Justin Rees, Director of Marketing and Partnerships, LeadPoint UK

myintroducer.com catches up with Justin Rees, Director of Marketing and Partnerships for LeadPoint UK, the online lead generation solutions provider.

Related topics:  In The Spotlight
Warren Lewis
25th July 2011
Spotlight
myi: What's the most important thing to bear in mind when buying leads?
 
Speed of contact is still the most important factor that determines the success of a lead buying campaign. There has been lots of research in that shows that making contact within the first 60 seconds can increase conversion rates by 400%.
 
At the same time, while most providers deliver leads to the lead buyer within seconds of the consumer submitting their details online, it can still take a few days to make contact with the consumer.

Lead buyers need to be prepared to call each consumer up to 4 times per day for 4 days and have the systems in place to manage the process and outcomes.

myi: What gives LeadPoint the edge over other lead providers?

Our background is technology and online marketing so we understand the market a lot better than many other lead companies

There is a huge gap between the incentives and expectations of lead sellers and lead buyers and our platform helps to bridge this gap.

We have invested over $10m in our lead trading platform since 2004 and we now have the most sophisticated set of tools in the market for buyers and sellers to make the most from lead generation.

myi: What are the biggest hurdles facing the lead gen space in 2011?

The outlook for lead generation as an industry is very positive but there are certainly challenges in the financial services lead generation industry. Probably the biggest of these are macro economic factors that lead providers don’t control but still affect lead performance. 

For example, in the mortgage market even though lead conversion rates have fallen over the last 4 years due to the state of the economy lead prices haven’t dropped to the same extent and in fact the costs of generating leads have even risen in some cases.

In this kind of environment it can be difficult for advisers that rely on leads to scale their businesses with these diverging trends.

myi: How do you see lead generation developing over the course of the next 12 months?

Without a doubt, technology will become more and more important in the lead generation market over the next 12 months. This includes everything from real-time lead validation to ever increasingly sophisticated ways to generate leads
 
As the market matures and becomes more competitive lead generation companies will increasingly need to put in systems to improve the quality of leads they sell and at the same time make sure that lead suppliers get the best payouts for their leads.

myi: What do you consider to be LeadPoint’s biggest achievement?

We recently placed in the top 50 fastest growing digital media companies in Europe in the annual GP Bullhound Media Momentum awards for the third year running which is a real achievement.

As lead generation is such a transparent form of marketing in the sense that lead buyers only carry on buying leads if they are generating healthy returns and lead sellers only keep on selling leads if they also generate a return, our continued growth and success as a company shows we have been delivering real value to our customers for the last 5 years in the UK.
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