In sales. A everyone is hungry for new leads! And that’s quite clear – after all. A good leads are the basis for every successful new deal.
But where do these leads come from? If you don’t it really make sense have a constant flow of new leads. A it’s natural that you’ll think about whether you could or should buy leads . The idea seems appealing. But how sensible is it?
Let’s take a look at this now and examine the individual aspects.
What are the options for buying leads?
Leads. A or more precisely address and contact details of companies and/or people. A can be obtained in different ways from various sources. The it really make sense prices can vary extremely – depending on the type of source. A data depth. A quality. A timeliness and usability.
- Address publishers: Address belgium phone number data publishers often have very extensive databases about companies. A sometimes with department-specific contacts and other attributes. A such as certain IT systems used. There are a wide variety of providers with a wide range of focuses.
- IHK: Many chambers of industry and commerce offer the purchase of company addresses of their member companies.
- Lead generation companies: There are companies that specialize in generating leads (e.g. with competitions) in order to sell them to other companies.
- Inquiry portals: There are websites or portals that are tailored to specific offers or services and allow visitors to make an inquiry about the topic. This is then sold to several or many companies. A often at a high price.
- Industry directories: Industry associations or other directories often make it possible to purchase relevant addresses.
- Trade fair or event companies: Trade it really make sense fair or event organizers often collect information from exhibitors and participants. This data is sometimes sold as leads to interested companies.
- Partners: By collaborating with other companies. A it may be possible to use the corresponding data sets of this partner for your own marketing or sales purposes.
When can it make sense to buy leads?
The use of purchased leads or addresses can still be useful today. A especially in the area of classic postal mailings. The postal address is an important criterion here. A which is often only found in the databases of address publishers.
In telemarketing. A the use of purchased leads is also conceivable in certain cases: If you have a very narrowly defined target group that can be it really do you want everything done make sense optimally reached via one of the sources mentioned and you want to work intensively with them in cold calling. A this can be an option.
In the online marketing sector – by far the most important marketing focus today – things look quite different.
Purchased leads – assuming serious work – are not really usable in online marketing these days.
This would require working with cold calling or outreach emails. A which is not allowed in the B2C sector (or at most in very specific cases) and is also frowned upon in the B2B sector. Not to mention the other disadvantages.
What are the disadvantages of purchased leads?
Of course. A you can’t tar all purchased leads with the same brush. For example. A the trade fair visitor data for a specific trade fair that has just it really make sense taken place is probably up-to-date and topic-specific. But that is often not the case with data from address publishers. A for example. Here. A material that is years old is often used.
Purchased leads also almost always have the following disadvantages:
Limited usability: As previously described. A purchased leads can only be used to a very limited extent – if at all – for online or email marketing. Some providers also limit the use of addresses in terms of time or frequency.
Data protection issues: When buying leads. A you must of course always rely on the provider’s statements regarding the usability of the address data. In this respect. A you are often in a grey area or. A in times of stricter GDPR laws. A bosnia and herzegovina leads even operating illegally – especially online.
Cold leads: A major disadvantage of all it really make sense purchased leads is that they are more or less “cold”. This means that they have most likely not had any real contact with the company so far. They therefore have no connection to the brand.
Lack of relevance and wastage: Depending on the source of the purchased leads. A you may acquire a lot of data that has no interest in the offer (shown) or. A in the worst case. A does not even belong to the target group.
Quality of leads: Purchased leads do not necessarily have to be bad. However. A as we often see in practice. A the data is at least partially out of date or simply wrong.