Tuesday, October 9, 2012

Lead Generation Services – When And When Not To Give Your Own List

Outsourcing lead generation can be convenient if you want to focus more on what matters to your business. However, you have to be careful when it comes to choosing between giving them your own list or letting them use their own information.

The Quality Of Business Leads Depends On Quality Of Information

Do not assume that this about whether one party has less reliable data. In fact, you should always consider the possibility of both. Do not take too much pride in your own database and nor have too much confidence in your provider. It all boils down to an objective evaluation of who has the most appropriate information for B2B leads. As a matter of fact, even if you are both reputable parties, that does not rule the need to use contact data that fits well with the overall marketing strategy.

For example, if you are manning an email campaign, then your email addresses must be accurate by corresponding to matching online properties such as website and social media profiles. If you are running a telemarketing campaign, then utilize the information that has the reliable phone numbers and business addresses.

Related Content: Understanding B2B Telemarketing

To further elaborate, the following lists a few more specific scenarios and which one should call you to use your information or that of your clients.
  • Your target market is unfamiliar to your provider – There are times when you will limit yourself to a provider that does not know the market you are targeting. This does not automatically mean companies that lack industry expertise. Different niche markets can still exist even under the same umbrella. This only means that this is one situation where you need to provide the information. Do not forget that they still have the resources and manpower to get in touch. You just need to tell them who to get in touch (and if it helps, explain to them why and learn to take responsibility for responses not within their control). 
  • You are unfamiliar with your target market – This is the reverse of the previous situation. Suppose you want to try something new and that being a new market. New markets are naturally unexplored territory but that is the advantage if you let a lead generation company use their own information. Think of it as the business marketing version of hiring a forest guide. The best part is they hold more responsibility because this is their information this time and you have more right to hold them accountable. On the other hand, make sure you listen to them as well. They could offer valuable insight on the needs you need to discover. 
Related Content: Wide Lead Generation Can Run Into Very Unique Prospects
  • Information of one party is less up to date – The tricky thing about situations like this is that it can apply to one, the other, or both. At this point, no amount of expertise will suffice for obsolete information. The good news is that overcoming it is not as difficult. All you need to do is assign the task of mining data to the one who can do it best. If you think you know your targets better but lack the marketing muscle, then you provide it. If your prospect gives their word that they will update their database, why not give them a chance? 
Unlike the decision to outsource, you cannot always be immediate when it comes to choosing your information or theirs. Choose wisely before generating B2B sales leads.


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