Buy or generate leads: discover what is best for your business in another Kaizen video
Whatever your marketing strategy, one of the main objectives is to capture leads and consequently build a consistent contact list for your sales team to work with.
At this point, the first idea that comes to mind is to take shortcuts and buy a list of leads. However, you will soon realize that this practice, besides being a crime under the penal code, does not yield the expected results and can lead consumers to view your company as intrusive.
Now, check out our opinion on the matter:
3 reasons why you should not buy leads
Lead Disqualification
Without knowing exactly the process through which the lead was generated, the probability of you working with disqualified leads is always higher. You will only have 100% control over the qualification of the lead by knowing its origin and all the moments of connection with it.
Lack of Exclusivity of Leads
The leads sold are not exclusive; they are generated and sold as products. Therefore, they need to generate profits for those who create them, and the more leads they sell to different companies, the greater the profit will be. Thus, it is clear that only companies focused on creating strategies, and not on selling leads, can convey the necessary transparency in the process for your company to feel secure.
Lack of Identification with Your Company
Remember that the concept of a lead is directly linked to a potential customer, and if this person has never interacted with your company or provided their contact information, it means they have not authorized you to approach them, which decreases the chances of them viewing your offer positively. This is if they even open it. An unexpected message always runs the risk of being marked as spam, and it probably will be.
This unwanted solicitation has become such a constant and annoying problem that for some time now, the best anti-spam services filter and prohibit the import of purchased lists, classifying this practice as invasive and unethical, as it does not respect users' privacy. Not to mention that even if the person opens your offer, they are unlikely to identify with a brand they do not recognize, and the chances of conversion are minimal.
Generating leads may be a less easy task than buying them, but when you convince someone to provide you with their contact information, you are already starting a relationship that can be long-lasting and profitable for your business, as the probability of them being qualified for sale is much higher.
Therefore, avoid easy promises and invest in what truly delivers results. Invest in high-performance digital marketing!