1.Balancing Lead Volume and Quality

As Burton Breznick, Director of Affiliate Marketing at Healthcare.com explains, "The ultimate goal of any lead gen program is to scale it." However, quantity shouldn't take priority over quality. Instead, strike a balance between the two through communication and analysis. Talk to lead buyers, understand your objectives, and model your protocols around those objectives.

If you fail to measure and analyze your leads, scaling is a constant uphill climb. Use intelligent lead scoring and routing and look closely at the leads that are converting so you can understand what variables are at play. You can then use those variables to focus on what's working and scale your lead gen program.

2.How Feedback Improves Lead Generation Rates

Whether you're just starting to build out your lead generation or are looking to grow an existing strategy, feedback loops should be the foundation. You can spend a lot of money driving leads, but much of that will go to waste if you don't utilize feedback to understand how and why those leads are converting.

3.Find Partners, Not Vendors

Successful lead generation relies on healthy partnerships, because your partners are essential sources of information. Show them that you value their input and advice by asking for their thoughts and observations. If the data doesn't match what they believe is happening, talk about where the differences lay.

When establishing these relationships, remember that you don't need to have all the answers. Choose partners who are experts in their areas, so you can trust their expertise and insights as you enhance and grow your lead gen strategy.

4.Beyond the Marketing Bubble

Feedback doesn't begin and end with your partners, and silos are a thing of the past. In their place is a more collaborative environment where data sharing enables better lead generation. Don't be afraid to share information outside your marketing and lead generation teams. For example, touch base with both your sales teams and partners and pass information between them to ensure everyone is on the same page about what does—and doesn't—lead to conversions.

5.Lead Gen Tactics to Consider

Much of the success of your lead generation comes down to connecting with the best partners, but there are other issues at play, including:

• Finding the right messaging
• Generating creative copy
• Maintaining compliance, particularly in heavily regulated industries
• Leveraging technologies and tools

These tactics, in combination with strong feedback loops, put you in a prime position to grow your lead gen.

6.Metrics for Measuring Success

Karl Renelt, Director of Performance Partnerships at VisitorsCoverage, says that "data is gold" because it helps you to evaluate the effectiveness of your campaigns, identify weak areas, and reinforce your strengths. According to Karl, these are some of the most important measurements in the lead gen space:

• Return on advertising spend (ROAS)
• Effective cost per action (eCPA)
• Cost per acquisition (CPA)
• Quote-to-close ratio

Tracking these metrics not only allows you to determine whether your campaigns are working but also helps you find opportunities to keep costs down. For example, if you find that your CPA is high, you might focus on finding higher-intent leads. These leads require less attention and support, which brings down your labor costs and CPA.

7.Enhance Your Lead Gen Strategy With Affiliate Summit

Growing your lead gen program is impossible unless you have a handle on your past and current campaigns. Most importantly, work with partners you respect and trust, give weight to their input, and use key metrics to track your performance.

Want to learn more about lead generation and affiliate marketing? Register to attend Affiliate Summit West February 4-5, 2025 in Las Vegas.