The goal of your database is to maximize customer value through conversion, retention and repeat sales. And, it allows you to create new marketing opportunities. A database is not just a collection of names. It’s a collection of individualized, behavioral information, isolated to each customer that allows for selective targeted marketing. It provides comprehensive, up-to-date and relevant information about prospects and/or clients, and will pay for itself quickly with visible, measurable sales if the data is high quality. Continue reading
In most cases when working with a lead generation vendor, you’ll find that simply acquiring a lead report and uploading it into your CRM or marketing automation platform is not that easy. Unavoidable issues will arise, like renaming the form-fields, manually translating field values to match yours, having to navigate through different views and roll-ups, etc.
We developed Custom Templates as a direct response to these pain points, and we really think that you’ll love it.
Here are some of the features:
Flexible Email Delivery Settings allow you to receive custom lead reports on specified dates, fitting in seamlessly with your existing lead management workflow.
Form Field Translations give you the freedom to fully customize lead report field names and automatically map them to those predefined by the Madison Logic platform.
Many marketers have learned the hard way that a poor quality lead, even if it came at a very low price, will cost a lot of money and time to follow through, only to end up with no deal closed. In the long run that list of low quality, low cost leads that you just picked up may require more time and effort to convert than the sales-ready leads that seem to be a bit out of your budget. The Real Cost Per Lead (rCPL™) takes into account the amount of time and resources your sales people need to engage, nurture, and eventually close a lead into a sale, and adds that figure to the initial lead acquisition cost. Identifying the rCPL™ for a lead purchase may in fact show that purchasing premium, higher quality leads will actually cut costs in the long run. Continue reading
Our resident Healthcare Category Manager, Lauren Conroy, has just come back from the HIMSS12 Annual Conference in Las Vegas. We had a chance to catch up and get her take on the show and why it matters for healthcare marketers.
ML: What did you think about the show?
LC: The show was great. There were close to 1,500 exhibitors, 300+ education sessions on the latest advances in healthcare technology, including mobile health, business and clinical analytics, connecting with consumers, care coordination, accountability for care and meaningful use. I would say that the only negative comment I found was that the show was quite overwhelming.
ML: Why was it important for you to attend?
LC: HIMSS It is the most comprehensive and authoritative knowledge event in Healthcare IT today. The healthcare industry is undergoing a massive transformation and healthcare IT has taken a leading role in streamlining the delivery of new models of care. HiMSS provides a platform for industry leaders to convene and demonstrate solutions that can truly impact efficiencies in healthcare. It is important for Healthcare marketers who are faced with more and more challenges to be cost effective and efficient to know that there are other ways to generate leads outside of events marketing, google adwords and email marketing.
“Meaningful Use” was definitely a main topic for all exhibitors and attendees. For all Healthcare advertisers and marketers, it has been crucial to understand the needs of all the healthcare institutions and requirements deemed by the government. It has been a hectic time for all healthcare institutions meeting the qualifications listed in “Meaningful Use” rules. Smart healthcare advertisers and marketers can help by publishing beneficial digital assets to these institutions to make this transition as easy and worthwhile as possible.
ML: What specific strategy were you discussing with these marketers?
LC: Healthcare marketers are definitely understanding, and welcoming programs that are most cost effective on their marketing dollars. Building up branding and awareness is always important to any marketer. When we are able to tie that into qualified leads for their sales team, the entire business reaps the benefits and the marketer is the hero. The Direct Leads program drives cost effective healthcare lead generation through marketing efforts and brand exposure on premium healthcare publications.
ML:Any final words?
LC: I can’t wait for HIMSS13!
New tools and research habits have led to a more intelligent, influential and powerful user– all of which have influenced how marketers communicate their message.
- Business professionals are purposeful about their search
- Peer Influence outweighs any force fed anecdote
- Online Research Habits have changed: search, blogs, social media, niche content sites
Bottom line: Companies have increased their presence online over the past several years to cater to a growing number of decision-makers turning to the internet for information. Marketers are looking for measurable results and ROI.
So it is not surprising that Search outranks other sources B2B executives use to find information, according to a report from Marin Software. Data from the study points to increased competition in the B2B paid search space as a result, evidenced by the fact the average cost per click in the B2B space increased 29% from Q4 2010 to Q4 2011.
Google and Compete also polled more than 1,600 B2B executives in the US and tracked the online activity of Compete’s panel of US web users to and from a select set of B2B websites. In addition to a high preference for search engine use among B2B influencers, the study also showed an increased reliance on more visual information sources. Data collected from Feb 2010 to March 2011 showed B2B-branded searches on YouTube more than doubled in number during that time. And as more brands use video content assets to share product-specific information, provide demos and offer testimonials, these numbers should continue to grow.
Since June of last year, Madison Logic has been launching site search across all its 300+ publishers as another media outlet for marketers to target their best buyers. When a user is researching for products/services, relevant white papers, case studies, and events will appear in the search results. On average, we are seeing upwards of 5-7% CTR.
In lead generation, it’s critical for content to appear wherever B2B buyers goes online at every point in the decision making process. Despite the rising importance of social media, search is still the mainstay of online self-service efficiency. Many studies, including this one from ITSMA, show that peer influence and web search are what buyers find most helpful when researching possible solutions.
A recent study by research firm Mediative found that over 70% of B2B buyers begin their purchasing decisions with searches through search engines. Similarly, a study by DemandGen found that 75% of all B2B buyers enter the purchasing mindset through searches.
Madison Logic has enhanced its ad offerings to include direct placement on search results pages of sites within our premium publisher network of over 300+ sites in all B2B verticals. The same technology that employs relevancy and reach algorithms also boosts current contextual placements by recognizing the “keyword context” of the page.
From a lead generation standpoint, this means that qualified business buyers will be able to find relevant content on sites they trust and depend on to make purchasing decisions. Wherever our advertiser content appears, we make sure that it can be easily searched. And when it’s found, make sure it can be quickly digested.
For publishers, Madison Logic is consistently improving its ad serving and relevancy targeting, which in turn maintains a valuable experience for their users. When advertisers sign up for Direct Leads, Madison Logic uses its LeadFocus technology to serve the most relevant ads on email newsletters, contextual ad units, research libraries, registration paths and now search and a newly enhanced keyword context results. After analyzing a campaign’s filters and advertiser assets, Madison Logic’s will look at publishers’ placements to determine the most relevant places to display the ads. Ad ranking is determined both by cost per lead, relevance and the audience reach.
Search drives a tremendous pool of potential prospects to build up within the sales funnel. Because these B2B buyers are accessing white papers and other research through search on niche vertical sites, they have already declared their intention to seek information on particular products and services. In many cases, web analytics suggest that these visitors convert to leads and sales at a greater rate than average website traffic. Leads that are generated through user initiated search on these sites are at least warm, if not a hot lead that actively wants to know more about your product.
How Does It Work? Continue reading