Lead Verification Services for Improving Lead Quality and Increasing ROI in Demand Generation

Online Lead Verification is the most valuable and intensive quality assessment and improvement process which comes to the aid of online lead generation companies and lead distributors. Lead Verification can be employed in both B2C and B2B scenarios, though it is most useful in consumer lead scenarios. You may take a look the primer / my earlier post on Lead Scrubbing, Validation and Verification processes.

Again, this is a post-lead-capture process and hence you can not prohibit the bad leads hitting your marketing / leads database. However, by deploying a suitable Online Lead Verification Service you can verify the lead parameters and then make a decision whether to pass on the lead to the lead buyer or your sales team.

The lead verification is carried out generally online and hence it can be used in real time lead generation and distribution situations. Once the lead information is received from the landing pages, the lead management system will subject the key data elements to dozens of tests and determine the quality of the lead.

Lead Verification Properties

The following lead profile parameters are used to verify the lead. Obviously, if the lead captured does not contain all these data elements, then the quality assessment results will be less accurate.

• First name
• Last name
• Email Address
• Address
• Phone Number
• Gender
• Date of Birth
• IP Address

Based on the input values, the verification process will return the corrected values as well as a set of useful quality parameters (which may vary from system to system).

Most of useful results from Lead Verification process will be:

• Overall Quality score
• Overall Quality Result
• Type / technology of telephone numbers

It may also provide alternate telephone number and address.

At the highest level, the Overall Lead Quality Score can be used to take an instant decision and treat the lead accordingly. For example, if the score is less than 50, probably the quality may not be very high and hence you may avoid selling it to your high value customers.

Benefits of Lead Verification

Adding a Lead Verification service feature in the lead capture and tracking system will be a great boon to those dealing with mortgage leads, debt settlement leads, financial services and other consumer (B2C) leads. There are several advantages and benefits of using an online lead verification process in your demand generation and distribution efforts. Here is a check list. These benefits are self explanatory. However we will revisit these in future posts.

• Increased Customer Satisfaction
• Increased Lead Conversion Rate
• Decrease in Wasted Time and Efforts by your Buyers / Sales Team
• Decrease in Lead Cost in the long term
• Identification of poor quality lead sources and providers
• Increased ROI
• Decrease on Price (for Lead Buyers)

Verification Services

Since Lead Verification involves comparision and mathcing with millions of public and proprietory database records, the verification services are generally provided as a per transaction fee based service. The typical cost per transaction varies from 25 cents to 35 cents based on volume of leads verified on monthly basis.

There are a number of verification service providers in the market place. The services include TargusInfo, ServiceObjects, LeadQC, and AccurateAppend among others. You may directly contact the data service provider and request your technical team to establish the interface for online verification.

On the other hand, Lead Distribution and Management service providers, such as LeadPro247, include Lead Verification as an optional service in their lead management and distribution platform. These services use one or more of the database service providers as their back-end partners and hence you can not only get the same benefit as going to the primary provider but better service and more choices. Choosing such a lead management platform might solve a lot of technical issues and maintenance efforts for your team. And your lead buyers and sales team will be happy that you addressing their pain points!