Guaranteed B2B Lead Programs - This Works!

I continually hear from vendors [and a few resellers] about the incredible lack of expertise in the reseller community with DemandGen marketing tactics.  A revolution has occurred over the last few years among B2B marketers — many spending @ least 1/2 of their DemandGen Marketing budgets with online tactics. Paid Search [PPC, etc.], Search engine Optimization [ SEO] , Email, Webinars, Social Media outreach, etc. But the challenge still remains on cost effectively sourcing names to target online or offline.

One of the most productive tactics that is driving results now is ‘Paid Lead’ programs with online campaigns.  B2B publishers [online and offline] who in the past may have rented list names at 30 cents per opt in name - are now entertaining programs where a vendor only pays when a lead occurs.  These Guaranteed Lead programs put the risk on the publishers to deliver leads against their list .  Is it expensive ? Not if you care about aligning your spend only with results! Guaranteed Lead programs cost anywhere from $20 to $60 per lead.  A lead will be predefined in your agreement with the publisher - but might be:  White paper download, webinar/videocast registration, or capturing a registration for any marketing asset that you may be promoting.

B2B publishers are now getting well over 1/2 of their revenue from non advertising sources. They are very motivated to maintain the quality and viability of their Opt In customer  lists for rental to vendors in these types of programs.

Recent 2009  data indicate publisher ad pages are down over 26%! Most publishers [especially small B2B pubs]  are willing to negotiate to be a part of any guaranteed lead program that will deliver incremental revenue.

While there are many critical dependencies to the success of your program — it is key that your Call to Action deliver highly relevant, exciting content that is meaningful to your target. Headlines matter - write a good one that will tease some clicks!