I've never seen a breakdown of lead generation by markets. Anyone seen that?
From my exposure to ROOT, I know the mortgage lead generation market is big. I have a few contractor clients who use ServiceMagic, even though the quality of the leads suck: the prospects tend to be price-shoppers, information-seekers or tire-kickers. Then, there's the co-registration stuff that Andy has exposed me to. I suspect that the co-registration is the biggest part of the "lead generation" market. But, I don't know. Anyone?
According to IAB, the market size for online lead gen is $1.3B. The online ad market size was $16.9B in '06. So, lead generation is a small part of it.
I don't understand why "online lead gen" is so small. From working with small businesses, the holy grail is a qualified lead, where qualified means the person has a need and has expressed it. Of course, a good salesman knows how to generate their own leads from prospecting activities such as cold calling, attending events, getting introductions and referrals, etc. And good salespeople, marketers and PR professionals working in concert - know how to make the phone ring.
But, there seems to be a huge gap between what the internet calls "lead generation" and what small businesses call "lead generation". I can only assume that online "lead generation" is not really about generating a lead where someone actually has an immediate need (not including the mortgage and contracting space). Co-registration seems to be the domain of big brand companies trying to build email databases, which are then used for marketing purposes. Not selling purposes.
Anyone have any insight here? Why isn't online lead generation bigger? The need from the business side is certainly there.