Delving deeper into Stepping up the Game for Lead Generation

This was posted on: 111011, by Sarah Pickthall

 This week we’ve been chatting to Sean Sewell, Business Development Director for Performance Horizon Group, about his panel session ‘Stepping up the Game for Lead Generation and 20 Top Tips’ being held between 09.30am and 10.30am Wednesday 19th October.

How big is the lead generation and how does it fit into performance marketing?

There is no doubt the giant has awoken! Look at the latest PWC Adspend numbers, it’s up 20% for H1 H2011 vs 2010 and there’s no doubt in my mind this trend will continue. The leading digital performance teams within agencies are demonstrating how the channel can be more performance based and a greater focus is being placed past the submit button! As for where it fits in the performance channel? No doubt we will discuss this in the session but personally, right now, it’s firmly at the top of the funnel. Technology will be the driver in changing this, at PHG we can already highlight when a lead turns into a sale and attribute that back to the publisher who delivered that lead, so we’re placing a performance metric back to the publisher and channel.

The session’s title suggests that lead generation needs to evolve and this session is going to show you how. In what way has it perhaps already evolved over the last 12 months, and where else can it go?

We are certainly going to discuss how it needs to evolve that’s for sure; the mix and experience on the panel will also ensure we benefit from all sides of the lead gen buying process. Has it evolved? Yes, driven mainly by a greater understanding and education, especially internally within media agencies. The sector has matured and technologies such as ours providing a more transparent, measured and accountable platform for publishers to thrive has supported that. Agencies and clients want to create a walled garden of partners, an in-house network creating stronger direct relationships supported by independent and future proof technology that benefits everyone.

As for where it can go … performance based pricing is discussed a lot and will feature in the session. There is a recognition now that OLG has to be more than just an e-mail or registration path, integrating Facebook, Twitter, Mobile and Video into the mix to compliment and extend that route to market needs to be done more and is something we can champion and carry out at PHG. It works incredibly well and wrapping those channels into one campaign and performance dash is vital.

Do you feel that current technology available isn’t being used to really support the improvements in lead generation?

Sometimes you only need the basics right? But as those who spend in this space become savvier so too does their demand for pushing the boundaries of what is possible from the technology they use. For example I’m not aware of any technology in the lead generation space apart from ours that can automate publisher payouts based on performance after the submit button. Real time response based on performance pricing is something only technology can drive forward … but is everyone ready for that right now? Come along to the session on the 19th and find out!

Catch Stepping up the Game for Lead Generation and 20 Top Tips 09.30-10.30 Wednesday 19th October.

Take advantage of the best event agenda to date …

Register today for your conference pass to the biggest Affiliate and Performance Marketing Conference and Exhibition.