"Your ads received millions of impressions and thousands of clicks."
This is what traditional traditional digital advertisers and marketing agencies deliver: raw awareness and clicks. And while awareness and engagement are important, ask your ad vendor or agency the following question:
"How did these contribute to our bottom line?"
Unlike traditional digital advertisers and marketing agencies, LeadOn sees answering that question as its most important customer mandate.
What makes LeadOn different?
We combined the self-sufficiency of an application with the expertise of an agency to create an integrated, holistic, lifecycle-based solution that fuels intelligent growth, reveals the bottom-line impact of marketing spending, and creates boardroom heroes.
Businesses have a range of fragmented marketing and sales tools available to them (CRM’s, ad platforms, CMS’s). But, for the most part, these tools aren’t well integrated out of the box. They focus on one specific pipeline stage or marketing technique. They’re also largely self-service and make few allowances for critical knowledge gaps. Using them, you either sink or swim.
When organizations try to fill knowledge gaps with agencies or ad vendors, they find these partners generally focus exclusively on awareness and/or creative assets. Stakeholders expect conversions to take care of themselves, which, of course, they don’t. Agencies over-promise, ads under perform, creative fails to drive demand, and you’re left thinking, “I’m never spending money on marketing again.”
We think marketing and sales should be less DIY and more like financial services. We focus less on awareness and creative and more on trends and abstractions, on data generation and interpretation, on engagement and audiences. Like a financial advisor, we combine application resources, research, and professional knowledge capital to help you reach your goals. You’re never on your own.
How does LeadOn help?
LeadOn uses all available data resources — social media intel, Google Analytics, contact information, and other digital signals — to continually fine-tune audiences. We always know whom we’re speaking to and how well we’re resonating with them.
LeadOn uses audience intelligence to build highly-relevant marketing collateral. This helps ensure content topics, social media channels, and ads align with known audience variables. Now, marketing spending has the potential to generate exponential returns.
Lead Generation & Nurturing
We use custom lead-generation tools to generate steady lead flows. This allows our customers to nurture relationships along a well-defined conversion path and creates additional front-line intelligence we use to fine-tune our various audience hypotheses.
Measuring, Analyzing, Reporting, Learning & Fine Tuning
We use engagement data and other digital signals to constantly learn from our marketing efforts and improve our audience models. This allows us to fine-tune collateral resources, improve lead generation, hone conversion workflows, and improve overall marketing efforts (on- and offline).
Head to Head: LeadOn vs. Traditional Digital
We recently inherited a customer from a traditional digital advertising agency. This customer hadn’t seen the results it had hoped for and wondered aloud whether the organization would ever spend money on digital marketing again.
“Is it even possible to grow using digital?” the customer wondered.
“Yes,” we said. “With the right approach, it is indeed possible.”
Here’s a comparison of the results the agency and LeadOn delivered to this customer.
LeadOn generated 225% more leads with 99% less spending. Our cost per lead (CPL) was just $40.47: 24% below this industry’s average.
Compare that to $3,333 for the traditional digital advertising agency.
The traditional agency’s ad buys were also remarkably inefficient.
They reached 94% more people and generated 58% more clicks than LeadOn.
However, our click through rates (CTR) were 583% higher than theirs: 0.55% vs. 3.73%. 2% is considered best practice, which means LeadOn outpeformed by 1.73%.
Likewise, LeadOn’s cost per click was 91% less than the traditional agency: $0.73 vs. $7.74. $5 is considered best practice for this industry, which means LeadOn was able to deliver leads at a 585% discount.
More than perhaps any other metric, this inefficiency highlights the drawbacks of the awareness- and click-based reporting tactics used by traditional digital advertisers and marketing agencies.
“Your ads received millions of impressions and thousands of clicks,” they say. “But where are the bottom-line results?” we reply.
Thanks to LeadOn, this customer knows exactly how our marketing efforts impacted its bottom line. As of this posting, six of the 39 net new leads we delivered are generating revenue.
After we subtract expenses from the total gross revenue created by these relationships, that’s a 2.4x return on investment (ROI).
LeadOn makes the ROI of marketing spending easy to see and easy to explain. This is how we make boardroom heroes