Effective Lead Generation Values Quality Over Quantity
By: © Elisabeth Lawrence
"When it comes to lead generation, we value quality over
quantity," says Lou Pine, Co-Founder and Senior Vice President of Business
Development for Permission Data (www.permissiondata.com). "Today's
marketplace is so fragmented that lead generation is no longer about
volume, it's about consistently delivering qualified potential customers
with rich profiles and verified information."
Pine's premise is reinforced by recent industry research, which found that
the generation of quality leads was one of the three best measurements of
marketing group performance, and that bringing in qualified leads was one
of the top three ways that marketers add value to their organizations.
If lead generation sometimes seems puzzling, Permission Data puts the
puzzle pieces together. "We provide campaign placement, management and
analysis while collecting, validating, and delivering the consumer
information that companies need," says Pine.
The manner in which Permission Data gathers leads places it head and
shoulders above other lead generation companies. "Our paradigm is pure, in
that we don't incentivize the user or force any offers with pre-checked
boxes," says Pine. "Instead, we use 100 percent opt-in co-registration
sites." Those can include survey and opinion sites as well as free offers
and sweepstakes sites. Their use of specific client-based approaches means
that top marketers and Fortune 500 companies turn to Permission Data when
they seek to elicit product interest and branding, to test marketing
strategies, or to increase ROI.
Permission Data's process of lead generation typically begins with a
registration process, during which consumer information is collected. From
there, consumers are exposed to targeted advertiser offers, and can, at
their own initiation, opt in to learn more about a brand or product. "At
that point, the consumer will typically see a customized advertiser survey
or other instrument that allows for additional branding and cross-product
marketing," says Pine. "This is followed by content that the consumer will
find appealing and informative."
The information that is collected throughout the process isn't simply
handed over to Permission Data's clients; instead, it goes through the
company's TruFilter proprietary data cleansing technology. "TruFilter
verifies U.S. Postal Service addresses, area codes and phone prefixes,
validates email address syntaxes and domain names, and filters out
profanity," says Pine. The technology also aggregates leads, removing
duplicates, and assigns a source code to each lead.
But perhaps the best feature of Permission Data's service is the speed and
manner in which the leads are delivered to their clients. In a recent
survey, over a third of Chief Marketing Officers reported that they don't
have sufficient real-time access to leads and prospects. Permission Data
can set up a real-time data feed to its clients within 24 hours, and offers
customizable file formatting and delivery integration. "We pride ourselves
on our ability to provide our clients with volume, quality, simplicity, and
speed," says Pine. "We define customer service as the ability to constantly
and consistently exceed our customers' expectations."
And when it comes to lead generation, Permission Data defines success.
© 2006 Elisabeth Lawrence