Friday, 28 January 2011

Does the Online Lead Gen. industry over promise?

We've all heard it before, a sales guy promising that the leads will work and deliver amazing results. Whilst sometimes this can be true, it is nigh on impossible that it can be done in significant volume from a single source.

Which herein lies the question, if you can get quality leads, when do you know when to stop buying?

There are only so many consumers out there who may be willing to buy your products. Which is why sometimes the harder you push for volume the worse the results get. Isn't it better to try new creatives, new angles, new incentives, new conversion methods to get the required results? And above all, accept there is a finite market for a product/service, work to identify that market and target them like crazy in the best way possible.

Online Lead Gen does promise a lot and it is unfair to expect it to deliver first time every time. Lead Marketing is a measured process that nurtures the leads from inception through to sale (however long that might be).

Thursday, 13 January 2011

Online Lead Generation Agency?

What role do Online Lead Gen (OLG) agencies have to play in the future of performance marketing? The main function of an lead gen. agency is media buying. However with online lead gen being a shared risk model between publisher and advertiser it is not as straightforward as CPM (100% advertiser risk) or CPA (100% publisher risk) marketing. An experienced lead generation marketer will know many good performing publishers but considerable time, effort and expertise is involved in the buying, optimising and conversion of these leads into sales. Without first hand knowledge of how each media and publisher performs there is likely to be an uncomfortable margin of error.

The next option would be to use a large digital agency who cite online lead gen as a specialism. but at this stage most seem to use a single network or attempt to out-source to a specialist lead gen agency. Encouraginly there are some larger agencies now developing dedicated online lead gen teams.

Well executed online lead generation is often best given to specialist lead generation agencies who have years of campaign experience of what works and what doesn't. This way, any agencies fees should be more than covered by their insight and the efficiency created by executing the best performing campaign with the winning mix of volume and quality of leads.

Friday, 7 January 2011

5 Big Online Lead Generation predictions for 2011

    1. Low cost lead management software flooding the market
    2. Affiliate Marketing and Online Lead Gen coming together
    3. Less brokers, more agencies 
    4. Major acquisitions by large company wanting to dominate the lead gen market
    5. Pubtailing (Econsultancy) - publishers wising up to OLG revenue