For any form of marketing to be effective, it’s crucial that time and money is not wasted on consumers that simply aren’t interested in what you have to offer. For example, you wouldn’t put a lot of effort into a glossy campaign selling high-end electronics to people that live in a retirement community. That is not where your target lies, so why would you even bother? Oddly enough, there are businesses out there that will just spray their marketing campaigns across a wide area in hopes that something will stick.
Businesses that regularly adopt that sort of marketing strategy will pretty soon fall by the wayside, as they will be passed by competitors that take the time to find out who their audience is, or who pay someone to find it for them. One great example of the latter is the process of buying leads that are targeted to your audience. There are plenty of companies out there that offer this service, and while you will have to pay upfront, you can be sure that the leads you are given have a pretty good chance of sliding down into the sales funnel.
This is especially true in telemarketing, which in a lot of cases can be a lot like the spray marketing technique we mentioned earlier. Let’s imagine for a moment that you have a product to sell and you want to use telemarketing to sell it. What makes more sense from a marketing standpoint: working your way, name by name, through the phone book only to get hung up on 99 out of 100 times, or calling from a database that contains a group of people that have already expressed an interest in what it is your are selling?
The latter of the two options is obviously the better option, as you will be contacting people who have already indicated that they are receptive to your industry. Sure, you will find sales by using the spray marketing technique, but that book would need to be divided up among a lot of telemarketers, many of whom will begin to become disenchanted when they are repeatedly hung up on. Worse yet, they may spend a lot of time with a few callers who seem interested, but who are really only being polite. Either way, your resources are just being wasted on a lost cause.
Targeted lead generation works, as it’s a lot easier to sell a product to someone who has expressed an interest previously. That is what you get in spades with a targeted lead database. These are people that have been vetted beforehand, and who have expressed an interest in your product or service. This does not mean that you will have a 100% success rate when using this type of database, but it does mean that your odds of creating leads and sales will improve dramatically over just flipping through the phone book and contacting people alphabetically.