One of the biggest challenges in enterprise SEO is getting buy-in from the wider C-suite.

Typically, the CMO will sign off on your vendor engagement, having been involved in the selection process (more often than not) and helping smooth onboarding with other inbound and demand generation stakeholders.

Despite its potential to drive revenue, generate new-to-brand touchpoints, and improve customer acquisition, SEO’s value isn’t always immediately obvious to non-marketing stakeholders in the C-suite.

Over the past two decades, we’ve educated C-suite and SEO clients, in general, to judge the value of SEO campaigns on metrics such as rankings and traffic.

While these are important metrics in competitive enterprise verticals, relying solely on these metrics isn’t always a good indicator of a successful (or functional) SEO engagement.

C-level tends to focus on the bigger picture how the business can grow, how risks can be mitigated, and, importantly, that a return on investment (ROI) can be demonstrated from investment in marketing, operations, and internal resources.

To gain wider buy-in, SEO needs to be positioned and communicated as a part of the organization’s overall strategy and not a standalone tactic in the user acquisition playbook.

Understanding What Matters To C-Level Leaders

The first step is understanding what matters to those in the C-suite. With this, we can make our communications more relatable.

As mentioned in the introduction, three core things I’ve found all C-levels to care about regardless of the organization size are:

1. Reducing paid media reliance.
2. Risk management.
3. Increasing revenue and long-term profitability.

SEO can be presented as a way to achieve all these objectives in some form, whether it be improving the technical proficiency of the website for search engine and LLM crawlers, or developing content to increase brand visibility and new-to-brand (NTB) touchpoints.

These outcomes can be measured and can tangibly be connected back to these things that C-level care about, and what they might be judged on by the executive board as to whether or not they have been successful themselves.

From my experience, outside of the CMO, the general understanding and view of SEO within the C-suite is that it is unpredictable.

Or, knowledge is limited, and the difference (and value) between consultancy and an automated report from any given tool isn’t understood.

The only way to overcome this perception is through clear, SEO-jargon-free communications that tie back to tangible business outcomes in the short-, medium-, and long-term.

Instead of reporting back keyword rankings and the “day to day” campaign metrics, we should be giving C-level the topline numbers and outlining the bigger picture outcomes of what we’re trying to achieve.

Simplifying the narrative ensures that the C-level sees SEO as a reliable growth driver.

Engaging Stakeholders Across The Organization

Securing C-level buy-in for SEO requires building support across the organization.

Executives rarely make decisions in isolation, so engaging key stakeholders who influence their decision-making is critical.

Fostering alignment with other marketing, sales, and engineering teams can go a long way to gaining unified support for SEO initiatives, as well as active SEO team involvement in different projects that might affect overall web performance.

Start by identifying advocates within the organization. The marketing team, for example, can help highlight how SEO complements broader campaigns by driving organic traffic and reducing dependency on paid media.

Sales teams can reinforce how SEO brings in high-intent leads that convert into revenue.

Partnering with IT ensures that technical roadblocks are addressed, demonstrating operational readiness for SEO initiatives.

These collaborations build a coalition of support that strengthens your pitch.

Anticipate objections and address them proactively. Common concerns from executives often revolve around costs, resource allocation, and uncertainty of results.

Be prepared with data-driven answers that highlight SEO’s ROI, examples of quick wins, and the compounding benefits of long-term investment.

If cost is a concern, show how SEO’s efficiency compares to other acquisition channels. If timelines are questioned, outline a realistic roadmap with measurable milestones.

Building Roadmaps & Reports

Roadmaps and reports fulfill two important functions.

Roadmaps help visualize and communicate the tangible executables towards achieving the goals of the strategy, and reporting closes the loop on how effective they have been.

Effective reporting should be a pivotal communication tool in developing and maintaining the C-level relationship.

Effective Roadmaps

A clear and realistic roadmap is essential to turn approval into action.

Executives expect a well-defined plan that outlines key milestones, timelines, and measurable outcomes, ensuring resources are allocated effectively and progress is trackable.

Start by setting realistic expectations. SEO is a long-term investment, but breaking it into manageable phases helps demonstrate early wins while keeping the long-term vision intact.

Define key deliverables for each phase, such as improving site speed, optimizing high-impact pages, or fixing critical technical issues.

Pair these milestones with clear KPIs such as increases in organic traffic, conversion rates, or revenue growth so progress is easy to measure and communicate.

Budget and resource planning should be a central part of the roadmap.

Highlight the tools (if additional investment is needed by the business), talent, and time needed to execute the plan, showing how each investment contributes to business goals.

It’s also important to emphasize adaptability. A lot of SEO roadmaps often come across as Gantt charts of tactics without being brought to life and highlighting how they are contributing to the overall objectives, or that they are, more often than not, placeholders based on the current data and open to change should it be needed.

SEO priorities can shift as business needs change, so build flexibility into the roadmap to accommodate evolving goals or market conditions.

Regularly review progress, gather feedback, and adjust the plan to stay aligned with both SEO objectives and broader company strategies.

Effective Reporting

Effective reporting for C-level goes beyond performance reporting and pointing to SEO metrics and graphs.

While they are invested in the overall success of the business and how SEO is contributing to it, they are also often time-poor.

You need to use concise, visual tools like a Four-Box Report to keep executives informed without overwhelming them with lots of data and commentary. The Four-Box should be concise (by default, it’s a single page) and digestible.

A Four-Box Report is a visual reporting framework that organizes information into four quadrants, typically arranged in a 2×2 grid.

From experience, the quadrants aren’t always the same size since the information within them differs.

What’s important is they don’t move around the page, so over time, the recipients become familiar with the layout and which quadrant contains what information.

Each quadrant usually represents a distinct category, perspective, or type of data, depending on the report’s purpose.

Not all Four-Box Reports are the same, but my starting template typically consists of:

• “SEO Focused” PESTLE: This version helps evaluate an organization, project, or initiative’s internal and external factors. Looking at the wider ecosystem helps tie back performance to “real-world” impacts, which is important given how many mainstream headlines Google tends to get in the marketing space.
• Performance Metrics: Focus on four key areas, such as financial results, customer metrics, internal processes, and future growth.
• Strategic Prioritization: Examples of upcoming high-impact initiatives and how they tie back to the overall KPIs.
• 30,000-ft View Status Updates: Categories like “What’s Going Well,” “Challenges,” “Next Steps,” and “Support Needed.”

These reports also need to evolve over time and with feedback from the recipients to remain relevant and provide value.

Other elements I’ve added over time include project statements and RAG tables for specific tactics.

In Conclusion: Align SEO Wins With C-Level Priorities

Tie progress to KPIs that align with business goals. If organic traffic increases by 25% and adds $X in revenue, celebrate that win.

By consistently demonstrating SEO’s tangible impact, you ensure it remains a strategic priority.

By framing SEO as a strategic investment, aligning it with executive priorities, and delivering measurable results, you can secure and sustain the support needed to make your SEO initiatives a success.

More resources:

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Featured Image: fizkes/Shutterstock

I remember once sitting in a quarterly marketing review meeting, watching competitors‘ video campaigns flash across the screen.

My initial skepticism turned to curiosity as I saw how they were connecting with audiences in ways our traditional content never had. Each campaign told a story that spoke directly to a decision-maker’s challenges and needs.

That‘s when it hit me: B2B video marketing isn’t just another checkbox in our marketing strategy — it’s a fundamental shift in how we engage with our audience.

Think about it: An engaging explainer video can transform a confused prospect into an interested lead while a well-crafted customer story can turn a hesitant decision-maker into a confident buyer.

In this guide, I’ll walk you through the evolution of B2B video marketing. You’ll discover how to craft a strategy that resonates with decision-makers at every stage of their journey, find the sweet spot between engagement and professionalism, and build a video presence that drives real business results.

No more guessing games or following the crowd — just clear, actionable insights to help you create videos that actually work.

Table of Contents

What is B2B video marketing?

B2B video marketing is how businesses create and share video content to reach other businesses, educate them about their solutions, and build professional relationships. These videos help establish thought leadership, demonstrate product value, and develop trust with potential business clients.

B2B videos aren’t just ‘nice to have’ anymore.

Pull up on any corporate website today, and you’ll likely see a ‘play’ button within seconds. This isn’t just an aesthetic choice — web visitors expect this now.

The latest data shows why: despite 2023 being a year filled with layoffs and budget cuts, video consumption has proved to be surprisingly immune to economic headwinds.

Total watch time for business content increased by 44% compared to 2022, according to the 2024 State of Video Report.

B2B video marketing is signaling the death of big-budget corporate productions.

From the trends I’m seeing, those glossy, expensive corporate videos just aren’t cutting it anymore.

Small brands armed with just a webcam are putting out about 15 videos a year, going toe-to-toe with bigger and more established brands.

And here’s what really catches my eye: viewers are gravitating toward educational content that tackles actual problems — this type of content now makes up 47% of all business videos out there.

Viewers are flocking to this type of content, seeking guidance and practical solutions.

B2B videos are bringing higher conversion rates.

When companies embed email sign-up forms within these videos, 23% of viewers take action, a conversion rate that outshines traditional CTAs, which average around 13%.

This shift isn’t just about getting more clicks; it signals a deeper change in what audiences expect from brands. Rather than a sales pitch, they’re looking for a teacher, a guide, and a problem-solver.

What’s driving this transformation?

With 93% of businesses now calling video essential to their marketing strategy, industry experts point to two major catalysts: AI’s role in enhancing video creation and an audience increasingly drawn to video for its immediacy and depth.

Businesses are using AI to streamline video production, from automated editing to personalized content generation, allowing marketers to produce high-quality, targeted videos at scale.

Here’s a snapshot of different AI use cases in the video production workflow:

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AI tools also enable advanced audience insights, which help craft more relevant and engaging content.

For marketers, the takeaway is clear: effective video marketing isn’t about budget — it’s about adopting a mindset that embraces AI’s potential to make content creation faster, smarter, and more aligned with audience demands.

B2B vs. B2C Video Marketing

While both B2B and B2C video marketing are powerful tools, ‌they’re each geared toward meeting different audience needs and marketing goals.

B2B video marketing takes a strategic, targeted approach. It aims directly at business decision-makers to guide them through longer sales cycles.

As Kean Bartelman, associate creative director at Lemonlight, explains, “B2B audiences are often more willing to invest time in longer videos. There’s more patience because the content is focused on delivering depth and insight, which aligns with their needs.”

This longer format, often 2-10 minutes, allows for detailed exploration of solutions and business value propositions.

However, the landscape is evolving. Bartelman notes, “We’re seeing a recent trend where many B2B clients are asking us to bring a B2C feel to their creative. They want more flair, more cinematic elements, and an overall approach that’s engaging and entertaining.”

This shift reflects a blending of traditional B2B educational content with the engaging storytelling styles often seen in B2C.

In my experience being part of video campaigns for a SaaS platform, I’ve seen the direct impact of well-executed B2B video marketing.

By implementing detailed product demonstration videos with clear ROI calculations, we increased the number of qualified leads by 30% and reduced the sales cycle by nearly three weeks.

The key was focusing on addressing specific pain points and featuring real customer success stories that resonated with multiple decision-makers in the buying process.

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B2C video marketing, on the other hand, is a fast-paced, emotion-driven approach that relies on quick engagement and lifestyle aspirations to drive consumer actions.

It prioritizes entertainment and immediate emotional connection, typically through short-form videos.

For example, watching this Etsy video, I immediately feel the playful, relatable tone that’s geared toward individual shoppers like me — definitely a B2C vibe.

The whole “Where’s Wally” concept is such a clever way of connecting with those of us who know what it’s like to feel lost in a crowd yet deeply seen by people who truly know us.

The video is all about gifts that say, “I get you,” which speaks directly to me as a consumer looking for something special and personal.

It‘s not a corporate message; it’s a friendly nudge that Etsy is the place to find those one-of-a-kind items that make someone feel truly understood.

The decision-making process centers on individual consumers making quicker purchases based on emotional drivers.

Calls-to-action are more direct and immediate, such as “Shop Now” or “Tag a Friend,” with success measured through immediate sales and social engagement metrics.

According to HubSpot’s 2023 Video Marketing Report, B2C brands using short-form video content see 30% higher engagement rates compared to traditional marketing methods.

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This shows how powerful video content can be for brands that want to make real connections with their customers and get them to buy right away.

Mastering video marketing demands a clear understanding of the divide between B2B and B2C landscapes — something I’ve seen define campaign success repeatedly.

While B2B video marketing campaigns navigate complex, multi-stakeholder journeys, B2C content drives swift, emotion-driven decisions.

Yet, the landscape is evolving. B2B videos now borrow from B2C’s playbook, incorporating dynamic storytelling while maintaining their strategic focus.

The result? A sophisticated approach that honors platform dynamics and audience behaviors while pushing creative boundaries.

Benefits of B2B Video Marketing

1. Video builds trust with buyers.
2. Video reveals valuable insights about buyer preferences.
3. Video empowers teams to deliver value-driven content.
4. Video attracts new customers through social proof.
5. Video drives personalized ABM strategies.

1. Video builds trust with buyers.

While traditional content marketing is effective for delivering insights, video goes a step further by fostering a more personal connection with buyers.

From my experience, video engages buyers on a uniquely personal level — seeing a product in action makes it feel more real and relatable than any description ever could.

When buyers experience a product through video, they’re not just informed; they’re reassured, which is exactly what they need when making complex, high-stakes decisions in a B2B context.

ServiceNow’s AI-driven explainer video is a prime example of how video content can be a powerful trust-builder.

In this video, Now Assist is shown tackling familiar workplace challenges in real-world scenarios, making it clear that ServiceNow deeply understands the everyday needs of its B2B customers.

This approach builds trust by allowing buyers to envision the product’s impact in their own workflows, moving beyond theory to practical, relatable use cases.

Rather than relying on abstract promises, the video demonstrates specific, valuable outcomes like enhanced productivity and streamlined processes, offering viewers a reassuring glimpse of the tool’s potential in action.

Short-form social videos are increasingly trusted, with 63% of B2B buyers turning to them for making informed decisions. ServiceNow’s polished, concise video aligns perfectly with this preference.

By balancing brevity with substance, the video respects the viewer’s time while delivering enough detail to inspire confidence.

This focus on real-life applications and immediate benefits makes the product feel more tangible, positioning ServiceNow as a trusted, customer-centric provider.

For B2B buyers facing complex purchasing decisions, this type of video content is exactly what builds trust, credibility, and, ultimately, a stronger connection with the brand.

2. Video reveals valuable insights about buyer preferences.

Video analytics provide unique visibility into buyer behavior through detailed engagement data that traditional metrics, like page views, simply can’t match.

Viewer retention graphs show exactly where prospects focus or lose interest, while heat maps and rewatch patterns reveal which features capture attention and where clarification may be needed.

When I look at video analytics, I’m always struck by how much they reveal about buyer preferences. For instance, seeing exactly where someone pauses or rewinds gives us insights into what resonates most.

Recently, I was reviewing a Wistia video analytics demo, and it highlighted just how powerful these tools can be.

The heat maps didn’t just show where people watched — they revealed precisely which sections viewers skipped or rewatched. This level of detail helps me pinpoint what works and what doesn’t in a way that’s almost impossible with other data.

For example, realizing that viewers drop off at a specific point in a video shows me where we might need to restructure content to keep their interest.

Or, when I noticed that a certain section was being rewatched frequently, it became clear that this part was especially engaging or needed further emphasis earlier in the video.

The option to use A/B testing for different video edits also means we can try out changes and immediately see which version performs better, allowing us to continuously improve the content.

By tuning into these moments, we’ve been able to refine our messaging to better align with what buyers are truly looking for.

These video-specific insights allow teams to optimize everything from product messaging to the flow of sales presentations, resulting in more targeted outreach and shorter sales cycles.

3. Video empowers teams to deliver value-driven content.

Video enhances both sales and support interactions by enabling scalable personalization.

Research shows that 94% of buyers prefer demos tailored to their specific use case, and 38% are less likely to purchase if they must contact sales for basic demonstrations.

Video allows sales teams to create reusable, customizable demos that buyers can access on demand, meeting this expectation for personalization.

This video strategy also streamlines support. By creating a library of tutorial videos, support teams can reduce response times, empowering customers to find answers independently.

In addition to boosting operational efficiency, video creates a more satisfying experience for buyers, enabling them to engage with tailored content at their convenience.

4. Video attracts new customers through social proof.

Video testimonials, case studies, and reviews showcase real customer experiences in uniquely compelling ways.

I’ve watched a couple of testimonial videos that bring a level of credibility that text alone just can’t match — seeing customers speak directly to their success stories creates an authenticity that resonates.

For instance, the recent testimonial from Televox, a leading Nordic telephony company, captures exactly how impactful video can be. In it, Elizabeth, their RevOps Manager, shares how using HubSpot transformed Televox’s customer relationships, driving a 150% increase in new direct sales over three years.

Hearing specifics like these, coupled with her excitement about the results, brings a level of authenticity that’s hard to convey in text alone.

As she shares Televox’s story of streamlined communication and improved customer experiences, it’s easy for viewers to envision similar successes for their own companies. Watching someone speak proudly about measurable outcomes builds a deeper sense of trust.

The impact is clear: 95% of medium-sized businesses report at least a 10% boost in conversion rates when using video testimonials in their campaigns.

When prospects see and hear real customers like Elizabeth sharing their experiences with genuine enthusiasm and tangible results, they can start to imagine their own success with the solution.

From quick testimonials on social media to in-depth case studies for complex solutions, video social proof has the power to build trust and drive results by making success stories feel real and attainable.

5. Video drives personalized ABM strategies.

“A lot of ABM marketers are stuck with two choices: what works doesn’t scale, and what scales doesn’t work,” explains Adam Shoenfeld, CEO of Keyplay.

This ABM paradox — where focusing on a few high-value target accounts delivers results but lacks scalability, while broad campaigns often lead to low conversion rates — can be addressed through video marketing.

Video provides a scalable way to deliver personalized, high-impact messages to target accounts.

For example, ABM teams can create customized product demos to address industry-specific pain points or executive messages that build credibility with stakeholders.

Throughout the account journey, from initial awareness videos addressing niche challenges to solution demonstrations for evaluation teams, video enables deeper connections with priority accounts.

By combining personalization with visual storytelling, video helps ABM marketers reach high-value accounts effectively while maintaining scalability.

Companies that adopt multi-format video strategies have seen engagement metrics like video completion rates and meeting bookings with target accounts increase, highlighting video’s role as a powerful tool for ABM success.

Building a B2B Video Marketing Strategy That Delivers Results

After joining a B2B video marketing team, I quickly learned that creating an effective video strategy was about much more than making great videos.

We needed to understand our audience, map each video to their buying journey, and, ultimately, tie everything back to real business outcomes.

Here’s a glimpse into what worked, what didn’t, and the actionable steps we discovered along the way.

Step 1: Figure out what your audience really wants.

When we started, our first instinct was to jump straight into customer interviews. But in the B2B world, people are busy.

Scheduling one-on-one chats with decision-makers wasn’t realistic. So, we took a step back and decided to try a quick survey instead.

To increase responses, we offered something small but valuable — early access to our upcoming video series.

The responses were surprising. Short, concise videos were clearly preferred. People wanted practical “how-to” content instead of sweeping overviews. This simple change in our approach made all the difference.

Next, we turned to metrics for a reality check. We looked at average view durations, drop-off points, and conversion rates across our platforms.

It turned out that our most-watched videos were under two minutes, and viewers tended to drop off fast if the content didn’t get to the point. So we decided to prioritize short, impactful videos moving forward.

Step 2: Understand your audience. Who’s watching, and what do they care about?

One of the biggest challenges in B2B is knowing that no single person makes a decision alone. Each deal involves multiple stakeholders, each with unique concerns.

Our goal was to map out what these different groups needed, which led us to segment our videos by role:

1. C-suite executives wanted big-picture value and impact — they didn’t have time for details.
2. Technical evaluators were the opposite. They needed specifics and wanted us to get into the nitty-gritty of features and functionality.
3. End-users preferred “how-to” videos so they could envision how the product would fit into their day-to-day tasks.

Working closely with our sales team was a huge advantage here. They provided firsthand insights into the common questions and objections each group had, helping us design videos that directly addressed these needs.

Key takeaway: If you’re building your strategy, don’t just create general videos for “the buyer.” Map out your audience segments and tailor content for each group’s specific concerns and preferences.

Step 3: Craft a content strategy that guides the buyer’s journey.

Once we knew what each stakeholder needed, we structured our videos around the B2B buying journey.

Our goal was to guide viewers along each step of their decision-making process, aligning content with their shifting priorities.

• Awareness Stage: Here, we created short thought leadership videos that tackled industry-wide challenges. We kept these high-level to build credibility without overwhelming viewers.
• Consideration Stage: For this phase, customer testimonials and product overviews became our go-to. We showcased real solutions to real problems, helping prospects envision the value of our offering.
• Decision Stage: Detailed product demonstrations and technical guides worked best here. By getting granular, we reassured decision-makers that our product had the features they needed.

Pro tip: For each stage in your buyer’s journey, create videos that reflect where prospects are mentally. Early on, build trust. As they move toward a decision, focus on specifics and differentiation.

Step 4: Set goals and measure success.

One of the biggest revelations for us was that video engagement metrics alone don’t tell the full story. To really see if our videos were effective, we needed to look at the bigger picture.

We broke our goals into three main areas:

• Engagement. Metrics like average view duration, completion rates, and social shares helped us understand what topics captured attention.
• Lead generation. We tracked conversions tied directly to video views, such as form completions or demo requests. These metrics showed us when our videos were driving pipeline growth.
• Revenue. By tracking which videos influenced pipeline and closed deals, we saw exactly how much our videos contributed to revenue — a real eye-opener for the whole team.

Key takeaway: When setting goals, think beyond views. Track how each video contributes to leads and revenue, not just engagement. It’ll reveal which content truly drives results.

Step 5: Align the team, bringing marketing, sales, and product together.

Video isn’t just a marketing asset — it needs input from sales and product, too. Regular check-ins across these teams were essential. We set up a centralized content library to keep everyone aligned.

Here’s what it included:

• Brand guidelines. To keep visuals and messaging consistent.
• Approved messaging. To ensure everyone speaks the same language in front of the customer.
• Performance insights. Sharing data with the sales team gave them talking points and insights into what prospects responded to most.

Working together kept the content grounded in real customer needs, not just marketing ideals.

Pro tip: Hold regular check-ins with sales and product teams to keep your videos relevant and useful. This alignment makes each video more impactful and ensures everyone is on the same page.

Step 6: Balance quality and budget.

When we first started, we didn’t realize how quickly costs could stack up. We soon learned that a hybrid approach was the best way to balance quality and budget:

1. In-house production. For regular product updates and quick demos, we set up a simple in-house studio. It kept costs down without sacrificing too much quality.
2. Agency partnerships. For bigger pieces — like brand introductions and customer stories — we brought in an agency. It was pricier, but the high stakes justified it.

To keep spending in check, we tracked cost per view, cost per lead, and cost per acquisition. These metrics kept us focused on content that delivered the best ROI.

Pro tip: Define a budget for each type of video. Use in-house resources for simpler content and agencies for high-impact pieces. Track costs closely to ensure each video contributes to your goals.

Looking Back: What We Would Do Differently

One of the biggest opportunities we missed was not using AI-powered video creation tools earlier on.

While we were juggling between expensive agency work and basic in-house content, tools Clip Creator could have transformed our approach to B2B video production.

Our team spent months struggling with ‌scalability challenges — particularly when we needed to create localized product demos for different market segments.

Had we known about Clip Creator then, we could have turned one master script into multiple versions, each tailored to specific industry use cases, without the resource strain we experienced.

Looking at our video strategy now, it’s clear that AI-powered tools could have helped us maintain consistent quality across all our content, not just our big-budget pieces.

The ability to create professional-grade videos for every stage of the buyer journey while maintaining brand consistency and compliance would have significantly improved our content velocity.

Creating Genuine Connections

Initially, I thought expertise in video marketing meant mastering high-end equipment and complex production techniques.

However, after digging into the data and trends, I found that true success lies in crafting genuine connections through storytelling.

One of my biggest revelations was realizing the transformative potential of AI in video production.

Looking back, I see how AI-powered tools could have streamlined our entire process, allowing us to maintain consistent quality across all content, not just in high-budget projects.

In video marketing, change is constant. As you implement this strategy, adopt a routine of quarterly strategy reviews, closely tracking performance, and adjusting your approach based on data and evolving audience needs.

By keeping your strategy flexible and audience-focused, you’ll turn your B2B videos into an essential part of your B2B marketing toolkit.

It’s frustrating when I intend to post an Instagram reel on a certain day and time and simply forget. Life happens, and posting to social media isn’t always the priority.

However, it’s devastating if the reel is particularly culturally relevant — i.e., wanting to post something during a company event or at a campaign launch. To avoid missing out on big brand moments, it’s essential to schedule reels.

Read the following guide to learn more about the benefits of scheduling reels and how to schedule them with various tools.

Table of Contents

The Benefits of Scheduling Instagram Reels

If you’re still unconvinced about scheduling reels, I’ll share six major benefits of planning ahead.

1. Posting at the right time garners more engagement.

According to a SocialPilot study that monitored engagement on 50,000 Instagram accounts’ reels across industries and locations, these are the best times (in EST) to post an Instagram reel:

• Monday: 6 AM and 10 PM
• Tuesday: 3 AM, 4 AM, and 9 AM
• Wednesday: 7 AM and 9 AM
• Thursday: 12 AM, 9 AM, and 7 PM
• Friday: 5 AM, 2 PM, and 4 PM
• Saturday: 12 PM, 7 PM, and 8 PM
• Sunday: 8 AM, 11 AM, and 4 PM

Unless you eat, shower, work, exercise, and sleep with a phone in your hands, it’s difficult to stick to these exact time slots without scheduling posts in advance.

If you want the most engagement, I highly recommend scheduling Instagram reels when your audience is most active on Instagram.

2. You’ll be flexible and consistent with content creation.

Inspiration often strikes at the most inopportune times. Just because I have an idea doesn’t mean I should film and post it immediately.

For instance, if I just posted a reel one hour ago and have an idea for another one, I can film it and post it at one of the recommended publish times tomorrow or later in the week.

This way, I won’t confuse the Instagram algorithm with excessive posting.

Hootsuite recommends brands post three to five posts on Instagram per week for the best reach rate per post. If you have the bandwidth to post more, then great!

But, quality is better than quantity, so it’s better to publish three great pieces of content than 10 mediocre posts.

3. You can plan your marketing campaigns upfront.

Having a great idea for a reel is only half the battle.

It’s equally important to choose to either post it immediately as part of a larger cultural trend or wait to tie it into a larger campaign.

If your brand has upcoming product updates, seasonal sales, and other planned marketing activities, produce promo content beforehand.

I suggest preparing your reels during quieter periods, scheduling them for the future, and enjoying seamless campaigns.

4. You can post even when you’re out of the office.

The hardest part about social media is that consistency is key to getting more impressions. In between calm and busy weeks, I may take some well-deserved vacations.

If I tried to commit to filming, producing, and posting the same amount of content every week forever, I would never be able to take a day off.

By scheduling reels in advance, I can prepare for time off and rest assured that the impressions and engagements will come in while I’m tanning on the beach.

5. You can drive sales and ROI.

A global EssenceMediacom study found that adding reels to business-as-usual approaches, including in-feed posts and Stories, was associated with a 17.5% higher lift in ad recall.

In addition, adding reels to campaigns was associated with a 44% higher action intent, which increased to 65% with the addition of creator partnership reel ads.

Reels can help sales teams reach their goals and help increase overall brand awareness and purchase intent.

How to Schedule Instagram Reels on Mobile

If you don’t know how to use Instagram well, don’t worry!

Instagram has a built-in scheduler on its mobile app that’s very intuitive and perfect for brands who only need to schedule reels occasionally.

You must have a professional account to do this.

1. Open the Instagram app.

In the Instagram app, I tapped the + sign at the bottom center of the screen to create a new post.

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2. Upload a video.

The app automatically brought me to the Post option, so I toggled to Reel. I can film a reel in the app or upload an existing video.

3. Go to “More options.”

After adding edits to the video, I clicked Next. This brought me to the Post Settings screen, where I can tag people, add a caption, and more. I scrolled down to find More options.

4. Schedule the reel.

Here, I had the option to Schedule this reel. I toggled this option “on,” which let me select a date and time. I selected Set time and navigated back to the Post Settings screen. When my video was ready, I clicked Schedule.

This is a great option for a simple scheduler, but it’s not my preferred option since it all has to be done one by one on mobile. If you prefer handling this process on a desktop like me, read on for more options.

How to Schedule Instagram Reels With Meta Business Suite

Meta Business Suite is a social media management tool that allows businesses and professionals on Meta platforms to manage their social media presence.

This includes messages and comments, advertising tools, analytics and insights, automated responses, and content creation and scheduling.

For this post, I will focus on the content creation and scheduling feature.

1. Log in by connecting a Facebook or Instagram account.

I first opened Meta Business Suite. I hadn’t used this tool before, so I was prompted to log in by connecting a Facebook or Instagram account. I’ve created a dummy professional IG account to show this process.

This brought me to the homepage on the dashboard.

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2. Prepare your reel using Instagram.

I created and edited a reel on Instagram. I was able to add sounds, choose visual effects, and apply filters.

When I was happy with the reel, I hit the Download button to download it to my phone. I then Airdropped it to my laptop so I could access Meta Business Suite on a desktop, but feel free to access it on mobile.

3. Create a post and format it with Meta Business Suite.

I returned to Meta Business Suite and clicked Create reel at the top.

On the Create reel page, I made sure I had the correct account selected under Share to. Then, I clicked Add video under Media to upload the reel I just created.

Once I uploaded the video, Meta performed a quick check to ensure there were no copyright issues.

Next, I added text in the Caption reel section (which is optional) and selected a Thumbnail image, which is the frame visible before watching the reel. Then, I hit Next.

The next screen is an editor, but since I already edited the reel to perfection on the Instagram app, I didn’t need further embellishments. However, if you need to add any final touches, such as audio or text, here is the space to do so.

Then, I hit Next.

The final page is where I scheduled the reel. I had the option to Share now or Schedule up to one month in advance. I scheduled my reel for a Thursday at 9 AM since that was one of the high engagement times mentioned in this post.

Finally, I hit Schedule in the bottom right corner, and that’s it! The reel will be posted at my desired date and time.

How to Schedule Instagram Reels With Other Tools

While Meta Business Suite is a great choice if your business only has Meta accounts — Facebook, Instagram, and WhatsApp — it won’t include other platforms.

Therefore, if you manage several accounts, you may benefit from using a third-party social media management platform.

The process for scheduling a reel is similar, regardless of platform. For this example, I will demonstrate how to schedule reels using Later.

1. Create an account on Later and connect your Instagram.

I tested out the 14-day free trial and created an account. Later prompted me to connect my social profiles, so I connected my professional Instagram account and dummy Facebook page.

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Note: The auto-scheduling feature works only for Instagram Business accounts connected to a Facebook Page. You cannot use Creator or Personal profiles for scheduling reels due to Instagram regulations. Here is how to set up a business account on Instagram.

2. Record a reel.

I used the video I had already created on Instagram and downloaded to my computer for the previous steps in this guide.

3. Upload the video to Later and create a post.

As soon as I created my account, Later prompted me to Upload Media with a pop-up box, but you can always find this button in the top bar.

Once my video was uploaded, the calendar view changed to look like this:

I then clicked Create Post to begin scheduling the reel.

4. Edit the post settings.

Clicking Create Post brought me to this window:

I first clicked Add Media and dragged my reel in. Then, I hit Save Changes.

Returning to the main window, I was able to change the Post Type from Page Post to Reel. Then, I switched accounts from my Facebook Page to my Instagram account in the top left corner. Lastly, I added a short caption.

5. Schedule the reel.

My reel was ready, so I clicked the downward arrow beside the date and time at the top of the window. If you don’t choose a specific schedule time, Later automatically schedules it for five minutes from completion.

Once again, I selected a Thursday at 9 AM. After checking over everything, I clicked Schedule Post, then scrolled to the correct week in my Calendar view to ensure the reel was scheduled to publish on the correct date and time.

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Now that I’ve walked you through the process on one specific third-party tool, I will share the best tools to schedule Instagram reels.

4 Best Apps for Scheduling Instagram Reels

1. HubSpot

HubSpot has a comprehensive social media management tool that allows users to run all social media campaigns from one central place. Using this software, I can build campaigns, publish content, and schedule posts in advance.

Users can also use keyword monitoring to track social mentions and directly inform sales when prospects search those keywords. It’s also easier to track performance and receive social reports since HubSpot integrates into your CRM.

Some of the AI features in beta testing will be revolutionary. For instance, HubSpot’s AI-powered social post generator will quickly draft and publish content to major platforms. You can also use AI insights to understand market sentiment and brand reputation.

Pricing

• Contact the HubSpot team for pricing.

2. Later

Later is an intuitive tool for creators and social media managers. It lets you plan, schedule, and analyze content across all social media platforms.

What I like about Later is the Visual Planner. I can schedule multiple posts by dragging and dropping the videos and images onto the calendar. I can also add Notes to the calendar with reminders and ideas for future posts.

Later’s in-depth analytics track the performance of each post, including impressions, reach, and audience, and when my followers are often online and engaged. This helps me uncover the best time to post reels.

Later also has two features currently in beta testing.

The first is Creator & Brand Collabs, which will be a great tool for brands to manage influencer campaigns and discover creators. They also have Ideas, which is an AI-powered tool to help brainstorm content ideas.

Pricing

• Free 14-day trial.
• Starter plan: $16.67/month (billed annually) or $25/month (billed monthly).
• Growth plan: $30/month (billed annually) or $45/month (billed monthly).
• Advanced plan: $53.33/month (billed annually) or $80/month (billed monthly).
• Agency plan: $133.33/month (billed annually) or $200/month (billed monthly).
• Enterprise plan: Contact Later for pricing.

3. Hootsuite

Hootsuite is an all-in-one social media management tool best for digital marketing agencies and mid-to-enterprise-level in-house teams. It works with all social media platforms, including YouTube.

Hootsuite can be used for:

• Planning and scheduling posts.
• Running and optimizing ad campaigns on social media.
• Managing communication in direct messages and comments in one place.
• Monitoring brand mentions.
• AI-powered content creation.

Pricing

• Free 30-day trial.
• Professional plan: $99/month (billed annually).
• Team plan: $249/month (billed annually).
• Enterprise plan: Contact Hootsuite for pricing.

4. Publer

Publer is a versatile tool for social media management and beyond. It enables users to create, curate, schedule, and analyze all upcoming social media posts with unique features.

Features I Like

• Publer’s “Link in Bio” feature makes Instagram posts clickable. Analytics are included.
• Integration with VistaCreate. Users can design illustrations, videos, and GIFs and turn them into social media posts with one click.
• Bulk scheduling. You can craft up to 500 posts and schedule them in advance.
• Recycling. Automatically rewrite your top-performing “evergreen” posts, create variations of posts, and schedule them automatically with a built-in Spintax Generator and AI Assist.

Pricing

• Free plan: For up to 3 accounts.
• Professional plan: $9.60/month (billed annually) or $12/month (billed monthly).
• Business plan: $16.80/month (billed annually) or $21/month (billed monthly).

Schedule Instagram Reels With Ease

While I’ve always been familiar with some of the third-party social media scheduling tools on this list, working on this post helped me discover the sheer volume of options there are to complete this task.

On mobile, professionals can quickly schedule one-off posts on the go. With Meta Business Suite, teams can easily handle all their Meta social account scheduling in one common space.

And software, like Later and HubSpot, allows for more comprehensive social media management tools, greater flexibility, and higher access for large teams.

I think the most important takeaway is that your time is valuable.

This guide should help you adopt a new method to schedule Instagram reels that lets you reclaim your time and prioritize the most important social media tasks: content ideation and creation, and audience engagement.

Soon, you’ll be one step closer to your next viral moment!

Editor’s note: This post was originally published in December 2022 and has been updated for comprehensiveness.

Are you familiar with the Federal Communications Commission’s (FCC) Telephone Consumer Protection Act (TCPA) one-to-one consent rule? If not, you may be leaving your business vulnerable to hefty fines and damage to your reputation.

In this detailed blog post, we’ll take a closer look at the FCC one-to-one consent, examining its importance, the main requirements, exceptions, best practices for compliance, and the repercussions of not complying. By the time you finish reading, you’ll be well-equipped to navigate this regulatory landscape and protect your business from potential pitfalls.

What is the TCPA one-to-one consent rule?

The TCPA one-to-one consent rule is a regulatory requirement established by the FCC to ensure that consumers provide prior express written consent for receiving marketing communications to each advertiser who will contact them (referred to as “seller” in the TCPA update, often is a lead buyer).

The FCC one-to-one consent rule was formally adopted on December 13, 2023, and will take effect on January 27, 2025.

Why is the TCPA one-to-one consent rule so important?

In today’s digital world, consumers can be inundated with marketing and sales promotional text messages and calls, some of which they don’t want or are even potentially fraudulent. The recent FCC one-to-one consent ruling update is intended to provide protection against this barrage of unwanted and intrusive communications.

In a world where happy customers are the key to success, showing that you respect their privacy and choices can make a huge difference. By getting their clear go-ahead before reaching out, you’re showing that you value their time and their preferences. This can help you build a solid, long-lasting relationship with your customers, who will be more likely to come back to you in the future.

Therefore, the FCC 1-to-1 consent rule isn’t just about following the law; it’s about something bigger. It’s a commitment to protecting consumers’ contact information and running your business the right way. When you put consumer consent first, you’re not only protecting people from unwanted calls and texts, you’re also building a culture of honesty and respect. And that leads to stronger customer relationships, a better brand, and more success in the long run.

What are the main requirements under the FCC’s TCPA one-to-one consent rule?

The FCC’s TCPA one-to-one consent rule includes several key requirements:

Individual record of consent by each lead buyer

• Each advertiser must obtain and retain appropriate prior express written consumer consent if robocall/robotext technology will be used in the marketing sales outreach.
  • This is perhaps the most important change in new requirements for the TCPA update. The advertiser is now the one that bears nearly all of the legal and financial risk in an inquiry or TCPA lawsuit.
  • However, it is highly suggested that both the advertisers and the lead sellers retain the consent record.
• Prior express written consent has been clarified to mean an agreement that authorizes one identified advertiser to contact a consumer. 
• For comparison sites with multi-select lists, the advertisers must be identified and selected individually by the end consumer consenting to the communication outreach.
• The consent must be documented in writing and bear the consumer’s signature in compliance with the E-SIGN act. The terms, agreement, and consent can be provided and captured digitally.

Clear and conspicuous disclosure

• Disclosures about the nature of the consent must be clear and apparent to a reasonable consumer. This includes informing consumers that they will receive robocalls or robotexts from the identified party.

Logical and topical communication

• The communications must be logically and topically related to the initial interaction that prompted the consent. For example, if a consumer consents to communications on a car loan comparison website, they should not receive communications about unrelated services like debt consolidation​.

Do-Not-Call and text message regulations

• The rule codifies that text messages are subject to the same regulations as calls under the National Do-Not-Call (DNC) Registry. Marketing texts cannot be sent to numbers on the DNC list without prior express invitation or permission​.
• Mobile carriers are required to block texts from numbers flagged for sending illegal texts. This helps to reduce spam and fraudulent messages​.

Record-keeping requirements

• Advertisers must keep thorough records of consent under the FCC 1-to-1 consent rule. Also, under the separate but related telemarketing sales rule (TSR) from the Federal Trade Commission (FTC), businesses performing the communication outreach are required to keep these records for at least five years from the date of consent and outreach. This documentation is important to have in case of a regulator questioning or lawsuit inquiry and can serve as proof of the consent transaction.

Implementation and compliance

• Businesses have a transition period to comply with these new requirements, which will officially be enforced starting January 27, 2025. This period allows publishers, advertisers, and related businesses to adjust their practices and ensure they meet the new and updated consent requirements.

What are the exceptions to the FCC one-to-one consent rule?

The FCC one-to-one consent rule, while crucial in protecting consumers from unconsented communications outreach, does have certain exceptions that allow businesses to contact individuals without prior express written consent. These exceptions provide businesses with some flexibility in communicating with consumers in specific situations.

For example, the TCPA recognizes the need for swift communication in emergencies. Businesses can send texts or automated calls without prior consent if they are crucial for protecting people’s health or safety. This exception covers alerts for instance about severe weather, recalls, or public safety notifications.

Best practices on how to comply with the FCC one-to-one consent rule

To ensure compliance with the FCC one-to-one consent piece of the ruling, businesses should implement robust procedures and systems. Here are some best practices to consider:

Obtain clear and explicit consent

Always get the green light in writing from your customers before sending any text messages or making robocalls. Make sure the consent language is crystal clear and to the point. Clearly state why you need their consent and give them a simple way to opt out.

When asking for consent, keep it simple and straightforward. Don’t use jargon or language that could be misinterpreted. Be direct about why you need their consent and how they can opt out.

Document consent

You must have a record of the consent transaction including date, time, who consented, and what language they agreed to. This consent transaction record should be checked (programmatically or manually) for compliance by the contacting party before the calling or texting outreach.

The TCPA notes needing “prior express written consent” (PEWC) but the ESIGN rules allows for the consent agreement and signature to be provided and collected digitally.  

Since some lead generation involves multiple companies or services providers, it is highly recommended that both the lead seller and advertiser each have their own record of the consent transaction. Retain these records, just in case you need to show that you’ve been following the rules to respond to a lawsuit or if you are subject to a regulator inquiry.

See below how you can easily start doing this with TrustedForm.

Make unsubscribing easy

Respect the right of consumers to opt out. Ensure that every text message or robocall includes a straightforward, accessible method for unsubscribing. This could be a dedicated number, a text message keyword, or a link in the message.

Educate your team

It’s crucial that your employees are well-versed in the TCPA’s one-to-one consent rule. Regular training not only prevents unintentional missteps but also ensures everyone is on the same page when it comes to compliance. Documented training and policies can also help in the legal defense if there is a lawsuit or regulator inquiry.

Use consent-based marketing platforms

Consider using products within ActiveProspect’s platform, like TrustedForm, to make the process of getting, managing, and documenting consumer TCPA consent easier and more efficient.

Start documenting lead events with TrustedForm

Confirming that prior express written consent was obtained from consumers before sending text messages or robocalls may seem like a daunting task, especially for large organizations with extensive customer lists. However, there is a solution that simplifies the process and provides peace of mind: TrustedForm.

TrustedForm is the ultimate compliance solution for documenting TCPA consent on digital lead capture forms, offering a number of products to help you:

Start certifying lead consent with TrustedForm now! All you need to do is:

1. Sign up for a free ActiveProspect account.
2. Get the TrustredForm Certify SDK for your lead source.
3. Add it to your forms that collect prior express written consent.

Penalties for violating the FCC’s 1-to-1 consent rule

Violating the FCC’s one-to-one consent rule under the TCPA can lead to significant penalties.

Financial penalties

Violators can be sued for actual monetary loss or $500 per violation, whichever is greater. If the court finds that the violation was willful or knowing, the penalty can increase to $1,500 per violation​.

Legal consequences

Non-compliance can lead to class action lawsuits, where multiple plaintiffs combine their claims. This can significantly increase the financial liabilities for the violating entity.

Operational impact

Courts may issue injunctions to stop businesses from continuing their non-compliant practices immediately. This can disrupt normal business operations and require substantial changes to marketing and lead generation processes​.

Reputational damage

Violating TCPA regulations can lead to negative publicity and loss of consumer trust, which can have long-term impacts on a business’s reputation and customer relationships.

Final thoughts

Gathering FCC one-to-one consent is crucial in order to protect consumers from the growing nuisance of spam text messages and non-consented robocalls.

By requiring businesses to obtain prior express written consent before reaching out to consumers, this regulation update provides individuals with more transparency on personal data sharing (privacy) between companies in lead generation transactions and reduces the number of unsolicited telephone calls or text messages.

Adhering to the rule is not only a legal obligation but also a fundamental aspect of building trust and maintaining a positive reputation among customers. Not doing so can lead to legal trouble, including fines and lawsuits. Plus, violating the rule can damage your relationship with your customers and hurt your bottom line. If you have any questions or concerns about your practices, it’s a good idea to consult with a legal advisor.

Fortunately, there are tools like TrustedForm to help you streamline and automate your TCPA consent management process. Get a free demo now to see how it works!

The TCPA (Telephone Consumer Protection Act) regulations are constantly evolving to keep up with the ever-changing paradigms of online marketing and online consumer habits. As a marketer, it’s important for you to stay up-to-date and alert, because you need to know how these changes are going to impact your business, for better or for worse.

We’ve had the pleasure of chatting with Eric J. Troutman of the Troutman Amin Firm and TCPAWorld.com, one of the best-known lawyers in the U.S. telecom legal space, and in this article, we will go over the new TCPA rules and regulations to see what’s changing and how to be prepared for it.

TCPA rules: A general overview

If you’re not familiar with the TCPA, here is a high-level definition to help you understand what it is. In Eric Troutman’s own words: “The TCPA is part of the federal response to the robocall epidemic. It’s the statute that prevents the use of certain regulated technology to make calls to cell phones and landlines without certain levels of consent – that are use-case specific – and prevents unsolicited marketing calls to phone numbers that are residential lines on the national DNC (Do Not Call) list.”

Violating the TCPA can result in a penalty ranging from $500 to $1,500 per violation. The TCPA includes a four-year statute of limitations, meaning that every call that is made by a company can be used to initiate legal proceedings up to four years after it was made. Also, class actions are enabled, which means that one call could result in a class involving millions of different consumers who received similar calls. And millions of consumers involved equal millions of dollars in fines.

To learn more about the TCPA and why it’s so important (for everyone, but especially for lead vendors) to comply with it, read this article: Why obtaining TrustedForm certificates is vital to keep your lead-selling business running smoothly.

New TCPA rules in 2024

The FCC’s 2024 TCPA updates bring significant changes to consent and compliance for businesses engaging in telemarketing or SMS outreach. These rules are aimed at strengthening consumer protection and impact how businesses handle consent revocations. 

Key changes include:

• Closing the lead generator loophole: The FCC’s updated TCPA one-to-one consent rule, effective January 27, 2025, requires businesses to secure prior express written consent from consumers before using robocalls or texts for marketing, specifying each advertiser individually. Updated key compliance requirements include documenting individual consent, clear disclosure of communication nature, logical relevance to initial consumer interaction, and maintaining records for at least five years.
• Flexible opt-outs: Effective April 11, 2025, consumers can revoke consent in “any reasonable manner,” meaning businesses must be prepared to recognize and process a variety of opt-out messages beyond standard keywords like “STOP.”
• 10-day compliance window: Businesses are required to honor do-not-call (DNC) and consent revocation requests within 10 business days, ensuring faster removal from contact lists.
• Confirmation of opt-outs: Companies are allowed a one-time confirmation SMS to clarify an opt-out, provided it is sent within five minutes of the request and contains no promotional content.

These changes underscore the importance of a consumer-centric approach in telemarketing and SMS outreach, with robust systems to manage consent efficiently.

Best practices for 2025

As we approach 2025, significant changes are coming to the lead generation industry with the FCC’s updated Telephone Consumer Protection Act (TCPA) regulations. The new rules place a heavier emphasis on consent management, consumer privacy, and timely responses to opt-out requests. To stay compliant and maintain consumer trust, businesses need to align their strategies with these new regulations, which begin to take effect in early 2025. Here are some best practices that companies can implement to prepare effectively for these updates.

1. Collect and document one-to-one consent

With the FCC’s closing of the lead generator loophole, businesses must now obtain explicit, written consent from consumers before engaging in any form of robocalling or automated texting. Each advertiser must be specified individually, which means blanket permissions won’t be enough. Here’s how to prepare:

• Update consent forms: Verify that consent forms or digital agreements clearly list each individual advertiser, so consumers know exactly who will contact them.
• Document consent thoroughly: Implement systems such as TrustedForm that log and store detailed records of each consent, including timestamps, the nature of communication consented to, and relevant consumer interactions. This documentation must be accessible and securely stored for at least five years to meet regulatory requirements.
• Enhance transparency: Clearly disclose the purpose and frequency of communications at the point of consent, reinforcing trust and setting accurate expectations for consumers.

2. Create flexible opt-out systems

As of April 11, 2025, consumers can revoke their consent in any reasonable manner, not just by texting standard keywords like “STOP.” This means businesses will need to be agile and responsive in recognizing and processing various opt-out messages, whether through text, email, or even social media. Key preparations include:

• Diversify opt-out channels: Enable consumers to opt out through multiple methods, including SMS, email, or chat, and ensure that staff is trained to recognize these requests.
• Automate non-standard responses: Implement AI-driven customer service tools that can detect different expressions of consent revocation (e.g., “I don’t want to receive messages” or “please stop contacting me”) and automatically process them as valid opt-out requests.
• Test and refine opt-out processes: Regularly audit and test opt-out mechanisms to confirm they are functioning across all platforms and message types.

3. Adopt a 10-day compliance window for opt-outs and Do-Not-Call requests

The FCC now requires businesses to honor DNC and opt-out requests within 10 business days, significantly speeding up the time allowed for compliance. Failing to meet this window could result in regulatory penalties, so establishing a prompt and reliable process is essential:

• Automate list management: Use software that automatically updates contact lists to exclude numbers as soon as an opt-out or DNC request is received.
• Set alerts and reminders: For manually handled requests, be sure to provide teams have reminders and alerts to remove numbers from contact lists within the 10-day window.
• Maintain a centralized DNC database: Keep all DNC requests in a centralized, secure system to prevent any oversights and streamline audits.

4. Utilize one-time opt-out confirmations effectively

The new rules permit businesses to send a one-time confirmation SMS to acknowledge an opt-out request. This message must be sent within five minutes of the opt-out and must contain no promotional material. Done right, this confirmation can reassure customers that their preferences have been respected:

• Standardize confirmation messages: Pre-write compliant, non-promotional templates for opt-out confirmation messages, ensuring they are concise and purely informational.
• Automate timing controls: Maintain that confirmation messages are sent within the five-minute window through automation software, avoiding delays that could lead to non-compliance.
• Educate staff on limitations: Train employees handling these messages to avoid any additional content beyond the basic confirmation, thus reducing the risk of accidental non-compliance.

By proactively adopting these best practices, businesses can not only remain compliant but also build stronger consumer relationships through transparent communication, timely opt-out processing, and respect for consumer preferences. Preparing ahead of these deadlines will ensure a smoother transition and set a high standard for consumer experience in 2025 and beyond.

TCPA rules: What changes in the regulations

Considering his great knowledge of the matter and hands-on experience, we asked Eric J. Troutman to share with us the newest trends regarding the TCPA rules and regulations.

New limitations for non-marketing calls to landlines

There is a new limitation that is being put into place with regard to non-marketing pre-recorded calls made to a landline.

Prior to December 2020, these calls were all categorically exempt from the TCPA, while following December 2020, the FCC issued a ruling that only three such calls can be made per month without consent, and this rule became effective July 20, 2023.

Under this new TCPA rule, in order to be exempt from the TCPA’s consent requirements, callers would be limited to three prerecorded non-commercial, non-telemarketing, or non-profit calls per 30 days, or three calls per week (one per day) for healthcare-related calls, and would need to include an opportunity to opt out of prerecorded calls as part of the message.

The definition of ATDS is narrowing down

Following the 2021 Facebook v. Duguid ruling, the FCC is ruling that avatar technology constitutes a pre-recorded call, thus narrowing down the definition of Automatic Telephone Dialing System (ATDS).

As reported by Eric J. Troutman, the TCPA defines an ATDS as a system that uses a random or sequential number generator to either store or produce telephone numbers to dial. This includes randomly dialing, dialing from a list of numbers that are being selected using a randomizer, and dialing from a list of numbers where the sequence is being determined by a randomizer.

However, despite this new paradigm, courts continue to struggle with the definition of ATDS. Currently, there is a split of authority between:

• The prevailing majority view, according to which you have to be randomly creating phone numbers to consider your system an ATDS;
• And the minority view, where even systems that have the capacity to dial automatically from a list using a randomizer can still be considered an ATDS.

TCPA state rules are proliferating

Every state in the US already has some form of anti-telemarketing rules in place. However, most were watered down and ignored.

Following the Facebook ruling, things started to change. Florida was the first state to amend its current telemarketing statute, making it a very powerful one (referred to as the “Mini-TCPA”), which prevents calls using an autodialer, to both cellphones and landlines. The definition of “autodialer” in Florida, however, is extremely broad, covering any system that either randomly dials or selects a number to be dialed, which basically could include any workflow tool, making Florida a very tricky state to make telemarketing calls in.

Here are a few examples to show how some states are individually approaching TCPA rules and regulations:

• Oklahoma adopted the Florida Telephone Solicitation Act (FTSA) and made its own Telephone Solicitation Act (OTSA).
• The state of New York adopted a different set of statutes that look at the content of a call and require marketers to provide consumers an opt-out opportunity within three seconds from the beginning of the call, regardless of whether or not they have consent.
• Michigan has a bill that’s being considered (but hasn’t passed yet) that is a completely different paradigm of protection. The proposed bill – in addition to similar limitations on outbound calls and the creation of its own DNC list – provides limitations to calls made to the elderly and vulnerable communities.
• In Washington and California states, additional restrictions prevent marketers from sending unsolicited text messages, regardless of the technology used to send the messages.
• Maryland just proposed a new bill that would adopt a Florida-style prohibition on autodialer usage.
• Virginia has an enhanced DNC provision.

The above shows you a glimpse of how much is going on at the state level, where every state has its own set of “TCPA” rules that are becoming more and more restrictive and likely to be enforced in lawsuits.

Now, let’s deep dive into the TCPA rules that are in place for each marketing medium.

TCPA rules for pre-recorded calls

Pre-recorded calls or artificial voice calls or robocalls are the most highly regulated by the TCPA. At the federal level, marketers cannot make a pre-recorded call or send an artificial voice message to any call phone without express written consent for marketing purposes, and regular express consent for informational purposes.

Moreover, they cannot make pre-recorded calls or send artificial voice messages to landlines for marketing purposes without express written consent, but they can make unlimited pre-recorded calls for informational purposes with regular express consent. Or, as we’ve explained before, they can make up to three non-telemarketing calls via pre-recorded voice calls to a landline per month. After that, they need to have express written consent.

But what is the difference between express written consent and regular express consent? Also, what is the difference between a telemarketing and an informational call? Let’s deep dive into that.

Express written consent vs. regular express consent

As explained by Eric J. Troutman, express written consent is defined by the FCC and needs to comply with nine requirements in the disclosure. It’s a written agreement between the caller and the receiver of the call that clearly authorizes the caller to deliver “advertisements or telemarketing messages using an automatic telephone dialing system (ATDS) or an artificial pre-recorded voice.”

This type of consent must be conspicuously disclosed and separately signed. Here is an example of how express written consent should look.

Source: TCPAWorld.com

On the other hand, regular express consent is not as specifically regulated or defined, and it usually consists of a fine print inside the terms of conditions. Regular express consent can also be presumed.

For example, if you give your phone number to your bank, your bank has presumed express consent that it can contact you for informational purposes consistent with the reason you provided the number. For instance, they’re allowed to send you automated text messages about your bank account if you provide your phone number.

Telemarketing vs informational calls

The definition of telemarketing or telephone solicitation is “introducing a good or a service to the consumer for sale or for rent.” So, technically, everything else may be considered an informational call.

However, there are many instances where the dividing line between the two is not so clear. The classic example of a the mortgage company calling to communicate that rates have dropped. On a surface level, it sounds informational, but the core purpose of the call is to get the consumer to call back to schedule a refinancing. So, is it really informational?

What appears to be informational calls can be considered telemarketing calls, depending on the intent with which they are made.

TCPA autodialer and manual calls rules

If you are dialing using an ATDS, then you have to have express written consent for telemarketing calls, and regular express consent for informational calls.

If you are calling without an ATDS, at the federal level, you do not need any type of consent for informational calls that are made manually, but you still need to have express written consent for a manual marketing call to a number on the national DNC list.

If the phone number is not on the national DNC list, then you are free to call that number – as long as you’re not using an ATDS – even for marketing purposes.

TCPA text message rules

TCPA texting rules are generally the same as those that apply to calls and voice channels. At a federal level, text messages are treated as calls for regulated technology purposes so, if you are using an ATDS, then you have to have express written consent to send marketing texts, and regular express consent to send informational texts.

If you are not using an ATDS and are sending a text manually, you do not need prior express written consent but you must ensure the number is not on the national DNC list. If the number is on the national DNC list and you’re sending a text for marketing purposes, then you probably need to have prior express written consent. 

And we say “probably” because, as Eric J. Troutman explains, the FCC just issued a new NPRM that suggests that text messages shouldn’t be subject to DNC protection. However, this is still an open issue.

TCPA email rules

Email marketing is still pretty wide open. The CAN-SPAM Act, a law that sets the rules for commercial email, is not very well enforced. However, the most important thing when it comes to TCPA email rules is to be honest.

For instance, you can’t say the email is coming from ActiveProspect if it’s in fact coming from The Troutman Amin Firm. So, as long as you’re honest in your email campaign, and you’re not hiding who it’s really coming from, the only thing you’re required to have is an “unsubscribe” button at the bottom of your emails.

Essentially, at a federal level, you are always free to send emails, even without consent, as long as you enable an opt-out, making emails the safest way to run marketing campaigns.

At a state level, however, there are laws that apply to emails that are more robust. California, for instance, has its own law that aggressively punishes lying and cheating in the content of an email.

Implement a solution that allows you to comply with the TCPA rules

Proving consent to contact was obtained can be a tricky matter, without the right solution in place. Whether you’re generating leads (for your own use or to sell) or purchasing them from third parties, TrustedForm offers a safe way to provide unbiased documentation of consent, allowing you to mitigate the risk of incurring TCPA litigation.

Issue TrustedForm certificates for every lead you generate

If you’re selling leads, TrustedForm Certify allows you to document exactly when and where consent was obtained, providing evidence for each lead you generate quickly and reliably.

You can capture every lead event by simply adding a javascript snippet to your web forms. These lead events, such as mouse movements, clicks, and key presses, are captured and stored.

Watch this short video to see how easy it is to implement TrustedForm Certify. The Web SDK is available to everyone for free by simply signing up for an ActiveProspect account.

Retain the certificates so you can access them when you need it

If you generate leads for your own use, TrustedForm Retain helps you comply with TCPA rules by retaining proof of consent for every domain you verify with ActiveProspect.

Implementing Retain is extremely easy. All you have to do is:

Verify that you have 1:1 consent

With the January 27 deadline right around the corner, verifying that each lead has given explicit, one-to-one consent to be contacted is essential for compliance with TCPA standards, especially in a landscape where privacy regulations are increasingly enforced. TrustedForm Verify’s 1:1 Consent Check feature is designed to streamline this process, providing an effective solution for both lead buyers and sellers.

With the 1:1 Consent Check, lead buyers can confidently purchase leads, knowing they have documented proof that each lead provided individual consent. This feature is invaluable for minimizing the risk of compliance issues and safeguarding against costly disputes. For lead sellers, the 1:1 Consent Check enhances the value of leads by certifying that each has met strict consent requirements, which can increase demand and allow for premium pricing.

Using the TrustedForm Verify 1:1 Consent Check can significantly reduce compliance risks, providing peace of mind and compliance assurance in the new era of lead generation.

Final thoughts

The TCPA rules are constantly evolving, forcing marketers to find new ways to keep their businesses going, while maintaining TCPA compliance. Thanks to Eric J. Troutman of the Troutman Amin Firm and TCPAWorld.com – who is always ready to share his knowledge and the latest TCPA news – and ActiveProspect – which provides the best solution for consent-based marketing – adapting to the new TCPA rules and regulations becomes a little easier.

Gain protection to mitigate the risk of TCPA litigation. Get started with TrustedForm for free now!

Navigating the complex landscape of regulatory compliance is a must for any business using telemarketing practices. Among these regulations, the Telephone Consumer Protection Act (TCPA) stands out as a critical legal framework that organizations need to adhere to diligently.

In this guide, we’re going to deep-dive into the world of TCPA tools, offering you a comprehensive understanding of why they’re essential and how they can safeguard your business from potential legal troubles and hefty fines.

Understanding the TCPA and the importance of compliance

The TCPA is a federal law enacted in the United States in 1991 by the Federal Communications Commission (FCC). The primary purpose of the TCPA is to regulate telemarketing calls, autodialed calls, pre-recorded calls, text messages, and unsolicited faxes.

Key provisions of the TCPA include:

1. Do-Not-Call Registry: The TCPA established the National Do-Not-Call Registry, which allows consumers to opt out of receiving telemarketing calls. Telemarketers are required to honor the registry and refrain from calling numbers listed on it.
2. Prior express written consent: Telemarketers are required to obtain prior express written consent from consumers before making autodialed or pre-recorded calls to their phone numbers.
3. Opt-out mechanism: Telemarketers must provide consumers with a clear and easy way to opt out of receiving future telemarketing calls. This typically involves providing an automated opt-out mechanism, such as pressing a key or stating “stop” during a pre- recorded call.
4. Faxes: The TCPA prohibits the sending of unsolicited advertisements via fax without prior express consent. It also requires that all fax advertisements include a clear opt-out mechanism.
5. Enforcement: Under the TCPA, there’s a statute of limitations spanning four years. This implies that any call deemed to be in violation could potentially trigger legal action for up to four years following its placement. Furthermore, the TCPA facilitates the initiation of class action lawsuits, allowing a single non-compliant call to morph into a lawsuit encompassing millions of consumers who received similar unsolicited calls.
6. Penalties: Violations of the TCPA can result in significant penalties, including fines of up to $1,500 per violation.

Overall, the TCPA aims to protect consumers from unwanted and intrusive telemarketing practices and to ensure their privacy rights are respected around data sharing and opt-outs in the context of telephone communications.

What are TCPA tools?

TCPA tools are solutions designed to help businesses comply with TCPA regulations. They automate the process of ensuring that your telemarketing campaigns operate within legal boundaries, thus minimizing the risk of violations.

Using these tools is not just about avoiding penalties; it’s about building trust with your customers, respecting their data sharing and communication preferences.

Types of TCPA tools

To help manage TCPA compliance effectively, various tools have been developed. Each TCPA tool serves different purposes but ultimately has the same goal – helping you keep your business compliant.

Consent Management Platforms (CMPs)

These platforms help manage and document consumer consents and revocations, a core requirement under TCPA. They help with record keeping requirements around prior express written consent from consumers. This documentation is invaluable during any legal scrutiny or audits to prove compliance.

CMPs enable organizations to collect, record, and manage user consent preferences across digital properties, documenting compliance with relevant privacy laws and regulations. Here are some of their key features and functionalities:

1. Consent collection: CMPs provide tools for collecting user consent for data processing activities, such as tracking, analytics, personalized advertising, and marketing communications. This typically involves presenting users with consent request prompts or banners when they visit a website or use a mobile app, allowing them to make informed choices about their data privacy preferences.
2. Granular consent controls: CMPs offer granular consent controls that allow users to selectively opt in or opt out of specific data processing activities. This includes the ability to control preferences for different types of cookies, tracking technologies, data sharing, and marketing communications.
3. Preference management: CMPs enable users to manage their consent preferences over time, allowing them to review and update their choices as needed. This may involve providing users with access to preference centers or settings pages where they can modify their consent settings and update their communication preferences.
4. Cookie consent management: CMPs assist organizations in managing cookie consent compliance by providing tools for obtaining and recording user consent for the use of cookies and similar tracking technologies. This includes features for categorizing cookies, obtaining explicit consent for non-essential cookies, and managing cookie preferences based on user choices.
5. Consent records and auditing: CMPs maintain records of user consent actions, including consent status, preferences, and consent history. This enables organizations to demonstrate compliance with privacy regulations by providing evidence of user consent and adherence to consent preferences over time. CMPs may also offer auditing and reporting features to track consent-related metrics and generate compliance reports.

Overall, CMPs play a crucial role in helping organizations achieve compliance with privacy regulations, protect user privacy rights, and build trust with their customers by enabling transparent and user-centric approaches to data consent and privacy management.

Here are a few examples of the most popular CMPs available on the market:

1. OneTrust is a leading provider of privacy management and compliance solutions, and Consent and Preferences is part of its suite of products designed to help organizations manage consent for data processing activities.
2. TrustArc offers a comprehensive suite of privacy management solutions, including consent management tools that help organizations collect, manage, and demonstrate compliance with data privacy regulations.
3. Osano offers a consent management platform that helps organizations collect, manage, and document user consent for data processing activities, including cookies, tracking technologies, and marketing communications.

Do Not Call (DNC) scrubbers

Amongst TCPA tools, DNC scrubbers are tools that automatically scrub your contact lists against national and state DNC registries, as well as internally maintained DNC lists. This process ensures that the contacts you’re reaching out to have not opted-out of receiving telemarketing calls and texts, helping you avoid unintentional TCPA breaches.

An example of a DNC scrubber is DNCScrub® by Contact Center Compliance, a leading TCPA tools scrubber that leverages a comprehensive database of consumer contact information to enable companies to comply with the latest TCPA and DNC regulations.

LeadConduit’s TCPA tool scrubber

LeadConduit’s TCPA tool scrubber quickly and accurately identifies potential TCPA litigants, keeping you compliant and out of expensive lawsuits.

LeadConduit simplifies your lead acquisition and compliance processes, allowing you to efficiently acquire customers at scale. Our customizable lead flows automatically enhance and filter leads in real time, ensuring that the records you deliver meet your highest compliance standards before they reach your CRM.

You can use tools like Litigator Scrub® by Contact Center Compliance (DNC.com) – along with many other integrations and add-ons – directly within LeadConduit to review submitted records and flag numbers associated with known TCPA litigants.
By integrating a TCPA tool scrubber into your LeadConduit flows, you can filter out high-risk leads and focus on building strong customer relationships.

TCPA compliance software

TCPA compliance software plays a crucial role in helping businesses navigate the complex regulatory landscape of the TCPA and ensure that their communications with consumers are compliant and respectful of consumer privacy rights.

Amongst TCPA compliance tools, TrustedForm stands out by offering a suite of features designed to help businesses monitor adherence to TCPA prior express written consent requirements:

• TrustedForm Certify helps you document and record when and where prior express written consent was presented digitally.
• TrustedForm Retain allows you to store certificates that provide clear evidence of documented consent and access it when you need it for up to five years.
• TrustedForm Verify helps you mitigate risk by indicating if prior express written consent was presented in a compliant one-to-one manner before a calling or texting outreach.
• TrustedForm Insights allows you to identify the leads with the highest conversion potential and make sure the leads you’re purchasing are actively shopping for your product or service.

TrustedForm captures explicit user consent by verifying and documenting that consent was obtained legitimately, creating a documentation of consent. This documentation can be used as proof that consent to contact was obtained, which is crucial for protecting your business in the event of a complaint or lawsuit.

Certifying leads with TrustedForm is easy. All you have to do is:

Watch this short video to see how to implement TrustedForm Certify.

TCPA compliance verification software

As the new TCPA updates approach in January 2025, a TCPA compliance verification software will be essential. The upcoming regulations mandate that businesses confirm each lead has given prior express written consent before they are contacted by phone or text message, a task that would be difficult to scale and manage manually.

This is where TrustedForm Verify comes in with its new 1:1 Consent Check feature, which provides a complete solution for TCPA compliance verification. This tool allows advertisers to automatically verify that each lead was presented with one-to-one consent to be contacted by their specific brand, allowing them to stay compliant with the latest FCC regulations and reduce the risk of penalties in a scalable way.

With the TrustedForm Verify 1:1 Consent Check feature, lead buyers can be confident that their marketing campaigns meet the strict one-to-one consent requirements of the TCPA.

Best practices for implementing TCPA compliance tools

While having the right TCPA tools is a step in the right direction, following best practices can further enhance your compliance strategy.

Regularly update contacts lists

Make sure your contacts lists are scrubbed regularly against DNC lists and that any revocations of consent are immediately reflected in your outreach strategies.

Train your team

It’s important that not only your legal team but also your sales and marketing teams understand the importance of TCPA consent. They should be aware of how to use TCPA compliance tools effectively and understand the legal implications of their actions.

Audit your compliance processes regularly

Regular audits can help catch any potential compliance issues before they escalate into legal problems. They can also provide insights into how your compliance strategies can be optimized.

Document everything

From consumer consents to scrubbing records, make sure every action is documented. This data can be extremely valuable if your compliance status is ever questioned.

Final thoughts

In the fast-paced world of telemarketing, maintaining TCPA compliance is non-negotiable. Utilizing TCPA tools can significantly reduce the risk of running afoul of regulations and facing fines and legal challenges. More importantly, they help build a foundation of trust with your customers by respecting their preferences and privacy.

Implementing TCPA compliance tools, accompanied by following best practices, will put your business on the path to success while staying within the bounds of the law.

In the rapidly changing field of performance marketing, recent regulatory updates levied by the Federal Communications Commission (FCC) present unique challenges – especially the fervently discussed one-to-one consent rule under the Telephone Consumer Protection Act (TCPA). 

In our recent webinar “TCPA success formula: Turning regulatory challenges into opportunities”, our Vertical Leader of Financial Service, Michael Peronto, along with Jennine Rexon, CEO at RexDirect, and Joey Liner, Chief Consultant & Strategist at Liner Connections, discussed the striking impact the new rules are having on the lead generation industry, exploring solutions and opportunities for businesses to navigate these regulatory changes.

From initial shock to steady stride: The lead gen industry’s journey with the FCC’s one-to-one consent rule

According to Joey, at first there was denial – much like the initial stage of grief. The rule was set for January 2024 but was fortunately postponed by a year. During this period, the industry largely remained in disbelief, with little substantial action taken. While some prominent TCPA attorneys sounded the alarm, the performance marketing community didn’t rally en masse to comment or raise awareness. Brands heavily reliant on lead generation for customer acquisition were surprisingly quiet.

According to Joey’s experience, as the reality of the rule set in, the industry cycled through anger and depression, and has now reached acceptance. Today, many brands and lead generators are proactively preparing, aiming to be ready before the holiday season – a critical period for lead generation. With Medicare open enrollment and the recent elections, it’s a busy time, and the industry is racing against the clock. Progress is being made daily, and businesses are steadily preparing for the January 27, 2025, deadline.

Jennine acknowledges that the lead generation industry has always faced challenges but has managed to grow and thrive over the past two decades. She sees this legislation as an opportunity to develop new tools and practices that benefit consumers, buyers, and those involved in lead generation campaigns. 

However, Jennine observes that companies are reacting differently: some are in denial and shifting to other marketing initiatives, others are tackling the changes head-on, and many are doing a mix of both. The uncertainty surrounding the impact on business, technology, and legal aspects means there are still many unknowns, even as the January deadline approaches. Despite these challenges, Jennine believes there are enough opportunities for the industry to succeed as it navigates the evolving landscape.

Prechecked vs. unchecked boxes on lead forms: What lead buyers need to consider

The debate around checkboxes – whether they should be prechecked, have a “select all” option, or require individual selection for each brand – is ongoing. Joey advises lead buyers to engage in open dialogue with each other and with lead generators to understand what buyers find acceptable.

He suggests that if buyers insist on the most conservative route (individual selection), lead generators should discuss potential price increases due to anticipated lower consumer engagement. Joey emphasizes the importance of ongoing conversations within verticals, such as mortgage and insurance entities, to eventually reach a consensus on best practices. These discussions are crucial and should be happening regularly, especially as the deadline approaches.

Michael highlights potential volume issues when switching to unchecked boxes, as lead generators may deliver fewer leads. He advises discussing this requirement openly with lead generators to explore alternatives for maintaining volume. According to him, open communication is key to navigating these changes, as it allows both parties to consider various factors such as volume, pricing, and reporting.

Michael suggests that while requesting unchecked boxes may initially seem daunting, it could potentially increase conversions, justifying a higher price per lead. He emphasizes the importance of dialogue between lead buyers and generators to address these complexities and find a mutually beneficial way forward.

Jennine shares she’s currently testing whether prechecked or unchecked boxes yield better results. While the focus is on lead quality and conversions, monetization from a lead generation standpoint is also crucial.

In one test, Jennine used an exclusive buyer per page format, making checkboxes irrelevant. However, for multi-checkbox options, she conducted split tests on a lower-traffic site to compare opt-in and opt-out methods. Preliminary results indicate that opt-out generates more leads than opt-in.

Ultimately, according to Jennine, the solution that balances compliance and profitability will likely be adopted widely once its effectiveness is demonstrated.

Monitor consent language and one-to-one consent with TrustedForm Verify

Regarding the new one-to-one consent rule, ActiveProspect strongly advises programmatically verifying that your company name appears on the form to ensure compliance. To facilitate this, we’ve developed TrustedForm Verify, a real-time TCPA compliance verification tool.

TrustedForm Verify allows you to manage and approve consent disclosures and guarantee that each lead has provided one-to-one consent to be contacted by a specific brand. It supports two types of one-to-one consent checks:

1. Exclusive offering: Confirms if your company name is listed and if the disclosure language meets your requirements.
2. Multiple offerings: Validates your company’s listing among several checkboxes or tiles.

Learn more about TrustedForm Verify 1:1 Consent Check here.

Automating this process is crucial, as manual audits can be challenging. ActiveProspect offers two solutions for this:

1. LeadConduit: Ingests the TrustedForm Certificate, validates the information using TrustedForm Verify, and sends it to your CRM or contact center.
2. TrustedForm Certificate API: Allows integrations with home grown and third party platforms to check if the certificate has evidence of consent being given in a one-to-one manner and used language that you have approved.

How lead generation can benefit from these changes

Jennine sees the legislative change as an opportunity, not a death knell for business. She’s exploring new lead form formats, audience targeting, and inbound call strategies to turn this challenge into growth. By shifting to a click model and refining lead quality, she believes the industry can thrive. It’s about finding the positives and making an impact, whether through TCPA technology, AI, or innovative partnerships.

According to Joey “diversification is key” for customer acquisition in 2025. While inbound strategies have grown significantly, they aren’t suitable for all sectors. He suggests exploring affiliate traffic and directing brands to manage their own traffic and messaging. Technologies can assist in tracking and moderating these efforts.

Additionally, Joey recommends considering first-party media, which many brands have avoided due to lack of expertise. By investing in specific platforms according to the intended target audience – Facebook for seniors, for example, –  brands can optimize their own media and enhance the consumer experience, underscoring the importance of diversification.

Jennine is collaborating with a client to distinguish between first-party and third-party data and their applications. She’s found that many clients have untapped data that can be leveraged for future gains. Even without TCPA compliance for calls, this data can enhance targeting, retargeting, and finding similar audiences.

By doing so, conversion rates, media spend efficiency, and lead value can all improve. Jennine sees this as an opportunity to repurpose assets and use first-party data to refine lead generation strategies by 2025.

Joey proposes leveraging email to contact leads, as it’s not governed by TCPA. By sending an offer via email and requesting they complete a new opt-in form with preloaded consent language, you open the door to subsequent calls. If you’re not already engaging in email marketing, Joey advises to make this a priority.

Additionally, direct mail can be effective, especially for audiences like Medicare recipients or those interested in debt settlement loans. The key is to explore creative, compliant communication channels beyond just calling.

Will performance metrics improve for lead sellers and buyers?

According to Jennine, the key metrics to focus on aren’t cost per lead or cost per call, but rather your acquisition rates. She emphasizes the importance of open communication and transparency with your lead generation partners to optimize results. Jennine finds this level of data sharing still lacking in the industry.

If you’re a lead buyer, prioritize your cost per acquisition (CPA) goals. While costs may rise and volume could be affected, maintaining fairness, honesty, and transparency can create a mutually beneficial situation, ultimately helping to restore volume.

Takeaways

Here are the main takeaways from our webinar “TCPA success formula: Turning regulatory challenges into opportunities”:

• Initial reactions to the FCC one-to-one consent rule were largely of denial and confusion. However, the industry is now moving towards acceptance and seeking solutions.
• Diversification is key in navigating these changes. Businesses are exploring new channels and strategies, including inbound calls, affiliate traffic, first-party media, and audience retargeting.
• The new rule may lead to an increase in lead quality and conversion rates, but it could also result in higher costs for lead generation.
• The industry needs to focus on improving the consumer experience and ensuring compliance with the new rules.
• Businesses should be communicating with each other and sharing insights to navigate these changes together.

As always, ActiveProspect is here to help you stay connected and in the loop with expert insights and timely updates. Watch the full episode now and subscribe to InsideCBM to keep up with consent-based marketing.

DISCLAIMER: This page and all related links are provided for general informational and educational purposes only and are not legal advice. ActiveProspect does not warrant or guarantee this information will provide you with legal protection or compliance. Please consult with your legal counsel for legal and compliance advice. You are responsible for using any ActiveProspect Services in a legally compliant manner pursuant to ActiveProspect’s Terms of Service. Any quotes contained herein belong to the person(s) quoted and do not necessarily represent the views and/or opinions of ActiveProspect.

ActiveProspect was honored to sponsor the 2024 LendingTree Summit in Charlotte, NC. This annual event is a catalyst for industry progression, offering a platform for learning and collaboration that is crucial for staying at the forefront of the financial services industry. For ActiveProspect, the summit reinforced our commitment to delivering solutions that empower financial institutions to navigate the complexities of modern lending landscapes successfully.

As a sponsor, our team played a crucial role in facilitating discussions on the future of ethical lending practices by highlighting the increased role of compliance in the industry. Our booth served as a convergence point for exchanging ideas and exploring challenges across the financial industry and the broader field of lead generation. We engaged with a diverse group of attendees, from seasoned professionals to industry newcomers, all looking to refine their operational strategies.

These connection opportunities were particularly valuable, fostering discussions that spanned various aspects of the industry. Key trends identified throughout the summit included:

• Data-driven decision-making: Sessions emphasized the importance of analytics in shaping business strategies, with insights on how to harness data for better decision-making.
• Technological innovation: Demonstrations of cutting-edge tools underscored technology’s role as a game-changer in the lending industry, driving growth and operational efficiency.
• Regulatory compliance: With ever-increasing regulatory scrutiny, the summit underscored the need for robust compliance solutions, spotlighting the importance of consent-based marketing platforms.

Beyond the showroom floor, the summit featured a stellar lineup of speakers, including Dr. Leonard Kiefer from Freddie Mac and Sue Woodard from STRATMOR Group, who offered deep dives into economic forecasts and lending strategies. Panel discussions focused on pivotal topics like conversion rate optimization and cost efficiency, offering actionable insights for attendees.

Building on the foundation of expert insights and strategic discussions, the summit not only illuminated current industry trends but also painted a picture of the future landscape of lending and finance. As we reflect on the knowledge and strategies shared, it is clear that the path forward involves a keen focus on innovation, data-driven decision-making, and rigorous adherence to compliance standards. These elements are critical as businesses strive to adapt and thrive in an evolving market. 

We extend our gratitude to the organizers and attendees who contributed to the success of the 2024 LendingTree Summit. For those interested in learning more about the potential of consent-based marketing or exploring partnership opportunities, we invite you to reach out and connect with us today and discover how we can help elevate your business to new heights of success in 2025. 

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