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Success in lead generation is the result of regular testing and optimization, resulting in the best balance of quality versus quantity. Data must play a big part in those optimizations, especially campaign performance data, including conversion results and dispositions.
1. Lead Verification & Validation Can Help Optimize Lead Generation Campaigns
Lead verification is an important step toward getting the best lead quality and can be the result of a mix of different validation factors. These lead validation factors should be implemented with flexible parameters that are agile enough to change as new needs arise within the lead generation campaign. Look for a lead generation partner that can provide phone and email verifications, operationalized compliance and similar services that produce high-converting, clean leads, filtering out many unqualified leads. Assertive verification allows the best leads to make it to the “choose and use” phase of lead generation, and data is fundamental in this process.
2. Use Demographic Data To Target & Optimize Lead Generation Campaigns
Demographics – age, race and geography – can be used to target desired audience, and this data can allow for early and easy segmentation after a lead has entered the funnel. These demographics can be identified via form fields or with data appends after a lead form has been submitted. If working with a lead intelligence partner, dozens of demographic data points can be appended at the time of lead creation, offering real-time insights and potentially higher scoring leads.
3. Leverage Behavioral Data To Understand Consumer Preferences
Behavioral attributes, including hobbies, attitude, lifestyle and online habits, can offer insight into who is responding, how similar they are to prior converters and the type of messaging that will resonate with them. In general, “lookalike” leads (or leads with similar demographic and behavioral characteristics as prior customers) are more likely to convert than people who don’t look like prior customers. By identifying behaviors and attributes common in higher-converting segments, consumer data enables marketers to create more tightly targeted campaigns in the future.
4. Disposition Data Is Valuable For Mapping Out Lead Generation Campaign Optimizations & Enhancements
Disposition data can offer insights into what is working and what isn’t working, including lead sources and lead outreach. Pay close attention to the reasons why people say they’re not interested. If you see a trend, you might be able to find a new monetization angle.
5. Choose The Right Lead Generation & Data Append Partners To Align With Your Campaign Objectives
Digital Media Solutions® is a leading provider of technology-enabled, data-driven digital performance advertising solutions connecting consumers and advertisers. Leveraging the DMS toolset, we provide consumers with easier access to options, promotions and savings while helping our advertiser clients connect with high-intent consumers interested in their products and services. The DMS toolset consists of our:
Tap into the DMS toolset to optimize your lead generation campaigns. Get started today!