It has been over six months since we started conducting webinars on marketing and lead generation. During this period, we have shared our learnings and trends in online marketing, lead generation, conversion rate optimization and other marketing topics. Our perspective is largely driven by our own experience of marketing LeadSquared, and the experiences and stories shared by our customers and friends. We figured it would be valuable to have webinars where marketers who have been successful in lead generation in their respective businesses talk about the challenges they see every day and how they go about solving them.
To start with, we invited Ashish and Siddhant who are founders of K2K Adventure Travel Network which is a marketplace for connecting travelers to local adventure specialists and guides in India. They graciously agreed to share their experience on how they built the lead generation engine from ground up, figured out the audience most likely to buy their product and the pre and post sales process to convert leads to customers.
We had the travel lead generation webinar session on 5th April 2014. I loved the session; it was insightful and focused on practical aspects which are commonly ignored by the marketers. The webinar survey response was very positive; our audience just loved it.
Like most marketers, setting up lead generation was new for K2K team, with lot of experiments; some worked, some didn’t, and others had to be tuned to yield results. I have summarized some of the facts and learnings from the session below, to watch the complete session recording please go here.
1. Marketers must analyze the success and failure of each marketing campaign. While analyzing the customer data, K2K team found that over 70% who are interested in Royal Enfield (it’s a motor bike) are very likely to go for an adventure travel.
2. From their initial assessment the target market they had in mind comprised of people who are adventure travelers. To their surprise they found that over 75% of their customers were first time travelers and have not been on any kind of adventure trip, which meant their target market was 4 to 5 times of what they initially thought. Plus, they also found that adventure travel is an alternative to the recreation travel. Therefore, the target market for the adventure travel was much bigger than what they thought initially.
3. Every online marketer in the business of lead generation wants to maximize the visitors to lead conversion. They figured out those visitors who follow the path of looking at the visual content first followed by audio visual content (video) followed by textual content are more likely to convert to lead than any other visit path.
4. Content marketing has become mainstream for driving new leads; however the content has to be related to the product to drive leads which are most likely to convert to customers.
5. What did not work?
- Purchased leads did not work for them
- Facebook events
- Having two different systems for sending emails and landing pages to capture leads
- Time gap higher than 24 hours between registration (lead capture) and follow up call
- Managing follow ups and reminders in excel
Tired of reading and listening to webinars talking about generic stuff regarding online marketing and lead generation? Listen to this webinar, I am positive you will take away few things of immediate use to your marketing.