Alex gets the lead letter in December’s Precision Marketing

December 15, 2008

Dear Editor

 

Lead generation is indeed ‘the perfect marketing opportunity’ (Precision Marketing, November 08) but the debate over volume or quality misses the point.

 

Quality is only quality when it matches the client’s brief.  That’s the governing basis for all lead generation activity.  Get the quality right for each brief and issues of volume and price become secondary in importance.  Why? Because once the quality benchmark has been established getting the right balance of ‘traffic’ should be bread and butter for any lead gen specialist.  

 

This demands hourly surveillance of each campaign in real time, using analytics on a daily basis.  Where critics of lead generation make their mistake is by failing to closely examine their leads as the campaign progresses.  In lead generation, post-campaign analysis is simply too late! 

 

Get the components right, however, and lead gen provides a potent mix of guaranteed results with no attendant risks.  In a recession environment this makes it one of the most fearsome tools in the direct marketer’s armoury.