Selling Successful Lead Gen Programs Ronda Hughes Sr. Director of Marketing and Audience Data UMB Life Science Pharma Science

What’s in a Name What is a “Lead”? a.Meets all demographic criteria. b.Shows some kind of interest. c.Responds to an advertisement. d.A city in South Dakota.

Today’s Discoveries How to Get Started Monetizing your Audience/Data How to Create Lead Gen Programs Training and Staff Faith in Your Data

How to Get Started Promote Your Database Segment Client Base Entire Client List Small to Mid-Level Clients High-Level Clients BETA TESTS AND CASE STUDIES

Side Bar…… Lead Gen E-Campaigns = AND…List Rental =

Monetizing your Audience/Data Selling Targeted Audience Reach VS. Products/Media Platforms Listen, Listen, Listen Total Reach vs Specific Platform Reach Pricing “Leads” Targeted List Opened but Didn’t Click Through Clicked but Aborted Registration Form or Survey Clicked Through and Submitted

Create Lead Gen Programs One and Dones = Brand Recognition Multiple Frequency Nurturing Campaigns Across Platform Campaigns Multiple Entry Campaigns Surveys

Training and Staff Training Sales Importance of (direct messaging) as a marketing platform metrics and how they relate to leads Technology (yes, this can be slightly painful) Quality vs Quantity Support Staff List Counts/Order Coordinating/Consultative

Faith in Your Data Junk In = Junk Out Age of Data Source of Data Freshness of Data/Engagement Segmentation Work Upfront Right People, Right Message, Right Now The “Conversion” Conversation Client Lead Follow Through

Heads Up! Not Every Campaign Will be Successful Plan B (offer testing) Identity Crisis – Media/Publishing Company or … Agency Digital Consultant Designers Prevent List Fatigue Calendar Segmentation (remember quality vs quantity)

PERSEVERANCE Stick to IT and you WILL see PROFIT!

THE END PLEASE ASK QUESTIONS!!