HotTopics: Lead-Generation Leaders Increase Conversion Rates
Pioneering companies in the already hot online lead generation space are pushing beyond piling up leads to helping their clients convert more of these leads into sales. KnowledgeStorm, TechTarget, and Onvia are combining online generation of hot and tightly targeted opt-in leads with services that increase the ROI of all of the sales and marketing activities related to lead generation. These three companies are focusing on converting leads and addressing two ironic problems that have begun to arise: too many leads to handle, and too much fragmented and unstructured, but potentially lead-generating, market information. This HotTopics draws on Outsell research about lead-generation sources of information, and extracts lessons learned and essential actions for content providers and advertisers from the actions of these three companies.