Date
13th January 2025
Are you working with a network aggregator? What does that mean, and how can you understand the landscape of lead gen suppliers?
Stick around and we’ll clue you in!
A Brief Recap on Why We’re Here
We first published our Complete Guide to B2B Technology Lead Generation back in 2021, which, importantly, included a checklist for working with lead gen suppliers (the dos and don’ts, and the questions you should be asking when evaluating any supplier).
This started to tip you - the B2B marketers of the world - off about some of the poor practices in the lead-gen game.
However, fast forward a few years and many of our imitators in the industry have followed suit - ‘warning’ of others’ foul play within the industry...
Now, the waters are arguably murkier than ever, and we’re being asked again – “How can I tell the difference between all the lead generation players in the game?”
With that, we want to arm you with information that empowers you to take back control of how you fill your pipeline, and doesn't just leave you making decisions based on price alone (don’t worry, everyone’s been there).
This guide provides you with all the need-to-know details. Plus, it features a new, quick-reference checklist to help you identify quality leads that contribute to your pipeline and protect your reputation in the process.
There are two key points to understand first:
1. Where the data is sourced: 1st party vs 3rd party
Firstly, you have to know whether the data you’re being sold is 1st party or 3rd party.
This will help you distinguish between a full process lead generation supplier and an aggregator, who buys your leads in from multiple sources.
Think: ‘do they buy and sell leads, or do they generate themselves?’ As a rule of thumb, if it’s at all unclear, it’s most likely the first option.
2. Method
In the world of content syndication, there’s a lot to be uncovered when you start asking about where your content is being hosted. Again, you need to know which publications or outlets are being used.
Are they using content syndication platforms that are 1st party, owned and operated in-house? Take a look at Headley Media's 7 brands as example.
Or are they a 3rd party network? If it’s a network, how are they vetted? Do you know where your content is being published and distributed? Do you have a list of the URL locations?
Should You Be Wary of 3rd Party Networks?
When a lead generation supplier uses 3rd party networks it means they are generating leads through audiences and data they do not own.
They’re receiving the data from external sources, or they’re syndicating your content via platforms and websites they don’t own.
All this is not to say 3rd party networks are inherently bad, but the questions above and your understanding of what 3rd party networks a supplier using is a matter of brand protection.
A Note on Terminology
There’s a lot of jargon in lead generation, and that’s not by accident. These words are often used by suppliers to make something sound shiny and new, or to obscure and confuse you, so let’s dive in...
Aggregators go by many names, you’ll hear some called white labelers, media partners, lead providers, third-party lead vendors, any combination of these and more.
Publications – the websites on which the content is being hosted. Also known as content syndication platforms. Is it just a landing page or is it a full site with topic hubs and regularly updated content?
‘Publishers’ - if they claim to be a publisher, do they own the publications? Or are they fronting for another company that owns them?
Suppliers – a blanket term and as above, you’ll have to do your homework to work out if they are a 1st or 3rd party supplier, and how the leads are being generated.
The "Anonymous Subcontractor"
The “anonymous subcontractor” is something most lead generation suppliers are uncomfortable talking about.
The anonymous subcontractor is the faceless, murky, unidentified lead provider who delivers in-bulk, low-quality, cheap leads – that are then marked up to be sold on to you.
Unfortunately, it is likely that the leads provided will not have had a genuine interaction with your brand, or your content.
Even worse, a lot of suppliers out there have become very good at hiding the fact that they use anonymous subcontractors to source your ‘leads’.
Quick Checklist for Evaluating Lead Quality & Suppliers
1. The Basics: Where Are My Leads Coming From?
- Where the data is sourced
- Is the data being provided to you 1st party vs 3rd party? How do you know?
- Why it Matters: You need to know whether your leads are being generated 100% for you in your campaigns or if you are dealing with a supplier that buys your leads in and sells them on to you at a marked-up rate. The benefit of 1st party lies in the brand experience, the accuracy of the data and the control of the campaign.
2. Engagement Quality
- Community vs. One-off Interactions
- Assess whether the lead is part of a readership community (e.g., a subscriber) or if they simply downloaded one asset independently.
- Why it Matters: Leads with ongoing engagement indicate genuine interest and are more likely to convert.
3. User Experience & Brand Alignment
- Ad-Free, Distraction-Free Experience
- Evaluate if your leads interact with your brand in a clear, distraction-free environment.
- Why it Matters: A clutter-free experience with your brand front and center fosters trust and positive perception. It also stops your brand being associated with anything else and increases chances of conversion.
- Content Hosting Sites & Brand Protection
- Is it just a landing page to convert a download or is it a full resource library with a dedicated subject?
- Why it Matters: A positive brand experience in a well-curated environment enhances brand credibility, and indicates genuine interest in the subject matter.
4. Compliance & Data Protection
- Regulation Compliance (e.g. GDPR)
- Can you or your supplier verify that the lead source complies with regulations like GDPR, which impacts data security and user trust?
- Why it Matters: Ensures your data practices are compliant, protecting both your brand and customer trust. It ensures clean data is entering your CRM.
5. Beyond the Cost-Per-Lead (CPL)
- Understanding of Industry Needs and Market Trends
- Does the lead-gen provider have a deep understanding of your industry, e.g., AI software trends relevant to your field and the demand for new content topics?
- Why it Matters: Partnering with providers knowledgeable about your industry ensures the best approach is taken to optimize lead gen efforts and ensure your campaign will resonate with the audience.
- Personalization & Localization
- If you're targeting specific geographical regions, can your lead gen provider use local-language landing pages, and have they advised on any region-specific considerations.
- Why it Matters: Campaigns run in the native language of the target region often see better engagement and send a positive brand message to the audience. Every geographical market has its nuances, and some support and guidance in local considerations can be invaluable.
Explore Headley Media's portfolio of 7 brands, spanning over 300 content library websites in 60 countries and 32 languages for an example of a 1st party lead generation supplier.
Summary
In today’s complex lead generation landscape, the stakes are higher than ever for marketers. It’s no longer enough to evaluate suppliers based solely on cost-per-lead (CPL).
Instead, the focus must shift to understanding the differences in:
- How leads are sourced
- The methods used
- And, the quality of engagement they foster.
By scrutinizing data’s origin, supplier practices, and user experience, B2B marketers can protect their brand, build trust, and ensure their pipeline is filled with engaged leads that genuinely contribute to business growth.
Armed with the checklist provided in this guide, you can confidently navigate the murky waters of lead gen suppliers.
By asking the right questions and prioritizing compliance, authenticity, and alignment with your brand, you’ll not only optimize your campaigns but also safeguard your reputation.
Remember, lead generation is not just about filling a funnel, it’s about building meaningful connections with an audience that truly resonates with your value proposition.
The Ultimate Guide to Content Syndication Lead Generation
Explore everything you need to know about content syndication for lead generation.
