Tips to improve the leads’ contact data quality

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It’s a common situation in B2B digital marketing when there are tons of incoming leads but the number of opportunities created from them is relatively low. I’ve seen some examples where SEO, Google Ads or the other lead generation sources generate more than a hundred of new leads per sales person in the region but this person only works with 2-3 opportunities a month. One of the multiple reasons of this is connected with the quality of the leads’ contact information.

The most common issues with the contact information include:

  • fake emails;
  • emails from non-business domains.

Usually when the sales person opens a new lead in CRM, it’s vital to have the correct email and the business domain in it – these 2 attributes demonstrate the high quality of the contact and increase the processing priority.

It’s relatively easy to prevent the fake emails. Once your lead generation form is submitted, don’t automatically redirect the user to the material (whitepaper or case study) that he/she had requested. Just send the file to the mailbox and notify about this on the “Thank you” page:

Not all the leads without business emails are junk – there can be various reasons why the person has left the personal email. Sometimes there is no access to the business email outside of the office, and sometimes the built-in LinkedIn or Facebook forms already have the personal email automatically pre-filled because of the initial account settings.

I would suggest using RocketReach (or similar tools) when you have a lead with the non-business email. It allows to input the first and last name or LinkedIn profile URL, and then you’ll get all the possible variations of the lead’s business email. RocketReach has its own database and also the email prediction mechanism.

To overcome the problem of non-business emails you could also prevent your forms to accept the leads with the free email domains. Here is how it looks like:

Even on the phase of typing the form recognizes the email domain and informs on the issue while making the submission button inactive.

As you see, there are several factors that might decrease your lead-to-opportunity conversion rate. These simple tips are based on my personal experience and can help you to overcome one of the main reasons which is the incorrectness of the leads’ contact information.

Andrei Iunisov is an independent digital marketing and freelance SEO consultant for B2B and B2C with 13 years of experience on a global level. Since 2006, Andrei has been involved with digital marketing and SEO in the rapidly growing software development company Parallels in Seattle, Washington. In 2009, Andrei founded the first web analysis agency in Russia. The list of Andrei customers includes TOP-100 Russian and international companies from all industries. In 2014, the business was sold to the largest independent online advertising holding company in Russia - iConText Group. Andrei has been offering digital marketing, SEO consulting and digital transformation services for various companies from all economic sectors worldwide since 2016. Andrey regularly shares his expertise on his personal blog.

Clutch recognizes Andrei Iunisov as a digital marketing expert and industry leader.

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Tips to improve the leads’ contact data quality It’s a common situation in B2B digital marketing when there are tons of incoming leads but the number of opportunities created from them is relatively low. I’ve seen some examples where SEO, Google Ads or the other lead generation sources generate more than a hundred of new leads per sales person in the region butRead More Read More"/> 2021-04-26
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