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John Pooley - 15 October 2009 (1 Comments)The recent 'Right buyer, right now' article (Data Strategy, August) raised some interesting points about the lead generation market, but the most noteworthy line, which I whole heartedly agree with, is that you 'can have quality, recency or price, but not all three'. Indeed, you can sum up the current market with the old adage 'You get what you pay for'.
Quality comes at a price and volume doesn't necessarily equate to revenue. If you're paying say 7p for a lead, then it's no surprise that you're going to need a high volume of leads to make it worth your while. Whereas if you're willing to pay a bit more, you'll get a much more bespoke and ultimately more profitable and effective lead generation campaign.
By and far, the most effective lead generation campaigns are those that are bespoke for individual clients' unique needs and challenges. Using client-specific surveys, defined customer criteria and a dedicated team of call centre operatives, you'll not only get a greater number of qualified leads to convert, but it will ultimately save you time and resources in the long run.
Tags: Data Strategy
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Unfortunately the pile it high and sell it cheap mentality has become a worrying trend in this industry. While I’m all in favour of competition, people have to accept that if you push down prices something eventually has to give and all too often it’s the quality.
A good data supplier will always tailor their offering to you needs, so if someone tries pushing a certain data-set at a knocked down price be warned!!!