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Jan 26, 2017 | 5 min read


Did you say "ASPC" ?

ASPC, a marketing and measurement framework to boost your lead generation strategy

Adrien Delepelaire

Head of Customer Strategy

too long; didn't read
  • The ASPC (Anonymous, Suspects, Prospects, Clients) process defines a marketing strategy centered on the user’s engagement, in order to collect leads.
  • The four main steps are : 1) Map your engagement journey 2) Identify the goals linked to the engagement journey 3) Define KPIs 4) Get started!
The ASPC (Anonymous, Suspects, Prospects, Clients) process is there to help you to easily and effectively define a marketing strategy centered on the user’s engagement, in order to collect leads. This article is then aimed at “lead gen” – or lead generation – businesses.

What is ASPC?

The goal of any business is to get clients, obviously. But before that, you need to get the users to progressively engage with your brand, your service or your product so they accept to become clients. The change will almost never occur at their first interaction with you. Branding, native ads, retargeting display, third party data, lookalike, dynamic creative optimization: you must have heard about this marketing lingo. All this is useless without a good business strategy.

The ASPC (Anonymous, Suspects, Prospects, Clients) process is there to help you to easily and effectively define a marketing strategy centered on the user’s engagement, in order to collect leads. This article is then aimed at “lead gen” – or lead generation – businesses.
The set-up process is fairly easy:

  1. Map your engagement journey
  2. Identify the goals linked to the engagement journey
  3. Define KPIs
  4. Get started!


1. Map your engagement journey

The goal of your website is to collect leads. Before filling up your contact form, users will visit different parts of the website, pay a few more visits and only then will they leave you their information. This is what we call the engagement journey.
To define your engagement journey, think about the main available actions on your website and identify those that are crucial in the move to the next step.
Here is an example on a real estate website aiming at collecting contact information (www.fnaim.fr)

Use of a real estate browser or an agency locator on the FNAIM website

Use of a contact form or a call center

If you wish to add steps to the tunnel, it’s quite simple. For example, you can say there are different types of Suspects – Cold Suspects and Hot Suspects – as well as different types of Prospects – Cold Prospects and Hot Prospects. That way you can monitor your conversion process more accurately. However, keep in mind that the more steps you have, the more audiences you have, and the more KPIs you have. The goal being simplicity.


2. Identify the goals linked to the engagement journey

Once you have mapped your engagement journey, the conversion goals for each step should appear clearly.
Each step must have A SINGLE main conversion goal. This will force you to identify what is most important your business. This rigor will also help you focus the optimization of your marketing decisions according to a clear goal. You will thus avoid a spineless consensus on what really matters.

Below are a few examples on a real estate website (www.fnaim.fr).

3. Define KPIs

The most important part is defining the right metrics and KPIs to follow. Without this, there is no possible optimization of your acquisition strategy.
There are 3 types of important KPIs to follow:

  1. Traffic cost KPIs
  2. Traffic quantity KPIs
  3. Traffic quality KPIs

Why those three? Cost helps you manage the ROI of your marketing operations. Quantity helps you guarantee sufficient conversion numbers. And finally, quality helps you guarantee the right reaction from the audience. We recommend you follow these metrics at least once a month. Better still, once a week. It all depends on the number of generated leads per month.

Cost per Action KPIs

Each media or marketing action has a cost, which is usually called CPA (Cost per Action). For example, you can launch Facebook or Youtube campaigns to make a name for yourself and thus generate traffic on your website. This has a cost which you need to relate to the campaign goal.
Here are a few KPIs examples:

  • Cost per Complete View (e.g. Youtube)
  • Cost per Click (e.g. AdWords)
  • Cost per visited product page
  • Cost per Lead

How to set a Cost per Action goal?
The best way is to have a look at your past 6-12-month history, and to calculate a Cost per Action for every action you want to monitor. This will be your baseline. According to your business, you then have to check the following:
If the CPA is too expensive in regards with your profitability goal, you then need to scale down the latter
If the CPA is good, you can see if you can scale it up a bit to target less qualified – and thus more expensive – audience

Action quantity KPIs

Optimizing the CPA must not conceal the fact that you also need numbers to ensure a sustainable business. CPA optimization needs to be done with number constraints in mind to avoid super-optimized CPA and super-low numbers. You need to make a trade-off between CPA and quantity.

Here are KPIs examples:

  • Number of complete views
  • Number of clicks
  • Number of visited product pages
  • Number of leads

How do you set an objective for the number of completed actions?
Again, I am not very creative when I advise you to benchmark your history, in order to set realistic growth objectives.

Action quality KPIs

Targeted audience will all react differently to your conversion objectives, according to the tool (AdWords, Facebook, display), to targeting criteria, and to used devices. By managing traffic quality, you will be able to check:

  • if the targeted audiences are the right ones
  • if some audiences don’t react and need to be taken out
  • if there is a potential issue in the conversion tunnel

Here are KPIs examples:

  • Complete view rate
  • Banner click rate
  • Product page visit rate
  • Lead transformation rate

A drop in the quality of generated traffic must lead you to make assumptions and take corrective actions.
Example: my product page visit rate drops from one month to the next

Assumption #1: was there a change in the user pattern?
Action: get back to the previous version or set up an A/B test to raise the product page visit rate

Assumption #2: I broadened the targeting of Facebook audiences, which led to low-qualified traffic on product pages
Action: identify the highest-performing segments of audiences in Facebook targeting, and take out the least-performing.

In the face of this huge amount of information, it is essential to think about KPI prioritization.

  • First, we recommend you optimize costs, to ensure you have sound foundations before broadening the audience
  • Not optimizing costs in the first place would make costs slip in the future, when you target less-qualified audiences.
  • Then, broadening the audience will boost your number of completed action KPIs.
  • In the end, this will impact the quality of your completed actions, which varies according to the targeted audience.

The 3 types of KPIs work in a cycle:

4. Get started!

Once you have defined your engagement journey, your goals and your KPIs, there comes a time when you have to start. Rather than activating all levers at the same time, we recommend you do it progressively.

  • Start with AdWords and maximize its potential. There, often lies your highest-performing audiences – the most qualified regarding keyword searches.
  • Then, progressively activate the retargeting process to maximize the conversion potential of your existing traffic.
  • You can then activate the most prospection-centered levers (e.g. generic search, display branding, social networks, and video platforms).

Why that specific order? Simply because by optimizing AdWords and retargeting, you ensure that should you want to broaden your target, the performances of your “performing” levers will already be optimized.

Not following that order would mean throwing money out of the window: if people hear about your services/brand through branding campaigns, and if your brand & services AdWord campaigns are not optimized, you will simply pay more for your conversions.

To sum up, nothing beats a good chart:

There you go, you know everything to execute your lead generation strategy.

Want to know more? Please contact us (or come for coffee!)

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