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5 questions – the year ahead in US parenting

January 5, 2021

7 min read

This week, we put five questions to Tony Golden, FanFinders’ Senior Vice President of Business Development, North America – who gave us his reflections on the past year in the US parenting market and some predictions for 2021.

Talk me through the current landscape for FanFinders and our industry?

We do lead generation at scale in the parenting space. What does that mean? We are the initiation engine to drive consumer interest and enquiry for the products and services of our brand partners. Our partners turn to us to help in list building, newsletter lists and sales leads within the niche parenting vertical.

In my humble opinion, more brands need to better pair their lead generation efforts with more robust lead management to optimize moving leads through the purchase/activation funnel. We can deliver leads at scale all day, every day, but once that coveted lead is delivered, brand partners have to be built to convert.

Consistency is also key, too many brands seem to start and stop campaigns for various reasons and then wonder why we can’t go from zero to 100,000 leads a month. Finding and delivering quality leads/hand raisers at scale is hard work, and brand partners need to go into these relationships, knowing that annual, consistent CRM campaigns are crucial to optimize performance for the long haul.

How did the industry evolve last year?

  • Welcome Box (at sign-up)
    A perfect package of the essential must-haves and nice-to-haves for mum and baby.
  • Your Maternity Bundle (2nd trimester)
    A box designed for new mums. Perfect for some much needed self-care as they enter the second trimester.
  • Your Birthing Essentials (3rd trimester)
    Hospital bag must-haves to ensure new mums have everything they need for those crucial first few hours.
  • Your Newborn Gift (Post-birth)
    A gift from us to the new parents! Offering the need-to-haves and nice-to-haves for the first weeks & months.
  • Baby’s First Bites (3 to 6 months)
    A hand-picked selection of weaning must-haves as their child makes the big leap from milk to solids.

What technology or approaches have you seen emerge due to COVID-19?

Again, we’re seeing more robust and sophisticated marketing management of the leads we provide our brand partners. The shotgun approach is no longer the status quo. More and more marketers are really dialing-in their lead generation programs and executing nurturing/pipeline management to sales via far more granular targeting. We’re developing our technology to support this further over the coming months.

woman pushing her baby in a stroller

What are your predictions for the industry in 2021 and beyond?

My prediction is that more brands will look to build out and optimize their lead generation efforts. Tech publishers that use smart AI, optimize their channel offerings to deliver the leads demanded by more savvy brands will be uniquely positioned to garner more market share, while delivering both leads and marketing programs the help brand partners nurture those leads into buying consumers.

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