Use Incentives to Collect More Leads

It's incredibly hard to get people to fill out a form on your website to view content or register for an event. A form becomes a point-of-friction and many people simply leave.

What if you could convert some of these viewers into leads by offering in-video incentives?

With the popularity of video commerce and gamified shopping (Temu, Shein, etc.) it's worth adopting modern tactics from consumer marketing and bringing them to B2B marketing.

We are working on a new module (Project Name Ruby 💎) that will allow you to offer incentives in your videos to entice viewers to provide their information in return for an incentive. With this conversion-oriented tactic, you can convert more invisible buyers into known contacts that you can then nurture from MQL to revenue (or deliver to sales).

• Choose a monthly budget and incentive (e.g. Amazon, Starbucks, or a Non-profit).
• Viewers will see an incentive pop-up at the beginning of the video allowing them to provide their information to unlock the incentive.
• Collect leads in your Marketing Automation Platform.
• Increase or decrease your spend based on performance.

Features:

• Our engine will handle all the complexity of managing a video-based incentive program including email deliverability of the incentives to the recipients.
• Get complete data in your MAP.
• Geo fencing - target US-only visitors
• Work email check - automatically suppress non-work emails from qualifying for incentives

Pricing:

• This module can be added to an existing Parmonic subscription. Please get pricing from us.
• Choose your own incentive budget (no min or max).
• No mark-up on the incentives; credit card payments will incur a 5% transaction fee.

Notes:

In phase 1 this module is only available to those using Hubspot and have integrated Parmonic with it. In phase 2, we'll open it up for Marketo users.

How much to spend?

Thinking about the following can help you decide how much to allocate to this initiative.

• How much monthly traffic do you get to your content and resources?
• What % of that traffic is purely organic, nudged or paid?
• What % of visitors fill out a form?
• What is your current CPL (Cost Per Lead)?

Example -

Let's say you get 1,000 unique visitors on your resources (content, webinar) pages.

• Current conversion rate (form fills) = 2% every month = 20 new leads

(Note: for simplicity let's assume each form-fill is a lead; some brands use more sophisticated metrics)

• Average CPL from ads or sponsored events = $500
• Incentive Budget = $1,000/month
• Incentive value = $50
• New leads = 20
• CPL = $50