Niki Scevak, former Jupiter Analyst and current marketing luminary, was strolling down search marketing memory lane when he came across the Stanford Entrepreneurs’ podcast, which contained a reference to one of his slides from his analyst days.
The interesting point that Niki makes, which struck me, is this:
…basically an S-curve that showed spending on search by marketers with two inflection points: marketers installing analytics and measuring results and secondly, the use of bid management software which exponentially increased the amount of keywords a marketer was able to bid upon.
This point exactly fits the two inflection points of Internet originations and buying Internet leads. This may not be an amazing epiphany since much of lead generation is directly linked to search marketing. However, within Kaleidico’s sales and lead management network these inflection points are seen as critical to client success. As lead buyers begin using lead management (installing lead analytics) and focusing on the measured results they begin finding and maximizing more opportunities–both in their lead buying and their sales processes.
