Lowering Your Lead Generation Costs 1 Its Simply about Leads and - PowerPoint PPT Presentation

Lowering Your Lead Generation Costs 1

It’s Simply about Leads and Conversion 2

Budgets Aren't Getting Larger 3

Shift Balance to Reduce Cost Enterprise Cost per Lead ~ $65 Distribution Cost per Lead~ $22 4

The 5 Most Common Pitfalls of Current Distribution Model

Pitfall #1 Not connecting the brand strategy to the advisor strategy

Pitfall #2 The belief that people trust brands just as much (or more) as they trust people

Pitfall #3 Lacks Personalization

Pitfall #4 Thinking that a generic engagement model will resonate with everyone

Pitfall #5 Costly investments for fewer leads

Budget Allocation 11

Challenges with implementing a Distribution Strategy 1. Few vendors that support this strategy 2. Difficult to break away from what has always been done (traditional budget model) 3. Fear of change 4. Lack of Brand control 5. Regulation 13

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Sales Representative… Your Brand Ambassador Brand Advisor’s Network 50,000 people Advisor’s Network’s Network 250,000 people

Who is Doing This Already? Financial: Insurance: Wealth Management: Mortgage: 16

Tangible Results Generate new business leads and trust with existing customers through a differentiated localized presence. ❖ 100% Increase in web engagement ❖ 150% increase in email engagement ❖ 70% average increase in inbound leads ❖ 38% email open rate vs 21% industry average Active ❖ 17% click through rate vs 2.75% industry Passive average ❖ 70% of form submissions are lead based 5-10 1-2 MONTHLY MONTHLY LEADS LEADS 17

Increased Engagement Local Website Page Views vs Corporate by Month Customers engage with advisors and the enterprise brand across diverse segment By more effectively distributing engagement through advisor websites, enterprises can benefit from a network effect resulting in overall client engagement increases as measured by website traffic, leads and ultimately revenue. The aggregate contribution of advisor websites grows customer engagement for the firm 18

How Distribution is more effective Average Cost Per Lead when distribution is added Financial Services Average Cost Per Lead - One cost of distribution for one campaign $25 gets divided between all the individual $234 advisors - Impressions and engagement of a campaign are amplified 19

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Top 3 Steps to Get Started Find a Pilot Vendor or Consultant Analyse Where Rebalancing Makes Sense for You Review Current Costs Per Lead & Benchmark Objectives 21

So who can actually help do this? 1. Broadridge (Legacy) 2. Hearsay Systems (Social) 3. Seismic (Email) 4. Veriday (Integrated solutions) 22

Questions?

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