The Pontiflex Blog

Quality vs Quantity

June 26, 2009 at 11:14 am Arun Krishnan 1 comment

A recent article by Edward Barrera on Adotas brings up the question of lead quality versus quantity. Edward rightfully points out that a marketer’s priority should not be simply to amass a frenzy of leads, but to spend resources on acquiring the right kinds of leads and converting them.

This article identifies one of the most important issues in lead generation and is another poignant example of the difference between sales leads and marketing leads. Sales leads are generic leads that can be sold to anyone – and are often times sold to multiple advertisers (think debt consolidation leads that include household income, FICO score, and zipcode). Sales leads do not reflect consumers’ preferences, nor do they indicate a high level of intent.

Marketing leads are brand-specific leads that include more detailed information such as first name, last name, and email address. They are collected on a strictly opt-in basis and are sold only once. They reflect a user’s interest in a specific brand, product, or service. And, because transparent CPL advertising allows marketers to pay only when they acquire new, valid sign-ups, marketers can now have it both ways: they can generate quality marketing leads at volume.

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