Lead generation is about attracting potential customers through different channels that can be scored and handed off, as a Marketing Qualified Lead, to the sales team to follow-up and close.
When you incorporate a lead generation program in conjunction with a sales incentive program it's a WINning plan.
In this recommendation, we are focusing on an AI-powered App that can be used to track and rank leads that come to your website, giving you insight into who your audience is.
Then you can use this insight for sales follow-up and for your marketing messages and audience definition for online ads.
Enter New Markets
Expand Your Reach
Lead Generation Strategies Are Diverse But There is a Common Challenge: Knowing Who You Are Attracting When They Aren't Engaging
There’s BILLIONS in Wasted Ad Spend Every Single Year.
The Big Problem
Roughly 16 billion dollars to be exact.
How do we know? The average conversion rate for a website is around 2.58%. The average advertising spend for ecommerce alone is 17 billion dollars.
This means that roughly 16 billion dollars is being spent every year on traffic that has not converted.
What’s worse is these visitors are anonymous - sure they can currently be re-targeted by Facebook/Google ads, but no one knows the actual identities of these wasted visitors.
What hurts even more is that these platforms (Google and Facebook) are continuously changing to bring more revenue to their shareholders, with less value to you.
Apple has already created a nightmare for marketers and Facebook is going to change their pixel policy shortly.
It’s time to stop being a puppet in their theatre and instead take control by building your own database of website visitors.
How we solve this:
We use something called ‘Identity Resolution’.
There is something called an Identity Graph which is essentially a massive source of 1st party data on billions of people. If you have a pixel captured on a website, then cross-reference that to an Identity Graph - you can resolve that person's identity.
Let’s say Bob is on a website looking at fishing rods. He does not opt-in and does not put in any details. He's very interested but he gets distracted and leaves the site.
If this fishing website has a tracking code which speaks to a graph called an ‘Identity Resolution Pixel (IRP) - then the second Bob lands on the website, his cookie is captured, cross referenced to the identify graph and if he is in the database (he mostly is if he lives in the USA – other countries will be forthcoming), his identity will be resolved and sent to us (his email address, phone number etc.) for us to save the sale via whatever platform we want.
Why does this matter?
“Half my advertising spend is wasted; the trouble is, I don't know which half.” attributed to either U.S. retail magnate John Wanamaker or to UK industrialist Lord Leverhulme
There is no need to waste half your advertising spend with the tools that are available today.
Instead of spraying and praying, you will know your audience - who is buying what and why, and who isn't buying and why - and you'll be able to fine tune your message to your most desirable customers and "like audiences" based on attributes such as demographics and psychographics.
You'll be able to feed data into the ad platforms to better target your audience, with the appropriate message based on their stage within the customer journey.
And with the pixel and identity graph you'll know who is coming to your website, even if they don't opt-in, sign-up, buy something or otherwise engage with you.
Knowledge is power and capturing data and deciphering it properly into usable intel gives you powerful knowledge.
Data is Only Valuable When You Know How to Leverage It
The Big Problem:
Once you resolve identities from your website, there is immense value. However, data is only valuable when you know how to use it.
How We Solve It:
For this marketing challenge, we go one step further than resolving identities to build a comprehensible re-targeting strategy using the data.
We will be using our ‘Identity Resolution Re-activation Sequences’ to re-convert these anonymous visitors back into leads and sales.
Going back to Bob on the fishing site. He left the site, and we have his identity, including his email address - do we just call him and ask him to come back?
Oh, that’s a definite No!!!
That will creep Bob out, especially because he’s already freaked out about a random topic he mentioned yesterday and now he’s getting Facebook ads about it.
Instead, you/we must create a re-activation sequence to bring Bob back.
You/we need to get him into the sales funnel with the goal of an initial sale followed by the goal of a long-term, engaged customer with an exceptionally high customer lifetime value!
To do that, we need to build trust, and nurture a relationship.
Here’s the bigger picture for remarketing:
Imagine being able to increase your sales by 200 – 300% without even increasing or touching your paid advertising. Whoa! It’s possible (but only possible, we don’t make a claim that it’s guaranteed).
In this example, we make 2-3x the sales for an ecommerce site using this method.
- 1,000 people land on the website to view a $90 product
The site has a 3% conversion rate (30 sales, $2,700 in revenue)
97% (970) of the visitors remain completely anonymous (we can do some re-targeting on FB/Google but that’s it).
We resolve 40% of the 970, that is 388 visitors (see marketing challenge #1)
We now email the people we resolved with a re-activation sequence and 20% convert back into a sale (77 people) (see marketing challenge #3)
That’s $6,930 in extra sales we are bringing in for our client.
High volume sites who want to uncover anonymous visitors for retargeting.
Facebook and Google’s Match Rate Sucks.
The Big Problem:
People struggle within online ads as a result.
Match Rate is the rate at which FB/Google/Other can match custom audiences with real profiles.
Low match rate is often the reason for re-targeting not working, or Lookalikes on Facebook flopping.
How we solve it:
Ever heard of Match Rate Optimization?
That’s because our vetted partner invented it.
In-fact our partner is the only agency that even offers this service, as they hold the patent.
This means that we can offer this service and fix this problem, while your competitors continue to struggle.
Joe’s Visual Sales Letter (VSL) is selling an info-product for $2,997. He knows most of
his sales will not come through the first touch point.
Unfortunately for Joe, out of the 1,000 visitors he gets each day, Facebook can only
match up 25% of them in re-targeting audiences (and soon it may be even less or none).
This means Joe either must have very BROAD re-targeting which will most likely not be personalized or no re-targeting at all.
Using Match Rate Optimization, we can take Joe's match rate from 25% up to 95%, and suddenly his tracking works! (Match Rate is currently available in the US, with other countries in development.)
His costs reduce from $300 CPA down to $210.
Online businesses that rely on retargeting
Ad Costs Are Skyrocketing
The Big Problem:
There are millions of online marketers running paid ads and EVERY SINGLE ONE OF THEM is using the same type of targeting.
It’s extremely saturated and costs are going up.
How can you get targeting that no one else has access to?
How We Solve It:
Remember how we have access to an ‘identity graph’?
Well in the same way we used this for our re-targeting, we will use this for our targeting.
By finding out what type of audiences you are getting the most sales from, we can rebuild this and create a custom targeting solution that will instantly drop your costs.
We will supply you with custom data to drop your ad costs.
We will audit your ad account, identify your best audience then fill out our ICP (Ideal Customer Profile) sheet.
We will build your own targeting based on whatever parameters you like.
A company that is spending over $10,000 per month on paid ads, especially in an industry with a very HIGH CPC.
Busy business owners with either an ecommerce store (and lots of traffic) or who have higher priced products and good margins and who want to target more of the people who are likely to buy.
Your website needs good traffic so that we can build a profile (and we can help build good traffic).
Finding the Elusive B2B Lead
The Big Problem:
SaaS technology companies (and other B2B companies) spend millions of dollars to reach certain people.
The problem is they are extremely hard to find, they often aren't on Facebook, won’t respond on LinkedIn, and will not likely open a cold email.
You also can’t just scrape the person's LinkedIn details and run paid ads, as the email the prospect uses for LinkedIn, is likely not what they use on Facebook or to browse Google.
How We Solve It:
Using what we call a B2B2C identity graph, we can identify key decision makers of any company THEN reverse engineer exactly how to reach them via paid advertising or reaching out directly.
Frank has a CRM business targeted towards helping car dealerships - specifically the actual head of sales.
He has tried Facebook ads, Google ads, LinkedIn ads…however his prospect is so specific that it feels like finding a needle in the haystack.
We can help Frank, by identifying what companies he wants to target, reverse engineering an ideal list, then matching those people through a B2b2C identity graph to identify exactly what platform they use.
We then can run ads DIRECTLY to them with a 99% match rate.
We will use our B2B2C identity graph to find these exact decision makers and download the data.
Then we’ll run Facebook ads, LinkedIn ads, Google ads etc. DIRECTLY to these decision makers.
Companies doing B2B advertising and looking to target specific decision makers.
What is Lead Generation?
Lead generation is the marketing process of stimulating interest in a product or service for the purpose of developing sales pipelines.
Lead generation can be helpful for any kind of business, whether it's a small business or a large enterprise, and for both B2C and B2B markets.
A lead generation program is used to increase brand awareness, build relationships, earn trust and ultimately fill the sales pipeline with qualified leads that result in a sale.
60% of marketers state that lead generation is a key challenge for their business. It’s not enough to target people who downloaded your lead magnet (ethical bribe). They may simply be researching for purposes other than with the intent to purchase from you or anyone else. Therefore, you need to determine which leads are qualified.
Marketing strategies, especially lead generation strategies, have evolved with the shift in customers' buying habits. Their customer journeys have changed and while each customer could have a slightly different journey, a common denominator is that potential customers are often quite far along in their journey before they reach out to speak to someone (and they may even make a purchase without speaking to anyone).
Therefore, while everyone is targeting the active buyer, lead generation should also include tactics that help mold problem unaware and problem aware but solution unaware towards your brand and solutions, which is the role of content marketing and other outreach campaigns.
When you use creative campaigns in conjunction with useful data, you'll generate higher qualified leads which result in less effort to close and more sales. Your company will grow with desirable customers with higher customer lifetime value.
Why is Lead Generation Important for Brands?
People who show interest in your brand's product or service will be more likely to make a purchase with the appropriate amount of motivation to do so -- maybe immediately, maybe down the road.
Regardless, you have just succeeded in helping them to solve a problem, fill a need, or satisfy a desire.
Have you ever had a pushy salesperson trying to sell you something you have no desire to buy - either at all or from them? How did you feel about the encounter? If you are like many people, the encounter may be worse off for the brand than leaving you alone. They misunderstood your needs and their efforts to make a sale ultimately hurt their reputation and the likelihood that you'll buy from them if/when you are looking to make a purchase.
Lead Generation can help companies focus their resources on targeting the right customers. This will increase ROI by saving money and increasing sales.
Lead generation can also create awareness and bolster your reputation.
When consumers and B2B purchasers learn about your brand, you'll have the opportunity to provide them more information about the benefits of your product and services versus others.
You'll also be able to start fostering a healthy relationship with them, leading to a potentially long-term and valuable relationship for both parties.
The process of generating leads delivers the opportunity to gather important marketing information from prospects through surveys and questions. This allows you to better understand what your audience wants and how you can best meet their needs.
What Are Some Ways Brands Can Use Lead Gen to Improve Their Marketing Strategy?
Brands can leverage this tactic to:
- Increase Brand Awareness
- Gain Insight into Customer Needs
- Generate New Customers
- Build Loyalty
- Drive Sales
What is the Difference Between Remarketing and Retargeting?
Remarketing and retargeting are often used interchangeably by PPC advertisers. However, these are different strategies and it's helpful to understand the differences if you want to use them both effectively
Remarketing and retargeting are similar but not identical. They use different channels and they each have different goals.
- Retargeting uses paid ads to reengage audiences who have previously visited your website or social profile.
- Remarketing uses email to reengage past customers who have already purchased from your brand.
Retargeting is all about re-engaging people who've already visited your site. It's about bringing them back so they can convert. The average conversion rate for paid search campaigns is 2.58%.
Whatever way you measure it, most of the traffic you pay for isn't going to convert on the initial visit. Retargeting lets you bring people back to your site, close the sale, and maximize your PPC ROI (return on investment).
Remarketing is about re-engaging your current customers to keep them interested in your brand, encourage them to buy more, and increase their customer lifetime value.
Some Examples of Lead Generation
Inbound Lead Generation
Inbound lead generation is where the potential customer finds your website, social media page, or other marketing channels and they voluntarily react to your call-to-action (CTA) thus providing you with their contact information in exchange for whatever you have used as a lead magnet. Inbound is permission-based and it enables potential customers to find out more about your business, your products and services, and your offers, on their terms.
3 Ways to Use Inbound Lead Generation
- SEO Optimization: SEO optimization helps search engines find your site. Search engine optimization involves using keywords in titles, descriptions, URLs, and other parts of your content. You should also use relevant images and videos for SEO purposes.
- Content Creation: Content creation includes blog posts, ebooks, whitepapers, infographics, webinars, case studies, etc. These types of content help people learn more about your industry and products.
- Social Media Engagement: Social media engagement can be done by posting blogs, commenting on others’ posts, sharing articles, liking pages, following others, etc. This type of activity helps increase brand awareness, traffic, and credibility.
Outbound Lead Generation
Outbound lead generation is where you send emails, cold calls, text messages, phone calls, etc. to prospects looking for a solution to their problem. Outbound is non-permission based and it's usually done via email, telephone, or text message. It's more interruption-based, where your sales team identify individuals with the potential to be your customer, and they contact them directly with the aim of delivering a sales pitch.
3 Ways to Use Outbound Lead Generation
- Cold Calling: Cold calling is when your sales team contacts prospective clients who haven't given you any indication that they're interested in what you have to offer. The purpose of cold calling is to get past gatekeepers such as secretaries, receptionists, and assistants. Your goal is to make a connection with someone at the top of the decision-making process.
- Email Marketing: Email marketing uses email as a tool to generate leads.
- Social networks like Facebook, Twitter, LinkedIn, Google+, Instagram, Pinterest, YouTube, Snapchat, etc. are great tools for lead generation. They allow businesses to create custom audiences and target ads specifically to certain groups of users. For example, if you sell dog food, you might want to advertise on Dog Food-related websites and pages. If you sell housewares, you might want to target women living in households with children under 18 years old.
How To Generate Leads Using Blogs
Blogs are an excellent way to drive targeted traffic to your website and turn those visitors into leads. Here are some tips:
- Create Great Headlines: Your headline is one of the first things readers see when they land on your blog post. Make sure it draws attention and encourages people to read further.
- Write In A Language That Readers Will Understand: If you write in technical terms, your audience won't understand what you're saying. Instead, try writing in simple language that will appeal to your readership.
- Include Calls-to-Action (CTAs): A CTA is a button that directs readers to click through to another page. People don't always know what to do once they've clicked on a CTA; therefore, it's important to include CTAs in all your blog posts.
- Link to Other Pages On Your Website: When you link to other parts of your site, you show that your content relates to other areas of your business. This helps readers connect your brand with related products and services.
- Add Images & Videos: Images and videos can increase engagement by making your blog posts more interesting. You should also add images and videos to help tell your story.
- Interact With Your Audience: You may think that interacting with your audience is not necessary, but it really is. Responding to comments and questions shows your readers that you care about them and their feedback.
- Promote Your Blog Posts: Promoting your blog posts takes time. But, it's worth it because it makes your content stand out from others. Share links to your latest blog posts via social media or send emails to relevant bloggers and journalists.
- Use Analytics: Analytics let you track which posts work best so you can improve future efforts.
- Track Conversions: Tracking conversions gives you insight into how well each piece of content converts.
- Optimize Your Content: Optimal content is concise, engaging, and easy to share. It tells a story, answers questions, and provides value.
- Use our pixel, connected to an identity graph, to retarget and remarket to blog visitors.
Lead Generation Challenges
Without a steady stream of qualified leads entering your sales pipeline / sales funnel, your business will struggle to grow. The good news? Lead generation doesn’t have to be difficult!
There are many ways to generate leads. And there are even more challenges to overcome. Let’s take a look at three common challenges and how you can overcome them.
Challenge 1: Identifying the Right Prospects
Identifying the right prospects is key to generating quality leads. When you start looking for new leads, you need to identify who your ideal customer is. Are they potential customers, current customers, or both? If you’re unsure, ask yourself these questions to get started:
- Who are my ideal customers?
- What problems does my product solve?
- How much money could I make if I sold this product?
- How would they benefit from using my product?
Once you’ve identified your ideal customer, you need to find them. There are two main approaches:
- Direct Marketing: This involves sending unsolicited messages to prospective buyers. For example, you might buy an email list of people who fit your ideal customer profile. Then, you use those lists as a source for lead generation.
- Inbound Marketing: Inbound marketing focuses on attracting visitors to your website, where you then provide valuable information that solves their problem.
The goal of direct marketing is to sell directly to your target market. The goal of inbound marketing is to attract traffic to your website, where your content and offers convert visitors into paying customers.
Challenge 2: Generating Quality Leads
Generating quality leads requires a lot of research. Before you begin prospecting, define what kind of leads you want to create. This helps you focus your efforts and avoid wasting time chasing after low-value leads. Here are some examples of different types of leads:
- Prospects: These are people who don’t know you yet. You’ll need to build trust before they become a lead.
- Qualified leads: These are people who have shown interest in your company but haven’t made a purchase decision. They may not have the budget or resources to do so.
- Sales ready leads: These are people with budgets and resources who are interested in buying your products.
You should also consider whether you want to go cold calling or use other methods. Cold calling works great when you already have a relationship with someone. However, it takes longer than other methods. As a result, it’s best used for B2B companies. Other methods include social media marketing, content marketing, and paid ads.
You can also try lead nurturing. Nurturing allows you to follow up with leads over time to keep them engaged until they’re ready to move forward with a sale.
You can leverage your Lead Generation by tapping into our website pixel, connected to the identity graph, and use the data to (a) retarget and remarket and (b) create like audiences, which are people who fit the profiles of your customers.
Challenge 3: Closing Sales
Closing sales is often easier said than done. It requires persistence, patience, and good follow through. To close deals, you must be able to answer three important questions:
- What’s the next step?
- When will they decide to buy?
- How will you communicate with them?
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Frequently asked questions
World Incentive Network Inc. is a BC based company, founded in 1996. We are a full service incentive marketing and performance improvement company that creates, markets, and manages reward, recognition, and incentive programs.
As part of our services, we connect qualified buyers with vetted suppliers. We do this as affiliates, value added resellers, consultants, and influencers.
We provide a variety of services including consulting, program design, program management, and marketing. These services are paid for by the business who needs our assistance.
The suppliers listed in our directory pay us for marketing their business and selling their products or services.
The suppliers in the WIN directory have been chosen so that businesses of all sizes can find the best solution for their specific needs.
There are suppliers who cater to Mom and Pop businesses, small businesses, mid-market companies and enterprises.
Our role is to connect you to the supplier that is best suited for your business and its needs.
The WIN Directory is a marketing service for business performance improvement suppliers. We enter into arrangements where we market, and sometimes sell, on behalf of the supplier.
We also work with the buyer to help them select the best option for their particular needs, whether it is simply recommending a supplier and making the connection, or combining a variety of suppliers to create a unique and customized solution.
If you need help to create, promote, and manage incentive programs or recognition programs, our specialists will take care of you.
And, if we're not a good fit for each other, with respect to your needs and our services, we will happily refer you to a better suited service provider.