What is Pay Per Lead
What is pay per lead? The answer to that question requires an understanding of sales and lead generation. Every sale starts needs a customer. In the old days shops were established and customers came to the store to purchase their groceries, food, commodities, textiles, or specialty items. Consumers had little if any choice of marketers and very little selection.
With the advent of catalog shopping retails stores started courting customers by sending catalogs and sale promotions. These potential customers were called “sales leads”. Sales leads would be classified based on interest and buying history. As marketers became more aggressive and competitive sales business pursued sales leads. The idea is to confront the customer with the item in which he has interest before anyone else presents him with an opportunity to purchase.
Throughout the years sale lead generation has morphed according to target market and technological advancement. Door to door salesman would get happy customers to suggest the names and address of people who may be interested in purchasing their product. With the technology of the telephone, names and telephone numbers were collected by every means imaginable. Raffles, drawings, interest lists, new neighbor lists and telephone books became some of the more common methods of sales lead generation.
Telemarketing companies dominated the market. Large halls and offices called “boiler rooms” were lined with phones and eager telemarketers working to makes sales or find the perfect prospect for future follow ups. It was a numbers game. More calls meant more sales. Soon almost every marketer had some type of telemarketing and sales lead generating program.
As technology advanced automated callers were invented. A prerecorded message could be inserted into a machine that would blanket call a sequence of telephone numbers with minimal cost. No longer would boiler rooms and a large staff of telemarketers be needed. Lead generation would be completely automated. Citizens that responded to the recorded message could be followed up on with very positive results. Return on this type of marketing program yielded profits so high that entire area codes were called multiple times per day by automated messages. Recently, Americans fought against such marketing tactics by passing “no call lists” regulations that prohibit the targeting of specific numbers. This made lead generation much more difficult.
With the proliferation of the Internet, lead generation surged. Landing pages, newsletters, site memberships and e-mail accounts sucked in information for the corners of the globe. Millions of names are harvested annually. This flood of information provides less qualified leads than past technology. As such marketing companies started stipulating what types of names and information should be considered qualified sales leads.
One way of obtaining legitimate interested customer leads is to collect only the information that is generated by potential customers visiting their website. This information can filter out lesser-desired leads by various demographics and the leads that meet certain standards are called the “pay per lead” contacts. These leads are marketable, sold, and traded to companies who pursue sales options with customized electronic mail, phone calls and mailers. Pay per leads represent the most modern, qualified sales contacts obtained through Internet harvesting and screening methods available today.
Today, leads can be easily obtained by buying web traffic and filtering those visits by collecting information about the visitors. With modern website traffic services, this has become not only very cheap, but high speed and efficient.