Whether for outbound dialing in your call center or for email newsletter engagement, lead generation campaigns can be incredibly beneficial for brands looking to boost customer acquisition and engagement. But to succeed with lead generation campaigns, there are four actions that must be taken prior to campaign launch.
- Make Sure Your CRM Fits Your Purposes.
A sophisticated CRM (customer relationship management system) is essential for a lead generation campaign to thrive.
For tracking purposes, a lead generation CRM needs to be able to segment and isolate records by source. Segmenting by source is important because high-volume lead generation campaigns typically include a variety of placements, sources and media traffic that can be identified with source identification codes (source IDs). Advertisers who can segment and track outcomes by source ID can understand how individual sources are performing, and this intelligence allows for source-level optimization down the road.
- Get Your Ducks In A Row.
From technology to team training, there is a long list of marketing and sales infrastructure that should be in place before a lead generation campaign launches.
- Email campaigns require an advanced email marketing platform solution. For marketers building out email subscriber lists, having the backend infrastructure for email address intake, email message distribution and tracking is essential for effective and compliant campaigns. MailChimp, SendGrid and Hubspot are commonly used email platforms that do the job well. Excel files and manual processes can supplement sophisticated email technology, but they should not be relied on for email campaign management.
- Email campaigns must comply with CAN-SPAM. From lead generation to email sending, it’s essential to comply with CAN-SPAM rules. Subject lines, from lines and the address information that goes in the footer should be clear so as not to misrepresent the purpose or sender of the email in any way. Providing an option for email recipients to unsubscribe is also important, as is managing the opt-out list so email messages are not sent to the unsubscribed.
- Successful call campaigns require professional call center agents. Whether an in-house call center or an outsourced call center is used, having trained and scripted call center agents is important to keep the message on point and headed toward conversion.
- Call center technology makes outbound dialing more efficient. Five9 and VICIdial are examples of technology that helps call center agents handle both inbound and outbound calls with routing and queue prioritization. Systems that allow for streamlined call recording and auditing can also be of benefit for agent training and compliance management.
- Unique scripts should be written for inbound and outbound campaigns. Inbound and outbound calls are different experiences and should be handled as such. Scripting should be unique to the experience. Some teams even divide call center agents based on the call direction.
- All outbound dialing campaigns must align with TCPA laws. To be legally allowed to communicate with consumers via outbound dialing, all leads generated for outbound call campaigns must include the proper consumer consent, including company name or dba.
- Know What You Want Before Launching A Lead Generation Campaign.
Advertisers new to lead generation sometimes launch campaigns before clearly defining what a fruitful campaign looks like. This is not fair to the advertiser or the lead generation partners, because the lack of benchmark clarity makes it difficult to understand when lead generation performance is driving marketing and sales success.
Effective performance marketers understand the importance of defining key performance indicators (KPIs) and baseline measurements before lead generation campaigns launch.
- Common email campaign KPIs include: Open rate, click-through rate (CTR), action-based metric (like how many people convert on the landing page).
- Common call campaign KPIs include: Contact rate, appointment rate, action-based metric (such as credit pull rate for consumer finance campaigns) or sale.
Ultimately, optimal KPIs should back into the desired cost per sale, so if the KPI is achieved, the cost per sale is in line with campaign objectives and a positive return on investment (ROI) is also achieved.
For brands transitioning to digital lead generation from traditional media direct response campaigns, KPIs can be based on prior success. For brands completely new to lead generation, spend caps can be used to test campaigns with relatively low monetary risk while setting KPI baselines for when campaigns scale.
- Lead Generation Campaign Optimization Requires A Good Feedback Loop.
For lead generation partners to be able to effectively optimize campaigns, they need to receive performance data from the advertiser. Weekly excel files that show lead IDs, source IDs and dispositions (which detail the final action for a lead — good or bad) provide the intelligence needed to optimize campaigns at the source level and establish lookalike campaigns to connect with more consumers who have the greatest propensity to take action.
If you’re not sure how to best collect or share performance data, chat with your lead generation partners. They’ll undoubtedly have advice.
Lead generation campaigns can be tremendous for scaling customer acquisition. But campaigns launched before pre-campaign legwork is completed are less likely to prosper. From CRMs to feedback loops, campaign preparation is essential for lead generation campaign success.