The longer your company sells in a specific market, the more difficult it will become to locate new leads. If you leave lead generation to chance, a frustrating decline in sales may come sooner rather than later.
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Without good lead generation infrastructure, firms are at a competitive disadvantage. To maintain a competitive edge, you need a mechanism that drives qualified nets and netting retailer leads to the sales force.
Lead Selection: Which Leads to Buy
Sort and filter features are an important consideration when buying lead lists. The goal isn't to accumulate as many nets and netting retailer leads as possible. Instead, you want to concentrate your selling efforts on the companies that are most likely to buy your products -- and that's exactly what a good lead list vendor will give you. For example, Experian, the forerunner in B2B lead lists, makes it easy for their clients to sort and filter leads by geography as well as a variety of demographic criteria including company size, years in business, number of employees, etc.
Lead List ROI
Lead lists are a cost-effective way to generate leads in a B2B enterprise. Although there is an added expense associated with lead lists, the overhead cost of maintaining an in-house lead generation program exceeds the amount of cash you'll spend to acquire a reliable list. If you factor in the cost of maintaining constantly updated nets and netting retailer contacts, it's not difficult to see why lead lists are more efficient than self-generated leads.
Collaborative Uses for Mailing Lists
If you limit the use of nets and netting retailer lead lists to direct mail and cold calling, you're handicapping the return on your investment. A well-crafted lead list can serve as a collaborative resource for sales, marketing and other business divisions. For example, after you have acquired a lead list that has been differentiated geographically, your marketing division could test a handful of marketing concepts in each area. If the marketing division's efforts are coordinated with the sales division, you could then determine which marketing concepts have the highest conversion rates in each area before launching a full-scale, one-size-fits-all campaign.
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