Generating leads organically can ease the qualifying process, throwing “bad” leads out that are simply not worth pursuing. Growing a list organically also allows marketers to know more about a prospect right from the get-go, passing more qualified leads on to Sales.
However, when you start supplementing organic leads with purchased leads from a third party, how can you be sure you are getting the most bang for your buck?
According to the Salesforce 2015 State of Marketing report, lead quality is the No. 2 most pressing business challenge for marketers today.
Plymouth Rock, one of the largest insurance groups offering car and homeowner’s insurance in New Jersey, faced the challenge of ensuring lead quality.
“There are a lot of expenses associated with purchasing hundreds of thousands of leads annually, so we are constantly working to maximize acquisition economics,” explained George Hurley, Director of Marketing Analytics, Plymouth Rock Management Company of New Jersey.
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