2. Get Guarantees Based on Net Good Leads Don’t Just Take Any Leads You Can Get Locking in a set price per lead is only the beginning. Bad leads multiplied by any price are bad leads. The next step is to guarantee you’ll get the type of leads that will most likely convert to sales. Remember, that this assumes you’ve fundamentally identified a targeted community of potential buyers for your products or services. When you are paying per lead, it’s important to make sure you can filter your leads prior to taking acceptance to increase the overall quality of the pool. Filtering takes several forms. 1. Removing obviously bad or ‘spoofed’ leads filled with garbage characters or faked names like ‘Mickey Mouse’, etc. 2. Filtering you leads so that the right company, market, employee size, job titles are being targeted. This will make the leads delivered to you more accurate to the customer you are targeting. Most vendors can do this for you, but depending on how finely you want to focus the campaign, it may cost you a bit more. 3. Custom questions are another way for you to refine your campaign. You may have specific sales qualifying questions that you would like to ask of your registrants. This can be a way to gain more information about a registrant, but you need to be careful about a couple of things. One, is that if you ask too many questions, you will increase your abandonment rate. We recommend only one custom question, two at the maximum to include with standard registration questions. The other is perhaps not so obvious and we see it all the time. Some marketers want to ask very specific sales qualifying type questions. What happens is that the registrants don’t feel comfortable answering the question at registration so they just give the least interested possible answer from the list of available answers. You end up with bad data. Another thing to note about customer questions, is most publishers will not filter on them…so make sure you ask. 3. Use Existing Content as Your Offer Keep It Simple – Extend The Life of Your Content Using your best content will ensure you get leads faster and reduce the overall cost and effort required to launch a campaign. Remember that the people, processes, and deliverables involved in launching a campaign count towards your spend. Building a live online seminar from scratch involves more upfront cost and effort than extending the life of an existing whitepaper.
