The 3 T's for lead generation

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3 min

Thursday, January 30, 2020

A lead generation campaign, like any marketing campaign, can be a daunting process. And that’s even before you’ve pushed it live. But it doesn’t have to be with our strategy: the three T’s. 

Backing our decisions with data instead, as we do now, gives us the confidence to know that what we are doing for our clients will work. Knowing where and when to target the audience, how, and with what messaging means campaigns are no longer an expensive guessing game where the answers are only revealed at the end. 

Insights gained from data also help us to focus our campaign performance on the areas that will have the greatest impact for our clients objectives, and their bottom line. 

So just how do you get that all-important data? It comes back to the three T’s.

1. Test

The first stop on the lead generation process is setting up an initial campaign to gather data, and benchmark against known results. In this phase, you should be consistently analysing data and gain insights that will allow you to: compare results; identify trends, strengths and weaknesses; and benchmark. It’s also key to decide beforehand what your purpose for this campaign is. Is it to build a database? Do you want to make sales? Do you just need to move inventory? Or do you want to learn more about your target market and audience? Decide before setting up your campaign because this will inform the data you need to look at, and what patterns you’ll want to try and identify. 

2. Test

Next, test again with new collateral and tweak based on the insights gathered from the first stage to improve leads, both in terms of quality and quantity. Again, this is why it’s important to decide what the purpose, or goal, of your lead gen campaign is. Whether it’s a batch and blast for sales or database building, or converting those hard to make sales, you’ll want to tweak and test again depending on what outcomes you’re aiming for. The best way to get a strong ROI is to continuously develop pragmatic solutions based on the insights gathered from testing throughout a campaign’s lifecycle. 

3. Test (again)

Third, keep testing until the very end of the campaign. Compile the final results into a report and  take the learnings into account for future campaigns. Over time, this strategy will help you to achieve a more sustainable cost-per-lead for your campaigns, better conversion rates, and better results. At least, that’s the aim. With more testing comes more data, and more data means greater insight. This insight is incredibly valuable and even if a campaign doesn’t initially achieve its goals, know that the data is worth as much for future campaigns as sales. 

No data, no deal

If you’re planning on embarking on a lead generation campaign and want to employ the help of an agency, remember this motto: “no data, no deal.”

When looking for a digital marketing agency, find one who will consistently test during lead generation campaigns and share insights with you. It’s also important to trust that they’ll implement the insights and improvements based on that testing. undefined with you. It’s also important to trust that they’ll implement the insights and improvements based on that testing. At Frankly, we do more than just deliver leads. We analyse the campaign data, test, analyse and then deliver the right campaigns that provide tangible results.

It’s in our DNA to test and measure to drive the best outcomes and leads for our clients. Your agency should be working throughout the campaign, using data to steer your campaign to deliver strong outcomes.Worthwhile results don’t come from letting a campaign run its course and budget.

The best way to get a strong ROI is to continuously develop pragmatic solutions based on the insights gathered from testing throughout a campaign’s lifecycle.
Clinton Katts
Written By

Clinton Katts

Head of Performance