“Online lead generation is about matching potential customers with products and services that interest them.” says Lou Pine, Co-Founder and Senior Vice President of Business Development for Permission Data (www.permissiondata.com). “In other words, providing companies with quality leads is akin to being a matchmaker,”
Since the company’s inception in 2001, Permission Data has developed one of the largest 100 percent opt-in lead generation networks on the Internet, generating leads for over a thousand companies. As such, Permission Data’s clients attest to the company’s matchmaking formula.
Global Medicom, Inc., a Los Angeles-based distributor of disposable medical supplies, approached Permission Data with a goal to increase its gross revenue by 50 percent each year. Global Medicom needed to find customers who fit their target profile, as well as to integrate data transfer and tracking systems for their prospects. According to Pine, “We designed the creative aspects of their campaign, developed and implemented an opt-in placement strategy, and generated a custom Internet survey for Global Medicom. In less than three weeks after our initial meeting, we had executed the insertion order, produced the website, and finalized the data transfer solution.”
As a result of Permission Data’s efforts, Global Medicom exceeding its goal, increasing annual revenue by 57 percent. In addition, the company decreased its cost-per-customer acquisition by 30 percent. Equally important, Global Medicom was able to track the performance of their ad dollars with much more accuracy than they could with expenditures made in other media. Because Permission Data provided a seamless solution, Global Medicom incurred lower management costs when compared to other online and offline campaigns.
Pine attributes the success of Global Medicom’s campaign and those of Permission Data’s other clients to the manner in which the company gathers leads. “Our paradigm is pure, in that we don’t incentivize the user or force any offers with pre-checked boxes. Instead, we use 100 percent opt-in co-registration sites, which can include survey and opinion sites as well as free offers and sweepstakes sites.”
Permission Data’s process of 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,” says Pine. “This is followed by content that the consumer will find appealing and informative.”
The information that is collected throughout the process isn’t simply handed over to Permission Data’s clients; instead, it goes through the company’s TruFilter proprietary data cleansing technology. “TruFilter verifies U.S. Postal Service addresses, area codes and phone prefixes, validates email address syntaxes and domain names, and filters out profanity,” says Pine. The technology also aggregates leads, removing duplicates, and assigns a source code to each lead.
But perhaps the best feature of Permission Data’s service is the speed and manner in which the leads are delivered to their clients. In a recent survey, over a third of Chief Marketing Officers reported that they don’t have sufficient real-time access to leads and prospects. Permission Data can set up a real-time data feed to its clients within 24 hours, and offers customizable file formatting and delivery integration. “We pride ourselves on our ability to provide our clients with volume, quality, simplicity, and speed,” says Pine. “We define customer service as the ability to constantly and consistently exceed our customers’ expectations.”
It is most likely this customer-centered approach that makes Permission Data the perfect matchmaker for companies and their potential customers.