1. The Life of a Lead BREAKOUT SESSION Gary Weber
Welcome! Thank you all for being here.
UMBFS is proud of the year we have had and we credit much of our success on our clients who motivate and inspire us every day and we thank you.
We know you are looking forward, evaluating your business model, market trends, new products, and you’re making some big decisions in a challenging marketplace.
This year we strategically focused our sessions on the issues impacting product development and insight on asset raising.
I am thrilled with our fantastic line up of presenters with perspectives from across the investment management industry and I look forward to learning along with all of you today.
Gary Weber
President & CEO AccuPoint Solutions

2. The Life of a Lead October 2017
This document is intended for the agreed upon use by specified recipients only and may not be distributed externally or reproduced for external distribution in any form.

3. The Life of a Lead
It is more than just the attributes of the Advisor or Firm

4. The Life of a Lead – Advisor

5. The Life of a Lead - Advisor & Firm

6. The Life of a Lead has many more Considerations
ADVISOR & FIRM ATTRIBUTES
Sources
Profile
AGING
Updating
Validating
Measuring
Modifying

7. The Life of a Lead has many more Considerations
ADVISOR & FIRM ATTRIBUTES
what data points help you best target
Sources
consider all data sources you have, but do not over complicate
what data points are in these combined sources
not all matter
Profile
what is the profile of your lead for a given campaign
what data points return leads based on this profile
consider standalone and combined - cross pollination opportunities
what data points are most important - remove the “noise”

8. The Life of a Lead has Many Considerations
AGING
how old are the data points in these databases - one by one
Updating
how often are these data points updated
Validating
are the leads chosen validated; how frequently
Measuring
what are your success metrics
what impact does the lead list used have on this success - positive or negative
Modifying
ongoing success WILL diminish based on the ever changing “life” of your leads
continuously modifying will keep up with the lead’s life journey
don’t throw away the good leads

9. Advisor & Firm Attributes
It’s About Balance
Advisor & Firm Attributes
Aging
Modifying
Measuring
Validating
Updating
Profile
Sources

10. Campaigns Sourcing / Profiling / Aging / Updating / Validating
2 Weeks Prior
Must be Defined, But Finite
Advisor & Firm Attributes
Sources
Profile
Finalize Campaign List
*Lead Life
Sourcing / Profiling / Aging / Updating / Validating
Measuring / Modifying
* From time uploaded / excludes updates

11. Risks – Declining Results
Overall results WILL diminish based on the ever changing “Life” of your leads
Over Exposure (tiring your lead list) - blended reduction of 20% in delivered rate over time
trickles down to all other categories - opens, clickthroughs, replies
increased permanent suppressions
Impact to new campaigns
Missed Opportunities
lack of exposure to “new” entrants matching your profile
new Advisors / Firms / Branches
Advisors / Firms changing status – “Inactive”; RR now “Active” IA
Waste – resources & money
using old leads / data - retired, left industry
using mismatched leads / data – inactive ; new profile
Domain Blacklisted
effort to remedy
Decreased Exposure
websites; social media

12. What Can You Do
Ensure data points are updated and validated on a consistent, continuous and balanced schedule
ask the right questions
Update your lead list on a consistent, continuous and balanced basis
only you can define this, campaign by campaign
Define the risk vs. reward
Set clear internal and external expectations

13.
This document is intended for the agreed upon use by specified recipients only and may not be distributed externally or reproduced for external distribution in any form.

14. Welcome! Thank you all for being here.
UMBFS is proud of the year we have had and we credit much of our success on our clients who motivate and inspire us every day and we thank you.
We know you are looking forward, evaluating your business model, market trends, new products, and you’re making some big decisions in a challenging marketplace.
This year we strategically focused our sessions on the issues impacting product development and insight on asset raising.
I am thrilled with our fantastic line up of presenters with perspectives from across the investment management industry and I look forward to learning along with all of you today.