Sales Lead Databases Are A Hit With Publishing Marketers

Large publishers, including CMP Media, Reed Business Information's DM2 DecisionMaker Group, and International Data Group are trying to out compete each other by launching their own sales lead databases, which comprise of intelligence rather than of raw subscriber data only.

The databases enable publishers to target audiences with a precision that leads to almost guaranteed results. Marketers derive the information from their own subscriber lists, but also from webinar information and in-house conference participation lists. "The category itself is not new, but the products -- CMP Buyer Connection, DecisionMaker Lead Generation Service, and IDG Connect -- are an obvious response to companies that say they want programs with clear-cut returns. In addition, publishers see opportunities for garnering much larger slices of the marketing-services pie by owning the process rather than simply renting lists”, writes the Magazine of Online Media, Marketing and Advertising (OMMA) in an article on the subject.

When sales lead generation has proven its worth, companies tend to "wind up budgeting less than half of their funding toward image, awareness, and [new] lead generation programs," says M. H. McIntosh of Multichannel Merchant in an article.

The industry segment is ready for standards too. Last December, the Online Lead Generation Association (OLGA) was formed. It aims to promote best practices in online lead generation, co-registration, and related online marketing disciplines and has 26 high profile members.

Tags: CMP Media, DM2 DecisionMaker Group, International Data Group, Online Lead Generation Association, Sales Lead Generation