How to collect lead based data

Whether you're targeting the consumer or business market, the first step to optimizing lead generation is to make sure you're using sufficient quality data.
Your own market data should be up to date, compliant and have sufficient information to enable effective segmentation and targeting of prospects. If you are in any doubt as to the quality of your data or if you want to expand your pool of prospects a professional list broker can really help.

Direct and email pieces really must have a strong focus on a 'call to action'. You need to strongly suggest to the reader that they should take a particular course of action. 'Buy Now' is seen everywhere, largely because it works! Including a call to action serves two purposes. It starts the reader moving along the sales cycle through such actions as registering for further information, a product trial or to download vouchers and coupons. In addition, using tracking codes on coupons or website addresses the call to action allows you to monitor responses to your creative piece.

When creating your call to action, consumers respond better to direct and email communications with an emphasis on a clear offer . Your main aim should be to create an offer to attract a purchase as early as possible in the sales cycle. Examples of this sort of offer are percentage discounts or two for one offers.

In B2B marketing things are somewhat different. Although simple offers have a place, thought leadership-based calls to action tend to initiate earlier purchasing decisions. Your calls to action for this group could include invitations to web-based seminars or to download research surveys and the latest white papers.


When is comes to collecting lead information on-line, be careful about how much information you ask for. People are becoming more aware of the value of their data and are more reticent about handing over their information. Many people will only part with their details if you are offering something they perceive to be of equivalent or greater value in return.

Interrogate your existing consumer/market data for clues as to what your prospects would consider to be of value.

Remember it's better to collect basic information that people are happy to part with, name and email address, so that you can strike up regular communication. Attempting to capture too much information too early on in the sales cycle can act as a deterrent and valuable leads can easily be lost this way. Keeping data collection forms short and simple with very few fields is key to making sure visitors provide their contact information.

Above all ensure any information collected and permissions given must be treated ethically and in accordance with the latest data regulations.