When delivered to the right clients, those that are more likely to make a sale from your lead, the lead becomes far more valuable. Clients only want to purchase leads that are a good fit for their business, and you want to be able to make sure the leads are sold to all the right people without taking up your valuable time to sort and track them.
Marketing Optimizer allows you to configure the system so that when leads are generated, after the system prices them, your clients will receive them and be billed immediately. They receive only the leads they want, and they are sent with the delivery method they want.
Of course there is always the cherry-picking method of lead purchasing, where your clients are presented with a preview of the lead (typically hiding contact information) along with the price of the lead.
They can, on demand, just purchase the lead within the system at their own convenience. The lead will become immediately available to them, and they will be automatically billed.