About the Author

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Bill Rice is the CEO of Kaleidico, a leader in lead management systems. Prior to founding Kaleidico he was the VP of National Home Equity and the Home Loan Benefit program at Quicken Loans and one of the founding executives of DeepGreen Bank, an Internet-only bank that was one of the first and (at that time) largest buyers of LendingTree leads in early 2000.

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Inflection Points for Search Spending Similar to Lead Buying

February 28th, 2008 • Related • Filed Under
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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.

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