Folio Stories RSS: Lead-Generation Insights

Intelligence is Key for Transforming Lead-Gen Efforts

Dan Trombetto — Thu, 14 Jul 2011 11:09:08 -0400

“Taking the $10 lead and turning it into the $100 lead.” I wish I could take credit for that phrase. But, I’d have to defer to Jason Ward, Edgell’s director of lead generation, for opening my eyes to the concept. It’s also become the motto that we, as a company, have used for the last year to rework and re-craft Edgell’s lead generation efforts.

Revitalizing Lead Generation with Analytics and Business Intelligence

sbotelho — Wed, 11 May 2011 11:56:33 -0400

Like so many other areas of the economy, the bottom dropped out of the lead generation business in 2009. Advertisers, in the face of a down market, were tightening their belts wherever they could and lead generation was an easy target.

Lead-Gen Skills Development for 2010

dsikes — Thu, 14 Jan 2010 11:40:17 -0500

One of the buzz phrases for magazine publishers in 2009 going into 2010 has been lead generation, especially during these times of pinched advertising budgets. At many companies, the responsibility of launching lead-gen programs has fallen into the laps of audience developers—after all, lead-gen is all about audience marketing.

Beyond the Whitepaper

Thu, 17 Dec 2009 15:14:57 -0500

In lead-generation programs, whitepapers have been the perennial go-to content source for hooking basic leads. Yet publishers are in a better position than they might realize to produce any number of one-off and custom projects that collect a full range of leads‚ from preliminary to sales-ready.

Capturing Highly-Targeted Leads

Thu, 17 Dec 2009 15:10:56 -0500

Perhaps the most important step in operating a successful lead-gen program is making sure that the leads are indeed qualified for the advertisers that will be contacting them. Most publishers have a basic registration form set-up for customers to fill out if they want to download a whitepaper or access a Webinar.

Managing Client Expectations About Lead-Gen

Thu, 17 Dec 2009 15:07:08 -0500

In recent years, publisher FierceMarkets has seen lead-gen grow by 10 percent to 20 percent of its overall monthly revenue. “We can define leads any way clients want—name title, demographic, info such as number of employees, further clarification of role, and the asset they interacted with,” says COO Maurice Bakley.

Effectively Marketing Lead Offers

Thu, 17 Dec 2009 15:04:35 -0500

Just as it’s essential for publishers to have a solid plan of attack when it comes to their business plan, it’s equally as important for them to strategize different lead offers to target diverse readership. Regardless of the offer, publishers should have plans for how to best serve up and promote products simultaneously across platforms.

From Zero to 60 With Lead Gen

Mon, 23 Nov 2009 16:04:59 -0500

Like most publishers, Reed Business Information offered little in the way of lead generation a few years ago. Today, lead gen accounts for one-third of RBI’s total online revenue and is included in up to 90 percent of the publisher’s online products.

How Not to Abuse a Lead

Mon, 23 Nov 2009 16:01:32 -0500

When it comes to running a successful lead generation program, part of a publisher’s job is to make sure that its most valuable asset—the customers—aren’t being abused by its staff or advertising partners. After all, once a company loses its reputation as a trusted brand, it takes a long time to build it up again.

Reversing the Risk With Lead Generation

Mon, 23 Nov 2009 15:57:34 -0500

Publishers lately have jumped on the lead-gen bandwagon as a way to supplement declining revenues, but nevertheless still see their primary models as display or brand-driven. One company is using a CPL model to open doors with advertisers, eventually upselling them to brand advertising after a lead-gen track record is established.