact on
the lead rate.

After we saw an impact, we decided to use the
landing page for a new facebook campaign

Step 3 – Target group deﬁnition

We started to target persons with following
interests:

-  Travel
-  South Africa
-  Vacation
This gave a brief overview about the potential
reach but was not successful as expected

Step 5 – narrow down the target group 1(3)

First we added matching interests  

-  Brands (Zeiss, Kempinski, Hyatt, South African
Airways, local Brands)
-  Hobbies (Photography, sailing, golf, horseback
riding)
-  Locations in South Africa people interested in


Step 5 – narrow down the target group 3(3)

Also we started a low budget prospecting
campaign.

We promoted an image video of intosol.de via
facebook. All viewers and person, how interact
with the video were added to our target group-

Step 6 – Interaction elements 1(2)

Dark posts were used to promote the campaign 

-  Visible within the facebook timeline
-  Big graphical format to address emotions
-  Full visible on mobile phones

Step 6 – Interaction elements 2(2)


Results

•  12.000 Visitors
•  332 valid leads according the lead deﬁnition
Next Steps

•  Lead nurturing process
•  Further destionations

Agenda

•  Why it makes sense to go away from the
classic target group deﬁnitions?
•  How to generate loan leads Facebook
•  Success with multiple landing pages

Detailed Target Group deﬁnition
“To be successful during a lead
generation process, it is important to
change the classic target group
deﬁnition”

Why is this so important?

Lets have a look on a typical target group
deﬁnition: 

•  Lives in UK
•  60 years+
•  male
•  income > 1 Mio Euro p.a.
•  married
•  more than 1 child

Your potential target group:
Rockstar Successor of the Throne Actor
Contractor Farmer Shop Owner

All of them are within your target group and might
be interested in your products and services. But
they have diﬀerent characteristics which inﬂuences
their buying behavior.


How do you address diﬀerent people
within one target group?

What makes them buying my products
or signing up for may services?

Following parameters inﬂuence our daily search
behavior and decisions.

-  Personal values
-  Personal goals
-  Challenges and problems
-  Demands
-  Responsibilities
-  Mood
-  Time

These parameters directly inﬂuencing the customer
journey

-  Online Marketing channel
-  Content of the interaction element (banner)
-  Content of the landing page
-  Landing Page Asset (Whitepaper, Video, …)
Therefor it is neccessary to break down the
conversion path and make adjustments for diﬀerent
user paths.

Example:

The decision maker (CTO) has delegate the
research for a problem resolution to a co-worker.

Even if your target group is the CTO you will not
reach him with your campaign.

You need to ﬁnd a way to present a solution for the
co-worker – make him happy and present an asset
which he could present to his boss.

After you break down several customer journey as
before you start with assumptions e.g.:

•  My sub-target group will be member of the CFO team
•  It might be a technician as most of the known problems
of our competitors are connected to API problems
•  If we present a solution that our product will not have
this problem and a good product intro we might get a
chance that the CFO will look at our solution

Example of a customer journey based on te
previous assumptions.

Step 1 – Deﬁning the right channel

My target group is a technician
He is using the internet regularly
He is looking for a technical solution
He will properly use Google to start his search

-> Our channel will be Google Adwords


Step 2 – Content of the interaction element

My channel will be Google Adwords
We need to create text ads with address the API problem
and show a solution
We have only limited space

-> creation of some text ads which use diﬀerent triggers to
gain a high CTR


Step 3 – Information on the website

The technician wants a solution, therefor we need to create
a section on our website which shows how our software will
solve his problem

As we want him to enter his contact details and give him
more information about our product, we need to create an
asset which he is happy to download

-> Set-Up campaign landing page

Example of a customer journey

Deﬁning target groups this way and illustrating
conversion paths according the clients needs, will
be a success factor during the lead generation
process.

Case: Lead gen via Facebook
Our objective:

“Proof of concept – Facebook is a valid
channel for lead generation in the
ﬁnancial area”

Preparation:

1. Selection of a finance affiliate program
2. Creation of an own fan page as source of
advertising
3. Definition of target group
4. Set-Up of different dark post campaigns
5. Scale and improve the target group based on
lead data

Selection of a ﬁnance aﬃliate program

We choose a partner with applied following criteria's: 

-  Well optimized landing page
-  Lead cancelation rate is less than 25%
-  Lead price of minimum 4 Euro + sales commission
-  API to import lead data (emails) back in our system
-  Let us create banners by our own without approval
-  Is able to pay out loan less than 10.000 Euro within 2
weeks

Creation of an own fan page as source of advertising

We decided to run dark posts campaigns.

(Dark Post = Ad within your timeline)

To do it his way, it was necessary to create an own fan
page.

The fan page is the advertiser and as it is not the client
itself, it is seen as “trustworthy” advertiser.

Simple Facebook
Fanpage

Topic: ﬁnancials

Includes a few
articles about the
ﬁnancial markets,
mortgage, loans and
investments

Deﬁnition of target group

First we needed a target group to start with and reach
to collect user information.

Filter #1: Germany, Age 20+ , interested in low interest
loans

Size Target group: 3.000.000 to 3.500.000

During the ﬁrst days we were able to collect data and
narrowed down the target group.

Research about the behaviour of the target group
allowed us improve the performance by 25%.

We added additional parameters or made stricter
selections e.g.  

-  Age from 25 – 30,
-  interests cars, dating, traveling
-  Life in speciﬁc areas or towns

Set-Up of diﬀerent dark post campaigns

We created a banner group with more than 10 banners
with diﬀerent pictures, texts and call-to-actions.

Objectives:

•  Find the text / pictures combination with has the
highest relevance and generate leads
•  Facebook quality rank of min. 7 out of 10

Set-Up of diﬀerent dark post campaigns

Scale and improve the target group based on lead data

To narrow down the target group we decided to use the
Facebook’s customer audience and look-a-like
functionality.

We used the e-mail data of the generated leads to
create new target groups based on the Facebook
algorithm.

This was a signiﬁcant limitation of the total reach but
the result improved by 147%.

The biggest challenge was to get a high Facebook
quality score for our dark post ads.

How we tried to solved this:
-  Test of diﬀerent content / picture combinations
-  Test of various CTAs
-  Try to have a clean ad without comments
Even with a daily change we were not able raise the
quality score higher then 5 out of 10.

After we stopped deleting the negative comments and
a discussion started, the score went up to 9 out of 10.

Scale and improve the target group based on lead data
Start
Look-a-like

Figures and Results
Spent: 11.676,32 Euro
Clicks: 59.395
Avg. CPC: 0,20 Euro

Figures and Results
Leads: 3.762
Revenue: 16.913,02 Euro
CPL: 4,50 Euro

Proﬁt: 5.236,70 Euro

Lead generation using multiple
landing pages

Case by our partner dacgroup Toronto

DACgroup is a Canadian company oﬀers diﬀerent
technologies for hyper local advertising e.g.
PAGEtorrent

Lead generation using multiple
landing pages

Objectives:

•  Beneﬁt from long tail searches
•  Oﬀer a short as possible user journey
•  Increase leads
•  Improve the quality of leads

Focus on Long Tail
Flights from [keyword]

Focus on Long Tail
Flights to [keyword]

Focus on Long Tail
Flights from [keyword] to
[keyword]

PAGEtorrent is a system which allows you to create thousands
of individual landing pages based on search terms.

•  Reduce click paths
•  Responsive design (Desktop / Tablet / Mobile)
•  Relevant content
•  Higher quality score
•  Improved conversion (30% on average – up to 60% in
mobile)
•  Better qualiﬁed leads
•  SEO gains through indexed pages

PAGEtorrentTM – Rich
Content

Paid Search Transformation
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
9.000
10.000
Landing
Pages
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
Keywords
Previous
Campaign
DAC
Campaign

Appear • Appear Relevant • BE Relevant
Highly Relevant SEM
Ad
Speciﬁc Local
Search
Ideal Landing
Page

•  Impression weighted Quality Score up 34%
•  Click-through-rate more than doubled
•  Conversion rates up 56%
•  Lead -> In-store sale: 35%
•  In-store ROI increase by 100%
Impact

München
ad×media GmbH
Goethestraße 8
DE-80336 München

T: +49 89 21555593-1
www.adxmedia.de
Dresden
ad×media GmbH
Königsbrücker Straße 49
DE-01099 Dresden

T: +49 351 4188843-1

Lead generation

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