HotTopics: Lead Generation: The Naked Truth – Buyers Reveal Themselves
Creative business-to-business (B2B) marketers have taken the core elements and lessons of B2B niche publishing and are reassembling them online in new ways to revitalize B2B information's elemental underpinning: lead generation. Creativity and experimentation beyond the granddaddy keyword search has taken off over the past year. Revenue from the pay-for-performance search advertising sub-category of lead generation alone is now near $3 billion, or 40 percent of online advertising. This HotTopics looks at what has changed in lead generation, who the leaders are, and how vendors can capture lead generation revenue potential. It identifies trends in new forms of lead generation enabled by the Internet, and includes a list of eight essential actions for companies working to capture the revenue-growth potential of online lead generation. It identifies 21 companies that use some form of lead generation in their business models.