Th

1. Best Practice In Lead Generation
How following best practice lead generation guidelines
will result in improved ROI, increased revenues and
satisfied consumers
Julian Barkes, Head of Marketing & Partnerships
Thursday, 28 June 2012
Best
Practice
OLG

2. Introduction
Digital Marketing - The Marketplace
Search, email, web, blogs and video have become common place
for marketers to communicate with prospects via online
marketing campaigns
Best
Practice
OLG

3. The Marketplace
Where’s the money going?
Best
Practice
OLG
Source: IAB / PwC Online Adspend 2011 & WARC

4. Lead Generation
A channel in its own right?
2011 iab & PWC Online Spend Study
99 UK online sector is worth £4.8 billion
99 Online is now the single biggest medium:
• 28% of £17 billion market (more than press or tv)
• Online advertising grew 14.4% year on year (on a like
for like basis)
• Lead generation is classified in the ‘Other’ category -
accounting for 2% of total ad spend
Best
Practice
We believe lead generation accounts for a much
OLG larger portion of the pot, and will continue to do so...

5. Why Lead Generation?
It gives advertisers what they want...
99 Quality prospects to convert into engaged consumers
99 ROI, that is easy and straightforward to calculate
99 Transparency - how and where is the data collected, and how
is the brand impacted
And not the things they’ve had enough of...
22 1000’s of prospects who will never convert
22 Blanket, un-targeted promotion - spam email, network ads
Best
22 Inability to accurately establish ROI
Practice
OLG

6. When Lead Generation goes bad
Why adopting best practice policies is key
High volume, low quality leads - that do not convert - will
lead to mistrust of the sector, and a steady decline in overall
OLG ad spend.
HOWEVER...
...adopting OLG best practices will result in:
99 Better ROI for advertisers
99 Increased revenues for publishers
99 Satisified consumers
Best
Practice Let’s find out why and how...
OLG

7. OLG Best Practices
An overview
99 Prospects must actively consent to be contacted
99 Advertisers should clearly communicate how the user will be
contacted - email, phone etc.
99 A lead should not be asked to give away personal data which
is not relevant for the Advertiser’s product or service
99 Prospects must be free at all time to unsubscribe from further
marketing
99 Any use of incentives must be agreed on with the advertiser,
and the implcations of their use made clear
Best 99 Data capture forms and creative must be approved with the
Practice
advertiser before going live
OLG

8. Best Practice #1
Don’t dupe your prospects
Make sure prospect consumers know
what they are signing up for
Include tick boxes for prospect to
actively consent
Clearly communicate how they will be
contacted
Lead volume will DECREASE but
quality & prospect engagement will
INCREASE
Users do not feel ‘tricked’, so brand equity
is not compromised
Best
Practice Advertisers do not waste time speaking
OLG
to people who are not happy to be con-
tacted

9. Best Practice #2
Right context = Right prospects
Capturing lead data in
Yahoo! Finance a relevant environment will
generate high quality engaged
prospects
Example #1
Investing in facebook report
promoted alongside facebook IPO
article:
99 Engaged propects
99 Quality leads
Best
Practice
OLG

10. Example #2
The Guardian
Example #2
Eurozone Crisis report
promoted alongside live
Eurozone Crisis blog:
99 Engaged prospects
99 Quality leads
Best
Practice
OLG

11. Best Practice #3
Relevant + qualified audience = Most likely to convert
Example #1 Client: Auto Express
Target audience: Men in
Mosaic groups A, B, E, F, G
&H
Database segment:
‘In-market’ car buyers
who meet the target
demographic
Open rate: 33.64%
Click rate: 31.76%
Submit rate: 54.32%
Best
Practice
OLG
Conversion rate: 16.8%

12. Best Practice #4
Qualify prospects - even if volumes reduce
Example #1
Client: IFA Brokers
Email 1
Target audience: Over 50’s, affluent
investors
Database segment: FSS Experian
Groups G, H & L (Gilt Edge Lifestyle,
Mid-life affluence, Wealthy Retirement)
Sent to segment of target audience
Leads sent to advetiser to follow up on
Best
Practice *Users consent to be contacted in person
OLG

13. Example #1a
Email 1 Email 2
Sent only to those users who requested
the guide offered in email 1:
99 We know they are interested in this
topic, specifically
Best
Practice 99 Additional opt-in - users actively
OLG Sent to segment of target audience consent to be contacted (for the 2nd time)
Leads not passed onto advertiser

14. Results
Qualified prospects = more likely to convert
Email 1 ONLY Email 1 & Email 2
Open rate: 29.42% Email 1
Click rate: 33.22% Open rate: 28.39%
Submit rate: 51.86% Click rate: 35.28%
Conversion rate: 3.89% Submit rate: 50.55%
Conversion rate: N/A
Email 2
Open rate: 18.23%
Best Click rate: 21.32%
Practice
Submit rate: 24.73%
OLG
Conversion rate: 16.82%

15. Best Practice #5
Get prospects to reconfirm their request
Asking prospect to RE-
CONFIRM their initial
request will reduce
overall lead volume
HOWEVER...
...you will supply the
advertiser with those
leads that are most
engaged, and most
likely to go on and
convert
Best
Practice
You will save your
OLG
client time and money

16. Best Practice #6
Don’t ask unnecessary questions
(or at least strike a balance)
Form #1
Required fields:
99 Full name
99 Full address
99 Email address
99 Phone number
*All leads generated on
premium ‘trading focused’
websites
Best
Practice
OLG

17. Form #2
Required fields:
99 Full name
99 Full address
99 Email address
99 Phone number
1. How often do you trade?
2. Which best describes your
investable assets?
3. How would you characterise
your trading experience
Best *All leads generated on
Practice premium ‘trading focused’
OLG websites

18. Results
More fields = decreased submit
RESULT
Form #1 Form #1 has a 93.3%
higher success rate
Users: 13,081
Submit rate: 9.63%
The advertiser opted to go with form #1
because:
Form #2
99 It generated higher volumes, but QUALITY
was not affected:
Users: 11,639
• Form #1 requires detailed information any-
Submit rate: 4.98%
way (full address, phone no.)
• All leads were generated on RELEVANT
Best
sites, and therefore leads were regular traders
Practice
OLG • With lead data they can follow up to find
out further information if required

19. Best Practice #7
Email marketing - deliverability is key
Email still accounts for a large % of the lead generation
landscape. While results will vary depending on a range of
factors (quality of data, relevancy, creative etc.), the fact is,
consumers still respond to emails in their thousands
HOWEVER... you will be wasting your time creating the
perfect email if it never reaches the intended inboxes
DELIVERABILITY IS KEY
Best
Practice
OLG
MAXIMISING THE NUMBER OF PEOPLE YOU CAN REACH
IS CRITICAL

20. Best Practice #7
Email marketing - deliverability is key
We improved our deliverability from 57% - 99.7% over a 6 month period
99 Encourage interaction - develop content that encourages recipients to click or reply
(surveys, feedback requests)
99 List hygiene - bounce management, manage unsubscribes, monitor complaints via
ISP feedback loops, sign up for Whitelisting
99 Certification
99 Technical readiness - email server set up, domain throttling
Then Engage leads
1. Acquisition - adding a new lead to the file
2. Conversion - prompting the lead to take a desired action (open an account / trade / invest)
3. Engagement & Retention - keeping the lead / customer active and engaged with the
Best programengaged with the program
Practice
4. Win Back - reaching out to inactive leads to bring them back in to the marketing fold.
OLG

21. Summary
Best practice lead generation...everyone’s happy
Advertisers looking to acquire customers online will continue to
use Lead Generation, because it is a cost effective and
measurable way to capture interested consumers
BEST PRACTICE will ensure this continues to be the
case:
CONSUMERS are satisfied - they get the information they are
looking for, without being tricked into giving their details.
Trust is built between the prospect and the advertiser
ADVERTISERS don’t waste their time trying to convert poor quality
leads. Brand equity is upheld. ROI is easily calculated and transparent
Best
Practice PUBLISHERS don’t impact on the user experience.
OLG Lead volumes may decrease, however long-term revenues INCREASE as
quality leads = higher lead costs and greater marketing spend

22. Thank you for your time
Please get in touch with any questions
julian.barkes@dianomi.com
+44 207 802 5530
London New York Sydney
www. 18 Buckingham Gate, 1115 Broadway, Level 12,
Best
dianomi.
Practice
London, UK, 12th Floor, New York, 95 Pitt Street, Sydney,
OLG com SW1E 6LB NY 10010 NSW 2000