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

Lowering Your Lead Generation Costs

1

2

It’s Simply about Leads and Conversion

3

Budgets Aren't Getting Larger

4

Enterprise Cost per Lead ~ $65 Distribution Cost per Lead~ $22

Shift Balance to Reduce Cost

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

14

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?

16

Insurance: Wealth Management: Mortgage: Financial:

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 ❖ 17% click through rate vs 2.75% industry

average

❖ 70% of form submissions are lead based

1-2

5-10

Passive Active

MONTHLY LEADS

MONTHLY LEADS 17

Increased Engagement

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.

Local Website Page Views vs Corporate by Month

The aggregate contribution of advisor websites grows customer engagement for the firm

18

How Distribution is more effective

• One cost of distribution for one campaign

gets divided between all the individual advisors

• Impressions and engagement of a campaign

are amplified

$234

$25

Financial Services Average Cost Per Lead Average Cost Per Lead when distribution is added 19

20

Review Current Costs Per Lead & Benchmark Objectives

Analyse Where Rebalancing Makes Sense for You

Find a Pilot Vendor or Consultant

21

Top 3 Steps to Get Started

So who can actually help do this?

• 1. Broadridge (Legacy)
• 2. Hearsay Systems (Social)
• 3. Seismic (Email)
• 4. Veriday (Integrated solutions)

22

Questions?

Next Webinar: Digital Experience Trends in Commercial Banking Treasury Management

July 19th, 2018 @ 1PM EST / 10AM PST

In this webinar, we will explore Digital Experience trends and best practices and how they apply to the Financial Services Industry with focus on the the Business Banking and Treasury Management areas. These trends and best practices are not only important to best enable the customer experience of this important segment, but also are driving strategic benefit for those organizations employing them.

Upcoming Webinar: Local Search: A core marketing strategy for clients to find your advisors

August 16th, 2018 @ 1PM EST / 10AM PST

Using Organic SEO as a standalone strategy isn’t enough. The Search landscape is always changing but its importance is always growing. Learn why and how enterprise marketers can leverage local sure to help advisors be found in their local market. You Will Discover:

• What Is Local Search
• Results Local SEO Can Deliver
• Implementing Local Search Into Your SEO Strategy
• Tools To Enable Local Search