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Increasing Lead Quality Is Top Lead Generation Priority In 2019

February 19, 2019 Kathy Bryan

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. Click here to download the report.

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. Download the 2019 LeadsCouncil Benchmarking Report for additional details on media channel usage.

media channels lead generation leads council benchmarking report

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. For additional details on media channel quality and scalability, download the 2019 LeadsCouncil Benchmarking Report.

media channels performance lead generation leads council benchmarking report

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. Download the 2019 LeadsCouncil Benchmarking Report for additional details on media channel quality and scalability.

third-party lead generation leads council benchmarking report

The 2019 LeadsCouncil Benchmarking Report provides the most comprehensive information available regarding current perceptions in the lead generation industry. Published by the only nonprofit organization focused on actively promoting and protecting the growth of performance marketing by maintaining a trusted association of vendors, buyers and sellers adhering to industry best practices, the report was based on responses from a December 2018 survey.

To learn more about media channel performance and compliance, specifically related to the lead generation industry, download the 2019 LeadsCouncil Benchmarking Report: On The State Of The Lead Generation Industry today.

About the Author

Kathy Bryan

Kathy Bryan is the Senior Vice President of Corporate Marketing and Communications at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. In this role, Kathy is responsible for all aspects of marketing and communications for DMS and its subsidiary brands. Since its inception, DMS has evolved into an award-winning, full-service performance marketing company demonstrating incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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