Information industry analyst Chuck Richard took aim at a broad swath of data vendors offering low-cost marketing and sales leads, proclaiming that “shallowly pre-qualified contacts” are fueling the “200” or “500 free leads” offers that are sending a dangerous signal to the industry.
In an analysis published by information-industry advisory firm Outsell, Richard argues that marketers surveyed by the research firm now rate the depth of prequalification of leads as more important than the volume of leads they get.
In his research bulletin, Richard points to a small group of emerging leads vendors that are going beyond the usual features of Who (company, name and position) and Where (address, phone and email). The leading development now is to provide in-depth information on What (what products, when are they ready to buy).
As a key example of this transformation of the lead-sourcing industry, Richard’s report identifies one vendor that is pioneering with granular coverage of technology deployments: HG Data of Santa Barbara, CA. HG Data employs “big data” technology and next-generation analytics to provide sales executives with highly specific leads about which exact geographic sites are using which of more than 1000 different technologies.
Click here now to read a copy of Richard’s Outsell’s report.
Source: HG Data