Quite a few banks in India use online lead generation to drive customer acquisition. The appeal of a fixed cost lead generation contract to the marketing manager is evident. In a way, she acquires a mini holy grail, where she has fixed the cost of acquiring a lead on a fully variable basis. She might need 50,000 leads of type 1 in month 1 and reduce this number to 20,000 in month 2 and none in month 3 as her back office is bent under the load of too many leads.