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The Current State Of Online Lead Generation

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A thorough walkthrough on where lead generation is at today, helping to explain it through a historical perspective by looking at the verticals and also the trends, challenges, and advances.

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The Current State Of Online Lead Generation

  1. 1. The Current State of Lead Generation Jay Weintraub, Dir. Corporate Strategy, Oversee.net
  2. 2. About Me – Jay Weintraub <ul><li>Director of Corporate Strategy, Oversee.net </li></ul><ul><li>Seventh year in performance-based internet advertising </li></ul><ul><ul><li>email, registration paths, ad networks, domain parking, search arbitrage </li></ul></ul><ul><li>15 minutes of infamy - $125 Shopping Spree </li></ul><ul><li>Lead Gen hands in mortgage and education </li></ul><ul><li>Writings – DM Confidential, JayWeintraub.com </li></ul>
  3. 3. What’s Covered <ul><li>Lead Generation Basics </li></ul><ul><li>Benefits of Lead Generation </li></ul><ul><li>Lead Generation Timeline </li></ul>
  4. 4. What’s Covered <ul><li>Lead Generation Basics </li></ul><ul><li>Benefits of Lead Generation </li></ul><ul><li>Lead Generation Timeline </li></ul>
  5. 5. Lead Generation Basics Request Info Click Here! 1. Ad 2. Landing Page 3. Decision Engine Lead Buyers Buyer 1 Buyer 2 Buyer 3 Buyer 4 4. Lead Transmission 5. Follow-up
  6. 6. Benefits Lead Gen <ul><li>Shared Risk </li></ul><ul><ul><li>Data itself has no value </li></ul></ul><ul><ul><li>Advertisers paying on potential value </li></ul></ul><ul><li>End user value </li></ul><ul><ul><li>Something you could use </li></ul></ul><ul><ul><li>Does not rely on breakage </li></ul></ul><ul><li>Just the beginning </li></ul><ul><ul><li>Already multi-billion dollar market </li></ul></ul><ul><ul><li>Nothing but upside </li></ul></ul>
  7. 7. What’s Covered <ul><li>Lead Generation Basics </li></ul><ul><li>Benefits of Lead Generation </li></ul><ul><li>Lead Generation Timeline </li></ul>Where are we and how did we get here… 2002 - 2003 2004 - 2005 2006/2007 2007+ 2000
  8. 8. Lead Generation over Time 2000 2002 - 2003 2004 - 2005 2006 2007+
  9. 9. In the Beginning… <ul><li>Number of verticals – limited </li></ul><ul><li>Traffic – email and web </li></ul><ul><li>Market – declining CPM opening the door for access to media affordably </li></ul><ul><li>Limited to no testing or optimization </li></ul>
  10. 10. Lead Generation over Time 2000 2002 - 2003 2004 - 2005 2006/2007 2007+
  11. 11. Growth – 2002/2003 <ul><li>Verticals – growing; beginning of refinance </li></ul><ul><li>Traffic – heavy email with a handful figuring out web; coreg thriving </li></ul><ul><li>Market – Ad:Tech rebounding; rise of the CPA network </li></ul><ul><li>Focus for most on growing lists and creating offers to get on the networks </li></ul>
  12. 12. Lead Generation over Time 2002 - 2003 2004 - 2005 2006/2007 2007+ 2000
  13. 13. Full Speed Ahead – 2004/2005 <ul><li>Verticals – leaders emerge </li></ul><ul><li>Traffic – consolidated email, rise of search, adware </li></ul><ul><li>Market – Ad:Tech returns; abundance of the CPA networks; seeds of arbitrage; impressive m&a </li></ul><ul><li>Focus on quantity, not necessarily quality; hyper growth </li></ul>
  14. 14. Lead Generation over Time <ul><li>Company Map </li></ul><ul><li>Traffic Flow and Quality </li></ul><ul><li>Trends </li></ul><ul><li>Advances in Lead Generation </li></ul><ul><li>Challenges </li></ul><ul><li>Issues </li></ul>2002 - 2003 2004 - 2005 2006/2007 2007+ 2000
  15. 15. <ul><li>Verticals – Refinance and Education dominate but many others starting to reach scale </li></ul>Maturation – 2006/2007
  16. 16. Audience Poll - What lead generation offers have you run? <ul><li>Mortgage </li></ul><ul><li>Education </li></ul><ul><li>Health Insurance </li></ul><ul><li>Auto Insurance </li></ul><ul><li>New Car Quotes </li></ul><ul><li>Home Improvement </li></ul><ul><li>Work from Home </li></ul><ul><li>Home Security </li></ul><ul><li>Prescription Drugs </li></ul><ul><li>Dental Insurance </li></ul><ul><li>Auto Warranty </li></ul><ul><li>Vacation Rental </li></ul><ul><li>Lasik </li></ul><ul><li>Plastic Surgery </li></ul><ul><li>Diet </li></ul>
  17. 17. Maturation – 2006/2007 <ul><li>Company Map </li></ul><ul><li>Traffic Flow and Quality </li></ul><ul><li>Trends </li></ul><ul><li>Advances in Lead Generation </li></ul><ul><li>Challenges </li></ul><ul><li>Key Takeaways </li></ul>Let’s take a closer look at the landscape today.
  18. 18. Company Map <ul><li>Lead Providers from a sample of verticals </li></ul><ul><li>Fewer ad networks today; now one of many that support the lead generation market </li></ul>
  19. 19. Maturation – 2006/2007 <ul><li>Company Map </li></ul><ul><li>Traffic Flow and Quality </li></ul><ul><li>Trends </li></ul><ul><li>Advances in Lead Generation </li></ul><ul><li>Challenges </li></ul><ul><li>Key Takeaways </li></ul>Let’s take a closer look at the landscape today.
  20. 20. Flow of Traffic – Verticals – 2006/2007 <ul><li>Top two volume drivers no surprise </li></ul><ul><li>This time next year, the graph should look different </li></ul>
  21. 21. Flow of Traffic - Sources
  22. 22. Traffic Quality Landscape – 2006/2007 Major traffic acquisition strategies <ul><li>Much of the traffic today is driven by some form of arbitrage activity </li></ul><ul><li>Email has become much more consolidated; the list owners have ceded control and profit to those that can deliver </li></ul>
  23. 23. Maturation – 2006/2007 <ul><li>Company Map </li></ul><ul><li>Traffic Flow and Quality </li></ul><ul><li>Trends </li></ul><ul><li>Advances in Lead Generation </li></ul><ul><li>Challenges </li></ul><ul><li>Key Takeaways </li></ul>Let’s take a closer look at the landscape today.
  24. 24. 2006 Economic Trends – Lead Price <ul><li>Critical inflection point reached for many of the main verticals today </li></ul><ul><li>Sellers of leads can no longer transfer rising media cost </li></ul><ul><li>Cost per lead for Sellers will not drop except through innovation </li></ul>
  25. 25. 2006/2007 – Traffic Trends: Mining the Tail <ul><li>Usual ways for obtaining traffic not working </li></ul><ul><li>Reached a point where an individual without technology cannot expect to grow a sustainable business </li></ul><ul><li>Notion of the tail applies to search, sales strategy, and more. </li></ul>
  26. 26. 2006 – Other Trends <ul><li>Shift to quality over quantity </li></ul><ul><li>Consolidation - m&a </li></ul><ul><li>Consolidation - # of vendors </li></ul><ul><li>Owning technology – especially search </li></ul><ul><li>CPM didn’t die - CPA has learned to survive </li></ul><ul><li>Improving the process – advances </li></ul>
  27. 27. Maturation – 2006/2007 <ul><li>Company Map </li></ul><ul><li>Traffic Flow and Quality </li></ul><ul><li>Trends </li></ul><ul><li>Advances in Lead Generation </li></ul><ul><li>Challenges </li></ul><ul><li>Key Takeaways </li></ul>Let’s take a closer look at the landscape today.
  28. 28. 2006/2007 - Advances in Lead Generation <ul><li>Marketplaces </li></ul><ul><ul><li>Outsourced sales force </li></ul></ul><ul><ul><li>Variable CPL’s (potentially disruptive force) </li></ul></ul><ul><li>Optimization </li></ul><ul><ul><li>Multivariate Testing – more than landing pages </li></ul></ul><ul><ul><li>Applying ad network rigor to ad display </li></ul></ul><ul><li>“ Cross media” –search traffic to use to banner traffic </li></ul>
  29. 29. Maturation – 2006/2007 <ul><li>Company Map </li></ul><ul><li>Traffic Flow and Quailty </li></ul><ul><li>Trends </li></ul><ul><li>Advances in Lead Generation </li></ul><ul><li>Challenges </li></ul><ul><li>Key Takeaways </li></ul>Let’s take a closer look at the landscape today.
  30. 30. 2006/2007 - Challenges <ul><li>Increased competition among lead generators </li></ul><ul><li>Going “wide and deep” – do not assume that success in one vertical will assure success in any vertical </li></ul><ul><li>Increased competition from other advertisers driving up cost of media </li></ul>
  31. 31. Maturation – 2006/2007 <ul><li>Company Map </li></ul><ul><li>Traffic Flow and Quality </li></ul><ul><li>Trends </li></ul><ul><li>Advances in Lead Generation </li></ul><ul><li>Challenges </li></ul><ul><li>Key Takeaways </li></ul>Let’s take a closer look at the landscape today.
  32. 32. 2006/2007 – Key Takeaways <ul><li>Quality – buyers get it; leads for leads sake do not help their business </li></ul><ul><li>Sustainability – being caught by surprise </li></ul><ul><li>Value – consumer and buyer </li></ul>
  33. 33. Lead Generation over Time 2002 - 2003 2004 - 2005 2006/2007 2007+ 2000
  34. 34. Future Thoughts <ul><li>Large opportunity as companies move towards lifetime value, e.g. more advanced remarketing and bundling </li></ul><ul><li>Continued vertical segmentation </li></ul><ul><li>New verticals forming </li></ul>
  35. 35. Summary <ul><li>Quality - the only metric that matters </li></ul><ul><li>Market today has changed dramatically from that in years past </li></ul><ul><li>Still money to be made, but ever declining low-hanging fruit </li></ul><ul><li>Efficiency and improving on the process is king </li></ul><ul><li>The current way of doing things will change </li></ul>
  36. 36. Thank You <ul><li>Questions??? </li></ul><ul><li>Enjoy the Show! </li></ul><ul><li>Contact: jay@oversee.net </li></ul>

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