The search for quality leads

In the current market climate, with clients being ever more careful with their marketing spend, the issue of leads that convert becomes paramount.

Online generated leads have reached a stage where they are being evaluated, tested and graded to ensure they are of the required quality.

It was not long ago that many of the lead providers were happy to simply call it a numbers game - provide huge volumes of data, without ever explaining exactly how the data had been generated or where the campaigns had been run.

As the market has matured, it has become clear that this sort of blind network lead purchase may have run its course. I recently stumbled across a registration path from one of the larger American lead networks, which contained several large UK names as part of the registration path, on a "wares" site. Would these brands like to be associated with sites offering pirate software downloads? To add insult to injury they had also implemented a "hard wall" whereby the user is required to sign up for one of the offers before being allowed to proceed.

This type of forced registration is highly unlikely to provide a lead of even mediocre quality. Let alone a lead generated from a site promoting illegal downloads ( I was merely visiting for research purposes)

Going forward transparency for clients will be key as they seek to safeguard their brands.

Tags:  online marketing online lead gen