Mastering Lead Partnerships In 2024: Five Crucial Questions To Shape Success by Deanna Moy, Director of Strategic Partnerships, DMS, February 1, 2024 Navigating the path to success in 2024 requires advertisers to strategically choose lead providers. The flow of opted-in prospects can be the game-changer for a thriving year. Building effective and fruitful lead partnerships begins with posing five key questions. As we gear up for the dynamic spring and summer seasons, these questions can kickstart essential conversations shaping lead partnerships. Question 1: Are You Experienced In Running Campaigns Aligned With My Goals? Initiating discussions between advertisers and lead providers should focus on compatibility. Advertisers should clarify their goals, considering factors like email deliverability, volume and data handling. Transparency is key – both parties need to openly discuss campaign expectations, goals, KPIs, follow-up capabilities, pricing, lead types and expectation management. If a partner is hesitant to share crucial details, it raises concerns about the partnership’s integrity. Question 2: What Is Your Approach To Compliance? Compliance is non-negotiable in a true partnership. Advertisers must inquire about lead providers’ compliance strategies, validation technologies and overall commitment. As regulations tighten, compliance remains paramount. At DMS, our operationalized compliance, supported by in-house legal and compliance teams, ensures peace of mind amid evolving regulations. Question 3: Does Your Media Mix Align With Quality, Compliance And Diversity? Understanding how leads are generated, their origin and compliance levels is crucial. Brand safety should be a priority, and advertisers need to ensure a balanced media mix from lead providers. Question 4: How Familiar Are You With My Industry Vertical? Vertical expertise is invaluable. Advertisers should delve into lead providers’ knowledge of specific industries, understanding their client base and relevant regulations. Familiarity with the nuances of a vertical enhances targeting capabilities and improves the chances of reaching opted-in prospects. Question 5: What Assurances Can You Provide Regarding Audience Targeting? Lead campaigns vary, and assurance in reaching the target audience is crucial. Effective lead partnerships hinge on filters, drill-down capabilities, and audience sourcing aligning with advertisers’ targeting needs. A gradual “crawl, walk, run” approach, accompanied by a well-executed testing period, ensures mutual satisfaction, allowing lead partnerships to flourish. Embark on a successful journey in 2024 by asking these questions and shaping lead partnerships that drive results. Looking To Scale Your Sales Through A Lead Partnership? Connect with DMS! DMS is your technology-driven, data-savvy partner in performance advertising, bridging the gap between consumers and advertisers. Reach out to DMS today and discover how our first-party data asset, proprietary technology, and expansive digital media reach can help you scale your customer acquisition results. Contact DMS to learn more. Do You Want To Become A Preferred Publisher Partner Of DMS? DMS gives publishers the tools needed for maximum monetization, including one-on-one expert advice and the best-performing campaigns at some of the highest rates. Become a preferred publisher today to support the customer acquisition and growth efforts of leading U.S. brands. Filed under: Blue Book, Featured Tagged under: DMS, Features About the Author Deanna Moy, Director of Strategic Partnerships, DMS With nearly a decade of experience and a passion for business development, Deanna Moy has a keen understanding of what it takes to identify and establish best practices with strategic relationships, creating profitable growth for Digital Media Solutions clients. In her previous roles, prior to joining DMS in 2018, Deanna was well respected for managing integral connections between leading advertisers and successful, high-quality publishers across a multitude of online channels. As Director of Strategic Partnerships for DMS, Deanna plays a pivotal role in growing and strengthening the DMS client roster of top-tier advertisers and brands, while continuously identifying areas for integration through the suite of DMS solutions.