Some leads are more equal than others - Lead Generation NOT List Generation

I’ve noticed an emerging trend within online lead generation (OLG) that I feel warrants further discussion and clarification. Some lead gen publishers are using generic registration forms online in conjunction with numerous advertiser logos to encourage consumers to opt in to an unknown offer(s). While the resulting leads are sold in high volumes and at highly competitive rates, they are far to non-specific to convert in their droves to actual customers.

If you’re an advertiser with the right product to sell to consumers this new wave of lead harvesting is not such a bad thing but it would be a mistake to confuse it with online lead generation. In my opinion, it would be more appropriate to call it list generation and treat it accordingly.

I would recommend using list generation if you’re conducting mass market email campaigns with the ability to monetise the data asset after the conversion process had finished (for example selling the prospect file on a CPM basis). However, if you want to generate quality opted in leads that are specific to your requirements and convert to customers in high volume; I’d employ a strong lead marketing strategy.

So, without wanting to sound overly ambiguous (or dare I say it too non-specific), whilst there’s undoubtedly room in the market for this new approach to lead harvesting, it would be better to call a spade a spade and make a clear distinction between list generation and lead generation. After all, Some leads are just more equal than others!