Business

Meet Cohort Global at LeadsCon East 2016

Cohort Global will be attending LeadsCon East 2016 in New York, 22 – 24 August. LeadsCon is the industry event performance marketers rely on to do more business. We are looking forward to this exciting event on performance marketing. The conference will showcase the best people and companies in vertical media and direct response marketing.

We hope to see you at LeadsCon East, where you will have the chance to personally meet Catharene Garula, our Account Director! If you would like to catch-up with us at the event, please use the form below.

Catharene Garula


Account Director

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Meet Cohort Global at DMEXCO 2016

Cohort Global will be attending this year’s annual DMEXCO in Cologne, 14 – 15 September. We are looking forward to this exciting event about the digital economy. The conference will involve leading speakers on the digital economy and 950+ companies are expected to attend.

The conference’s motto “Digital is everything not every thing is digital” seems to ring true in today’s world. Therefore, we are pleased to participate in an event that aims to discuss and share insights within the marketing, media, and technology sectors at this prestigious conference.

We hope to see you at DMEXCO 2016, where you will have the chance to personally meet our team! If you would like to catch-up with us at the event, please use the form below.

Cohort’s Attendees:

Stephen Davis


Senior Commercial Manager

Richard Bidgood


Business Development Manager

Tanya Mertens


Account Manager

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Cohort Global featured in Performance Marketing Guide 2016

Cohort has been recently featured in PerformanceIn’s Marketing Guide 2016 in their lead generation section due to being an industry leader. This shows both Cohort’s ongoing global success, thanks to our offices in New York, London and Sydney, but also our record of providing top exclusive online lead generation services. Certainly, Cohort continuously strives to become one of the leading lead generation providers.

The Performance Marketing Guide 2016 provides in-depth information regarding the different forms of marketing. These range from lead generation, which Cohort does, to behavioural marketing. Indeed, this guide is critical to a deeper understanding of marketing and its future.

To see the Performance Marketing Guide 2016

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Cohort Global announces appointment of new Commercial Manager

Following rapid growth in Europe and the USA, Cohort Global announced today that Heloise Hotson has joined their ranks to further develop their growing portfolio of international clients. Heloise comes with a wealth of experience in the digital acquisition industry, having spent the last two years at Barclaycard where she was instrumental in the significant growth of their affiliate marketing program.

Heloise joins Cohort as Commercial Manager to support ongoing growth across Europe and the USA where Cohort has been successfully connecting leading brands with consenting consumers.

“I am excited to take up the challenge to further grow Cohort’s presence in their core international markets and I look forward to working with key clients to help them realise their goals. It’s great to be working with a company that prides itself on its high standards and its commitment to building true partnerships with its clients.”

– HELOISE HOTSON

Jon Ostler, Managing Director of Cohort Global said “Heloise’s wealth of experience and industry knowledge makes her a key addition to the Cohort family. Her appointment comes from our commitment of being the industry leader in customer acquisition. We are very fortunate that we were able to attract employees of Heloise’s calibre.”


Cohort Global celebrates new office opening in London

Cohort has recently relocated to a new office in Westminster, London as part of the global expansion after a successful two years in the UK. This relocation has occurred to accommodate the rapid growth of our team and to further support our development as a global business.

Using our digital marketing platforms, Cohorts helps to connect brands with consenting customers in a transparent and privacy compliant manner. This leads to a steady source of qualified leads from hand selected online resources, using the right combination of search, display and email marketing. Therefore, ensuring that clients can scale their business in a profitable manner by converting high quality leads into satisfied customers. We aim to deliver outstanding services that drive new business opportunities for clients and partners we serve.

Cohort Global has grown rapidly, since its formation in 2008. Our client roster includes an extensive list of satisfied international clients from the financial services sector, charitable giving and causes, utilities. Our progress has been further emphasised through the rankings in the Deloitte Technology Fast 50. The head offices in the UK, Australia and the US have helped Cohort to evolve in a global force.


Cohort Global launches USA initiative in New York

Cohort Global opens office on Madison Avenue, New York as part of US expansion.

As part of a strategic 2016 expansion plan, exclusive advertising campaigns for global brands launch in the USA adding to Cohort’s ongoing success. Now with offices in New York, London and Sydney, Cohort provides a truly global solution allowing its ambitious clients to grow their businesses internationally with a trusted partner.

Using our digital marketing platforms, combined with old fashioned, white glove service, Cohort helps brands connect with consenting consumers in a transparent and privacy compliant manner. Providing a steady source of qualified leads from hand selected online resources with just the right combination of search, social, display and email marketing ensures that our clients can scale their business in a profitable manner by converting high quality leads into satisfied customers.

Cohort delivers customers.  Our current client roster includes an extensive list of satisfied international clients across multiple verticals including financial services, charitable giving and causes, utilities, telecommunications, travel, retail, education and market research. Clients include;

Cohort delivers customers.  Our current client roster includes an extensive list of satisfied international clients across multiple verticals including financial services, charitable giving and causes, utilities, telecommunications, travel, retail, education and market research. Clients include; Westfield, Ticketmaster, Reader Digest, Virgin Money, Cherish Life, Easy Meals, Easy Cino, Cheapflights, Club Med, Wyndham, HSBC, Jenny Craig, Greenpeace, WWF, and Save the Children.

As agency of record providing exclusive online lead generation services for several global brands, Cohort provides relevant campaigns to top publishers. This gives our client advertisers the ability to focus their attention on providing excellent service and product delivery to the customers Cohor t delivers. Utilizing cutting edge data analytics and fraud detection provides an unparalleled level of quality to our clients and benefits to publishers with the niche audiences sought by emerging brands.

Cohort Global was founded in 2008 by two international executives with extensive direct marketing backgrounds. Cohort has grown rapidly alongside the clients it serves, as attested to by its rankings in the Deloitte Technology Fast 50 and BRW Fast Starters. Cohort believes strongly in the principles of transparency, compliance and consent. A recognized online marketing lead generation leader and active member of trade associations including the DMA, IAB and ADMA, Cohort is poised for continued success.

Cohort will be attending:

Affiliate Summit West

in Las Vegas, January 2016

LeadsCon West

Las Vegas, March 2016

In October 2014, 50% of Cohort was acquired by Oceania Capital Partners Limited (ASX: OCP) for $6,000,000 and has continued to grow at a rapid pace.

For more information regarding Cohort’s USA initiatives, please contact Catharene Garula on +1 646-583-2664 or alternatively email usa@cohortglobal.com.


The Life Cycle of a Lead

Sourcing to Success in 9 Easy Steps

A lead generation campaign consists of a fairly linear path which starts with sourcing leads and ends, hopefully, with a successful sale. Along this path there are many opportunities to enhance the quality of good leads, weed out tyre-kickers, minimise wastage and reduce costs.  The key is to make small gains at each stage of a lead’s life cycle to significantly increase the overall campaign’s ROI. These are nine stages of the life cycle of a lead.

Step 1: Identify your Audience

The audience you target is your first decision. Age, gender and location are the cornerstones of audience targeting. Some sources offer additional targeting options but these should only be introduced once a baseline has been achieved, so as not to limit lead volume unnecessarily. The other consideration is the environment where the offer or ad will be displayed, common environment types include; email, promotional sites, vertical content sites and comparison sites. Each environment has its own specific characteristics and will generate different types of leads at different costs per lead.

Step 2: Set your Offer – Quantity vs Quality

The offer or Ad is an area where there is often a balance to strike between volume and lead conversion rate. At extremes this would range from running a competition to deliver a high volume of leads but a low conversion rate to sale, to running a mini survey to qualify leads delivering a high conversion rate to sale but a low number of leads. Generally the higher the opt-in rate the less you will need to pay per lead. However, the conversion rate will drop if the incentive is too great or unrelated to the product being promoted. A good middle ground is to offer a discount, bonus gift or sales promotion which is only awarded once a purchase has taken place.

Step 3: Capture

Leads are captured using various methods including: Co-registration, Branded Forms or Generic Quote Request Form. Forms can be pre-filled to aid people or blank to ensure fresh details are entered. Form validation will ensure people are prompted to complete all the fields correctly. Other common features may include a postal address lookup function, and a security CAPTCHA system that verify a human and not BOT is filling in the form.

Step 4: Process – Validation

Once a lead has been captured the first task is to ensure it meets any campaign constraints, for example [Age is between 18 and 50], and that all the data provided is correctly formatted (e.g. dates, phone numbers, postal addresses and email addresses). It is also normal to filter out invalid names and swear words, it does happen! Typically leads are de-duped at this point so only new leads are accepted to be paid for.

Step 5: Process – Verification

Verification is where lead data is actively checked against a 3rd party service or database. The most common verification checks include checking if an email box exists, if a mobile number is registered as active and if a postal address is recognised by the Royal Mails PAF database. There are a wealth of other verification and scoring options that can be utilised depending on the requirements of the campaign. For example, fraud detections system can be added into the mix and are recommended if networks are to be used to generate traffic and leads on a Cost Per Lead (CPL) basis.

Step 6: Process – Lead Enrichment

Lead Enrichment is achieved by appending data to leads from 3rd party sources. Consider especially for B2B and high value sales. Typical enrichments can include Geo-demographic and credit worthiness scoring or appending data from matching social media profiles!

Step 7: Automation

Automation via a CRM triggering a series of direct communications, is strongly recommended for most Lead Generation campaigns. As a minimum an email auto responder sent to someone thanking them for their interest and explaining what will happen next. As well as immediate engagement, it also allows for additional information and calls to action at this early stage. Automation can be expanded into a full lead nurturing journey utilising multiple channels.

Step 8: Qualification and Routing

In some circumstances post capture qualification and routing may be appropriate where leads are reconfirmed via marketing automation or by an initial outbound telemarketing function before being directed to the appropriate internal resource for follow-up and conversion. The importance of qualifying out low value leads should not be underestimated because as it allows resource and communications to be focused on the most qualified and engaged consumers.

Step 9: Conversion

The ultimate goal of any lead generation program is to convert a lead into a sale and a new customer. However in reality the majority of leads will not convert into a short term sale and should be flagged for an agreed follow-up – normally a call back or passed in to a lead nurturing program such as a newsletter database. If a lead has been qualified out or has opted-out then the lead should be retired and removed, added to a suppression file or archived depending on the business rules of the organisation.

Final Thoughts

The life of a lead is often short but by actively refining and improving each stage of its life dramatic improvements can be made to a programs return on investment and can be the difference between success and failure.