Walter Karl introduces lead-generation network

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Pearl River, N.Y.—List management and marketing company Walter Karl has introduced a lead-generation service to help clients assemble prospect lists based on Internet users’ online form-registration behavior.

Leveraging a practice known as co-registration, the company’s new Walter Karl Optimization Network has established relationships with a wide variety of sites that require viewer registration of some kind. The company then allows advertisers to place ads at the end of the registration processes, to held build their own lists.

“There has been a huge absence of this type of media buy in the b-to-b space,” said Allison Tebbe, Walter Karl’s director of digital product development and marketing. “This process helps build clients’ internal lists from people who raised their hand and said, ‘Yes, we’d like to receive more information.’ ”

—Christopher Hosford

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