Ifficient

Ifficient runs a lead generation business that is paid on results. Advertisers buy leads, clicks or actions rather than simply buying space, and the company says it handles the media buying in between. It describes itself as a results-driven network that works in the manner of an agency, combining its own technology with years of experience in consumer marketing.

Opt-in leads from a network of consumer sites

The core product is the opt-in lead. Visitors are taken through branded conversion funnels that the firm refines at every stage, so that each inquiry it passes on has been qualified in real time. Its platform powers a group of consumer sites covering wellness, current affairs, deals, employment, travel, questionnaires and promotions. Through this network each advertiser can put an offer in front of a targeted audience, which the firm says is a cost-effective way to win new customers.

Campaigns can be priced by cost per lead, cost per click or cost per action, depending on what the client needs. The marketing mix draws on the firm's own media buys, an in-house call center, content portals and a selected group of trusted media partners. The company says this mix lets it rebalance and optimize campaigns continuously, cutting the channels that fail to perform.

Phone transfers and messages that reach people

Ifficient also sells pay-per-call work. Consumers who are ready to speak to a business are connected to it by phone, which the firm presents as a way to skip cold calling altogether. Alongside calls, it runs email campaigns that go to segmented audiences and are watched live, and it sends push notifications so that a message can reach someone during everyday browsing rather than only at a desk.

Checking contact details before a lead is sold

Lead buyers depend on the quality of the details they receive, so the company validates contact information before it is delivered. Its validation checks that personal data is complete and accurate, confirms that an email address exists without sending anything to it, and tests physical and IP addresses so that bots are screened out before a sales team commits effort to a lead.

Two platforms for advertisers and publishers

The company sells two products aimed at different sides of the market. Twyne is described as a single system for building, managing, tracking and optimizing offer campaigns and lead flows. It includes a targeting engine that lets a client define its audience, and a proprietary ad server that aims to get the most value from each impression. Whether a client runs an affiliate program or its own campaigns, the firm says the platform covers both.

MidPath is built for publishers that already run a survey or registration path. An embedded tag connects that path to the firm's ad server and demand management platform, which the publisher can use to earn an extra revenue stream from its existing audience. The company also says its lead delivery connects to any CRM or email service provider, so clients can keep the systems they already use.