Buy or generate leads: discover what's best for your business in another Kaizen video
Whatever your marketing strategy, one of the main goals is to capture leads and consequently build a consistent contact list for your sales team to work with.
At this point, the first thought that comes to mind is to take a shortcut and buy a list of leads. But it certainly won't take long for you to realize that this practice, besides being a crime under the penal code, doesn't yield the expected results and can even lead consumers to view your company as inconvenient.
Check out our opinion on the subject now:
3 reasons why you shouldn't buy leads
Lead Disqualification
Without knowing the exact process through which a lead was generated, you're more likely to be working with unqualified leads. You'll only have 100% control over lead qualification if you understand its origin and all the steps involved in connecting with it.
Lack of exclusivity of leads
Leads sold aren't exclusive; they're generated and sold as products. Therefore, they need to generate profits for those who generate them, and the more leads they sell to different companies, the greater the profit. Therefore, it's clear that only companies focused on creating strategies, rather than selling leads, can convey the necessary transparency in the process to ensure your company feels 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 you with their contact information, it means they haven't authorized you to contact them, which decreases the chances of them accepting your offer—if they even open it. An unexpected message always runs the risk of being marked as spam, and it probably will.
This unwanted inquiry has become such a constant and annoying problem that, for some time now, the best anti-spam services have been filtering and prohibiting the import of purchased lists, classifying this practice as invasive and unethical, as it violates user privacy. Not to mention that even if someone opens your offer, they're unlikely to identify with a brand they don't recognize, and the chances of conversion are slim.
Generating leads may be a less easy task than buying them, but when you convince someone to provide you with their contact information, you've already started a relationship that can be long-lasting and profitable for your business, since the likelihood of them being qualified for sale is much higher.
So, avoid easy promises and invest in what really delivers results. Invest in high-performance digital marketing!
