Advertiser considerations

How to turn leads into customers

Before starting a lead generation program, marketers should consider their processes in place to convert leads into customers. It is up to the advertiser to cultivate the lead and offer the service and product which he needs at competitive prices etc. Lead generation is lead generation – and not customer generation.

Thinking through what is the ideal method to transform prospects is key for a successful lead generation campaign. Paths may consider which means and methods and time frame are best to convert leads into a customer.

This is just as important a parameter as getting the right leads – as the client return on investment (ROI) calculation takes account of how, when and what is done to convert a lead. Targets for conversations on every step of the path allow you to evaluate campaign success.

Most common follow-up methods are call centres, newsletter, customer relationship manager (CRM) programme and postal services but a varying mix between verticals.

Data capture form

An advertiser should distinguish between whether lead collection is done through a registration form on the advertiser’s own website or a microsite hosted by the lead generator or a third party. This split fundamentally affects the way lead generators are able to collect data and which sources can be used to drive the traffic to the page.

Advertiser data capture form - in this case lead generators send traffic to the advertiser’s own website and the advertiser collects the data and is responsible for cleaning, validation etc. Lead generators are paid on a price per lead but have less control to optimise, track and use various channels to drive traffic (this is technically closer to how the affiliate networks operate).

Non advertiser hosted data capture form - Lead generators offer to build a custom landing page where the user can register. Data is captured, cleaned and sent to the advertiser. This gives the advertiser the possibility of running lead programmes even if their own website/database is not suitable and also to quickly initiate a campaign targeted at specific events/promotions.

These two approaches determine how the leads can be generated and therefore affect price and volume targets.

Exclusive or Non Exclusive lead generation

When buying and selling leads it is important to find out whether the leads will be exclusively supplied to one advertiser, or whether it will also be supplied to or acquired by another advertiser at the same time.

Take for example, an internet prospect who requests product brochures from four automotive manufacturers. Such a lead may not be deemed as valuable to each manufacturer as a prospect who requested only one brochure from a specific advertiser. Conversely, if four advertisers pay for a lead, then the supplier may well be able to sell a valid and genuine car buying prospect to four manufacturers, each of whom need to pay less for the lead than they would for an exclusively generated and supplied lead.

The exclusivity of the lead should be relevant to the advertiser, and therefore the business model of the lead provider will impact on the market value of the lead.

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