The Fatal Attraction of Lead Measurement

  • When I sign up for the gated content, give me the option to NOT be contacted. It’s often not there.
  • If I am reading/viewing digital content, don’t call me. Period. It’s not the channel I used to contact you. You need to get to second base with me before I’ll give you that. I haven’t even let you kiss me.
  • After the webinar, it’s totally acceptable to send me a link to download the slides, and THEN ask for my permission to be added to your email database. If I agree to that, well — I’m a LEAD, baby. If I don’t, then perhaps we’ll meet again.
  • Measurement doesn’t have to be so ham-handed. The effectiveness of things like webinars and white papers shouldn’t be measured by “sales,” because I’m not really a lead. But you can measure things like my attitude towards the company, or Net Promoter Score, or other measures of perception. Those have immense value for Capital-M-Marketing.
  • If you don’t think you can derive value from gated content without immediately sending registrants to your boiler room, maybe gated content isn’t going to be your best option.

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SVP, Edison Research. Co-author of The Infinite Dial, The Podcast Consumer, The Social Habit, and other widely cited studies. Newsletter http://ihearthin.gs

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Tom Webster

Tom Webster

SVP, Edison Research. Co-author of The Infinite Dial, The Podcast Consumer, The Social Habit, and other widely cited studies. Newsletter http://ihearthin.gs