The lead generation game is ultimately all about measuring consumer intent, improving acquisition and ensuring compliance, and it is certainly no coincidence 2015 LeadsCon New York exhibitor LeadID (Booth 207) tells visitors exactly that when they visit the company's homepage. Founder and CEO Ross Shanken created LeadID back in 2011 with, as it says in his website bio, the singular purpose of creating a trusted environment for lead sellers and lead buyers to operate. Mission accomplished — that successful plan will be on display on the 2015 LeadsCon show floor.
The overall theme of LeadID’s presence at the 2015 LeadsCon New York is unleashing the predictive power of consumer intent. “Marketers have long used geography, demographics and device information to score leads and predict outcomes,” Shanken explained. “But we’ve done an intense amount of research that indicates that it’s act-alikes — not look-alikes — that really matter. Or, as we like to say, actions speak louder than addresses. Specifically, what we’re unveiling is our Consumer Intent Score, which scores a consumer’s likelihood to convert (or to be contacted) based on the behaviors he/she exhibits in real time on the marketer’s website and across more than 15,000 other Web properties where LeadID has over 100 million consumer online events each month.”
While the LeadID booth most certainly has Shanken looking forward to the show, he’s even more excited about what he sees in all the behavioral data his company is collecting. “Since our founding four years ago, LeadID has witnessed nearly 3 billion consumer events online. But that’s just a number. What really excites me is the fact that those events contain factual consumer behavioral data, so for the first time, brands and their marketing partners have visibility into this powerful data set,” he said. “Our platform lifts the veil on those insights and puts them into the hands of our customers and partners. It’s not just that LeadID is using these data facts in new and actionable ways. Our customers are, and they’re seeing a true and verifiable impact on their acquisition efforts.”
Shanken predicts the narrative around “leads” will shift to a narrative that’s more focused on the “consumer.” “With the massive amounts of data that marketers increasingly have access to, they are finally getting a complete, 360-degree view of who consumers are and what they want, and this will enable them to treat them more as people rather than ‘leads’ in the abstract sense of the word,” he added. “We see this illustrated in the multiple consumer behaviors in addition to leads, including clicks and calls. Like leads, clicks and calls represent additional consumer behaviors that are an important part of the consumer journey, and we’re beginning to see the ability to track, score and act on that consumer’s behaviors across the landscape for the best consumer experience and brand outcomes.”
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