Vital advisers embrace technology

FT Adviser
03-10-2008 

I remember the first time I came across the world of lead generation. The pitch seemed simple - reach prospective customers, buy the results of somebody else’s marketing spend, speak to prospective customers within moments of them requesting to be contacted, and so on and so forth.

Pretty compelling I thought. Marketing this concept should be fairly straightforward. Surely intermediaries would be queuing up to buy leads?

By and large it has been a good reception, but along the way we have had a few challenges. Sometimes despite our best efforts, it is not always easy to explain lead generation to everybody.

My personal favourite was an intermediary who contacted us after reading an article in the press about the merits of lead generation. He seemed very keen and excited at the prospect of buying leads.

Unfortunately the intermediary concerned had no email address to receive the leads and no computer either.

When trying to explain how online lead generation and owning a computer go together like the British summer and rain, he promptly told us that he didn’t like typing so would not be changing his working practices.

I thought this was an isolated incident but after it seems that this wasn’t a one off. Another intermediary has contacted us in the past who also did not have a computer but didn’t see this as an obstruction to buying internet generated leads.

He came up with a solution himself by suggesting that we should just call him every time he received a lead and read him the lead detail over the phone and he would copy the information down himself.

While these anecdotes are certainly amusing, they do reveal a potentially more worrying trend.

The finance world is increasingly moving online and in the current market it is vital that intermediaries adapt and embrace online technologies to allow them to work more efficiently or risk being left behind. 

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