The Pontiflex CPL Blog

In an article in Mediapost, Brad Powers, CEO, Active Response Group points out that the problem with the lead generation is not the industry itself, but the manner in which campaigns are being deployed.

More specifically, he says, “Employing best practices means that when enticing consumers with promises of a shiny new iPod, consumers must know exactly what they need to do to qualify for the iPod. Incentive marketers must do this up front — and there cannot be a bunch of “gotchas” hidden in the terms and conditions verbiage. Incentive marketers must have valid telephone numbers and contact information for a customer service team. And finally, if the consumers do qualify, they must receive their incentive (that new iPod) exactly as promised.”

Clear Actions. Clear Incentives. These are at the heart of a good lead generation campaign:

The entire industry can look to the b2b space for shining examples in this regard.

This morning I signed up for a landing page optimization webinar. I knew exactly what I was signing up for – useful tips on how to optimize landing pages. As a marketer, I find this information valuable. That’s why I even made sure that the information I filled out was correct – so I am sure to get a follow-up call.

Someone had once said (though not about the lead generation industry): kill the evil, not the evildoer. To this, I say ditto.