Huge Growth in Marketing Online Lead Generation Spurred by Do-Not-Call List

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When over 64 million American households registered with the Federal Trade Commission’s National Do-Not-Call Registry, companies that relied heavily on telemarketing have had to scramble to find a way to reach their potential customers. Permission Data uses only opt-in co-registration websites to generate leads for their clients. Lead generation typically begins with a registration process, during which consumer information is collected. From there, consumers are exposed to targeted advertiser offers, and can, at their own initiation, opt in to learn more about a brand or product.

“When over 64 million American households registered with the Federal Trade Commission’s National Do-Not-Call Registry, companies that relied heavily on telemarketing have had to scramble to find a way to reach their potential customers,” said Lou Pine, Co-Founder and Senior Vice President of Business Development for Permission Data (http://www.permissiondata.com). “This has led to explosive growth in the online lead generation industry.”

The National Do-Not-Call Registry, which launched on June 27, 2003, allows Americans who feel bothered by telemarketing cold calls to place their numbers on a “do not call” list. Since many of these consumers do wish to receive information about products and services that interest them, technology, the Internet, and companies like Permission Data have stepped in to enable businesses to reach their potential customers. “Lead generation marketing budgets have grown exponentially over the past two years,” said Pine.

Permission Data uses only opt-in co-registration websites to generate leads for their clients. Lead generation typically begins with a registration process, during which consumer information is collected. From there, consumers are exposed to targeted advertiser offers, and can, at their own initiation, opt in to learn more about a brand or product. “At that point, the consumer will typically see a customized advertiser survey or other instrument that allows for additional branding and cross-product marketing,” said Pine. “This is followed by content that the consumer will find appealing and informative.” As a result, said Pine, “Our paradigm is pure, in that we don’t incentivize the user or force any offers with pre-checked boxes,” says Pine.

The evolution of technology also enables Permission Data’s leads to be “scrubbed,” so that the company’s clients only pay for verified information. “Our proprietary data cleansing technology – called TruFilter – verifies U.S. Postal Service addresses, area codes and phone prefixes, validates email address syntaxes and domain names, and filters out profanity,” said Pine. The technology also aggregates leads, removing duplicates, and assigns a source code to each lead.

This capability, combined with Permission Data’s real-time data feeds, customizable file formatting and delivery integration, is why they’ve been able to deliver high quality leads for campaigns ranging from M&M’s and Motorola to RJ Reynolds and Prevacid. Suzy Sandberg, managing director of PM Digital, commented, “Our agency buys a lot of co-registration media on behalf of our clients. We’ve found real differences in the quality among the various sources we buy from. We’ve found Permission Data leads to convert very well and are among the best sources of network co-registration.”

In some ways, Internet lead generation has become the great equalizer for small and large companies, since they only pay for qualified, validated leads. Still, said Pine, “It all comes down to how they utilize the leads. The difference between those who make it work and those who don’t comes from squeezing every piece of customer relations marketing out of the data and implementing telemarketing and email marketing campaigns to convert the leads into sales.”

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Elisabeth Lawrence
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