This document summarizes the state of the lead generation industry in 2021. It discusses how the industry is expected to see strong growth post-pandemic, fueled by increasing digital advertising spend and changes in consumer digital habits. The document also notes some long-term changes for the industry, such as more companies embracing digital marketing and data analytics. Finally, it provides a vision for how companies can accelerate growth through a more sophisticated, data-driven approach using an automated lead generation stack.

1. The State of the Lead Gen Industry
at Home and Abroad
Lead Generation World, May 2021

2. www.dolead.com
It’s 2021!
We made it
to the other
side

3. Now the big question:
how fast will business be back to normal,
and what does the new normal look like
for the Lead Generation Industry?

4. www.dolead.com
1. Outlook for a fast growing industry
2. Towards long term changes for good?
3. Vision
4. Wrap Up
5. Panel
Session agenda

5. www.dolead.com
Speaker Introduction
Arthur Saint-Père
Founder & CEO
DOLEAD
arthur@dolead.com

6. Outlook for a fast growing lead gen industry

7. www.dolead.com
One certainty for
the industry post-pandemic
Lead Gen is up for a
STRONG GROWTH
NASDAQ stock vs DOW JONES
QUINSTREET STOCK 1,5 LAST YEARS

8. www.dolead.com
$26B +18%
Growth in 1 year
(2019 vs 2018)*
100%
of growth by
DIGITAL
Current lead generation landscape
Source: COLONNADE - LEAD GENERATION INDUSTRY Market Commentary – September 2020
Industry in the US
in 2019*
+15%
in average time spent per
day with digital media
+23 min
average time spent per
day on 5 main social
networks
>60%
Mobile share of organic
search engine visits
Statista 2020 (evol vs 2019)

9. www.dolead.com
30% of digital ad spend to lead gen
A $100b+ market size worldwide
Source: Dolead estimate May 2021
Breakdown
Worldwide Digital ad spend
Top Lead Gen
Industries in the US
Fastest growing Lead Gen
Industries in Q2 2020
● Online EDU
● Home services (some
categories)
● Finance & Insurance
(some categories)
VS
Fastest growing Lead Gen
Industries in Q2 2021
● Finance & Insurance
(some categories)
● Home services (some
categories)
● Energy

10. www.dolead.com
Constant increase in digital ad spend
Digital advertising spending worldwide from 2018 to 2024 (in billion USD)
Source: e-marketer July 2020
+87%
over the next
6 years
+14,7%

11. Digital advertising spending ($B)
www.dolead.com
A global trend at home and abroad
Source: Statista 2021 Source: MAGNA GLOBAL; S&P Global Market Intelligence Feb 21
Western Europe
North America
+48%
North America
2020 vs 2017
+37%
Western Europe
2020 vs 2017

12. Towards long-term changes for good?

13. www.dolead.com
Empowering next wave of lead gen
Source: Statista
40%
of Global digital
advertising spent
in the USA
Digital advertising spending ($B)/ selected countries in 2020
+12,2%
Digital advertising revenues
evolution in 2020 vs 2019
In the USA
Trends to stay
● New consumer
behaviors
● Digitalization
Temporary
trends
● US elections
● Budget catch
Source: IAB

14. Change in digital
consumer habits
Quickly evolving
consumer behaviors
and increasing digital
consumption are
unlikely to change
48%
of US doctors deliver virtual
care after COVID
(vs 18% before)
2 months
for Disney Plus to achieve what
took Netflix 7 years
HEALTHTECH ONLINE ENTERTAINMENT
Potential long term changes
for some industries
ONLINE EDUCATION
www.dolead.com
+247B$
globally by 2024
(Technavio)
(Meritt Hawkins 2020)
(Mc Kinsey)

15. Dolead Inc • 625 Massachusetts Av, Cambridge, MA 02139 • www.dolead.com
Adapting or missing out
www.dolead.com
Examples
Stores closed Call Centers closed Door to Door
From physical to digital From physical to digital
From centers to home
Global change of attitude towards
Digital Marketing, CRM, data analysis, Martech investment

16. Dolead Inc • 625 Massachusetts Av, Cambridge, MA 02139 • www.dolead.com
A-players embrace a new approach
www.dolead.com
Tech &
Marketing stack
BI
capabilities
Team
Management
Adoption of massive A/B testing tools
(Example: Unbounce, Chatbots)
Acceleration of centralized databases
(Example: Vivint and Leadspedia)
Attention to training & onboarding
(Example: EDF ENR)
Targets & KPI’s
Reinvention of KPI’s and targets
(Example: ADT)

17. Vision:
A more sophisticated, data-driven and compliant industry

18. www.dolead.com
1. Leverage both Internal Marketing and Performance Teams
2. Rethink the relationship with Lead Vendors
3. Accelerate growth with 360° Automated Lead Gen Stack
Lead Gen Industry
Our Vision for the New Normal

19. Performance
Marketing
Team
www.dolead.com
Rethink your Marketing Team Organisation
and your relationship with Lead Vendors
Internal
Marketing
Team
Next Gen Marketing Team Organisation
2. Optimization Trade Off
(Ex: Leadspedia/ PX/Cake)
3. Data Collection & Analytics
4. Branding & Workflow
CAC
Campaign ID Performance Ranking
KPI
Iterations
AB testing
Guidelines Compliance Business Reviews
1. Budget Allocation
Analysis
Customer Generation

20. Accelerating growth with a transparent 360° approach
An attempt to map out the Lead Generation Landscape
www.dolead.com

21. Generating Customers with your Performance Marketing
www.dolead.com

22. Softwares you might consider
to build and improve your Lead Gen Stack
www.dolead.com

23. Other external help that might be worth testing
www.dolead.com

24. Accelerating growth with a transparent 360° approach
www.dolead.com

25. www.dolead.com
Wrap up: Seizing the opportunity
● Lead gen will stay on fast track for the next years to come
● Fueled by changing digital consumer habits and digital ad
spend trends
● Companies that will seize this unique growth opportunity will
be better organized, more sophisticated and truly data-driven
and collaborative with their lead vendors

26. Let’s hear from the experts
Arthur Saint-Père
Founder & CEO
DOLEAD
arthur@dolead.com
Daniel Tobin
Chief Revenue Officer
MVF
daniel.tobin@mvfglobal.com
Steve Rafferty
Founder & CEO
ActiveProspect
steve@activeprospect.com
www.dolead.com