Managing a lead gen program is what an agency, such as PMG, does daily for their clients’ lead generation campaigns. There are a few items that any marketing manager should take careful time to consider and if done properly, online lead generation can become your primary source to your sales funnel and be an extremely lucrative channel to take part in. Agencies handling lead generation campaigns are plenty and finding one with the capabilities to support your goals and in line with your lead strategy is critical to success.
Why do a lead gen program?
• Qualify prospective customers
• Extend your reach into new markets
• Cost effectively determine interest in your products or services
• Create a touch point for an up-sell
• Bring potential customers into a relationship management system
When selecting between lead generation agencies, one of the biggest mistakes companies can make is deciding they want leads and not asking the critical questions to make a lead gen program successful. A lot of time and money has been wasted on programs with poor traffic volume and fraudulent or poor lead quality.
• Select an agency with broad relationships – Find a lead generation agency that works with several partners including direct publishers, networks and sub-networks. By casting a wide net, you have the pick of the biggest fish and save critical time from having to test success on a one-on-one basis, resulting in higher quality and getting your program up to full speed faster.
• It isn’t volume, it’s quality – You will find that their are no shortage of fly by night agencies and networks willing to promise you a torrent of leads. Find an agency that is inline with your strategy and who is willing to look at the quality of leads. I would rather have 1 good lead than 10 bad ones.
• Tracking technologies – Look for a partner with the capability to track where leads are coming from, determine their validity and associate that traffic back to the source.
• Experience – A partner that knows the players in the space and who has traveled the road before can help determine the right lead generation strategy for you.
Still have questions related to lead generation agencies or want to learn more setting up a led gen program? Give Paulson Management Group a call.
