Our CEO, Marc Diana, participated in a discussion on the future of Lead Exchanges moderated by James Cham of Bessemer Venture Partners.
explained that while LeadPoint
began in mortgage, it has increasingly become a technology platform serving multiple verticals including Credit Card Debt, Education and Tax Debt.
In explaining LeadPoint's
business model, Marc
explained that to succeed as a true exchange a company must earn the trust of both its buyers and sellers.
discussed that quality and impartiality was critical to LeadPoint's success.
discussed the company's recent launch of the LeadClass Quality Systemwhich benefits buyers by enabling them to optimize their marketing spend by selecting the quality and price that best suits their operational needs and rewards top direct marketers with the true market value of their leads.
The one thing Marc
wanted to avoid was competing against sellers by having LeadPoint
generate its own leads.
explained that if LeadPoint
were to generate its own leads, it would no longer be a nonpartisan company and would go in direct competition with its sellers.
experience with LowerMyBills where he
was one of the original employees who helped found the company.
explained that when a company generates its own leads it has an incentive to monetize the investment.
Anik with Detroit agreed with Marc
that it was critical for an exchange to be a neutral third-party.
also agreed with Anik's comment over buyers concern with quality and pointed out that this was the impetus for creating LeadClass.
With a market blend of leads, buyers could not control the quality they received.
However, with LeadClass now they are able to specifically purchase by quality.
also mentioned that there is confusion over the exchange term in lead generation.
believes that exchange by its very nature should mean an impartial entity.
does not believe a company can be impartial when it generates its own leads and thus should not be termed an exchange.
, on the other hand, noted that LeadPoint
LeadPoint's growth is fueled by growth in Credit Card Debt, Tax Debt, Education, Voice products, and growth in their UK division.
noted that Reply
was also growing but was less clear on what sectors were fueling this growth.
A difference of opinion occurred between Marc
who both argued that each of their companies was the biggest leads exchange.
Tags: credit card leads, Detroit Trading
, James Cham, Keith Moore, lead exchange, lead generation, lead quality, LeadClass
2009, LendingTree, Marc Diana
, mortgage leads, Payam Zamani, Reply.com
That said, when we let Marc
go home, his
wife Dorothy shows her
appreciation by sending the office some of her
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Tags: Good Morning America, Internet company, LeadPoint, Marc Diana
"Marc Diana, CEO of LeadPoint, which operates an online exchange for the marketing lead generation industry, said: "The value I see in exchanges over brute sales forces is that it creates a tremendous level of efficiency, especially when you are able to assemble a `disaggregated' critical mass of buying or selling power.
Tags: buy leads, direct marketing, Google
, Internet marketing bubble, Jonathan Miller, lead aggregator, lead exchange, Lead Gen, lead gen bubble, lead generation, lead growth, lead pricing, lead quality, LeadPoint
, Marc Diana
, market bubble, Matrix blog, mortgage leads, sell leads, sub-prime, sub-prime loans, Yahoo