A real world example of Cleo — Marketing for Good.

To help explain the value of Cleo for marketeers, we wanted to walk through a real life customer example.

So the biggest problem in marketing today is the value exchange at point of contract request. At some point, we have to ask for a prospect for an email address and permission to contact them, and that’s a single biggest pinch point in Marketing today. A lot of people approach this by creating dumbed down content that effectively just fills your marketing pipeline with people with a very low propensity to buy, so when these get passed to sales, they don’t convert.

The truth is the buyer is getting younger, and is much more digital savvy, and their time is more precious. Combine this with cost per clicks being increased due to more online activity and spend in this new mostly online environment and you’ve got a perfect storm that means it’s incredibly expensive to capture somebody’s attention and it’s very easy to lose it a new conversion to get low.

So in this customer example, the increase in digital ad spend online means that the getting them clicks got more expensive. From $4 a click to almost $10, compound with this a lower on page conversion and a lower turn out rate (33% down to almost 20%), it was costing almost $1,200 to get someone to attend a webinar product demo. Our ‘for good’ offer in this instance is to offer to carbon offset someones entire computer usage for an entire year — this is a cost to the vendor of around $50, but we believe we’ll reduce the cost per attendee by $600, so in total it represents a improved cost per lead of $550 AND the they get a better qualified lead AND the plant get some help.

Our first live campaign through the blockchain will be where we carbon offset you and your partners phone and an tablet for a year, this is done by removing 250 KG of carbon — and this is in return for just downloading a guide. Again it’s a real win win.

This technology will be applied to watching videos, downloading assets, attending webinars and meetings, and even physical events like stand check ins.

It’s a simple proposition — we recognise that your time is worth something, so we’re doing some good in the world on your behalf. Your attention for good.