By Jenniffer Cabrera
MEET YOUR MAKERS
MEET YOUR MAKERS
The Fifteen Companies / People That Will Set Standards For The Entire Lead Generation Industry
By Jenniffer Cabrera
THE lead generation and performance marketing industries generate billions of dollars annually , detecting consumer intent and connecting interested consumers with companies whose services they need / want .
Until recently , this industry has operated completely unchecked and beyond the detection of regulators .
The industry was out of control and was generating billions of unwanted calls .
I helped change all that .
Through the creation of Responsible Enterprises Against Consumer Harassment ( R . E . A . C . H .), the industry ’ s trade organization , we have gathered together the best and most compliant players in the industry — from lead sellers to buyers to vendors — to help assure a compliance-minded ecosystem with participants that exceed all applicable regulation in the pursuit of assuring consumer privacy and contact preferences are respected .
The result ?
Billions of robocalls have been stopped and consumer complaints about robocalls have plummeted .
And a healthier , more sustainable , lead generation industry focused on compliance has taken hold .
You ’ re welcome , America . But we ’ re not done yet . Not by a mile .
Next on the list is to publish R . E . A . C . H . standards V . 2.0 — a set of standards that will comply with the FCC ’ s new one-to-one rules and also bring critical common sense reforms to the industry ( like fraud detection and use of the reassigned numbers database ).
The comprehensive standards that will govern an entire industry will be out August 5 , 2024 , and these are the members of the R . E . A . C . H . standards committee that will bring them to you :
• Eric Troutman , Troutman Amin
• Gayla Huber , IntegriShield
• Angela Cherrill , Tesico
• Scott Thompson , Astoria Company
• Lilit Davtyan , Phonexa
• Steve Kaplan , Health Plan One
• Peter Vitale , Encore Insurance
• John Barbret , Americor
• Richard Kahn , Anura Solutions
• Gerry Christensen , Caller ID Reputation
• Kevin Wagoner , Balboa Digital
• Chris McInally , Contact Center Specialists
• Greg Dobak , Blue Ink Digital
• Drew Warmington , iLeads . com
• Ben Farrar , Active Prospect
It is our hope that with these standards in hand , the entire lead generation industry can get to work finalizing their one-to-one consent paradigms by mid-September to provide plenty of time to generate a compliant lead pipeline come January 27 , 2025 .
I am hearing many buyers are already refusing to buy — or buying at a discount — leads that are not one-to-one compliant , and that will only increase as we get closer to the deadline .
R . S . V . 2.0 should provide the guiding light everyone is looking for . Be on the lookout for the standards on August 5 , 2024 , and be sure to say thank you to the folks listed above . They have made a big commitment to help see through critical change for the industry once and for all .
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