LeadsCon Las Vegas 2017 Speaker Slides Competitive Call Distribution Panel

Delight Consumers and Increase Call Marketing Profitability for Publishers, Aggregators and Advertisers with Competitive Call Distribution

 

To efficiently run a Pay Per Call campaign, you need connect the lead with a salesperson who can educate that customer as quickly as possible

 

• Pay-per-call: the drop points where you lose money
• Competitive call distribution: reduce the failure points
• Financial gains for the call marketing ecosystem

 

• Stan Bonnemort
  Director of Business Development, Progrexion
• Jeff Fisher
  Founder, Above the Fold Media
• Eric Evans
  CEO, HyperTarget Marketing
• Adam Sthay
  CEO, Pub Club Leads
• Joe Charlson
  CEO, CallerReady

 

1. Generate call
2. Route call to Call Buyer. Traditionally, only the call is only offered to 1 buyer
3. Buyer pays marketing company if call lasts X-seconds

 

1. Everyone is qualified
2. Users understand the offer
3. Buyer quickly acknowledges the customer is qualified and helps them with a solution

 

1. Marketer pays publisher/affiliate
2. Call Buyer pays Marketer
3. Customer pays Call Buyer

 

Mismatch in supply of calls and capacity – caller reaches long hold queue and hangs up

 

Advertiser doesn’t want to pay for calls they don’t handle

• Queue hangs up at 55-seconds
• Someone has paid to generate that call

 

Performance marketer has to research more calls and likely will need to increase price to account for breakage

 

Caller doesn’t understand the offer -> advertisers complain and the qualification is a brutal

 

Ads
Forms
IVR
Qualify and Transfer Reps

 

But if you pass through all this qualification, your patience for a hold queue is negligible

 

And if we have been pursuing you with an automated connection system, your patience may be even less

 

Example with no caller fatigue breakage
	Cost to Generate a lead	Cost to Qualify via Phone IVR	Cost Per Lead with Marketer Qualification	Contact Percentage	Qualification Percentage	Net passed through to Buyer	Marketer’s cost to deliver call to Advertiser
inbound Phone Lead	$5.00	$0.15	$5.15	100%	40.0%	40%	$12.88
Form-fill Data Lead	$2.50	$0.50	$3.00	60%	60.0%	36%	$8.33

 

Example with no caller fatigue breakage
	Cost to Generate a lead	Marketer’s cost to deliver call to Advertiser	Percentage that the Advertiser answers prior to callerr hanging up	Advertiser Qualification	Cost Per Billable Call
inbound Phone Lead	$5.00	$12.88	100%	70%	$18.39
Form-fill Data Lead	$2.50	$8.33	100%	70%	$11.90

 

Drill-down on the impact caller form hold queues
Costa per Billable Call for Marketer	Percentage that the Advertiser handles prior to caller hanging up	Advertiser Qualification	Cost Per Billable	Margin at fixed price of $36	Sale Price Required to maintain 40% gross margin
$15.00	100%	70%	$21.43	40%	$35.71
$15.00	90%	70%	$23.81	34%	$39.68
$15.00	80%	70%	$26.79	26%	$44.64
$15.00	70%	70%	$30.61	15%	$61.02
$15.00	60%	70%	$35.71	1%	$59.52
$15.00	50%	70%	$42.86	-19%	$71.43

 

• Restrict Call Volume
  Control the rate of calls to some fraction of probable capacity
• Contingency plans
  Price the breakage in Intelligent Abandonment Overflow to additional buyers

 

• Offer the calls to multiple potential buyers of the call
• Run a speed-to-press 1 competition among buyers who are should be available
• Handicap the buyers based on Effective Price Per Awarded Call

• Human to human connection as fast as possible
• Better emotional quotient
• Makes everyone more accountable
• Agents hear the stream of business

 

• Managing multiple buyers per campaign
• “I don’t want my agents to have to press any key”
• “I can’t win enough calls – I keep losing”

 

• Stan Bonnemort
  Director of Business Development, Progrexion
• Jeff Fisher
  Founder, Above the Fold Media
• Jeff Fisher
  Founder, Above the Fold Media
• Eric Evans
  CEO, HyperTarget Marketing
• Adam Sthay
  CEO, Pub Club Leads
• Joe Charlson
  CEO, CallerReady