Neill Murphy Technology for Marketing
JONATHAN MACDONALD [00:00:12] Hi there. This is Disruptive Live, and we’re live at Technology for Marketing event at Kensington Olympia. I’m Jonathan MacDonald.
NAYOKA OWARE [00:00:21] And I’m Nayoka Oware.
JONATHAN MACDONALD [00:00:23] And today we are joined by Neil Murphy from Lead Forensics, who I got into this show specifically because I’ve been tracking this company for 10 years, actually. And but for those who aren’t aware of who Lead Forensics are, how would you say you would describe yourself? What you do?
Neill Murphy [00:00:37] So we’re a lead generation solution basically. So the premise behind our software is that 98 percent of website visitors when they visit a website they won’t enquire the first time they visit. So, you know, our software basically leverages the IP address of those organizations in order to understand who they are, their journey through the website. And then a list of key decision makers within that organization. So what it basically allows our customers to do is to reach out to the organizations that visit their site. Who had previously have been anonymous. So it’s a lead generation solution. It’s also a marketing transparency solution. Of course, we show you how those organizations found the site. And there’s many sort of different use cases that can be applied to delivering software.
NAYOKA OWARE [00:01:20] Let’s talk more about the use cases. How many are there or what types are there
NEILL MURPHY [00:01:25] So I’d say there’s got be five main use cases. I think the obvious one over the years that I’ve been at Lead Forensics has really been new leads. Right. So the idea that an organization would visit the site and they wouldn’t necessarily enquire. Therefore, you wouldn’t know who they were previously. And Lead Forensics we understand who they are and their journey. Number one, new lead gen. There is also another use case, which is really, really interesting, which is a fairly new one for us, I suppose, since we’ve started to do a two way CRM integration and that’ll be existing pipeline. So, yeah, that’s a, most sales organizations with sales teams. It’s natural to prioritize certain prospects over others. And the idea behind the existing pipeline use case is Lead Forensics would be able to alert each and every sales individual when an organization within their pipeline visits the website. Which would allow them to then prioritize who to speak to first and also obviously push through thier visit detail into a CRM system, for instance.
JONATHAN MACDONALD [00:02:21] Okay and you speak about CRM integration. Is that something that you’ve been working on over the years and now is kind of a compact integration with all CRM systems?
NEILL MURPHY [00:02:30] Yeah every CRM that has an API we’re keen to work with. So I think, you know, previously with Lead Forensics, we have what we call a one way integration. So, you know, the limitations were on that, were that we were able to push through data, but we weren’t able to read data. So you’d have to do a dejoop of all our leads at your end. Yeah was the customers end. So what we now do is we do a two way integration so our system can actually read the likes of Salesforce Dynamics Infusionsoft, all that sort of stuff. And what we’re able to then understand when an organization visits our customer site is whether or not it’s a customer. It’s an existing piece of pipeline. It’s a new lead. It’s a lapsed customer. What we can then do is push through automation within a CRM system to alert the right person relevant to the lead thats hit the site. So that’s a little bit out the two way.
NAYOKA OWARE [00:03:16] Wonderful. Tell us more about how they are enabling measurements for companies.
NEILL MURPHY [00:03:21] Sorry say that again.
NAYOKA OWARE [00:03:21] Tell us more about how they are enabling measurements for companies.
NEILL MURPHY [00:03:24] Measurements, right. So, I mean look, it’s when you’re looking at marketing, you know, when you’re looking at things like search content marketing is driving traffic to the website, they’re notoriously difficult to measure unless that organization enquires. What Lead Forensics will enable you guys to do is track pay per click campaigns. So let’s say, for instance you drove 300 leads to your site or 300 businesses to your site through PPC campaign and 2 percent enquired or 5 percent enquired. Lead Forensics would then be able to provide, you know, a list of the organizations that didn’t require. Therefore, you can start to understand what keywords are working, what keywords maybe aren’t so much, and really have a much better understanding of paid search.
JONATHAN MACDONALD [00:04:04] Does that answer the question in the olden days, which was half the money spent on advertising is wasted it’s just we don’t know what half. Is it now basically the case that we know where the money is kind of less optimally used? Is that the transparency metrics?
NEILL MURPHY [00:04:19] I would 100 percent agree with that. Yeah, I think we sort of take the blindfold off really when it comes to sort of marketing and content marketing specifically. I mean that there’s a lot of our customers that run LinkedIn campaigns that are targeted towards certain industries, put industry specific content out with the specific landing page on their site and they’ll measure the effectiveness of that based on impressions, whereas if they use Lead Forensics what they’ll then be able to see it off the back of that industry specific content. Did the right industries hit the site? And that’s really what we’re going to be enabling marketeers to see.
NAYOKA OWARE [00:04:51] Okay further to talking about content. I mean, there’s a lot of content on social media as I’m sure you already know, good, bad some very horrible content. What platforms will you use to your advantage for the company to promote it to advertise it.
NEILL MURPHY [00:05:04] Yeah. I mean, great question to use LinkedIn. You know, I would say that’s probably our main driver of sort of traffic to our site. We’ve got quite a big sort of marketing team to help with that. And we’re also pretty active over Twitter. I’m sure the marketing team will off the back of this this interview, be all over Twitter and LinkedIn, I’m sure. So those are kind of the two main channels that we would use socially.
JONATHAN MACDONALD [00:05:23] OK, let’s say 10, 10 years ahead. Because you’ve been around. Well, kept moving in this area for the last 10 years.
NEILL MURPHY [00:05:30] Yeah.
JONATHAN MACDONALD [00:05:30] What is 2029, 2030 in Lead Forensics world other than the fact that you’re obviously then the chief executive.
NEILL MURPHY [00:05:37] Yeah that’ll be nice, yeah absolutely.
JONATHAN MACDONALD [00:05:39] What does it look like in ten years time?
NEILL MURPHY [00:05:41] So, look, I mean, we’re always looking to grow. We’re always looking to retain our customers. I think, you know, that’s a really big push for us over the next few years is actually to really increase the amount of business that we can renew. And that means account management needs to be absolutely on point. We need to be adding absolute value. We need to be increasing, you know, how many IP addresses we can identify on our customer sites and develop the products. Integrations make it easier for our customers to use the software and and make sure that we continue to grow as we have done over the last 10 years.
JONATHAN MACDONALD [00:06:13] Right. Well, I mean, I’ve only got one more question.
NEILL MURPHY [00:06:15] Go for it.
JONATHAN MACDONALD [00:06:15] Yes, it’s a tricky one. If you were to say that. What what would be the most disruptive technology that is something that that Lead Forensics could leap on top of and really pivot from away from just the kind of the CRM turbo charging that you do is there any kind of a new angle that you could pivot into?
NEILL MURPHY [00:06:38] Absolutely. So, I mean, our database of IP addresses actually allows us to do some web personalization as well. So we have a product called Webeo which we’ve started to pivot towards now, which basically leverages the IP address data visiting your website and then actually allows you to personalize the experience to an organization based on the IP address that we’ve seen. So it would augment the website, provide our personalized experience for a specific industry based on us understanding that the IP address video site is from say Pharma, for instance. So that’s really, I guess, the next step in terms of where we pivot.
JONATHAN MACDONALD [00:07:13] I thought you might say that. Great well, anything more?.
NAYOKA OWARE [00:07:18] No, It’s been a great speaking to you.
NEILL MURPHY [00:07:19] Thank you so much.
JONATHAN MACDONALD [00:07:19] Yes, I really appreciate you coming in Neill. And we’ll see you next time on the Technology for Marketing livestream on Disruptive Live. And I’ve been Jonathan.
NAYOKA OWARE [00:07:29] And I’ve been Nayoka.
JONATHAN MACDONALD [00:07:32] Ans this has been Neill and we’ve all been awesome. Cheers mate.