In a world of 2% opt-in rates, I’ll show you how to make 100% of every visitor a qualified lead
You advertise and if you are really good you get a 10% click through rate and a 2% opt-in rate. That means you are paying to put your message in front of lots of people who aren’t interested, and even when they are, you are asking too much too soon so they leave without consuming your content and opting into your funnel.
You complain to your marketing team that they are spending too much to get average leads . You want more leads, you want more sales ready leads, and you want to pay less to do so.
Make every click a lead. Target your ideal prospects who are actively looking to buy what you sell and when they click, have 100% identity resolution and know with certainty they are a qualified lead.
100% ideal target market lead generation with no wasted spending.
It is possible, we are doing it today using artificial intelligence to identify the right prospects at the right time and give them the right message that resonates with their Top Of Mind issue right now.
This reduces the cost of your advertising by increasing the relevance of your message allowing you to spend less overall. To use your limited resources to work where they will do the most good.
And, counter intuitively, spend more to acquire a customer than your competition while reducing your overall marketing budget.
Do this now and your competition doesn’t stand a chance.
Let’s get into the details now. I call this the TAP plan
The TAP plan stands for
At one level, our TAP plan is not a new process. We are just leveraging new tools to make it work better.
Step 1 is to define the Target Audience
- Who are you targeting?
- Build a list of ideal target prospects
- Link your list to our identity graph
Lead generation always starts with a clear picture of who you are trying to reach. Up to now, it has been based on personas, demographics, and firmographics.
We want to use that and then leverage big data and machine learning. That means leveraging identity resolution and behavioral data.
So, step 1 is to build a list of the people you want to market to. And, by list I mean ideally name, phone number, and email. Not necessarily an opt-in list, just a list of your ideal prospects. For most B2B sellers, you already have that list in your CRM system. If not, step 0 is to build or buy that list.
Once we have that list, we want to be able to target them wherever they are. To do that we link your list to our identity graph. Our identity graph covers 260m US consumers.
Once they are linked, we will know with 100% confidence when they are considering a purchase of what you sell. When they are researching a problem you solve. When they are looking for a solution you provide. And, most importantly, when they are considering buying from you.
Step 2 – is to Attract Interest. To attract interest, we need to understand the buyer’s journey, use our AI engine to tell us who is in the market right now, and then advertise to get them to pay attention to us.
Here’s what we know about the Buyers Journey. It starts online. Today we all start online with searches and research before buying anything. The more expensive the purchase, the more research is done before reaching out to the company directly.
We’ve articulated 6 steps to the buyer’s journey. Do I have a problem, how big is my problem, how can I solve my problem, what solutions are available, is it really worth doing, what are the terms?
And here’s the big problem, 68% of the B2B sale is completed before a company ever talks to you.
This is where artificial intelligence comes in. We can see what your prospects are doing even when you can’t. We will build algorithms to look for observable behaviors based on the keywords and the websites your prospects view while moving down the buyer’s journey.
Let’s look at this in a little more detail. We track behaviors (remember I said we collect 50 billion behaviors every day) and can tie those behaviors back to our identity graph that covers 260m Americans.
The buyer’s journey is then turned into a chronological path to purchase. Looking at one person is interesting, but when we look at thousands of people in the buyer’s journey, we learn what’s really important. What are the websites people view, what are the keywords they search for?
Put it together and we create a conversion behavior pattern for your ideal clients.
Here’s where things get fun. Since we know exactly which of your ideal target prospects are looking for solutions to the problems you solve or the results you deliver, we can advertise to them very effectively. We can use inexpensive display advertisements to all prospects and then use expensive advertisements to InMarket prospects.
Step 3 – You’ve got a lead. The advertising worked and someone clicked. Today, you don’t know exactly who clicked, just that someone clicked. But that has changed. Now I can tell you exactly who clicked on your advertisement. Who came to your website?
Therefore, we say, turn every click into a lead.
Every click is now a sales-ready lead (click). You know who they are (click), they are an ideal prospect because you targeted them initially, (click) we know they are in the market based on their observable behaviors (click) they know who you are and have consumed your content (click) and now you can contact them directly (click)
And by contact them directly, I mean you can do that in lots of ways including
- Send customized content through multiple digital channels
- Pick up the phone and call
- Send them some direct mail
- Even advertise to them on 1 to 1 radio and TV
Step 3 – Spend less on advertising but pay more to acquire a customer than your competition.
How do we spend less? By spending smarter. First, we want to advertise to the people who we know are interested in hearing from us. Advertising to the needles and not the entire haystack. Since we know that only 2 to 4 % of any target market is actually looking to buy right now, that means you can potentially pay a lot less in advertising, but to make each advertising dollar count more.
Each dollar counts more because it is more relevant. When it is more relevant your cost to advertise goes down. The magic of digital advertising is the more relevant the ad, the less platforms like Google and Facebook charge you to show your advertisement. Leading to a lower CPC.
What do you do with this savings, spend more on lead nurturing and sales? Use the savings to build relevant trust through high quality collateral, better trained salespeople, multi-channel advertising to maintain TOMA.
This allows you to pay more to acquire a lead than your competition and still have higher profits!
Let’s look at a quick example
For a hypothetical $10,000 product. You currently need 50 leads per month to get 10 sales, a 20% closing ratio. If a lead costs $300 then you are spending $15,000 per month in advertising.
But when we focus on the InMarket needles and leverage our technology we get better leads. Better leads translates directly to higher closing ratios. Better leads also means better relevance on our marketing which reduces the cost to advertise. Bottom line, a 28% increase in profits.
So how will you use that extra profit? Well you can lower your cost and have a significant cost advantage. or you can improve the value for the same price giving you a value proposition advantage or you can nurture more, invest in marketing collateral. Perhaps do a little of each.
But let me ask you this? If I can pay 20% more to acquire a client than you, how often will you beat me.
That’s what I call a sustainable competitive advantage.
What’s next? Let’s schedule a discovery call to talk about your business, and how you can turn every click into a lead.
I’ll make you two promises.
- I will continue to educate you on how to use A.I. to fill your sales pipeline with high quality leads
- If we are on the phone for more than 15 minutes, it’s because you want to keep talking.
Just use the link below