Recently I had a call with a potential prospect where they outlined some of their frustrations with content syndication demand generation.
The frustrations boiled down to a lot of the problems that you may be familiar with.
Incorrect job titles, the contact is no longer at that company or in the right geo, registrant denial.
So I offered to run an audit on a recent campaign that they had run through our validation and verification machine, LeadScale Engine.
The Human Advantage
The big advantage that the LeadScale Engine has, is that after a lead has gone through all the machine automated checks (nonsense, email checks, phone checks), each lead is put in front of a human fact-checker who searches for and appends evidence that confirms that each person that represents a lead; exists, their details are true and finally whether that record conforms to the pre-agreed campaign specification.
The campaign that the prospect had run recently was simple enough.
- Target Account List of 1280 named companies
- Job Title List – a clear list of about 50 named titles
- Job Level – Director +
- Geo – USA & Canada
A very simple and clear campaign, but it hadn’t provided the results that the marketing manager had been looking for.
We ran 557 records from this campaign through LeadScale Engine and we found that 130 or 23% of those leads did not fit the campaign specifications.
- 55% of the rejected leads were not located in USA or Canada
- 18% of the leads did not have a relevant job title
- 15% of the leads were no longer at the company
- 8% of the leads had an invalid email
- 4% were not from the named target account list
Additionally, out of the 427 leads that we would have accepted, 239 of those had to be corrected for errors.
Pretty shocking, huh?
What checks do you have in place to ensure that you are only purchasing leads that meet your needs? Do you have systems in place where each lead is being checked and evidence provided?
Send me an email or add me on LinkedIn if you’d like to learn how LeadScale Services can assist with these aspects.
