On the road from a database query to a verified business lead, the typical WPN lead will have crossed the desks of nearly a dozen WPNsters. Our unique content-centric demand generation process has been crafted, refined, and re-refined over the course of thousands of lead deliveries.
ARQ and Assets
Regardless of the type of campaign, the WPN process begins with our Audience Recruitment Questionnaire (ARQ). The ARQ is a short document that asks clients a set of simple questions about the audience that they would like to reach. The information in the ARQ is used to segment WPN’s database and send your messaging to your defined target audience.
In the ARQ clients outline their desired:
- Company Size
- Company Revenue
- Industry/Sub-Industry
- Geography
- Job Title
- Job Function
- Organizational Level
- Any Additional Targeting Criteria
Along with the ARQ, clients provide the asset(s) that they plan to promote with the campaign. For lead generation, assets can take a variety of forms, including white papers, ebooks, and industry reports. For other types of campaigns, the assets are usually the associated webinar or event documentation.
Data Base
Once the ARQ is received, it’s passed on to WPN’s Data Department. There, the targeting criteria will be used to query the database and obtain a count for the target group.
WPN features a proprietary B2B contact database of over 45 million records, purchased from a variety of leading data vendors. This diverse selection of contacts covers a wide variety of companies and industries, ranging from small businesses to Fortune 500 corporations.
To ensure the utmost accuracy, WPN’s database is subject to rigorous data quality standards. Data is automatically filtered to remove inactive or undeliverable email addresses. It’s also processed by third party hygiene and deliverability services. For delivered leads, contact information is confirmed through WPN’s unique call verification process, while subsequent LinkedIn research is used to update job titles, companies, and remove invalid records.
Quote
Based on the counts from the database, WPN formulates a quote. Quotes are for a given quantity of leads, priced on a cost per lead (CPL) basis. In general, CPLs are a product of target group size and desired number of leads, adjusted for campaign-specific factors.
information in the ARQ is used to segment WPN’s database and send your messaging to your defined target audience.
CPLs are influenced by the following factors:
- Size of the target group
- Desired number of leads
- Asset quality
- Custom Questions/Fields
Once accepted, quotes are used to draft the formal order form, which is subsequently signed and returned.
Content Creation
An accepted order is passed to WPN’s Creative Services team to begin content creation. For each campaign, WPN creates a derived content package consisting of an email, landing page, and thank you page.
All content generated by WPN is:
- Responsively designed
- Litmus tested for browser/email client compatibility
- Compliant with current industry best practices
Once the content is completed, a proof of concept (POC) is passed to the client. If requested, changes are made and the POC is resubmitted. Upon approval, the derived content is passed to Client Services for campaign creation and scheduling.
Campaign
Using WPN’s custom marketing automation platform, Client Services builds a multi-broadcast email campaign. These broadcasts – which are sent to only the client’s defined target audience – deliver the promoted asset through the derived content package.
Broadcasts are typically sent about one week apart. They are scheduled to be delivered at times of peak activity, based on a combination of WPN’s experience and industry benchmark data. WPN is careful to space out broadcasts to the same target group, minimizing inbox clutter, and avoiding conflicts with related offers.
Interacting with a WPN broadcast is a streamlined process for your target audience. Recipients simply engage with our derived content to consume the desired brand asset. Those who engage with the messaging are automatically excluded from future campaign broadcasts, preventing unneeded resends.
Following each broadcast, engagement data from the form is matched to our database. This serves two purposes. First, it corrects any errors in user input (typos, non-business email addresses, etc.). Second, it appends additional data to the submissions. Though the information is useful, fields such as business address, phone number, and job title make for longer, more intimidating forms. By retroactively matching data from a shorter form, WPN eliminates this needless ‘form friction’.
Call Verification
The matched lead records are passed to WPN’s in-house Call-Verification (CV) team. CV reps call each business number and confirm the information in the lead record, including phone number, company, and job title.
It’s important to note that the CV team makes no mention of the client or asset to the lead. In fact, they may not be in contact with the lead at all. (Often, reps simply interact with a gatekeeper to get the required information.) If they are unsure or unable to confirm the entirety of a lead record, they use LinkedIn research to further substantiate the information.
Once the requisite number of leads have been confirmed through Call-Verification, they are passed back to Client Services for delivery.
Lead Delivery
Each day, Client Services receives confirmed leads from Call Verification. They go to great lengths to deliver this information to the client as quickly as possible, ensuring the freshest leads possible.
Lead delivery at WPN is done through the Integrate platform, which provides timely reporting and a broad array of delivery options. Clients can view the leads as they come in and accept them in their preferred format.
The platform allows direct delivery into marketing automation systems, including Eloqua and Marketo. Through the system’s API, direct delivery can be developed for a wide range of additional systems. For those who prefer a more traditional approach, .csv file downloads are also available.
Payment
WPN uses an entirely outcome-oriented payment model: The client receives the full lead allocation before any payment is due*. There are no retainers or long-term contracts. Our clients simply pay for leads based on the agreed-upon CPL. Standard payment terms are net 30 days.
* Client must be a formal U.S.-based business entity in good credit standing
Over the better part of a decade as a successful lead generation agency, WPN has built a clean and efficient process that has helped many businesses reach new heights. We work to accommodate the strategy and business needs of each client.
We have been helping companies grow for more than seven years. In this time, we have established ourselves as one of the top lead generation companies in the country. Reach out today and find out what we can do to help you grow your business.