Increasing the Quality and Quantity of Your B2B Leads
Q: I currently buy data from D&B. However, my sales force keeps telling me that we’re missing out on leads or complains that the leads are not very good. Can you give me any ideas on how to increase both the quantity and the quality of our leads?
A: Great question — and one that many companies struggle in answering. Here are our thoughts on this dilemma. D&B is an excellent source of B2B data. However, it is not the ONLY source. In consulting with our clients, we’ve found that by zeroing in on what your target customers look like, you can buy additional data to supplement a large-compiled source (like D&B) that is specific to your target market. For example, if you sell telecommunications products, you can supplement your data with telecom-specific data. You can append this to your existing D&B data or you can look at other compiled data sources in the market, then append this specialty data to all of it. The point is, find out those areas where D&B may not have the coverage (or lack information on important fields), find a source that does cover those areas, then hone in on your target market with specialty data that will give your sales force the information that they need to more effectively sell to their clients. It takes some thought and investment, however, if you figure out the perfect combination, the closed sales that your sales force achieves will more than make up for the time and money spent.