Max Brun discusses how to prove ROI for marketplace leads in childcare. The challenge: smaller daycares lack CRM systems to track conversions, so providers need automated dashboards and direct integration to show which leads actually close.
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And another point that I wanted to kind of bring up as far as, you know, I would say like kind of like lead-based marketplaces, like one of the challenges that some, you know, face and we're a lot of times kind of discussing it with early-stage founders here, which is like, you know, like the quality of leads and kind of being able to like close the loop on that. So are there any maybe like learnings from that that you could share with us?
Yeah, I think that's the hardest problem we face is like Proving out our lead quality. We, our leads are typically higher quality than leads you can get elsewhere just because we are kind of dedicated to childcare. So parents, by the time they get to Winnie, they're pretty high intent. But if we don't get credit for the quality of those leads, then our leads just look more expensive. And it's like, well, why would I get leads from you? I can get them on Facebook. For cheaper and there's more. And it's like, well, those leads are never going to convert because they just click through on some random ad, but they're not actually deep in their search and ready to enroll. So for us, we've really had to, one, like partner with kind of the CRMs that people use to kind of act on their leads and make sure we're pulling in the data from those CRMs and showing them like, Here's how all your channels are performing. Uh, we're trying to kind of do that in a more automated way and they're winning dashboards. So people actually start getting these analytics themselves without us having to like describe everything to them. Um, but you know, a lot of the smaller players don't even use a CRM and so they just have no idea. So that's, it's kind of a big challenge for us is to help them kind of understand why they need to be tracking this in the first place. You know, especially to like, a lot of the smaller daycares and preschools that are just not tech savvy. Like, they're amazing educators, and that's what they should be, and great at caring for kids, but they're not like, marketing experts.
