Commentary

Finally! Actions Are Replacing Words On Lead Quality

Online lead generation and quality now go hand in hand, but that hasn't always been the case.  The measures for quality and response rate are expanding exponentially and the list of advertisers using the medium continues to grow almost as quickly.

Last week in Las Vegas, the sold-out Targusinfo Online Lead Quality Summit was a strong indication of the importance we are all placing on online lead generation quality and the long-term commitment many have to this market.  This is the second year for this conference, and its attendance numbers and content illustrate incredible strides in the industry.  It's about time.

CEOs, presidents and directors alike joined together to find common goals and to share their passion for what is to come.  Jere Doyle, president and CEO of Prospectiv, described it as "a group of smart people really focused on doing things the right way." 

So what is the right way?  Given that everyone has a different opinion, setting standards and upholding them is difficult across the various channels.  It is ground-breaking to pull such resources and experts from all sides of the business (lead buyers, aggregators, affiliate networks, and lead generating properties) for a candid discussion on results, pricing and methods to success, as was done at this recent conference.  TARGUSinfo general manager of interactive markets, David Wengel, agreed, noting that "both sides are at the table to share data, pushing aside concerns for adjusting pricing when this information is revealed.  When both sides have more transparency in the marketplace, there is even more opportunity created."

This year's theme of "Monetizing Quality" sort of says it all.   "Everything depends on the data and intent of the lead, which will ultimately boost lead conversions," said Wengel. "This leads us to serve the end consumer to the best of our abilities." 

Seeking out the commonalities across these channels, Gayle Guzzardo, chair of the Interactive Advertising Bureau's Lead Generation Committee and senior vice president of Q Interactive, worked with the IAB Committee to create the recently released IAB Marketer and Agency Guide to Lead Quality.  She noted, "I think it's fantastic to have a conference focused solely around online lead generation.  Lead generation is the fastest growing category as reported in the latest IAB/ PwC revenue report." While Guzzardo's session at the summit focused on defining lead quality and examining the main factors that generate the characteristics sought by all, the real significance was in the number of summit attendees, their feedback and how they will use this information in the future.  As she rightfully stressed, the onus is on all of us: "It is incumbent on us as leaders in the industry to set and enforce good standards."

Great things are sure to come from this meeting of the minds.  While many groups are diving into quality concerns, which numerous mechanisms are in place to address, lead generation as we know it is sure to progress to a whole new level in the near future. 

This topic, which may seem overemphasized in recent news, has reached a turning point.  We don't look for sheer volume without understanding performance for the client, and respect for privacy on behalf of the consumer.  Finally, this is not rhetoric.  We are taking action.  Thanks, all! 

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