Notes from the LeadsCon online lead generation show
March 10, 2009 at 5:20 pm Arun Krishnan 1 comment
The turnout at LeadsCon 2009 was overwhelming – more than 3 times than that of last year. The sessions were well designed, mostly around lead scoring, exchanges and new media.
One of my favorite sessions was “The State of the Industry”. It was great to hear how even though economic times are rough, performance based media, specifically lead generation, delivers returns that allow advertisers to scale campaigns effectively.
The session on “Lead Management” was especially relevant as industry leaders discussed how marketers should devote equal attention to following up on a lead as they do to generating it. At Pontiflex we constantly get asked what is the proper way to follow up on a lead [I have blogged about this before] and how quick is too quick. Well, there’s no such thing as too quick, and how quick is always IN REAL TIME. We always recommend that advertisers use auto responders to communicate with the consumers immediately upon showing interest. This can be followed by another call to action to move the consumer further along the sales cycle.
One of the last sessions, “If Quality if King, What is Scoring? The Ace in the Hole? “was an interesting topic which generated a vibrant debate on advertiser imperatives to maintain quality while at the same time, scaling campaigns to deliver greater volume. As I am fond of pointing out, if you scale with the right formula, your campaign should not be affected. If the ads are contextual and served on the right publishers, Lead Generation campaigns will most likely create larger quantity of leads at a lesser price than, say, a SEM campaign — but the overall quality could be just as high.
Of course, as is true in life, is true in online advertising. Not all publishers will convert at the same level. This is why a strong media mix of different vehicles is always recommended. At Pontiflex we tell our advertisers the best way to deploy campaigns is to start with a minimum of three-five publishers giving both Pontiflex and the advertiser room to optimize based on conversion. After all, the ability to optimize campaigns in real-time is a benefit unique to online advertising, and its important that advertisers be able to take full advantage of it.
For future LeadsCon shows, I would love to see more focus on best practices for auto responders. In addition, I would like to see a continued emphasis on transparency. In these tough economic times lots of advertisers are going to be looking at performance based media. It’s important that they are made aware of all the tools that exist to help them deploy open, transparent and effective lead generation campaigns.
Evan Adlman, Vice President, Strategic Development, Pontiflex.
Entry filed under: Lead Generation, Online Advertising. Tags: .
Arun Krishnan
Jason Penta
zlasker
Roshan Bangera
Jordan Cohen
eadlman
Geoff Grauer
Jerrie Gullick
Jon Beardsley
Nick Herman
Stacy Huggins
Tiffany Sumner
Avantika Banerjee
Daniel Egan
Lisa Khan
tgeisenheimer
pontiflexrob
Ganesh Prabhu
1.
Perry | March 13, 2009 at 12:55 am
Actually, lead scoring still remains one of the most essential processes in lead management. Without it, you could be spending 80 percent of your time and effort in your leads when you can narrow it down to 20 percent if only you have learned to focus them to your high-valued leads.