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.