Finding the most valuable leads and lead sources in marketing is like finding gold dust – rare and precious. One of LeadScale’s missions is to help clients find that gold dust amongst all the leads and lead sources that they may be using.
While many metrics measure the success of content syndication programs, one critical metric is often overlooked: registrant denial. Registrant Denial is when a contact denies downloading or interacting with your content.
In this blog post, we will explore the importance of measuring registrant denial, its impact on demand generation campaigns, and the significance of considering multiple metrics for a comprehensive analysis.
About Registrant Denial
For LeadScale’s clients, content syndication programs play a significant role in lead generation. They use various metrics to gauge campaign effectiveness. Marketing Qualified Leads (MQLs), Sales Accepted Leads (SALs), and Sales Qualified Leads (SQLs), are commonly used metrics. This data is often obtained from marketing automation platforms, allowing them to track each lead’s journey and evaluate the cost per MQL or SAL, for example, for individual partners.
While these metrics are essential for perfecting campaigns and distributing budgets to high-performing partners, other metrics should be considered. Unsubscribes and bounce rates are two common examples. However, one rarely discussed metric, registrant denial, is a recurring obstacle for demand generation marketers.
Registrant denial occurs when a data subject denies downloading the associated content. Sales teams often encounter this issue, as you are probably more than aware, but surprisingly, many companies do not actively measure it and instead rely on anecdotal evidence.
LeadScale tackled the registrant denial challenge in a campaign that involved telemarketing follow-ups to content syndication leads. They measured three critical factors:
- Leads ready to go directly to sales.
- Leads that needed nurturing.
- Leads that denied downloading the content.
- The results from the campaign with 10 partner organizations were diverse, with registrant denial rates ranging from 3.07% to a substantial 16.95%.
The knee-jerk reaction might be to remove the partner with the highest registrant denial rate, but there was a bit more information here for us to evaluate. That partner had the highest number of leads directed to sales, six times more than a partner with a lower registrant denial rate of 4.24%. This scenario underscores the importance of considering multiple variables in evaluating partners rather than relying on a single metric.
Conclusion
While common metrics like MQLs, SALs, and SQLs are crucial for perfecting content syndication programs, marketers should consider the significance of measuring registrant denial. Understanding how many leads deny downloading content can provide valuable insights into the effectiveness of marketing campaigns and partner performance.
In the pursuit of looking for the gold dust among your leads, demand generation marketers should measure every relevant variable. A comprehensive analysis considering multiple metrics will give a more accurate picture of partner performance.
Collaborating with a transparent partner like LeadScale can help marketers navigate the complexities within demand generation, helping to guide them to reveal the gold dust hidden within the leads they generate. By harnessing the power of data and insights, marketers can enhance their campaigns and drive better results.
Send me an email or add me on LinkedIn if you want to discuss more about registrant denial.