by Michael Foster
The secret sauce of any lead-generation marketing effort is going to be different, and more marketers are realizing that off-the-shelf solutions just aren’t going to work exactly for them to reach their goals. While customized solutions are becoming more popular, marketers are quickly realizing that they can easily filter the leads they generate from their marketing efforts themselves if they know what to look for.
And that’s the hard part.
When you’re dealing with thousands of leads, identifying which are worth their salt and which aren’t isn’t easy. But if those leads are better quality to start with, filtering them is much easier. And that brings us back to square one: How can we generate leads from nothing and ensure we’re getting the best-quality leads possible, especially if we need to use a customized, unique solution to get those leads?
This is where programmatic advertising comes in.
Programmatic has been a buzzword for years, and the idea is very familiar to most marketers these days. You use technology to automatically place an impression in front of a potential customer in a way that will maximize ROI. In the first years of programmatic advertising, the tech was pretty rudimentary; some simple rules, a basic algorithm and a lot of data, mostly from cookies, were pretty much all programmatic advertising relied on.
The industry has grown up. A lot. There is so much more data and much more sophisticated artificial intelligence out there. That means programmatic advertising solutions can now learn from their mistakes. On their own. Many marketers are realizing that, once they set up a programmatic advertising solution, all they have to do is let it run and watch the high-quality leads roll in.
Of course, getting a qualified lead is just one thing—the next step is turning that lead into a real business agreement. And the way to do that is not just by using technology—it’s by marrying that tech with the voice of a real human being. And this is where techniques like webinars and one-to-one conversations with prospective customers come in.
It seems old fashioned and outdated, which is why this more hands-on approach to marketing is often ignored in favor of a pure tech play. But that is an unwise move; as many business-to-business marketers have already discovered, you can first attract their attention with technology, but the hands-on approach will get them to sign on the dotted line.
So how can marketers capitalize on this strategy?
At this year’s LeadsCon Connect to Convert conference, Aug. 21 to 23, Arketi Group’s Star VanderHaar and Iron Mountain’s John Hansen will discuss how webinars produced a sales pipeline of $290,000 with 194 registrations and 79 attendees—and how you can find similar pipelines and take advantage of them by taking your adtech approach a bit further with the human touch of a webinar.
Join Star, John and the rest of us at Connect to Convert as we comb through the recent technological developments in programmatic advertising and learn how smarter algorithms, more powerful data and more refined approaches to ad targeting are boosting campaign performance for lead-generation marketers around the world.
To learn more on what’s driving today’s customer acquisition, performance marketing and sales, join us at LeadsCon’s Connect to Convert this August in New York. Register today!