3 Reasons Social Data Maximizes B-to-B Lead Quality
- Many people use them as network and career-building tools, so their profiles are kept up-to-date, tweaked and refined as job roles change and accomplishments are achieved — much more so than databases and other conventional lead sources.
- Professional social media profiles are also subject to greater professional scrutiny. People are much less likely to exaggerate their role, expertise, accomplishments or position when they know their boss or colleagues can easily call them out on the inflation.
- Professional social data is readily available — and free. Of course, accessing it through conventional means could be a problem. You could google every incoming lead, but that could take days, weeks or months to cultivate good data before you can even make contact. Meanwhile, your competition has already moved in to close the deal.
Maximizing lead quality requires looking beyond job titles to understand the exact job role, and social media data can provide that insight. By listening in on the conversations taking place among employees or about a company, product or issue, marketers can more easily identify exactly which companies — and the individuals within them — should be the focus of their efforts. The question is how.
Fortunately, new technologies like predictive lead targeting can automate the process and surface the most accurate, high-quality leads that are most likely to convert. These systems work by matching keywords and profile parameters found in the social sphere (e.g., job skills and functions, product/software expertise, and professional event participation) against your company's ideal buyer profile. As a result, social scoring and prospecting technologies can help marketing and sales teams circumvent the creative title conundrum and get to the details that really matter to drive return on investment and sales success.
Amnon Mishor is the co-founder and vice president of products at Leadspace, a SaaS lead generation company.