Edgell Communications, a Randolph, New Jersey-based b-to-b publisher serving the IT and seasonal merchandising markets, has undergone a major overhaul of its lead gen offerings. “We’ve been generating what we call a transactional lead—defined as someone who downloads something and we pass that information onto our client,” says vice president of online media Robert Keenan. “It’s become clear in the last couple years that that’s become a more commoditized part of the business. It’s imperative that we move into becoming a lead nurturing and lead scoring provider.”
Starting last January, Edgell gutted its infrastructure, selecting a new CMS (Kentico) and rebuilding its proprietary lead gen platform in tandem with the CMS. “That allowed us to bring a level of intelligence between the two that we didn’t have before,” says Keenan. “This unites into one centralized audience database. This helps us move those transactional leads down the value chain.”
The new system includes individualized lead portals that allow customers and agencies access to leads on demand; custom reporting options that allow customers to receive leads in formats that align with their own CRM processes; custom question and polling capabilities that allow customers to further qualify leads; custom filtering that allows reports based on demographic and geographic options; and personalized e-mail delivery options.
Pricing is sponsorship-based, with typical packages ranging from $5,000 to $25,000. “We’ve not offered a cost-per-lead model to date, but we get challenged on that topic every day,” says Keenan. “Our audience tends to be higher level execs yet we’re being looked at for a $30 CPL. We needed to look beyond that, to offer value to our leads and become a bigger player in our ecosystem. We do that by a better user database. We can track everything our users do.”