A recent article by Kate Maddox from Marketing Metrix cites IDC to that say lead generation is the top marketing priority for tech marketers this year – everyone is looking for the best customers when the economy dips. “With aversion to risk by C-level executives, the slight down turn and concern for growth in the next year, …. more companies are shifting to lead generation programs.” That means buying lists and hoping to get a 2.5% return. Whatever it is that makes the 2.5% respond is a key to finding more responders. The “key” is complex and may take into account many invisible attributes like “time of day” and “weather conditions”. Companies need cost effective ways to find more of these great responders in their lead generation efforts. Deep internal data combined and connected to external data is part of that answer. We want business analytics that identify the visible and invisible attributes of the “better customer” to be repeatable.
Tags: Data Analytics, Lead Generation