Information On Online Lead Generation Services

Information On Online Lead Generation Services

Lead generation (commonly abbreviated as lead-gen) is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into a business products or services. Often lead generation is associated with marketing activity targeted at generating sales opportunities for a company's sales force.

Therefore a lead is correctly described as information regarding or provided by a consumer that may be interested in making a purchase. Whereas, generation is one of many activities that may produce that information and perceived interest.

The nature of lead generation depends entirely on the decision process of the buyer For complex products and services requiring a complex decision process, the keys are identifying the most likely prospects and then educating and qualifying them before deploying more expensive sales resources. The education benefits the buyer; qualification benefits the seller. This gradual lead cultivation process can go on for months and involve several individuals involved in evaluating a solution.

For commodity products, the rendezvous dilemma is one where two parties are seeking each other, but are obscured by time, distance, or attention. In essence there is a set of well matched candidates for product purchase within a larger set of poorly matched candidates. Those well matched candidates are what one is seeking to attract or identify in effective lead generation.

In an economic climate marked by uncertainty, online marketers are increasingly investing a greater amount of their advertising dollars against CPL (Cost per Lead) online lead generation campaigns. Advertisers pay for impressions in CPM (Cost per Thousand Impressions) campaigns. CPC (Cost per Click) campaigns require that advertisers pay for clicks. In either scenario, there are no guarantees that impressions and clicks will convert into qualified leads. In contrast, marketers pay exclusively for leads in a CPL campaign.IDC, March 2007.

Since 2000, an increasing number of sales organizations have been shifting their direct marketing budgets into the online channel. The internet allows for the development of an extremely targeted lead generation campaign offering geographic, demographic, and contextual targeting services.

Although the online channel is growing extremely rapidly, with search marketing and pay per click (PPC) advertising commanding the bulk of advertisers online budgets, the demand for highly skilled search marketers remains high. Similarly, a number of software tools (such as bid management software) have emerged, allowing individual search marketers to more efficiently manage their paid search campaigns.

A GP Bullhound Research report states that from 2006- 2007, the online lead generation market grew at 71% YTY more than twice as fast as the online advertising market. Today, the online lead generation segment is valued at dollar 1.3 billion, and is expected to cross dollar 2 billion by 2008. The rapid growth is primarily driven by the advertiser demand for ROI focused marketing. Given the increasingly ROI minded focus of online marketers, the online lead generation segment is expected to maintain its impressive growth.

The industry segment has begun to take notice of advertiser demand for increased transparency. An increasing number of transparent single publisher sites such as Hillclimb Media, Orbitz, Monster, Mindurgecom, Respond are offering online lead generation advertising opportunities to advertisers. Innovations such as the Pontiflex GENList enable advertisers to find and connect transparently with publishers directly and bypass the third party brokers.

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Chauncey Penfold
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