Your CMO and your sales team expect you to have delivered a thousand leads yesterday. You’ve done your preparatory work in choosing a demand gen supplier(s). But where are the leads?
Let’s look into a small but vital area of demand generation: How are you getting your leads delivered to you by using content syndication providers?
Depending on your campaign needs, there is usually one of two options:
- Deliver all as soon as possible OR evenly to a campaign end date.
This sounds simple enough, but there are some things to make sure you are looking out for and doing when dealing with lead delivery in content syndication demand generation.
Deliver as Soon as Possible
This is usually not an issue on broad campaigns but it can be problematic on more niche campaigns, especially with duplicate leads.
- Do you have trading rules that allow you to reject duplicate leads from more than 1 supplier on a campaign?
- What about from previous campaigns?
What we find is that on a campaign using multiple suppliers, typically, 12% of submitted leads* are duplicates or need to be correctly suppressed and should be rejected.
Deliver Evenly
Are your partners actually delivering evenly?
Sometimes, what we find is that a partner will try to fulfill the order as soon as possible. They are trying to fill the quota ASAP to get the invoice out the door and the job off their books.
Or
They’re taking their time with the job, prioritizing others, but it’s getting towards the month end, and they realize they need to get it done to hit targets. As a result, you suddenly get a flood of leads at the end of the month or quarter.
Or
They deliver exactly evenly every week, but, what’s the problem with this?
Well, how likely is it that they are able to deliver exactly the same amount of leads each and every week?
Well, what usually happens is that they hold back leads that are over quota that week to the next week and now you are receiving leads that have been going stale for a week.
Improving Lead Delivery
So, how can LeadScale improve lead delivery to ensure you always receive the best results?
- Robust Trading Rules: Ensure you have robust trading rules in place around duplicate leads and records that should be suppressed.
- Weekly Monitoring: Track on a weekly basis how the lead delivery is going by partner and campaign line. If you are asking for an evenly paced campaign, request an organically even distribution and tell the partner that you will make allowances for going a little under or over each week.
- Dynamic Suppression Solutions: Provide encrypted dynamic suppression solutions to allow partners to run both pre-campaign suppression and dynamic suppression during your campaign to protect your brand.
Many clients struggle to implement all three points effectively. Send me an email or add me on LinkedIn if you’d like to learn how LeadScale Services can assist with these aspects.
