Potential Lead Generation Trends for 2017

Lead Generation  pic
Lead Generation
Image: reachmarketing.com

A graduate of the University of Mary in Bismarck, North Dakota, Justin Bumann is a professional in the direct response advertising industry who provides consultation services to companies of all sizes. For 15 years, Justin Bumann has worked with startup clients as well as Fortune 500 companies to help them develop strategies in areas related to sales and marketing, such as lead generation.

The term lead generation refers to the strategies that companies use in order to attract the attention of desired demographics that have a high potential to become customers through targeted advertising. In 2017, industry experts are predicting that several trends will influence the way that companies will successfully execute lead generation strategies.

First, experts anticipate that many of the most successful companies will look to update the online contact forms that potential customers use to indicate interest in a company’s products or services. These forms have gone through a very limited transformation in the last 20 years, and major companies like Hewlett Packard have already seen increases in leads through refined online contact forms.
Secondly, new technologies that allow for marketing automation may take precedence over the manual strategies that many companies currently utilize.

Lastly, advertising on podcasts may present companies with an ideal opportunity to broadcast their products and services to targeted audiences based on podcast topics. Some companies may even go so far as to develop their own podcast series to the benefit of customers, thereby increasing brand awareness and interest.

Direct Response Advertising – Key Terms

Direct Response Advertising  pic
Direct Response Advertising
Image: successwise.com

Justin Bumann brings over 15 years of experience to his role as a marketing and advertising professional. Specializing in direct response advertising, Justin Bumann assists clients with strategic planning, implementing cutting-edge technologies, and performance analysis.

Direct response advertising is intended to not only provide information but elicit specific and measurable responses, such as requesting information, visiting a website, or calling a call center. Its key terms include:

1. Conversion rate. The percentage of people who respond to an ad campaign and then become customers.

2. Demographics. Household data typically collected by the U.S. Census Bureau, such as level of education and income.

3. Modeling. A statistical technique used to determine the specific pieces of data that will best predict customer behavior.

4. Return on Investment (ROI). A measure of the success of specific direct-marketing activity calculated by dividing the net profit resulting from an ad campaign by its total cost.

5. Target Marketing. Marketing that is aimed at a specific individual or group, as opposed to mass media.

6. Response Device. Typically a lead form or call, the response device identifies the prospect number and the offer made.

The Benefits of Multichannel Marketing

Multichannel marketing
Multichannel marketing


A sales and marketing professional, Justin Bumann has over 15 years of experience managing direct response advertising campaigns. Working with national brands and entrepreneurial startups, Justin Bumann employs strategies such as multichannel marketing to spread awareness of new products or services offered by his clients.
Consumers today have more options as to how they receive information. They can opt for newsletter subscriptions, text messages, emails, or catalogs. They can choose which television shows to watch, which websites to visit, which newspapers to read, and even which YouTube ads to watch.

Multichannel marketing is the practice of reaching customers through a variety of communication channels including direct and indirect, as well as online and offline channels, allowing them to make purchasing decisions using their preferred communication mediums. For example, a company can develop different ads for digital print, social media, radio, and television, allowing it to reach its customers wherever they are and on whichever digital device they are presently using.

Multichannel marketing offers businesses numerous advantages. It allows them to tailor their messages for different channels. For example, short urgent messages are best suited for text messages, while longer messages may be better suited for email. It also gives businesses a variety of channels to reinforce their message rather than using the same channel to repeat the message, which can ultimately annoy consumers.

One disadvantage of multichannel marketing is that it can be difficult to attribute conversions to a single communication channel; put another way, it is not easy to accurately measure the success of each individual marketing platform, though analytics can be deployed across all channels to the appropriate measurements and analytics.