Elevating Acquisition Through Intelligent Lead Generation

Intelligent lead generation (ILG) detects, quantifies, and engages prospects in the early awareness and considerations stages of the customer journey. This can occur at the moment a prospect first engages with a financial institution’s website. ILG identifies and measures interest and intent, tailoring engagement to meet specific needs.

ILG reaches and converts opportunities through digital channels with timely and relevant content. It generates prospect leads, scores of interest, and deploys engagement.

ILG provides:

• Early prospect detection
• Predictive propensity scoring
• Next-best-action decisioning
• Customer journey tracking
• KPI-based management insight

Intelligent lead generation results from deploying an active website with real-time communication, enabling institutions to significantly improve engagement. Active websites detect a visitor’s presence with digital sensory embedded on the website, and uniquely identify the person as a first-time visitor, returning prospect, or current customer.

Tracking visitor navigation on the website increases acquisition success. Website navigation depth, time-on-page, and engagement level provide key indicators of interest level in brand, product need, and specific product offerings. An active website measures visitor behavior to quantify intent and propensity to purchase (PTP).

PTP supports a predictive model for measuring purchase likelihood based on website behavior, ensuring acquisition initiatives focus on visitors for whom campaigns will likely result in conversions. For instance, a customer who only visits a website’s homepage for a few seconds indicates a weaker intent than a one-minute stay on a specific product page.

Identifying the potential value or quality of the opportunity allows the institution to make the best use of resources. Digital channels may drive new volume, but these prospects may not all represent the same lead quality. A successful acquisition strategy focuses resources on higher-quality leads.

For more information, download our interview: Improving Customer Acquisition through Intelligent Lead Generation.