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DMP Alchemy: Improving Lead Generation Quality with the Data You Own

As Glengary Glen Ross tells us, leads are gold. While so much of marketing has to do with grabbing the attention of an audience, what actually matters more is connecting with the right individuals within that audience – especially those who are open to eventual conversion.  Harvesting leads isn’t enough if you’re not attracting the right prospects, which is the paradox of modern lead-generation strategy. Contrary to more recent strategies, quantity of content does not create quality of leads. It takes understanding to guide the alignment of content. At the center of marketing alchemy is the ability to use the data you already own within your DMP with real-time relevance.
 
Here are some suggestions to get started:
 
Content Alignment: Identify consistent patterns of specific customer segments. Then align your content, messaging and offers around that specific audience.  For instance, you probably have basic customer segments identified. Look at the data for each to identify trends. Are there similar page views on the website prior to conversion? Are their page views or search activities that are common to those who landed on the site but did not convert? Are prospects who consume one topic versus another more likely to follow a specific conversion path or timeline? For instance, people who need it now versus those who prefer to do their homework and take their time may require a different messaging approach based on those behaviors.
 
Linking with POS: A great place to start is using your purchase history data to influence messaging and content presented, including the cadence of those messages. Have the data from your POS system feed into a DMP so an individual customer’s purchase history can be used to inform content for their future emails, ads and offers. This simple approach to personalized content shows a deeper level of customer love, allowing for a more strategic approach that can result in meaningful ROI increase. Suggestion: Tailor content to suggest companion products, accessories, plus other details to maintain that post-purchase connection with your audience.
 
Using Location: With geographic segments, you can highlight regional interests and images in your campaigns. Consider infusing something as simple as weather information to promote relevant climate-related products and content. It’s about relevance. You can also take things a step deeper with geolocation data, marketing based on proximity to meaningful locations, different communications for in-store versus at home engagement, and so on. Getting outside the box and putting yourself in the consumer’s shoes at that moment can take current location into account to deliver interesting results. Suggestion: Test everything. If you know a particular region is experiencing a weather-related event, your lead generation approach and images can reflect such details.
 
Niche Targeting (and Re-Targeting): Having all your data in a profile-based DMP environment where information can be stored for both known and anonymous users means you have data which can be used to better communicate with each individual in your audience. Instead of the broader strokes of content alignment mentioned earlier, this is more using a fine brush to reflect specific known details – even of those not yet identified as a known lead. 
 
Distilling gold from what otherwise could be content chaos requires the smart use of data. Start small. Keep it simple at first. A few nuggets of understanding can lead to a rush of relevance in the way you engage your audiences to attract more prospects. Consider what data you have, then look for ways to use it as you add to it, supported by integrated technology to remove the complexity and provide real results.

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