We do lead generation at scale in the parenting space. What does that mean? We are the initiation engine to drive consumer interest and enquiry for the products and services of our brand partners. Our partners turn to us to help in list building, newsletter lists and sales leads within the niche parenting vertical.

In my humble opinion, more brands need to better pair their lead generation efforts with more robust lead management to optimize moving leads through the purchase/activation funnel. We can deliver leads at scale all day, every day, but once that coveted lead is delivered, brand partners have to be built to convert.

Consistency is also key, too many brands seem to start and stop campaigns for various reasons and then wonder why we can’t go from zero to 100,000 leads a month. Finding and delivering quality leads/hand raisers at scale is hard work, and brand partners need to go into these relationships, knowing that annual, consistent CRM campaigns are crucial to optimize performance for the long haul.

Again, we’re seeing more robust and sophisticated marketing management of the leads we provide our brand partners. The shotgun approach is no longer the status quo. More and more marketers are really dialing-in their lead generation programs and executing nurturing/pipeline management to sales via far more granular targeting. We’re developing our technology to support this further over the coming months.

My prediction is that more brands will look to build out and optimize their lead generation efforts. Tech publishers that use smart AI, optimize their channel offerings to deliver the leads demanded by more savvy brands will be uniquely positioned to garner more market share, while delivering both leads and marketing programs the help brand partners nurture those leads into buying consumers.