Does buying leads make sense?

Especially in B2B sales, it seems at first glance to be the easiest way to buy leads. You exchange working time for money and get data records tailored exactly to the respective industry. But buying leads is not exactly cheap. Does it really relieve you of the work?

Hardly, because many of the addresses are incorrect or simply outdated. In the rarest of cases, you have the right contact person for the address, but have to go back to the laborious search. In the end, a lot of money was spent on new addresses, saving neither time nor effort. So why not collect the addresses yourself? This may sound a deterrent at first, but once you are in the process of researching new leads, it becomes an easy game. Go on the search yourself! You can easily generate high-quality leads from e-mails, XING, LinkedIn, yellow pages and other sources. With snapADDY DataQuality, new contact data can be automatically transferred to CRM or ejected into an Excel document.

In addition, the research work will give you a better insight into the industry you are looking for and you will be able to score points in direct contact with the leads through any specialist knowledge and interest in your customer. This makes it easier to establish and build long-term contact.

Buy Leads: All information at a glance!

If you have the budget and the staff capacities, you can buy leads and then qualify them further. Here it becomes immediately clear that some professional competence is required in order to generate a conclusion from the purchased data records. On average, not even half of the purchased leads become a new customer. You should also be clear in advance about the path you want to take when generating leads. A distinction is made between leads generated online, e-mail, telephone inbound and telephone outbound for lead purchases. Furthermore, there are also different categories of leads, e.g. PKV leads, KVV leads, AV leads and much more. Especially in the insurance and financial sector, purchased leads are in high demand.

Why buy leads at all?

The topic of "buying leads" has become so important since the "Act to Combat Illicit Telephone Advertising and Improve Consumer Protection in Special Forms of Distribution" was passed on 04.09.2009. Previously it was much easier to reach new customers in the B2C sector. However, the law has changed a lot and telephone advertising is no longer possible without the prior consent of the consumer. In order to still be able to make direct contact with potential customers, it is possible to buy leads from service providers.

Buy online generated leads

Of course, it makes sense to generate leads through websites, banner ads, Google AdWords ads, display ads, etc. When the prospective customer clicks on an advertisement or search result, he or she ends up on a target page that is optimized for capturing potential leads. In most cases, the prospective customer has to fill in a contact form and also gives his direct consent that the data may be used for advertising purposes. When buying leads generated online, it is very important to consider the user motivation/origin of the leads. Why did the user leave his contact details? Did he want a consultation or simply to take part in a competition? If the leads come from a provider who uses a lot of different partner sites but still packs the data into one large data set, the completion rate is likely to suffer greatly. However, try again to generate leads yourself and optimize your website accordingly.

Buy email-generated leads

A user participates in a lottery or registers for a newsletter in the classic way. It is important that there is a "double opt-in" here. This is an explicit consent of the user to make his data available for advertising purposes. The pure newsletter registration is not sufficient for this, but the user must actually select the option for advertising measures. If one buys such leads, then it usually concerns the case "e-mail to inbound".

Using the purchased leads correctly

If a purchased lead was generated online, then contact should also be established via this channel, for example in the form of an online product demo. If, on the other hand, it is a lead that came about through a telephone call, then it should also continue on the telephone. Otherwise, the potential customer can quickly become confused and suspicious if he is addressed on a completely different channel than the first contact. Of course, in some industries face-to-face contact should not be underestimated and is even indispensable if a deal is to be concluded.