Independent technology research recently showed that although the European market is smaller than that found in the USA, it is growing at an almost identical rate, which currently sits at around 35% year on year.
It has been estimated that lead generation in the UK has a penetration rate somewhere around 5% of total UK online advertising spend.
Financial analysts expect the global lead generation market to be worth over $1bn.
There is a great deal of concern surrounding the quality of traffic. It must be considered that the incentives that sometimes are offered against a lead generation drive may overkill the quality of a lead.
Lead generation methodologies need to strike a balance between the incentives offered and lead quality.
A system that, rather than the client having to deal with 30 or 40 different suppliers and a similar number of databases brings all acquisition and data into a central source, ensuring there are no duplicates, testing each email address and clarifying for the client which suppliers offer the best value.