Choosing an on-demand lead generation solution

Share this article:

An on-demand data prospect database can boost the success rates of lead generation campaigns and help marketers find their target customers. Selecting the right on-demand lead generation solution can be difficult, though.

Besides assessing your specific needs, there are three areas to take into account to ensure you get the most value from this lead generation tool: accuracy, depth and breadth of the information, and database features and functionality.

This article will provide information on each area and tips on how to find the right data provider.

Buying static lists are no longer a viable method for finding the right contact, let alone a current contact. That's because a list is really only relevant at the time it is created.

The manual process of calling into companies to create a contact lists is expensive and inefficient. Most lists were generated months earlier and their contacts are not validated often. As time passes, companies change, people move, and the stagnant lists quickly become outdated and inaccurate.

On-demand lead generation contact databases fix this problem by providing access to continually updated contact information, whenever you need it.

ò Accuracy: Not all on-demand lead generation databases are created equal. Some providers rely solely on user-generated information or information available on the Web which is often incorrect, out of- date, or incomplete.

As a result, it's important to ask questions about how the data is generated, and the impact it has on the data's accuracy. Make sure your data provider has the technology in place to be able to track changes and continually update its database in real-time to maintain accuracy.

The more sources of information your data provider uses, the more accurate and complete the contact records are. In the end, this will save you from wasting time and money on incomplete or old leads.

ò Depth and breadth: The number of companies and individuals in the database is important. The right database should offer the depth necessary to enable marketers to define highly specific target parameters and still be able to generate a significant list. The breadth of information is also essential. Traditionally, list providers have only been able to provide information at the C-level, but today's most effective marketing campaigns often call for targeting multiple levels within a company. Teams of people are involved in today's decision process.

Savvy marketers understand the need to include multiple levels of people within an organization to ensure awareness and support for their products/services. An on-demand data provider should be able to supply information necessary to identify the right decision maker and easily access the buyer for faster, more productive marketing across multiple levels of any organization.

ò Features and functionality: It is important to test functionality to see whether or not the information in the database can be searched and compiled easily and efficiently for your lead generation needs.

Some on-demand databases offer a feature that can be set up to immediately alert users when a company or individual has a significant change that may impact a particular list they create can be easily exported to Microsoft Excel or a CRM application so history, number of campaigns and responses can be easily tracked.

Alternatively, if you want to take advantage of these features, but want to outsource the task of building lists, look for an on-demand lead generation solution that can create custom lists for you and track changes to your prospects.

On-demand lead generation is changing the face of direct marketing, and resulting in increased pipelines, faster sales and more cost-effective campaigns.

By asking the right questions and doing your homework to find the right on-demand prospect database, you will be able to find a source for actionable leads that is far superior to the traditional list and provides a number of new opportunities for taking your campaigns to the next level.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.