To survive and grow, all businesses need a constant flow of new, qualified leads that your sales team then supports to validate sales and increase revenue.
However, generating new leads, and moreover qualified leads, is not always an easy task. For this, companies must put in place lead acquisition strategies that most often include inbound marketing techniques, in which SEO optimization and high value-added content play a big role in attracting qualified traffic. to their website. For their lead generation, companies also use advertising campaigns of all kinds with Google Ads , Facebook Ads , etc.
But when that is not enough to achieve the objectives set, there is a solution: buying leads, that is to say calling on a company specializing in the sale of qualified leads.
In the rest of this article, we will therefore see how lead buying works and give you some ideas on how to consider this solution with confidence.
When to buy leads?
So you’re thinking about buying qualified leads, but you’re not sure it’s the right time.
Here is an overview of the main situations in which you can consider buying leads:
– Your sales pipeline is empty
It is essential that leads and prospects flow regularly through your sales pipeline. You should therefore carefully monitor your pipeline to ensure that it is not empty. Leads are like fuel for your sales team. If you guarantee her a constant flow of quality leads, she will certainly achieve the desired results with qualified leads with promising conversion rates.
– You need to generate results quickly
If your income levels start to drop, then it’s crucial that you step in and make the necessary adjustments. Depending on your situation, it may be a good idea to buy new leads and try to secure sales to improve your situation. Small businesses, for example, don’t always have the budget to set up complex sales and marketing campaigns and can then simply buy the contact details of potential leads to perform.
– You launch a marketing campaign
If you are launching a new marketing campaign for a new product or to reach a new audience, it is important to target your audience well. By buying a list of qualified leads, you put all the assets on your side to start your campaign.
Benefits of buying leads
– Time saving
One of the great benefits of buying leads is that it saves your marketing team time. Prospecting and gathering data can take a huge amount of time for your marketing team. Buying leads is very effective in that it gives your team the opportunity to achieve the desired results and also have the time to find out why the strategy went as planned or not, and to try a new approach if necessary. When you buy leads, it gives you the time to understand how to avoid the same mistakes in the future and to optimize your campaigns.
– High quality leads
Various suppliers can offer you quality databases that facilitate the definition of certain prospecting criteria, such as job, seniority, industry, geographical area, etc., and sell you leads that match what you are looking for. This gives your team the opportunity to work on qualified sales leads and more easily convert them into new customers.
– An easy to calculate ROI
Return on investment remains an important aspect in marketing. However, it can sometimes be difficult to calculate because you have to include a large number of costs that are not always obvious to determine. But that’s not the case when you buy leads. You pay a certain amount for a lead that you are trying to turn into a customer. Regardless of the outcome, it’s fairly straightforward to calculate the ROI of lead buying-based campaigns, adding to the initial cost of each lead the amounts allocated to convert those leads, if applicable.
Disadvantages of buying leads
– Obsolete data
There are some lead providers who collect masses of contacts and contact details in their database, without updating them regularly. It therefore happens that a company recovers lists of leads that are several years old, which are therefore obsolete, because it is very likely that many of these leads have already changed their contact details or that they have completed their buying journey with a company. competitor for a long time.
If you’re hoping for business gain by using a lead provider, you’ll need to make sure they update their databases regularly.
– Sharing of prospects
Sometimes lead providers sell their data to multiple companies at the same time. It is therefore possible that your competitors have on hand exactly the same list as you. Therefore, beware of very low cost lead lists and demand to receive exclusive lists.
– Lack of personal touch
There is a big difference between purchased leads and leads you generated and engaged through the work of your marketing team early on in the buying journey. Even if the leads purchased meet your criteria as a buyer persona, no one can guarantee that they will become your customers. There is a risk that they have no idea who you are, and in that case, your sales team will have to go the extra mile to create a connection.
– Little room for niche markets
If you have a niche product for a specific industry, you’ll have a hard time buying leads that meet your necessarily unique criteria. Many suppliers only offer general data for current and growth industries. The more detailed your criteria, the more difficult it will be to find leads that relate to your product and have the potential to become new customers.
What to know before buying leads
Now is the time to dig deeper into what you need to know before you start buying leads:
– The quality of lead data can vary greatly from one supplier to another
The quality and accuracy of the data is paramount. If you buy from an untrustworthy source, you may find that the integrity of your data is compromised and you will have paid for poor quality data that is unusable.
This is why it is so essential to carefully read all the information available about the different lead providers to know whether or not they can meet your specific needs.
To do this, consult platforms such as Capterra, Google Reviews, G2 Crowd, as well as blogs and social media groups that deal with the subject.
– Finding competitive prices takes time
The major vendors also vary widely when it comes to pricing and pricing structures. Before making your decision and choosing a supplier, carefully assess their offering to determine if it truly meets your needs.
Some vendors, for example, offer credit and token based sales systems, which can be interesting if you are looking for flexibility and control over your lead purchases, while other vendors offer more or less packages. long duration.
– Develop a solid outreach strategy
If you make the decision to buy leads, you will necessarily have to put in place an outreach strategy, in other words, a plan to approach and support your qualified leads as best as possible in order to get the most out of them.
Finally, let’s take a look at the best websites and platforms that allow you to buy qualified leads today.
The best lead buying platforms in 2021
Lead providers offer a wide variety of profiles that range from selling segmented email contact lists to high-performance tools that can identify leads based on their social media profiles. Either way, these lead sellers are going to save you both time and effort in your business prospecting.
Here are six of the best platforms on the market to help small and medium businesses buy and generate leads to fill their sales pipeline:
- UpLead: The best overall lead provider for businesses that want to send verified leads and prospects directly to their customer relationship management (CRM) tool
- Salesfully: Perfect for small businesses looking for an affordable and easy-to-use qualified lead buying tool for unlimited contact information
- D&B Hoovers: ideal for marketing teams who need advanced search filtering to identify leads based on a specific geographic area
- Lusha: Ideal for B2B sales professionals who need to identify the contact information of their leads through social media networks
- LinkedIn Sales Navigator: Perfect for companies wanting direct B2B relationships with decision makers at target client companies
- FindEmails.com: Very effective for sales teams who need a no-frills lead and contact search