An Online Lead Generation Chat With LeadsCon Founder

Jay Weintraub, founder of LeadsCon, a conference and expo focused on online lead generation, believes that online lead generation is alive and well — and getting stronger. That’s what he told me during the recent discussion we had about online lead generation, and he certainly ought to know: Following stints with Advertising.com and Oversee.net, Weintraub’s annual LeadsCon conferences have taken off since the first one was held in April 2008.

Jay Weintraub, founder of LeadsCon, a conference and expo focused on online lead generation, believes that online lead generation is alive and well — and getting stronger. That’s what he told me during the recent discussion we had about online lead generation, and he certainly ought to know: Following stints with Advertising.com and Oversee.net, Weintraub’s annual LeadsCon conferences have taken off since the first one was held in April 2008.

As he was preparing for LeadsCon’s third conference to be held next February in Las Vegas, I asked him about the state of the online lead generation industry. The following are highlights from our discussion:

Melissa Campanelli: How would you define online lead generation?
Jay Weintraub:
There are two distinct types of online lead generation. One type involves an expression of real-time interest by a consumer, whereby the consumer completes an online form about himself. Then, in real time or near real time, that information is in the hands of the buyer or the person who’s interested in using lead generation.

Another type involves prospecting and what people tend to also call demand generation. Here, I may sell high-end databases and I may want to purchase a large file of names of potential prospects. Then, I may follow up with them on the phone or via email. The folks I am contacting didn’t request that I contact them, but they’re part of a data set of people that fit my criteria.

These two online lead generation worlds are very different. Not one is better than the other. But it shows that the term “online lead generation” is very broad.

MC: What are some trends in the online lead generation space?
JW: I’ve seen an emergence of consumer-facing sites that offer great value but only get paid when some sort of action happens.

One example is a site called BillShrink.com, which I call “LowerMyBills.com 2.0.” The site, which compares gas prices, credit card offers and cell phone plans, and then directs consumers to buy the best plan for them, only gets paid on a performance basis. The company only gets commission when people sign up for plans they were directed to by BillShrink.com

Another example is Mint.com, which was recently purchased by software giant Intuit. This site, a provider of free online personal finance services, generates revenue by recommending personalized financial products to its users.

MC: What are some best practices for using online lead generation as a marketing technique?
JW: As dumb as it sounds, know if you’re a B-to-B or B-to-C company. Know who you want to go after. This will dictate very much which online generation techniques to use or which companies you’ll choose to work with.

Also, know your cost per acquisition. Look at what you spend today to acquire new customers, because you may very well not know, or, more likely, underestimate this cost. A referral from a buddy, for example, will most likely close at a high rate, while a lead from someone who doesn’t know you will most likely close at a lower rate. Knowing this information is prudent when trying to figure out how much to spend on online lead generation.

Also, be aware that every lead you have will not close and that it’s up to your lead provider to give you a valid lead. Finally, know what you’re going to do with your lead in advance of getting it, and be ready to follow up on it immediately.

LeadsCon: Everything You Want To Know About Online Lead Gen

Had a great time at LeadsCon this week.

I was invited to serve on an expert panel of judges for LeadsCon’s “In the Spotlight’ Company Showcase.” The showcase, which took place on April 3, the first day of the first LeadsCon, provided a stage for some companies that may not be well known to a general audience, but had something truly unique to talk about.

Had a great time at LeadsCon this week.

I was invited to serve on an expert panel of judges for LeadsCon’s “In the Spotlight’ Company Showcase.” The showcase, which took place on April 3, the first day of the first LeadsCon, provided a stage for some companies that may not be well known to a general audience, but had something truly unique to talk about.

Other judges on the panel included Jodi Harris, managing editor, iMediaConnection; Mike Kelly, media advisor, investor and chairman, Eyeblaster; and Jay Webster, general manager, lead generation, Yahoo.

Each company presented for seven minutes. Us judges then had two to three minutes during which to share our impressions with moderator Saar Gur (Partner, Charles River Ventures). The companies represented a broad mix, and each were selected for bringing something slightly different to the table. They were all really neat.

Two companies aid in the acquisition of customers (MarketingAnd and Creative Calls), while another was one of the pioneers in the new era of ad networks (SocialMedia Networks). Others were AdReady, which makes display advertising as accessible as search; GLAM Interactive Group, a women’s-only business networking group; and Mint.com, a consumer-oriented Web site that shows what happens when you focus on the consumer and build something they can’t live without. And, one company was well established (TARGUSinfo) but presented a new product helped make quality a focus in this space.

The winner? SocialMedia Networks, because they have built an innovative platform for publishers of social media applications to monetize their traffic.

I thought they were all great, though!

The conference in general has been great as well. LeadsCon was created and produed by well-know online lead generation guy Jay Weintraub. It is a conference and expo expressly designed for companies and individuals in the online lead generation and customer acquisition industry.

Many conferences address online advertising and marketing, and some vertical confercne address online lead generation in their industry, but LeadsCon is the only event I know of to focus entirely on the challenges, issues and opportunities that are unique to the fast-growing, sometimes controversial and ever-changing online lead generation and customer acquisition segment.

The conference was targeted, well attended (over 600 total attendees, according to Jay) and interesting. It also had a warm, family feeling to it. In fact, Jay’s mom helped out with registration! And most speakers were fiends with Jay from his background –he worked at Advertising.com and Oversee.net—and all commented on what a great guy he is.

Congratulations, Jay!