Compliance has become a necessity for success and indeed survival in the lead gen space.  Online compliance management providers have delivered by creating new tools and platforms that not only monitor and mitigate compliance risk but actually leverage compliance data to enhance marketing efforts.

Take the EDU space.  For lead buyers and sellers in this vertical, words like compliance, regulations and misrepresentations were not in the corporate vernacular only a few years ago. Today, they are the norm as lead buyers and sellers have become quickly “educated” on the importance of compliance monitoring and policing traffic for non-compliance.

As marketers have become more sophisticated in the way they proactively monitor traffic for compliance, they have sought out ways to utilize compliance data within their own lead management systems.  An example of a company meeting that need is New York-based PerformLine, which released an API which integrates compliance data within existing lead management platforms—allowing it to be consumed as part of the same scoring and verification process that the lead itself is treated.  The product assigns a screen shot and compliance score to each lead in real time, which allows vetting of inquiries on the fly as well as providing valuable data for historical verification and an audit trail.

In speaking with PerformLine CEO Alex Baydin at the recent Targus Lead Scoring Summit, I learned that the company plans to make their compliance data more accessible for customers  and better allow them to connect the dots between compliance and lead conversion and ultimately the connection between the compliance levels of the environment a lead is generated and the “stick, stay and pay” performance of an EDU lead.

I would expect that others in the space will also be pursuing similar product enhancements to meet current and future lead gen needs.

More necessity, more invention.

Note: CEO Alex Baydin also mentioned that PerformLine recently closed their Series A funding round this month and will be growing significantly. This is a company to watch. You can also listen to a brief interview I conducted with Alex late last year.

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