Experience
Performance marketing experience grounded in lead generation operations
Matthew founded Adfluential in 2022 after working in lead generation and performance marketing since 2011. His experience spans campaign strategy, consumer acquisition, lead distribution and the commercial reporting used by lead buyers.
He writes Adfluential’s Insights guidance from the provider and buyer perspective: what a campaign should collect, how an opportunity reaches sales and which downstream outcomes help both teams improve.
Areas of focus
The complete route from campaign to customer
Matthew also spoke at Affiliate World Dubai in 2024 about performance marketing and lead generation. His public professional profile is available on LinkedIn.
Selected guidance
Articles by Matthew Milnes
Practical guide
What Is Lead Generation?
Follow the route from customer interest to a measurable sales opportunity.
Read the guide →Buyer guide
How to Buy Leads in the UK
Prepare a buying brief, choose a model and assess a controlled test.
Read the guide →Commercial measurement
Cost Per Lead
Calculate CPL and connect it to appointments, sales and margin.
Read the guide →Lead quality
Lead Qualification and Validation
Choose checks and questions that support a real buyer decision.
Read the guide →