Blog Home | Contributors | Media | Contact Us |  Subscribe

Aug

19

Web 2.0 Businesses

Posted by Brian Bowman, CMO, Reply.com
Filed Under B2B Lead Generation, Lead Generation, Lead Marketplace | 1 Comment 

From time-to-time, I check out Dion Hinchcliffe’s blog.  Today, I came across an interesting graphic that lays out his view of the Evolution of Networked Applications and Business.  What does this have to do with performance advertising and lead generation??  Everything!!! Reply! believes the old-school way that small- to medium-size businesses have used to acquire customers online is changing rapidly.  The days are numbered when realtors, car dealers, lawyers, doctors, etc. advertise on Google just to see their name appear in the right column without measuring their performance and understanding the financial return for their media spend.    As anyone who has bought clicks from Google knows, setting up a campaign to buy clicks is easy, but measuring performance and optimizing the advertising spend is extremely difficult. Consider, for a second, the plethora of technologies that are necessary to make CPC advertising work:

  • Bid Management:efficient frontier, did IT, iCrossing, Marin, DoubleClick, etc.
  • Keyword Expansion: AdGooroo, SpyFu, WordTracker, Google, iSpionage.com, etc.
  • Landing Page Optimization with Multivariate Testing: Google, WideMile, Offermatica, etc.
  • Quality Filtering: Targus info, eBureau
  • Click Fraud: Click Forensics
  • Analytics: Optimost, Omniture, Coremetrics, Web Trends, etc.
  • Web Design, Information Architecture, Engineering, Hosting, and Maintenance: GoDaddy, NetworkSolutions, etc.

Reply! understands there is a multi-billion-dollar opportunity to expand online advertising by providing easy access to businesses who need to speak with online consumers to close a deal. It is clear that clicks don’t walk into a store or call on the phone. It is time that businesses move away from CPM and CPC marketing towards more efficient Cost-Per-Lead marketing that we call Lead Generation 2.0. Lead Generation 2.0 will be transacted in an exchange, where market-driven pricing and dynamic distribution of leads are possible. The result is a powerful ecosystem for service-based businesses to easily access multiple sources of targeted consumer leads, purchase only the leads they want with easy-to-use filters, purchase the right quality, and set the price they will pay per lead. On the seller side, the lead generators and publishers increase the size of the network they access, tap into a highly liquid marketplace that maximizes yield-per-lead, and more efficiently liquidate undersold and unsold inventory of leads.A lead marketplace provides local businesses with an easy-to-use, geo-targeted, performance-based marketing solution. As these businesses shift their offline advertising budgets to capture online consumers, marketplaces are strategically positioned to capture a significant share of these advertising budgets. If you are ready to “Go Beyond the Click™,” try Reply!’s marketplace for efficient acquisition of consumer leads.

May

29

Resources and Research: B2B and B2C Lead Generation

Posted by Brian Bowman, CMO, Reply.com
Filed Under B2B Lead Generation, Research | Leave a Comment 

I just came across this fantastic resource for B2B lead generation. BtoB 2008 Lead Generation Guide BtoB 2008 Lead Generation Guidehas studies, vendors, analytics, and statistics. It has valuable information for those in the B2B lead gen space, and is certainly worth the read. Topics that are covered:

  • Choosing a lead management software vendor
  • Lead-management software vendors at-a-glance
  • Case study: Best Buy for Business taps power of leads
  • A roundup of recent lead-gen research
  • Tools & Metrics
  • Analytics vendors at-a-glance
  • Social Media
  • EXCLUSIVE SURVEY and more


While we are providing information on B2B, we should provide a link to Internet Advertising Bureau’s (IAB) online Lead Generation B2C and B2B Best Practices. The objective of the document is to provide organizations with generally-accepted principles of conduct for lead generation. It was developed with input from a broad cross-section of participants in the lead generation industry. I found the document very useful, and have referred to it often.

Additional Research:

IAB Internet Advertising Revenue Report provides a holistic view of online advertising and sizes up the lead gen category with results for all of 2007.

In May 2008, IAB/PwC announced the 2007 Internet Advertising Revenue Report, showing Internet advertising revenues in the U.S.

Search



Reply.com Links

Reply! Jobs

Recent Comments

Recent Posts

Blogs We Read

Archives

Admin

Grab this swicki from eurekster.com