Caller voted lead generation council chair

Robin Caller voted as the IAB’s first online lead generation council chair.

CEO of Goallover instated to attain the group’s 2010 deliverables and raise the profile of lead generation within the UK.

Tuesday, 16 March 2010

Robin Caller, CEO of Goallover, has been appointed as the first ever chair of the IAB’s Online Lead Generation Council (OLGC), enlisted to drive the group forward over the next 12 months and act as their official spokesperson. Robin will be charged with providing strategic direction for forthcoming IAB online lead generation council (OLGC) projects and raising the profile of the discipline in 2010 and beyond.

As well as planning to grow the council membership and integrate lead generation further into the communications plans of UK marketers, first on the list of priorities is to help demystify the discipline amongst the wider industry with a full programme of education.

The lead generation market is currently booming in the UK, and according to research by econsultancy amongst 600 UK advertisers and agencies, around two thirds of respondents (65%) say that their use of it has increased in the last year. Through fundamental learning tools such as events, case studies and best practice resources, the group aims to grow the business even further and communicate the benefits of online lead generation in simple terms, to encourage this wider adoption.

Their first key initiative of 2010 will be a ‘buyer’s guide’ workshop and handbook for brands, set for launch in May, addressing queries such as how to generate leads, what questions to ask and what systems to use before deciding on a methodology. The guide will be specifically for brand in-house marketing teams and will focus on how different channels such as search, video and email can be used to generate leads that will essentially convert into return on investment.

Robin started his internet career in selling online advertising inventory across the UK, Europe and North America in 1998, becoming sales and business development Director at FortuneCity.com. Over the past 8 years he has also introduced numerous new products and ad server technologies into the UK market. He currently serves as CEO of Goallover, an internet company which he founded in 2001.

The OLGC council was launched in November 2008 and is made up of a range of agencies, online lead generation providers and networks and now boasts over 15 members including Adpepper and Clash Media. The council launched their first initiative in May last year, a Lead Generation white paper library which included an introductory guide to the area, followed by their first event in December 2009, focused on best practice.

Robin Caller, CEO of Goallover and chair of the IAB Online Lead Generation Council said: ‘"The companies who have founded the Lead Generation Council are category captains of the cost per lead pricing model for online advertising, and the establishment of the Council represents a significant milestone for the model. With advertisers increasingly seeking truly measurable return on investment, campaigns in which brands obtain express consent to communicate with their prospects are set for greater uptake. I am excited to chair the group, and am confident we will deliver exceptionally useful case studies, guides and workshops to the IAB membership.’

Amit Kotecha, senior project executive at the IAB says: “Robin is an exceptional asset to the council, and his drive and passion for the medium will prove invaluable as our 2010 strategy unfolds. Lead Generation has seen rapid growth over the past 12 months and it is the council’s responsibility to ensure that it is employed ethically and effectively throughout the industry, and help brands understand how it can add real return to their business. Robin will be a fundamental part of this process, as we take steps to achieving best practice and standardisation within online lead generation.”