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How do you manage the the quality of the information that leads provide?
In the B2B marketing space, one of the challenges I face daily with lead generation is quality of the contact details provided. Very often there are wrong phone numbers, bounced back email addresses, etc. Do you have any suggestion how this can be managed?
This question was asked during Michael Brenner's presentation "Confessions of a Real B2B Marketer" during the Focus Interactive Summit: Progressive B2B Marketing.
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- Dos and Don'ts of Small Business Marketing May 29 @ 11 am PT
- Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
- The Tricks to Paid Media June 6 @ 11 am PT
- Display Advertising for Brand Awareness June 20 @ 11 am PT
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1 Answer
I do have a suggestion for this. We have found that the email field is more likely to be correct than phone. So one way to address this is to run "nurturing" emails using your best content and a simple form asking for the registration data. The conversion rates are high because you are using great content, because you have an existing relationship and this often leads to higher quality registration details.
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