Posts Tagged ‘multimedia landing page’

Improved Lead Scoring for Marketing Campaigns

Improved lead scoring

Lead scoring improves follow-up

Our product development team is in the midst of an upgrade that will enhance our lead scoring for multimedia marketing campaigns. The benefit of this improvement is faster lead follow-up during the lead generation campaign. One of the most difficult challenges in lead generation campaigns is to ensure that highly qualified leads are contacted promptly (detailed in this post).  As the marketing campaign happens, the hottest leads will be flagged for immediate follow-up — improving the marketing campaign ROI.

How does it work? The lead scoring technique measures and scores how the people who respond to your Swyzzle campaigns (your leads) watch and interact with the Swyzzle show. The viewing habits of all viewers and interaction with PromoPad items below the show and other factors are collected and analyzed to compute the score. Some of the factors which are included in the scoring include:

  • Total Length of viewing time - indicating quality and viewer interest in the show
  • Number of views - indicating level of interest in the content of the show
  • Number of clicks on PromoPad items – showing interest in a particular topic related to the item clicked.
  • Number of repeated segments viewed during a session – showing interest in a particular portion of a show
  • E-commerce item clicks on PromoPad - indicating specific interest in a product offered during the show

As data is collected for each new lead generation campaign the analysis learns and improves, producing more refined results.

Look for the new lead-scoring within the next several weeks. In future releases we’ll be adding other new features to drive higher quality multimedia-based lead generation.

Use Your Recorded Webinars for Online Lead Generation

The traditional way to use webinars for lead generation is to invite people to register for a webinar that educates your customers about new solutions to their problems, and builds upon your reputation for thought leadership in your industry.  This is a great way to qualify prospects that may be ready to buy within the next year, and push them into the sales funnel (see Understanding the Lead Generation Funnel). Unfortunately, most of your invitees will miss your webinar because they are busy during the scheduled webinar session.

Here’s the good news. Webinar platforms like  WebEx and GoToMeeting can create a recording of your webinar. So you can get more out of that webinar inviting prospects to watch the recorded webinar — that is, by using it as the offer in an online lead generation campaign. Let’s say you invited 2000 contacts to participate in a webinar. Typically, you will get 100 or so people to register for the webinar, and about 20-25 will participate at the scheduled time.

After the webinar, you can conduct a follow-up email to the original list, inviting them to follow a link to a landing page with the recorded webinar. Statistics show that about 200 people will follow the link and watch some or all of the webinar, increasing the leads by a factor of 8-10x.

If you are a company with channel partners, such as VARs or distributors, you can also give recorded webinars to your channel to help them improve sales. Normally, webinars include an introduction that is branded for the corporation, followed by the webinar and then a Q&A session. You can let your partners re-brand the introduction and execute their own email campaigns. They benefit from the webinar and improve their brand without the expense of running the webinar. The corporation controls the message, so there’s no risk of conflict in the message the channel is delivering to the market.

There are several things that Swyzzle does to make it all easy:

  1. You can upload the recorded webinar to Swyzzle and create a simple show containing the webinar. Add links within the show to other web pages that visitors can click to delve deeper into your subject.
  2. Without editing the recording, you can create a customized channel branded introduction using your logo, website and contact info prior to the start of the webinar. This is an easy way to leverage well-produced informative webinars and engage potential customers in a dialog with your company.
  3. Swyzzle tracks the viewing of the show and provides detailed reports that identify and qualify your leads so you can follow up with sales calls.

We also provide lead generation services turnkey, so you can offload the whole thing to us.

B2B Lead Generation

We offer B2B lead generation services to help companies with marketing campaigns using Swyzzle shows (or, as we call them, multimedia marketing campaigns). The goal is to find prospects who are looking to buy your products – real, qualified leads that your sales team can pursue. These campaigns are especially effective if your company has a high involvement product or service – where the sale doesn’t normally happen without a demonstration or a problem-solving session.

At first you’re likely to need help to execute this sort of campaign. You already have many of the tools, like presentation materials, white papers, case studies and fact sheets. The challenge for most companies is to pull them together into a marketing campaign that prompts prospective customers to raise their hands and tell you they are looking for your product. The multimedia you create with Swyzzle can be as simple as you like. It can be a basic slide show made with pictures, you add audio (like a voice-over or music) tracks, or videos. You can use existing content your company produced for other reasons, like a webinar.

Here’s how a multimedia marketing campaign project like this works. There are three parts:

  • Discovery - To run a successful lead generation campaign, we first need to define  “success” . Are you trying to get new customers? Let your existing customers know about new products? We start by talking with you to understand the goals of the campaign, your company’s value proposition, and what materials you have that can be used. We’ll agree on the contact list for the campaign. It’s also important to understand the company’s personality – is your company serious or  funny? Stodgy or edgy? Having answers to these questions helps assure that your content is valuable to your audience and something your company will be proud to share.
  • Production - We have to produce a show, an email to send to your contacts, and a multimedia landing page with the show embedded on it – normally in that order. We start by developing a show concept that achieves the goals set down during discovery. We’ll plan it out by story-boarding the show, selecting documents and web pages viewers will open for more information. Then we’ll produce the show, getting approval along the way to ensure we end up with a great show. The look of the email and landing page will match the show, but we’ll make sure the message is enticing so people will want to watch it.
  • Execution - Now it’s time to distribute the email and track our results. The global analytics captured by the Swyzzle player let you know who opens the email, who goes to your landing page, how much they liked the show and what they cared about. This is how you know how successful your campaign is, and identify leads so you can follow up and make sales. Swyzzle reporting tells you which parts of the show your viewers are watching and if they followed through to get more information. You’ll know the parts of your show that were of highest interest and which documents they viewed.

Multimedia and video increase the rate of conversion of page visits to leads. It’s no longer necessary to avoid using them because it’s difficult. It’s easy. You can do it. And it will help you increase sales for your company.