Lead Generation Case Study

How a Lead Generation Company Increased Lead Revenue with LeadExec

Lead generation companies make money by turning acquired leads into profitable buyer transactions. That depends on more than simply delivering a lead. Buyer demand, pricing, routing logic, acceptance, and delivery speed all affect what each lead is worth.

In this case study, a lead generation company used LeadExec to improve how leads were priced, matched, and distributed across its buyer network. By using real-time Ping/Post distribution and buyer-level controls, the company increased revenue while creating a more efficient process for managing demand and lead delivery.

"Lendilio chose LeadExec as our lead distribution software because it gave us the routing and pricing capabilities we needed to scale our lead generation business while maintaining lead quality and maximizing the value of every lead. ClickPoint Software has also provided the reliability and support we need to operate at scale."

Rich Behan

President & CEO, Lendilio

The ability to sell leads at an optimized price while ensuring rapid delivery to buyers can make or break a business. This case study examines how Lendilio leveraged LeadExec to solve these challenges, transforming its lead distribution and sales processes.

About Lendilio

Lendilio Inc. is a performance marketing/customer acquisition company founded in 2006. Lendilio has grown over the last fourteen years from a one or two-person operation to a team of seven.

With backgrounds in marketing, operations, business, education (marketing & admissions), Healthcare, etc., Ledilio is at the forefront of lead generation and sales.

Challenge

Improving Lead Pricing and Real-Time Delivery

As a lead generation company, Lendilio needed to sell leads to the best eligible buyers at the highest available value without sacrificing lead quality or straining customer relationships.

The company faced two primary challenges:

Suboptimal lead pricing: Lendilio lacked an automated way to evaluate buyer pricing, acceptance rates, capacity, and expected revenue together. Static pricing experiments did not consistently identify the buyer likely to generate the greatest return.
Inefficient lead delivery: Traditional lead distribution created delays when buyers rejected leads, timed out, reached capacity, or failed to respond. These delays reduced lead value and created missed revenue opportunities as faster competitors reached prospects first.

Lendilio needed lead distribution software capable of optimizing both price and delivery across multiple buyers in real time.

Solution

LeadExec Advanced Lead Distribution Software

Lendilio implemented LeadExec to automate lead pricing, buyer qualification, real-time bidding, and delivery.

LeadExec evaluates buyer eligibility, lead attributes, pricing, geography, capacity, schedules, and routing rules before determining where and how each lead should be distributed. If the first delivery opportunity fails, LeadExec can automatically retry the delivery or continue to another eligible buyer.

Price Optimization

LeadExec dynamically routes leads using buyer pricing, bid thresholds, acceptance criteria, availability, and expected economic value.

Rather than relying on fixed buyer assignments, Lendilio adjusts distribution as buyer demand and market pricing change. This helps the company identify the most valuable qualified destination for each lead while maintaining control over margins and buyer requirements.

Shotgun Ping Post Delivery

LeadExec’s Shotgun Ping Post delivery simultaneously sends limited lead information to multiple qualified buyers. Buyers respond with a real-time bid or rejection, and LeadExec evaluates those responses before posting the complete lead to the selected buyer.

This concurrent bidding process allows Lendilio to:

Compare multiple qualified buyer opportunities in real time
Select the most competitive eligible bid
Reduce the time required to secure buyer acceptance
Avoid unnecessary exposure of complete lead data
Combine real-time bids with buyer qualifications and business rules

The result is a faster, more responsive lead marketplace than traditional sequential delivery alone.

Revenue-Optimized Lead Distribution

The buyer offering the highest individual price may not represent the greatest total revenue opportunity. LeadExec evaluates eligible distribution scenarios, including exclusive, shared, and semi-exclusive lead sales, and selects the scenario with the greater combined revenue opportunity.

For example, a lead may have two eligible distribution options:

Exclusive: 1 buyer × $100 = $100 revenue
Semi-Exclusive: 3 buyers × $40 = $120 revenue

LeadExec can select the three-buyer semi-exclusive scenario because the combined revenue is $120, compared with $100 from the exclusive buyer.

This allows Lendilio to optimize lead distribution around the total value of eligible buyer opportunities, not simply the highest individual buyer price.

Waterfall, Retry, and Fallback Routing

When a buyer rejects a lead, fails to respond, reaches capacity, or returns an invalid response, LeadExec can automatically apply the appropriate next step.

Depending on Lendilio’s routing configuration, LeadExec can:

Retry a temporarily failed delivery
Continue to the next buyer in a waterfall
Route the lead to an alternate buyer or campaign
Apply different routing based on price, priority, or Revenue-optimized distribution
Record the response and failure reason for troubleshooting

This recovery logic gives Lendilio additional opportunities to sell leads that might otherwise remain undelivered.

Flexible Buyer and Revenue Models

LeadExec supports multiple distribution strategies that can be used independently or combined:

Price-based routing to prioritize qualified buyers according to price and economic value
Revenue-optimized distribution to compare eligible distribution scenarios and pursue the greater total revenue opportunity
Priority routing for preferred buyers, campaigns, or contractual commitments
Weighted and percentage routing to control how lead volume is allocated
Waterfall routing to move through buyers sequentially
Concurrent delivery for shared lead opportunities
Geographic routing based on state, ZIP code, radius, territory, and service coverage
Shared and exclusive distribution based on buyer and revenue requirements
Revenue-share routing to manage the economics between lead suppliers, sellers, partners, and buyers

LeadExec also uses quality scores, duplicate detection, phone verification, compliance results, and buyer requirements to determine whether a lead should enter distribution or be sent for additional review.

Results

Higher Lead Revenue and Faster Delivery

25% increase in average lead selling price: LeadExec’s price optimization and buyer selection helped Lendilio generate more revenue from each lead while maintaining competitive pricing.
40% reduction in delivery and acceptance time: Shotgun Ping Post accelerated real-time bidding and lead transfer, shortening the time between lead capture and buyer acceptance.
Fewer lost lead opportunities: Waterfall, retry, and fallback routing gave Lendilio additional ways to monetize leads when the initial buyer rejected or failed to accept delivery.
Greater scalability: LeadExec enabled Lendilio to manage increasing lead volume, buyer requirements, and routing complexity without adding equivalent manual work.

A More Profitable Lead Distribution Strategy

By implementing LeadExec, Lendilio improved how it prices, routes, sells, and delivers leads. Price optimization and Shotgun Ping Post increased revenue and delivery speed, while Revenue-optimized distribution, waterfall, retry, fallback, and revenue-share routing gave the company greater control over every lead opportunity.

For lead generation companies, lead sellers, aggregators, and marketplaces, LeadExec provides the advanced routing, Ping Post delivery, buyer management, quality controls, and delivery visibility needed to scale lead distribution profitably.