What should clients value in lead generation programs?
1. Economical: the cost of the lead is in line with the desired action, the cumulative value of the prospect, and the cost of acquisition. This suggests something more than a straight CPL model where all leads are treated equally.
2. Educational: there is an exchange of information as part of the bargain. This is one area where integrated lead generation programs can add value to search.
3. Emotive: there is a resonance established between the user and the experience.
It's more than "Just to it." It's more like: "If it feels good, do it."