The Pontiflex Blog

Lead Generation at the Super Bowl

February 4, 2008 at 5:27 pm Arun Krishnan Leave a comment

The Super Bowl yesterday was surprising in more ways than one. Sure, the Giants pulled off a remarkable play to win the game in its dying moments.  But what really caused a sharp intake of the breath was the fact that there was not one, but three advertisements for an online lead generation company – three very expensive advertisements that going by media estimates cost $7.2 million.

As a marketing professional with a background in media planning,  I have decidedly mixed views on “non consumer” advertising to millions of beer glazed eyeballs (it would be cheaper to run a TV roadblock on every business station in the country).  Maybe the decision makers at Salesgenie.com had a personal preference for the Super Bowl, or maybe they figured that the resulting PR uplift was well worth the effort – a PR uplift that caused me (along with hundreds of thousands of other people) to visit their site and check out their offerings.

Salesgenie.com allows people to specify their lead criteria in terms of fairly detailed demographic and professional parameters. They also offer a lead management platform to nurture the leads and move them along the sales cycle. The database is refreshed on a monthly basis.

What is of concern though, is why these people that have not actively signed up for a particular offer, would be actively receptive to calls and emails from a large number of competing vendors.

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