Ed Ojdana at LeadsCon

If there truly is a rock star in the world of online lead generation, it is Ed Ojdana.

If there truly is a rock star in the world of online lead generation, it is Ed Ojdana.

Ojdana recently retired as global president of Experian Consumer Direct, a division that was created in 2002 to focus on the consumer credit management market. Experian Consumer Direct combined the operations of CreditExpert, Experian’s consumer credit management group, and ConsumerInfo.com (also known as FreeCreditReport.com), the largest provider of online credit reports and other credit-related information to consumers. Ojdana founded ConsumerInfo in 1995.

At LeadsCon, Ojdana spoke with Jordan Rohan, founder of Clearmeadow Partners, an investment firm that focuses on the Internet space. Previous to founding Clearmeadow, Rohan served as managing director and Internet analyst for RBC Capital Markets.

The two discussed trends in lead generation.

“Going forward, we are going to have to start tying more content to lead generation,” said Ojdana. “The landing page will have to have something more there than just an offer to buy a product or service. People today are looking for information.”

While Rohan thought Ojdana’s point was a good one, he wondered aloud whether or not there is a need for a “full-frontal” approach, where visitors click on a landing page with an offer they can buy immediately.

While Ojdana said there is a time and place for that kind of lead generation, the content play usually leads to better leads.

“If you’d like to just have folks buy an item on a one-time basis, that would work,” he said. “But the key to content is [how it can help build] lifetime value with the consumer, as opposed to the consumer signing up for something on an impulse.”

Rohan asked Ojdana to discuss other things a lead generator should do to generate quality leads.

Ojdana spoke of the importance of good segmentation.

“To do a good job of that, go back to your advertisers and really find out who their customers are,” he said. “ If you are [targeting ads to] a school, and 90 percent of the people who are converting are Hispanic, that means you have to get up there on some Hispanic sites, as opposed to blasting [ads] all over the place.”

He also said that lead generators should “live and die for analytics.”

All true words, indeed.