How to get the most out of your leads

Christina Holm

The other day, I had a really cool experience!

Part of my role as a Senior Client Manager here at Lead:famly is to stay up-to-date with the different activation campaigns our 200+ clients have running at any given time. I take all sorts of quizzes, can get to the bottom of a scratch card before you can blink, and have devised an unbeatable strategy for collecting matching cards in memory.

Participating in so many games means I’m also on a lot of different newsletter lists, and it’s fun to see what kinds of targeted communication I am sent. Usually, they’re highly relevant to my interests and very effective!


Last week was no exception. I took ASE’s Dream Job personality test, and apparently I ought to be working as a fighter pilot (but that’s a whole ‘nother story).

Less than half and hour after I took the test, I got a phone call from a very nice salesperson. She wanted to tell me about the benefits of joining ASE and asked if I was satisfied with my A-kasse (unemployment insurance fund).

The experience was actually quite neat. It wasn’t at all intrusive or disruptive because ASE was top-of-mind for me, and she called when they were most relevant. (Never mind the fact that I have the eyesight of a cave beetle and ‘fighter pilot’ might not be the best fallback plan for me.)

I let the ASE employee know how much I appreciated her call before excusing myself to go to a meeting. The great thing about working with activation campaigns that incorporate gaming mechanisms is being able to see the creative ways our clients use the leads they collect with their games.

It just so happens that I didn’t have much time to chat with ASE that day, but on another day the sales person might have been able to use my test results as a starting point for a good conversation. One of the most difficult aspects of cold calling is the lack of information you have about the person on the other end of the line.

My point with this post is: if you’re going to use your limited resources on an online activation campaign that produces a lot of new leads, you have to be ready to take advantage of them. Strike while the iron is hot!

Feel free to contact me if you want to discuss what an activation campaign can do for your business.