The Virtuous Gap

We think marketing should focus less on awareness and creative and more on trends and abstractions. Learn more about one of our most important abstract models below.

The Virtuous Gap

The virtuous gap is one of LeadOn’s most important abstract models.

As we fine tune a customer’s audience data and use that intel to improve the alignment of channels, messaging, and creative, we begin minimizing spending (cost per click or “CPC”) and maximizing engagement (click through rate or “CTR”).

This is marketing in its most harmonious state: putting sustained downward pressure on CPC (red) while simultaneously putting upward, even exponential pressure on CTR (gray). More often than not, the virtuous gap has positive collateral effects on lead flows as well.

“How does LeadOn help me demonstrate success?”


The Virtuous GapIntelligent GrowthQuantify the Qualitative

How does LeadOn help?

By combining the self-sufficiency of an application with the expertise of an agency, LeadOn uses four actions to help customers quantify results, maximize ROI, and achieve their marketing goals.

Audience Modeling

LeadOn uses all available data resources — social media intel, Google Analytics, prospect data, and other digital signals — to continually fine-tune our customers’ audience models. We always know whom we’re speaking to and how well we’re resonating with them.

Content Strategy

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 audience-specific lead-generation tools to generate a steady stream of inbound leads. This allows customers to nurture prospects along a well-defined conversion path and creates additional front-line intelligence we can 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).