Qualifying a Potential Partnership: Advertiser Sales

Before you decide to reach out to a prospect, you need to understand whether they are a good fit for your solution by qualifying them. In this part, we will show you which data to leverage and how to qualify your lead.

Get started by choosing an advertiser you want to qualify for.

From the Sales Intelligence home page, type your prospect/customer's domain in the Search bar, and start checking off the following criteria.

Criteria 1: What is your prospect’s marketing strategy? Are they focusing on paid efforts at all?

From the left menu, select Account Review > Overview > Marketing Channels to understand their marketing strategy.

Toggle between # and % to understand the total amount of visits from each channel and the strategy behind their marketing efforts by evaluating the percentage of traffic generated to a publisher site by each channel.

If paid media is a small part of their strategy, you might decide it’s not worth your efforts to go after this advertiser.

In the example below, 6pm.com is mostly focusing on other channels, with a meager percentage of traffic coming from Paid Search and Display.


Criteria 2: Which countries are they focusing on, and do you have the right audience for them?

You don’t want to waste your time by going after advertisers if you have nothing to offer; make sure they focus on user acquisition in areas you have the audience for.

From the left menu, select Account Review > Overview > Geography to see which countries their audience is coming from.

In the example below, the majority of 6pm.com traffic is coming from the US. If the US audience is not your strength, you might prefer investing your time on other leads where your offering is stronger.


Criteria 3: Assess the potential with Total Visits

This will not necessarily affect your decision but will help you understand the size of the opportunity.

From the left menu, select Account Review > Overview > Traffic and Engagement to understand the prospects' size based on how many monthly visitors they have.

A website with 75K monthly unique visits will most likely have smaller marketing budgets in the example below. Assess whether this is the type of prospect that you are after.


Criteria 4: Using technologies to analyze their likelihood to buy

Learn which technologies advertisers are utilizing to identify a need, and position your solution accordingly. Knowing which technologies a prospect is using will help you determine whether there is a potential for a partnership with them. Look for complementary advertising solutions to yours or competing ones.

For example, learn if they are already working with retargeting solutions. They can also find out if they are spending $ $$$ on marketing tools such as Google Analytics or Omniture to evaluate advertising budget and willingness to spend.

Next step: insights-driven sales conversation

Once you’ve completed the qualification process and are determined to go after the relevant prospect, click here to learn how to leverage digital insights in your outreach and sales pitch.

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