As lead generation marketers have become savvier and have pushed for even more performance at scale, it has put more pressure on incorporating both increased lead quality and lead monetization strategies. Lead generation performance depends as much on what an advertiser does with leads as where they originate. How advertisers process and manage leads, and the relationships they build with their lead providers, are equally important and becoming increasingly more sophisticated. Here are four strategies advertisers can incorporate to maximize lead performance in the current lead generation landscape.

Everyone involved in lead generation should read "Why $0.00 is the Future of Business" by Chris Anderson, in the March, 2008 issue of Wired. It has invaluable lessons for those of us who make our livings generating leads online. The author, Chris Anderson of "The Long Tail" fame, starts off with the story of King Gillette, a frustrated inventor who essentially started the disposable razor blade industry. Of course, his model has been dramatically refined over the years to the point where the razors themselves are disposable. But you get the point: give away the razors and sell the blades.

The past 12 months have been filled with stories of networks involved in M&A. As a result we've all heard about these networks. In fact, most of us have worked directly or indirectly with an advertising network in some capacity over the years. After all the publicity, most media planners, whether they are at an agency or direct client, still have not mastered the concept and uses of the ad network. There are new networks popping up every day, which only adds to the confusion....

The numbers are staggering. According to a Pew study, 93% of teens are online, and an NSBA study has found that nine- to 17-year-olds spend an average of nine hours a week on social networks alone. Within the last month, eMarketer published a new statistic showing that social consumption by 10- to 12-year-olds doubled from '06 to '07. So the growth isn't over yet....

The 2007 mortgage crisis impacted many aspects of the economy, from real estate to consumer confidence. As the lending industry regroups, it must examine how to find the right customers, as well as make better loans. Unfortunately, the industry has an uphill battle in the customer relationship realm. But one way that lenders can not only rebuild customer trust, but also get the wheels of profitability turning again, is by employing targeted lead generation.