Affiliate Summit 2007 West : The State of Lead Generation

Presented by Director of Corporate Strategy – Oversee.net – Jay Weintraub

Lead Generation Basics

Clicks -> Landing Page ->  Decision Engine ->  Lead Transmission (Sale to Buyer) -> Follow Up.

Benefits of Lead Generation

Shared Risk
•    Data itself has no value
•    Advertisers paying on potential value

End User Value
•    Something you could use
•    Does not rely on breakage

Just the beginning
•    Already multi-billion dollar market
•    Nothing buy upside

This is a very interesting, but graphical presentation.  Will try to get copy of presentation from Jay later and post a link in the comments section.

Advances in Lead Generation

Marketplaces
Outsourced Sales Force
Variable CPL’s (potentially disruptive force)

Optimization
Multivariate Testing – More than Landing Pages
Applying ad network rigor to ad display

“Cross Media” – Search Traffic to use to banner traffic

Challenges in Lead Generation

Increased competition among lead generators
Going “wide & deep” – do not assume that success in one vertical will assure success in any vertical.

Key Takeaways

Quality – Buyers get it; leads for leads sake do not help their business
Sustainability – Being caught by surprise
Value – Consumer & Buyer
Future Thoughts

Large Opportunity as companies move toward lifetime value, e.g. more advanced remarketing and bundling.

Continued vertical segmentation

New verticals forming

Summary

Quality – the only metric that matters
Market today has changed dramatically from that in years past
Still money to be made, but ever declining low hanging fruit
Efficiency and improving on the process is king

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