Taxonomy of Lead Generation

    March 13, 2006

Generating leads for a given product or service is a market in and of itself.

Traditionally this market had no involvement for consumers themselves, but between advertisers (and their agencies) and publishers. What’s new is market mechanisms that are cannibalizing publishers that realize arbitrage opportunities through consumer involvement. I haven’t seen any clear taxonomy of offerings, maybe this could be a start for someone:

  • Traditional Advertising — spam, market between advertiser and publisher
  • Root Markets — intentional lead generation with consumer privacy ownership, market between consumer and vendor
  • Sell Side Advertising — open trusted intermediary lead generation, market includes consumer, publisher and advertiser
  • Google Adwords — auction-based lead generation, market between consumer and advertiser
  • Can you add other examples to this list, or point us to better resources?

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    Ross Mayfield is CEO and co-founder of Socialtext, an emerging provider of Enterprise Social Software that dramatically increases group productivity and develops a group memory.

    He also writes Ross Mayfield’s Weblog which focuses on markets, technology and musings.