Archive for Frans van Hulle

Can Social Media Drive Leads?

Posted by Frans van Hulle on March 21st, 2013 at 1:35 pm

There are three truths: One, people like social media. Two, people constantly find new stuff through social media. Three, by being present on social media, companies will automatically tap into an infinite resource of interested customers. Sounds about right?
Nope.
It’s no secret that Social Media is a great way of communicating with existing and potential new customers. But many companies make the mistake of thinking that simply by having a Facebook, Twitter, LinkedIn, Google Plus or Pinterest account, high-quality leads with high conversions will automatically appear. Unfortunately, that doesn’t work out most of the times.
Social Media is certainly a great tool for branding, to drive traffic to your site, to learn about your audience or get feedback from customers. In fact, social media can really support your lead generation practices. The reason why so many companies fail at successfully generating leads through social media channels is that they underestimate the time it takes to set up a social media strategy, and to look at social media as a direct lead gen channel, when it’s actually more indirect.
The first question you should ask yourself is how exactly social media can serve you. What is your goal? Do you want to attract... Read more

The Best Lead Verification Methods

Posted by Frans van Hulle on February 28th, 2013 at 7:27 am

It’s no secret that low lead quality is the main challenge that many marketers struggle with. Due to complex interconnections and distribution models, lead quality has been steadily decreasing over the last couple of years. A vicious circle has developed in which declining lead quality decreases lead pricing and marketing spending, which in turn decreases lead quality. This has resulted in a situation where nobody is happy and most online lead gen players are suspicious of each other.
Good lead verification practices can put an end to this dilemma and improve lead quality. Although investing in lead verification methods may be more costly in terms of time, money and energy, good lead verification will have a positive effect on lead pricing and increase trust among players in the lead gen industry.
There are two specific things that do not demand much marketing spending, but have a tremendous effect on getting better quality leads: Having a good lead gen form, as well as internal and external data verification tools.
Having a good lead gen form is an immensely underestimated way to set high lead standards from the get go. A smooth and monkey-proof form is more likely to attract committed users who are willing... Read more

5 Ways to Boost Lead Generation Quality in 2013

Posted by Frans van Hulle on January 28th, 2013 at 10:23 am

Finding high quality leads presents a tough challenge for marketers. In fact, 72 percent of marketers say that obtaining high quality leads is still the biggest hurdle they face, according to research from MarketingSherpa.  The irony here is that the lead generation industry is a billion dollar business, so what are we doing wrong?
It’s no news poor lead quality is a marketer’s worst nightmare.  In the last five years, we’ve witnessed a steady decline in lead quality – two major reasons for this.  One, a major influx of new players entering the marketing is resulting in complex interconnections and less transparency. Two, an increase in fraudulent leads is plaguing the industry, and it’s all due to the undersold model that allows sellers to offload leads many times over again without a direct customer.  Let’s face it, where there is money to be made, there are cheats, and where there are cheats, there is fraud.  What can we do overcome these challenges and attract the right customers?
Ensure Quality
There are many external user verification systems and fraud detection systems that verify leads by running data checks in real-time.  Technology optimizations matter and implementing an internal quality index for quantities helps filter out... Read more