Text: Who? How? What? in white text on green background

by Dan Fossaceco, Lead Generation Director at REaD Group

Now that the GDPR dust has settled and everyone’s had a moment (has it really been 5 months!?) to catch their breath a little, I thought it might be a good time to discuss lead generation. Based on our many collective years of experience in the Performance Marketing team at REaD Group here is our take on the WHO, the HOW and the WHAT of performance marketing. First piece of advice, treat it with respect. When it’s done well it can be an immensely powerful and impactful tool, but when done badly…it can go ohh-so wrong!

Before embarking on a campaign, you should carefully consider the following three questions:


WHO do you want to target?

HOW do you want to target them?

WHAT constitutes success?


WHO – This is probably the most important thing to think about. If you haven’t identified your ideal consumer profile, then there isn’t really much point! You should be aiming to create tailored campaigns that appeal to the audience you’re trying to attract, as this is imperative to sustained success.

When you get this right, the volume shouldn’t affect your ideal customer profile and leads should still be giving you that ROI you’re looking for.

HOW – Here comes the tricky part. There’s no one method…but many! You’ll also find that different traffic sources will give you different results. The challenge is to choose the plan of attack that makes the most sense for you.

For example, a more universal product such as utilities would lend itself to a volume-driven approach as there are multiple product choices available to the end consumer. On the other hand, for a high value or niche product you would want to adopt a method that provides you with a smaller amount of more qualified leads.

It really is well worth taking the time to plan your approach rather than blindly launching a campaign – it will save you a lot of time in the long run! If you throw too large a net when you don’t need to you will only end up with large volumes of consumers who will need further qualification before any potential sale.

WHAT – This is an incredibly important question (ok…they’re all important). It should be very straightforward for marketers to answer, but increasingly it’s not as black and white as you might think. What is it exactly you’re trying to achieve? Are you looking to diversify your customer base? Or maybe looking to promote a more expensive product? Unless you know from the outset what you’re looking to get out of your campaign, you’ll find it impossible to understand whether it is ‘successful’.

So, allow me to let you in on the secret – if you really want to ensure that you’re practicing good lead generation as opposed to bad…you must QUESTION EVERYTHING.

If you make sure that you’re asking (and answering) these questions, then there’s no reason you shouldn’t get the most out of your lead generation and have successful campaigns flying out the door!

If you’re ready to ask these questions get in touch with a member of the Performance Marketing Team and we’ll be happy to help!

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