iMedia Connection Blog

Almost a decade has passed since the advent of the vertical lead generation portal. Since that time, web sites that generate sales leads have popped up in countless verticals across the web.   Many have come; many have gone.   The ones that remain and thrive know that diversity is the hallmark to success.   The key to a successful lead generation campaign from the perspective of both the advertiser and lead generation web site (also known as a "portal" or "web portal") is generating leads through as many paths as possible. When I say path, I refer to the source by which the lead was generated. The most common paths are organic or free search engine traffic, pay per click, e-mail campaigns, co-branded advertising, and display advertising. 
The dirty little secret that most lead portals do not want to disclose is that the paths do not provide consistently "good" leads.  Some paths produce great leads for a while but then go dry. Some paths consistently produce a lot of leads, but with consistently poor quality. The process of lead generation is part art, part science. The best lead generation portals employ a large, dedicated, and experienced staff. This is necessary, as it takes that... Read more