The Pontiflex Blog

CMP Launches Techweb Performance Generation Network

February 4, 2008 at 4:36 pm Arun Krishnan Leave a comment

CMP’s Business Technology Group, announced today the launch of a Performance Marketing Business Unit, that focuses exclusively on lead generation programs and services.

As part of this initiative, CMP will deliver technology leads derived from the TechWeb Network, InformationWeek, Interop, Web 2.0 Conference and Black Hat.

Similar to Ziff Davis and Techtarget, CMP has long been in the business of delivering lead generation programs for technology decision makers. This new initiative merely places a laser sharp focus on lead generation, a category that accounts for a large portion of b2b spending.

It has not always been this way. In the b2b world, an increased spending on lead generation is a recent trend that blossomed in 2007. As a media director for a b2b agency, I recall spending on lead generation for technology clients going from 10% of the media mix to 70% of the media mix in as little as a year.

Lead generation is one area where the b2b world is far ahead of the innovative b2c world. In b2b marketing, the offers driving lead generation (white papers, webinars, etc) offer something of tangible value to the prospect. As a result, there is a higher likelihood that the prospect will actually be interested in the vendor’s offerings when contacted for a sales follow-up call.

Hence there is a much higher probability that the lead will convert to a sale. Which, we should all remember, is the whole point of lead generation marketing in the first place.

Entry filed under: Best Practices, Lead Generation. Tags: .