MARY ELLEN: Today every lead counts more than ever,
because businesses have fewer hours of operation, smaller staffs,
so it’s critical to find customers that are really right in that window
and closest to buying a product or service.
NATALIE: In this episode of the update, I talk with Mary Ellen Coe
about how to connect with new customers by tapping into intent.
Can you talk a little bit about the typical customer journey
that advertisers are thinking about when they’re creating their lead gen strategies?
MARY ELLEN: Lead gen really often involves complex individual journeys with a lot of touchpoints.
Let me give you a very simple example of that.
Our research shows that the purchase process for car insurance can take over a hundred days,
220 digital touchpoints.
So what’s important in those journeys is that they really show signals of the customer intent.
Specific type of insurance, the features that they’re interested in.
And given how long and complicated these journeys can get,
our most successful advertisers
really focus on these signals to create the best lead gen strategies.
NATALIE: Tapping into that intent is so critical.
What are some of the other trends that you’ve been seeing
in terms of how customers are connecting with businesses
who are really focused on lead gen right now?
MARY ELLEN: So as people are spending more time online,
they’re searching a lot more and they’re searching differently.
So, that means those signals of intent are changing a lot.
And there’s a really big opportunity for our businesses to connect with new customers
and really increase their lead volume.
We know from consumers, those who’ve tried new brands since the pandemic,
more than half of them said they had to do it out of necessity.
Just a simple example that really brings this to life: telemedicine.
Alright there’s been an incredible surge in telemedicine,
And so typically, an advertiser or telemed business would just be looking at keywords.
But now they would add geolocation as a way to refine that customer search.
We also see successful businesses use a whole new variety of ways to reach their customers.
That could be web forms, chat, email, phone,
in place of the in-person visits that have slowed down so significantly.
NATALIE: In this new environment, are there challenges that you’re seeing as businesses are trying to generate new leads?
MARY ELLEN: Getting quality leads has always been the number one challenge for businesses.
70% of marketers will tell you
working on lead gen means improving the quality leads
is the most important objective for their lead gen strategies.
And let me explain when we talk about quality, we’re talking about people with high purchase intent.
Potential customers with a really