Episode 12 – Robin Caller – Overmore

Quality, not quantity, matters most in online lead generation.

Overmore.com founder Robin Caller shares what works (and what doesn’t) – and why quizzes perform so well, including some really good benchmarks to help you judge and measure your own lead generation marketing.

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Transcript

Boris 0:02
Welcome to the next episode of “The Quiz Makers”!

Today, our guest is Robin Caller. Robin is the CEO and founder of the Overmore Group, a group of companies focused on lead generation and lead processing. And we’re going to talk a little bit today about how to generate leads and the importance of good quality leads.

Hi, Robin, welcome to the show.

Robin 0:29
Thanks. Thanks for having me, Boris. Nice to see you again.

Boris 0:32
Yes, you mentioned seeing you again. I probably should do a little intro beyond just your title. So Robin and I – we worked together more than 10 years ago, let’s just call it a decade ago when I was running Tickle.

Tickle was one of the biggest websites in the world, number 27 in terms of traffic, where we did our own quizzes (unlike Riddle.com which I’m running now where we provide the quiz builder for our customers) and Robin worked with us on lead generation. And even back then quizzes were amazing for leads. Right, Robin, we made some good business.

Robin 1:13
Yes, it’s been my career since.

Boris 1:17
So you did. You took that idea of generating leads from quizzes a lot further, right?

Why don’t you give us the quick backstory of the Overmore group, what you do today,, and how you work with leads for your large selection of clients ranging from BMW to Bentley, Intel, and many other blue chip names.

Robin 1:38
Yeah, well, it did all start with Tickle, Boris. So Tickle was a fantastic website. And there was an opportunity to put a lead generation capability into the user journey, I guess.

So we built originally a piece of software to capture and deliver data coming off the back of quizzes and we still own and operate that software today. We then spent 12 years building that up and making it a real a real platform – a real system for for trading data.

But quizzes themselves, they lend themselves very well to lead generation.

They relaxed people, and they were subject relevant. And the lead generation part seemed like a natural step within it.

So over the last 12 years, we’ve branched out. We now have a business that helps advertisers purchase leads from various different publishers on the worldwide web, and you’ve mentioned a couple of them like BMW and there’s Vodafone and Bentley, etc. We’re very strong in automotive, technology, and telecoms.

But we’ve also built and operate some of our own websites to generate leads. So I suppose that we’ve built the business on the back of learning about how lead gen and quizzes is quite broad reaching their clients. You mentioned clients – we’re very proud to be working for clients like BMW, Bentley Vodafone, we are strong with DocuSign and Adobe.

Not that they all use quiz or competition sources, there are quite a lot of different lead generation tactics and techniques. We now work across different types of publishers, as well, but it’s interesting just to catch up with you. It all started with quizzes and now there’s about a $20 million business – so you can generate extreme value from from lead generation.

Boris 3:52
If you were to pit lead generation and lead forms against banner ads in today’s space...

Robin 4:03
It’s no competition, don’t even ask the rest of the question. I think it’s probably worth just that just to help anybody that’s listening, take that direction when I met you and we were selling banners. And we also sold leads on the back of quizzes.

My average order value in my business, the average booking was about 3000 pounds, maybe $5,000. The moment we started doing lead generation business, I would say the average order value ...