by Michael Foster
The key to successful lead generation campaigns is data. We all know this, but how can you actually use data when you’re looking for leads?
The key is finding a partner to help you identify the data strategy that will work for your campaign’s needs and goals, as well as the right audience that you can turn into your next customers.
More companies are working to build data solutions that enhance lead generation campaigns by identifying audiences and matching up the best people for marketing goals. Dave Dague, Infutor's executive vice president of marketing, spoke about how data is transforming the lead generation industry.
“Today’s lead gen marketers depend on quality leads that improve conversion rates,” Dague said, noting that marketers often face challenges in accurately identifying leads during their marketing efforts. “Assigning valid lead attributes and buyer profiles in today’s omnichannel environment can be tricky. This is why both lead buyers and sellers are embracing the need for complete, current and accurate consumer identity information and attributes – it is key to enabling the delivery of qualified attribute-driven leads,” Dague notes.
“Once marketers know exactly who the consumer is on the other end of an outreach or transaction – no matter what channel they’ve entered from – then lead gen marketers can more efficiently and accurately optimize the treasure trove of attribute profiles they’ve built.”
How does Infutor do this? The answer is simple: data.
“Infutor is a real-time information services provider, powering the most complete consumer identity recognition, lead verification and attribute enhancements in the lead generation industry,” Dague explains. While this is easy when you have all the data in the world, Infutor recognizes this is often not the case – and that’s not a problem. “Infutor’s solutions make it possible for lead buyers and sellers to accurately qualify, verify and complete consumer identities using fractional identifying information (an email, phone number or address) to optimize lead qualification and marketing decisions.”
In a world of multiple touchpoints and fractured data, Infutor believes marketing will be most successful when it creates a holistic profile of consumers. “The marketers that succeed and drive more conversions will be the ones that can recognize a consumer regardless of which channel they enter from, populate the buyer profile with in-depth consumer attribute information and use that intelligence to customize the marketing message delivered,” said Dague.
How can marketers do this? Dague sees integrated efforts as a key step. “Breaking down consumer data silos in the omnichannel environment is job number one. In addition, accurately building a complete picture of each individual consumer through effective lead qualification is the key to making consumer identities more complete, more accurate and more accessible and unlocking the true potential of 1-to-moment experiences.” Dague believes marketers who work to gain more accurate data on consumers will improve conversion rates for marketers and will offer additional benefits in other parts of the enterprise, including better analytics, risk assessment, and compliance.
It all depends on data.
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