Data integrity is vital to the lead generation process. That’s why salespeople who outsource it often ask if vendors ever share the data they use with other customers.
Justified it may be, this leads to several misconceptions about how lead generation companies gather, store, and handle their data.
1st Misconception – It’s all the same.
While it’s true that their databases could include the same numbers used by other competitors, it’s a lot more extensive than that. Offering an outsourced business process demands the vendor to really invest in what they’re selling (as any business would). In their case though, it’s not just the callers, the data qualifiers, or the information tools they invest in. They also invest heavily in data itself. Otherwise, they can’t meet the demand as well as they’d hope if their information only allows them contact as far as a particular region or within a particular industry.
So in one sense, yes they draw from the same source of data to generate their contact lists. But in another sense, the source itself is so large that you it’s not just meant to accommodate your own lead generation needs. (This doesn’t even mention the rate at which such a database grows.) It might as well have every business number in the world (along with the tools and personnel to contact them).
2nd Misconception – They lack filters
Nothing could be further from the truth. Lead generation companies don’t just start dialing the first number they see in their database. What’s the point of having a kick-off meeting if that’s their only modus operandi?
Lead generation companies have several data mining tools at their disposal both for updating information and extracting the sort best suited for a customer’s individual demands.
They also have software that allows them to compare the list they generate to any list you would prefer not to contact. This forbidden list can be specified by you or can even be compared to another client in case you really want to make sure nobody else is calling them for the same purpose of marketing your company.
3rd Misconception – They mine unscrupulously
Strict policies are in place to keep agents from calling the same prospect, even if it is for a different product or campaign. Given the monitoring tools they have, don’t think their employees are stupid enough to pull a fast one.
A sort of ‘grace period’ is often granted to a prospect once they’ve been qualified and an appointment has been set. This keeps a single company from calling the same business one too many times. (This security measure can prove itself very well when more hostile businesses trace calls being sent to them.)
The industry of B2B marketing and lead generation wouldn’t be standing today if a glaring problem like data integrity continues to persist. Rest assured all vendors, despite their competition, are called to this standard.
And on your part, this basic guide will help you identify those who adhere better than the rest.
Comments on this article are closed.