Though we like to avoid pay-per-lead campaigns when we can, since it shifts all the risk onto the publisher, today’s reality is that Google has trained a new generation of marketing managers to insist on the shift of this risk.
Fortunately, the LeadWise platform can be used for pay-per-lead campaigns as well as more traditional flat-rate lead-gen campaigns. See this short 3-minute demo from the Summit team, meant for prospective advertisers:
LeadSelect 3-minute Webinar demo
The nice part is that it’s incredibly easy for the advertiser to tailor what they identify as a lead. AccelaWorks can be configured to deliver the leads the advertiser wants–filtering on any of your demographic categories–and filtering out what the advertiser doesn’t want. It’s the ultimate ROI from the advertiser’s standpoint–no waste, just pure leads. Customers who’ve been sitting on the fence are now talking to us about getting into lead gen, or resuming discontinued campaigns.
Although Summit is using them for Web campaigns, pay-per-lead using Leadwise is just as easy to execute using email. And these campaigns help drive audience development efforts by contributing new names to the circulation coffers. And of course, the advertiser gets the same great detail lead reporting via the AccelaWorks lead management interface, which is wholly integrated into the LeadWise suite.
When you watch the demo above, you’ll see how Summit leverages the LeadWise ad portal to receive content right from the advertiser. Even if you don’t use LeadWise, maybe this will inspire some ideas for communicating the value of lead gen to your advertisers.
