The first annual leads2007 un-conference has come to an end and the overwhelming response was that it was a great success.

I want to briefly recap day 2’s discussions for those of you who could not attend.

The first session was moderated by Noel Collins and discussed the lead buying process. Here are few points and key topics that were discussed.
How many leads should you purchase to determine the failure or success of a lead provider? Many people agreed that 50-100 leads over a one month period seemed to be ample time to gather enough data to judge a lead provider. Many added that it depends on the number of LO’s with the company, but all added that a 30-60 time frame is needed to gather the correct data to analyze and base judgement.
Are affiliates bad? The consensus was that yes they could be bad and typically are if they are mismanaged. Providers must be active and hands on with their affiliates to have success and minimize fraud and the overselling of leads.
What are the key questions that a buyer should ask all potential lead-gen companies? Does the company or their affiliates participate in coregistration? What methods do they use to generate their leads? Ask for references. Especially ones from company that similar in size to you. Is the Lead Provider licensed in the states that you are buying in?
The session evolved into talks about the formation of a third party organization that would evaluate and vet lead providers in the space. Basically giving lead providers stamps of approvals.

The big take away from this session was the discussion about the need for a third party organization that could facilitate the grading of lead sellers and buyers as well. Yes, lead buyers too. A number of the providers expressed the need for the vetting of lead buyers so that they too can make optimal decisions when building their client base. They would like to have an open source to file complaints about lead buyers that do not pay their bills. At first glance I was concerned that this would encourage or foster a “you complain about me I am going to complain about mentality”, but maybe this is a good thing. I think  it is only fair that the lead sellers have a place to judge or complain about dishonest buyers just like many of the buyers want a place to judge or complain about the sellers.

It has been really great to see many of the top tier sellers and buyers agreeing on such standards and initiatives. I really feel the desire to clean up the industry and rebuild its reputation from all the parties involved.

Day 2, Session 2

The topic of this discussion was titled the “Interaction between Publisher, Advertiser and the Consumer.

The general discussion revolved around ideas for improving the customers experience.
A few of the questions that were asked included:
Is the level of questioning sufficient?
Would the increase of more specific questions really improve the customers experience?
What is the optimal number of times a lead should be sold?
Should all companies be required to show which companies the lead has been matched with?

From there the discussion broke out into new opportunities to improve the customers experience. The idea of flipping the scenario was discussed heavily. For example: Based on the consumer profile banks would compete for the consumers interest. Once a bank was chosen by the consumer, based on product offerings or rates only then would the contact data be given to the bank/s. The idea of giving the consumer more control over the process was a hot topic.

Out of that discussion came the questions does the lead generation game or processes need to change to really make a difference in the consumers overall experience?

Really great discussion took place during this session again and the future of lead-gen space will surely be effected one way or another by what was discussed here.

Day 2, session 3

Thinking About a Telemarketing Front end.

Another great session that reviewed the positives of implementing a telemarketing front end to your sales process. The room discussed and reviewed the pitfalls and challenges that may arise when implementing this strategy.

Day 2, Session 4

Briefly discussed the ability to capitalize on web 2.0 marketing and lead generation techniques. Blogs, social networks, notification networks (Twitter) were all discussed during this session. The room also discussed the different experiences people had with these types of platforms and services and how they can beneficial and cost effective.

Please look forward to Leads2007 podcast which should be available in the next few days.

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