Marketing leads
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[edit] Marketing Leads
Online lead generation is the fastest growing segment in online advertising. Marketers use online lead generation to generate two kinds of leads: sales leads and marketing leads.
Marketing leads were introduced to the online lead generation market in 2007. Till then, a large portion of the online lead generation market was focused on generating sales leads.
Sales leads are generic leads that are generated on the basis of demographic criteria such as FICO score, income, age, HHI, etc. These leads are often resold to multiple advertisers. Sales leads are typically followed up through phone calls by the sales force. They are commonly found in the mortgage, insurance and finance industries.
Marketing leads are brand-specific leads generated for a unique advertiser offer. In contrast to sales leads, marketing leads can only be sold to to a unique advertiser. Marketing leads are generated for a unique brand – Wells Fargo, Coca Cola, etc. Marketing leads are typically generated for e-newsletter lists, email databases, member loyalty programs, community sites or for vendor-specific sales efforts. Sales leads are generated for a particular industry – e.g. Finance, Mortgage, etc.
Knowledge of the lead source is extremely important for a marketing lead campaign. A lead from a premium or more relevant publisher site will have more value to a marketer than a site generating leads using incentivized sites such as Myfreeipod.com. Because transparency is a necessary pre-requisite for generating marketing leads, marketing lead campaigns can be optimized by mapping leads to their sources.
An exhaustive listing of terms in the online lead generation industry including marketing leads and sales leads can be found in the Online Lead Generation Glossary
You can also visit the Internet Advertising Bureau web site for more information on online lead generation.
