Increasing lead quality, lowering cost per conversion and increasing lead volume are the top priorities for lead buyers and sellers, as reported by the 2019 LeadsCouncil Benchmarking Report, sponsored by Digital Media Solutions.

The 2019 LeadsCouncil Benchmarking Report: On The State Of The Lead Generation Industry was published to help professionals in the lead generation industry – including lead buyers, lead sellers and service/technology providers – to better understand how recent changes are impacting lead generation while identifying current trends and best practices in the industry. 

Cross-Channel Media Efforts Are Deployed To Generate Leads

The channels used for lead generation are diverse, with email marketing taking the lead. According to the 2019 LeadsCouncil Benchmarking Report, 84.2% of lead buyers and sellers use email marketing for lead generation. Display advertising, the next most popular media channel, was deployed by 76.3% of respondents.

Paid Search, SEO And Email Produce The Highest Quality Leads

Paid search, SEO and email were the media channels that received the highest “excellent quality” and “very good quality” designations from lead buyer and seller respondents. When considering both quality and quantity (ability to scale), paid search and email were the highest-ranked media channels.

Third-Party Lead Quality Has Declined According To “State Of The Lead Generation Industry” Report

According to the 2019 LeadsCouncil Benchmarking Report, almost half of lead buyers and sellers believe third-party lead quality declined over the past five years. Additional commonly reported changes in the third-party lead generation industry include oversold leads, greater channel diversity and enhanced ability to scrub or reject leads. 

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