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    The Trade Desk launched Galileo platform to activate first-part data

    The Trade Desk launched Galileo platform to activate first-part data

    Kubient receives patent for KAI artificial intelligence for advertising fraud

    Kubient receives patent for KAI artificial intelligence for advertising fraud

    Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

    Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

    Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

    Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

    TripleLift makes first ever acquisition of 1plusX data for $150 million

    TripleLift makes first ever acquisition of 1plusX data for $150 million

    Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

    Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

    Dastgyr

    Dastgyr brings in Saif Ali to lead marketing

    Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

    Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

    Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

    Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

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      Google Search update creates massive opportunity for data providers

      Google Search update creates massive opportunity for data providers

      The Trade Desk launched Galileo platform to activate first-part data

      The Trade Desk launched Galileo platform to activate first-part data

      Kubient receives patent for KAI artificial intelligence for advertising fraud

      Kubient receives patent for KAI artificial intelligence for advertising fraud

      Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

      Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

      Kubient launches KAI ad fraud dashboard giving publishers unprecedented visibility to optimize their media

      Thankful & Gorgias partner to offer AI powered customer service to ecommerce brands

      Thankful & Gorgias partner to offer AI powered customer service to ecommerce brands

      Introducing Parative: The customer behavior platform with product usage data you can act on

      Introducing Parative: The customer behavior platform with product usage data you can act on

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      The Rise of Data Storytelling

      Why Amazon should enter into digital out of home advertising

      Why Amazon should enter into digital out of home advertising

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        The Rise of Data Storytelling

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      • Marketing
        • All
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        • In The News
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        The Trade Desk launched Galileo platform to activate first-part data

        The Trade Desk launched Galileo platform to activate first-part data

        Kubient receives patent for KAI artificial intelligence for advertising fraud

        Kubient receives patent for KAI artificial intelligence for advertising fraud

        Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

        Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

        Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

        Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

        TripleLift makes first ever acquisition of 1plusX data for $150 million

        TripleLift makes first ever acquisition of 1plusX data for $150 million

        Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

        Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

        Dastgyr

        Dastgyr brings in Saif Ali to lead marketing

        Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

        Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

        Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

        Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

        Trending Tags

        • Digital Marketing
          • All
          • Performance Advertising
          • Customer Service
          • SEO Search Engine Marketing
          • Influencer marketing
          • Email Marketing
          • Programmatic Advertising
          • DPAA Digital Out of Home EVERYTHING
          • Artificial Intelligence
          • Marketing Automation
          • Audience Data
          • Ad Fraud
          Google Search update creates massive opportunity for data providers

          Google Search update creates massive opportunity for data providers

          The Trade Desk launched Galileo platform to activate first-part data

          The Trade Desk launched Galileo platform to activate first-part data

          Kubient receives patent for KAI artificial intelligence for advertising fraud

          Kubient receives patent for KAI artificial intelligence for advertising fraud

          Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

          Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

          Kubient launches KAI ad fraud dashboard giving publishers unprecedented visibility to optimize their media

          Thankful & Gorgias partner to offer AI powered customer service to ecommerce brands

          Thankful & Gorgias partner to offer AI powered customer service to ecommerce brands

          Introducing Parative: The customer behavior platform with product usage data you can act on

          Introducing Parative: The customer behavior platform with product usage data you can act on

          The Rise of Data Storytelling

          The Rise of Data Storytelling

          Why Amazon should enter into digital out of home advertising

          Why Amazon should enter into digital out of home advertising

          Trending Tags

          • Social Media Marketing
            • All
            • Instagram
            • Facebook
            • LinkedIn
            • Twitter
            • Social Ads
            The Rise of Data Storytelling

            The Rise of Data Storytelling

            How to Completely Set up & Optimize Your LinkedIn Company Page

            How to Completely Set up & Optimize Your LinkedIn Company Page

            Get More From Paid Ads: Pro Tips to Make A/B Testing More Effective

            Get More From Paid Ads: Pro Tips to Make A/B Testing More Effective

            Hashtag Generation Made Easy: Four Tools You Should Try Right Now

            Hashtag Generation Made Easy: Four Tools You Should Try Right Now

            10 Content Ideas for Social Media in 2020

            10 Content Ideas for Social Media in 2020

            Brands use TripleLift as a go-to advertising alternative for Facebook

            Brands use TripleLift as a go-to advertising alternative for Facebook

            How to start your business on Facebook

            How to start your business on Facebook

            A Simple Guide on How to Monetize Your Instagram Profile

            A Simple Guide on How to Monetize Your Instagram Profile

            7 Facebook Ad Strategies to Avoid in 2020

            7 Facebook Ad Strategies to Avoid in 2020

          • Content Marketing
            The Rise of Data Storytelling

            The Rise of Data Storytelling

            Cybersecurity Content Marketing: 2 data driven tactics for a differentiated strategy

            3 Ways to Create a More Consistent Brand Image

            3 Ways to Create a More Consistent Brand Image

            How Content Consolidation Can Help Boost Your SEO Rankings

            How Content Consolidation Can Help Boost Your SEO Rankings

            5 Content Marketing Strategies That Will Skyrocket Your Search Traffic

            5 Content Marketing Strategies That Will Skyrocket Your Search Traffic

            Which Content Marketing KPIs Should You Track?

            Which Content Marketing KPIs Should You Track?

            Use These 9 Tools to Create Beautiful, Shareable Content

            Use These 9 Tools to Create Beautiful, Shareable Content

            7 Steps To Your Winning Content Strategy in 2020

            7 Steps To Your Winning Content Strategy in 2020

            What Your Content Management Process is Missing

            What Your Content Management Process is Missing

          • Audience Strategy
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            3 Market Research Platforms for Startups and Small Businesses

            The most beloved brands by Generation Visualized

            The most beloved brands by Generation Visualized

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            Everything You Need to Know about Rideshare Advertising

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            The death of third-party cookies may be a blessing for retailers

            Daily Muslim

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            3 Steps for Creating a Voice of the Customer Program to Better Understand Your Audience

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            Using SMS Marketing to Drive More Revenue & Engagement

            Easy Strategies to Improve Customer Service & Retention

            Easy Strategies to Improve Customer Service & Retention

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          What is a lead and how are they qualified?

          Performance advertising insights

          mm by Peter Bordes
          December 3, 2020
          84
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          The exact definition of a lead varies from marketer to marketer. It is crucial, however, that
          everyone involved in the lead generation process, and the sales team, are on the same page
          regarding what a lead is defined as.

          Typically, a salesperson, for example, will describe a lead as someone who matches the criteria
          of the established target audience, and who has both a need and interest in purchasing your
          product.

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          The Trade Desk launched Galileo platform to activate first-part data

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          Marketers, on the other hand, may define a lead as someone who might match your criteria and
          has an interest in your product. Additionally, a lead that proves to have qualities that fit the
          established criteria are referred to as a prospect. The difference between the two will be
          important as we get into how to qualify and assess leads as they arrive.

          How to Qualify Leads

          From a marketer’s perspective, no two leads are created or valued equally. It’s important to lear
          how to qualify leads specifically for your business needs. Some lead sources will deliver a high
          quantity of “junk” or spam leads which retain little to no value.

          Part of the lead qualifying process is determining which have the most potential as long term
          customers, so you can then focus on cultivating those instead of spending time on junk leads
          that won’t convert to customers. It’s also important to keep in mind, that even leads that can be
          referred to as prospects, don’t always have the same value either.

          A prospect turned customer that only makes a single, perhaps spontaneous purchase is much
          less valuable than a prospect that is drawn to you by your lead generation marketing, and
          becomes a loyal, long term customer.

          Here a few best practices that will help you determine the quality of your leads, and which ones
          are worth following up with:

          ● Qualifying Questions

          Qualifying typically starts with asking a few basic questions. These questions should be
          designed to determine whether the lead matches the criteria you have established. For
          example, if you’re selling automotive insurance, then people who don’t have cars or don’t have
          a need for a car (live in a city, takes public transportation, etc.) will not qualify as prospects.
          Therefore, the questions that you design to ask should be able to quickly identify car owners
          and the interest they may have in purchasing your specific insurance packages.

          ● Determining Interest

          At the very base level, determining a leads potential interest in your product or service is the
          minimum for qualification. A deeper level of qualifying interest would be determining how much
          a lead is willing to spend on your product if there are any restrictions in place, and if they are a
          person with buying ability (applies when selling B2B products).

          Another important aspect of this process to keep in mind is when qualifying actually happens.
          Typically, the initial qualification of leads occurs during cold calls, sales presentations, or both.
          The reason that some salespeople like to qualify during a cold call, is to gauge whether or not a
          follow-up conversation will be likely to yield any results.

          What does the lead generation process look like? In this section, we’ll go through each stage of
          the lead generation process and show you the best tactics for planning your own lead
          generation strategy.

          The Lead Generation Process

          Alignment

          As mentioned in the previous section, getting all departments involved in lead generation and
          sales to agree upon a definition is the first step to starting the lead generation process.
          Without the shared consensus of what a lead or prospect means for your business, there’s
          bound to be some confusion down the line when trying to evaluate leads or pass them on in the
          sales pipeline.

          Lead Generation Tools

          Once aligned on a definition, the proper lead generation tools need to be set up across your
          business. What do these tools look like? Chances are you already may be using them.

          Email Marketing, Marketing Automation, CRM Integration

          All of the above tools are great for lead generation, as the customers who you would be using
          email marketing and CRM’s to engage with, typically already know about your product or
          business, even if they haven’t turned into a customer just yet.

          Making sure all of these channels are set up properly is a key component to actually begin to
          generate leads as you push out email campaigns, content, and more.

          Attracting Leads

          How are you going to attract possible leads to your website?

          The answer lies in creating an irresistible offer that drives potential leads off your ad, blog post,
          or social media content and to your website, where they can be added to your funnel. This
          involves creating a CTA (Call To Action) that feeds off your lead’s interests and needs and
          brings them to you.

          Lead Generation

          How does a lead generate for your business?

          First, a visitor discovers your business through one of your established marketing channels,
          such as your social media platforms, website, blog post, or ad.

          That visitor then clicks on your CTA which, described in the previous section, is what drives
          potential leads to your website or landing page, which is a business page designed to collect
          potential leads in exchange for an offer.

          An offer is what is being proposed on the landing page that has value to the potential visitor.
          Examples of this are endless but can include E-books, case studies, guides, sign-ups to a free
          webinar, etc.

          Next, your visitor will be taken to a form that collects your visitor’s information. These types of
          forms are typically hosted on landing pages, however, they can be implemented into your main
          website with a simple button. Once a visitor fills out your form in exchange for the offer,
          congrats! You have a new lead.

          Lead Scoring and Segmentation

          Lead scoring is a method used by both marketers and salespeople for ranking leads to
          determine their readiness for the sales pipeline. Scoring leads is based off a few different
          factors.

          The first being how much interest a lead has expressed in your product or service. Lead’s who
          have expressed little to no interest upon initial communication won’t be qualified as sales-ready.
          Next is their current position in the buying cycle, and their fit with your business. If a lead doesn’t
          have the buying power necessary to actually make the purchase, or if their needs/interest’s
          don’t match your established criteria, they would not be high scoring leads.

          Lead scoring helps marketers know whether their leads are ready to be pushed into the sales
          pipeline, or if they need more time to nurture and develop into stronger prospects. This
          methodology not only helps effectively drive more ROI in your marketing efforts but also helps to
          better align your sales and marketing teams.

          Lead Nurturing

          Lead nurturing is the process of developing relationships with potential buyers when they are
          not sales-ready yet. On average, 50% of inbound leads are not ready to buy yet.

          If, after scoring a lead, it’s determined that it is a fit for your business, but there is not enough
          interest yet in your product, then that lead needs to be nurtured.
          Leads can be nurtured through several tactics, such as segmented content marketing,
          automated marketing through email, and social media platforms.

          Conclusion

          Hopefully, this helped clear up some of the confusion regarding the definition of lead, qualifying leads, as well as scoring and nurturing them.

          Learning the fundamentals of the lead process will greatly improve your effectiveness as a marketer and garner lasting results, quickly.

          Peter Bordes
          Website | + posts

          Founder & Managing Partner Trajectory Capital. Lifetime serial entrepreneur, CEO, Board Member, mentor, advisor and investor. Obsessed with the infinite realm of possibility in disruptive innovation driving global digital transformation in tech, digital media & advertising, cloud-based infrastructure, artificial intelligence, and the blockchain.

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          Tags: lead generationleadsperformance marketingperformance advertising
          Share34Tweet21Pin8Share6
          mm

          Peter Bordes

          Founder & Managing Partner Trajectory Capital. Lifetime serial entrepreneur, CEO, Board Member, mentor, advisor and investor. Obsessed with the infinite realm of possibility in disruptive innovation driving global digital transformation in tech, digital media & advertising, cloud-based infrastructure, artificial intelligence, and the blockchain.

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