1.
Verified Lead Generation

2.
What is a Lead?
Opportunity For
Business
Knowledge of an
unfulfilled, profitable
customer
Prospect,
Warm/Hot
Contact For A
Potential Sale

3.
“
Lead generation describes the marketing process of stimulating and
capturing interest in a product or service for the purpose of developing
sales pipeline
Lead generation often utilises digital channels, which have developed
substantially with the rise of new online and social techniques

4.
“
The buying process of old has changed.
Marketers need to find new ways to reach buyers.
Instead of finding customers with mass advertising and email
blasts, marketers must now focus on being found and learn to
build continuous relationships with buyers.

5.
Unprecedented Changes In Buying

6.
Transformation Of Marketing
THEN NOW
Mission
Represent the company Represent the customer
Finding customers Being found
Customer Intelligence
Mass Advertising 1:1 Targeting
Demographic Behavioural
Mechanics & Tactics
Point in time blasts Continuous relationships
Few/Isolated Channels Exploding/Integrated Channels
Measurement
3rd Party Data (Neilson) Owned Big Data
Intuitive Decision Making Fact Based Decision Making

7.
The problem with online leads:
Lead Generation in
the region has over
65% wastage
Most Lead Gen/Affiliate work
on a spray and pray method
with no confirmation of
authentic leads
Tighter budgets call for a
more transparent and
accountable process
03
01 02

8.
Introducing
Verified Lead Generation

9.
The Verify Process
1 Understanding Brand & TA
● Research about Industry, trends
● Define Target Audience
● Research Behavior and buying habits and media
consumption of TA
2 Media Plan & Creative
● Develop Media plan based on Media Consumption
of TA
● Develop multiple landing pages for A/B testing
● Develop Multiple creative to test which works best
3 Execution
● Execute Media Plan based on Step 2
● Continuous learning and optimisation of plan to meet
objectives based on results and conversion
4 Lead Verification
● Real time follow up and verification of lead
● Classification of leads as per brief for client
● Feedback of results to Trafficking team for
optimisation

10.
Understanding Brand & TA

11.
We start by learning where your TA lives and understand what they
are thinking
1 Understanding Brand & TA
1.
Define your best qualified
prospects
7.
Shorten the customer buying cycle
2.
Align your offering with
prospects’ specific needs,
wants, aspirations and
preferences
6.
Leverage current customers
to bring in prospects
4.
Develop the messages that help prospects
make decisions and move toward purchase
Market research can
give you the insights
and information you
need to:
3.
Determine your true
customer cycle
5.
Identify the most effective ways
to reach prospects at each
stage of the customer cycle

12.
1 Understanding Brand & TA
Why Identifying Your Target Audience Matters - If You Know:
What they don’t care about...
05 You can dismiss and cut it from the site
What they want...
04 Your value proposition can state exactly that and the
whole site can be 98% relevant to them
How they choose and compare
products in your category...03 You know how to structure and prioritize content on
your site
How they describe the type of
services they need...02 You can word the copy on your site to match the
conversation in their head (very important!)
Who the people are..
01 You know how to get to them (the blogs they read, the
sites they visit, the stuff they search in Google etc)
How their life is better thanks to
your service or product...06 You know which end-benefits to communicate

13.
1 Understanding Brand & TA
Market, Media and Consumer Audience Research
Demographic criteria will get you started
creating a basic outline of your of your
audience personas:
▪ Age & Gender
▪ Location
▪ Income level
▪ Education level
▪ Marital or family status
▪ Occupation
Psychographic criteria goes a little deeper,
painting a more complete picture of your
audience:
▪ Interests & Hobbies
▪ Values
▪ Attitudes
▪ Behaviors
▪ Lifestyle preferences

14.
Media Plan & Creative

15.
2 Media Plan & Creative
Media Plan
Landing Pages
Ads & Ad Copy
03
01 02

16.
2 Media Plan & Creative
Verify
Search
Programmatic
Remarketing Social
We draw on every online channel
and data insights from our
understanding of the TA behaviour
from our first Step. By doing so we
are able to scale the efficiency of
your campaigns to another level

17.
According to Marketing Sherpa’s Landing
Page Handbook, 44% of clicks are directed
to the business’s homepage, instead of a
dedicated landing page
Every time you direct a visitor from a call-
to-action to the business homepage
instead of a dedicated landing page, that
will be throwing away a valuable lead
A dedicated landing page, on the other
hand, lives separately from your website . It
is created with only one purpose in mind:
to convert your visitor to a lead
2 Media Plan & Creative
A landing page is a key component
to any lead generation effort

18.
Landing Pages
We build Landing pages that convert
Localise, translate, and co-brand landing pages.
Use the landing page to A/B test and optimise –
increasing your conversions and sales
Personalization can fix:
▪ Website visitor being pushed irrelevant
content
▪ Friction during the purchase process
▪ Too many distractions onsite
▪ Marketing messages being out of sync
with a visitor’s place in buyer journey
▪ Visitors who feel overlooked by the
brand, and so bounce
2 Media Plan & Creative
Did you know that businesses with 31 to 40 landing
pages get 7 times more leads

19.
Ads Copy
Create Clear and Succinct Copy
Write for One Specific Person in Your Target
Audience
Words and Phrases That Convey Security
and Trust
Words and Phrases That’ll Ramp Up Sign Ups
Powerful Words and Phrases That’ll Improve
Lead Conversions
Words and Phrases That Implies Exclusive
Cut down on Unnecessary and Redundant
Words & Phrases
Include One Focused CTA
2 Media Plan & Creative

20.
Ads Design
Produce HTML5 master creatives
Use tools to enable automatic image
resizing, file-size control, and text
optimisations
Tailor your ads to any device or network.
Produce variations from a single design, with
assisted mass-versioning
The more banners we build, the smarter our
optimisation is, removing repetitive design
tasks
Personalise ads at scale via data feeds and
apply meaningful contextual messaging
Deploy targeted advertising that is hyper-
relevant to your different viewer segments
2 Media Plan & Creative

21.
Execution

22.
Trafficking
Ads Trafficking
• Uploading Ads and
rich media in Ad
Servers
• Supporting Rich Media
Creative Building
Campaign
Optimisation
• Exchange optimization
• Targeting optimization
• Creative optimization
• Etc.
Reporting
• Record ROI, Impact,
Sales, Performance
Report
• Find discrepancy in
the impression count.
Asset Handling
• QA of Ads based on
Ad Policies
• Approving/Rejectin
g Ads

23.
Lead Generation specific metrics:
3 Execution
Amount Spent
Website Clicks
Cost Per Website Click
Cost per Lead
(Conversion)
Leads
(Conversions)
05
01
02 03
04
Consider what KPIs to optimize for, which may include lead volume, qualified lead volume, the
percentage of qualified leads per channel, and percentage of closed leads per channel.

24.
3 Execution
Conversion Rate Optimization
Conversion Rate Optimization (CRO) is a
process of increasing the percentage of users
to convert when on a website, landing page or
email.
The biggest benefit of CRO is that it helps
increase more revenue for a company’s online
needs.
Maximise Return-On-Investment (ROI)
Generate more sales or leads with the same
amount of traffic
Enhances website and gives a competitive
edge
Analytics/TrackingImplementation
ReportsDesign
Analysis
Conversion Rate
Optimisation
Planning

25.
Lead Verification

26.
“
4 Lead Verification
Non-human web traffic generates a number of fraudulent impressions and clicks
that will never convert and can waste a lot of marketer time and money in the
process. Verifying inbound lead identity can recognize bogus leads and
immediately reduce time spent servicing invalid or bot-generated leads
Quality lead generation depends on real time and conclusive lead
validation to verify both the identity and intent of inbound leads
Your sales representatives are highly trained and highly paid individuals; reaching
out to contacts with bad data wastes their time and negatively impacts your
marketing campaigns over all ROI. Using a tele-verified lead list means that
sales reps are making contact each time they pick up the phone or send an email
to a contact

27.
Our CATI Centre
We complete the lead verification with real
time and conclusive lead validation to verify
both the identity and intent of inbound leads
Coverage of entire EMEA region from the
Middle east and North Africa to Europe
Dedicated and sccable team based in Tunis
All operators are university graduates
Multilingual operators (Arabic, English, French,
Spanish and German, Italian)
The most advanced CATI system with 100%
recording of all interviews
Live monitoring of interviews by client from
anywhere in the world with interactive features
4 Lead Verification
Persistent Follow-ups - Call Cadence
Seven attempts are made to try to reach the prospect
A combination of calling, email, voicemail and text are
used
Attempts are made at different times of the day to
maximize connect rates

28.
1.
Understand the brief & research the
behaviour of the Target Audience
8.
Once qualified – leads are
routed to you for follow up
2.
Advertising designed to trigger a
specific response from the user
directly back to the advertiser
6.
Filled forms are routed to
Verify qualification experts
3.
Responses could be forms filled,
registration, request for more
information. Appointment
request
4.
We agree a realistic and achievable
CPL goal – we can advise you based
on our experience
5.
We optimise the campaign
in order to achieve that goal.
7.
We employ live human beings to contact
every lead, so each lead you receive is
accompanied by accurate, current
contact
9.
Your sales team has detailed information to help close
each lead, including valuable insights regarding which
services your prospect is interested in, for example, and
where the prospect is in the purchase cycle

29.
A Complete Lead Generation Process
Verified Lead Generation