Delivering Leads to Lead Buyers – Selecting a Right Delivery Mode

by Paddu on July 23, 2011

If you are a lead generation firm and capturing and distributing leads to your buyers / clients, the most critical step is delivering the leads quickly, effectively and in real time. Since the first buyer who reaches out to the prospective lead is most likely to convert the prospect to a customer, it is essential to understand various lead delivery modes and choose a right option to deliver the leads. Understanding your client’s systems, processes and preferences is key to a successful lead delivery and customer satisfaction.

Lead Delivery Modes

LeadPro247 lead capture, distribution and delivery management system provides an array of choices for delivering real time leads to your lead buyers. The following choices are available to LeadPro247 users.

  • Delivery via Email
  • Delivery via LeadPro247 Back Office
  • HTTP Get / Post options
  • Web service (SOAP / XML)
  • Text Messaging (SMS) – transaction fee applicable
  • Fax Delivery – transaction fee applicable
  • Custom Interfaces with clients’ lead management systems

Once or more delivery methods can be used to deliver leads depending on the customer requirements. Each delivery method has its own advantages and disadvantages. Hence it is important to understand your customer preferences and then select an option.

Customer Education and Engagement

Engaging the customer (lead buyer) and educating them with the pros and cons of various lead delivery processes, if necessary, is important for successful customer relationship.

If your customers are established, medium or fairly large size organizations, then they may be technology savvy and may not need much help in deciding a suitable lead delivery option. In fact, they will dictate the terms and modes of lead delivery. On the other hand, if your lead buyers are individuals (such as multilevel marketing / network marketing representatives, realtors / real estate agents, insurance agents, etc.) who are new to internet based lead generation and delivery, probably they may need help in determining their choices.

Lead Delivery Via Email

Sending leads to the clients using email is the easiest, cheapest method available for lead generation companies. Hence all lead generation and distribution management systems, including LeadPro247 supports email as a lead delivery option.  However, email delivery via internet is not a guaranteed delivery method. The delivery rates could be anywhere between 25% and 90%.  Hence it is a least reliable method for delivering leads. If someone is paying for the leads, how can they afford to lose leads due to email delivery failure?

If the leads are to be delivered to an email address, check with your customer if they can provide a private email address (such as customer@theircompany.com), which has a much better chance of getting delivered. They will have the option to whitelist the sendor’s domain or email id in their email server, which will increase the email delivery rates significantly. If they are using free email or ISP servers such as Gmail, Hotmail, Aol, Yahoo, Comcast, RR, etc., the email delivery rates will widely fluctuate. This is not a preferred option. So talk to your customers and request them to setup and use private domain based email addresses. It costs less than $10 a month to setup a domain which will support hundreds of email ids.

Lead Delivery to Back Office

LeadPro247 database system comes with back office delivery option. The back office feature is built-in to the LeadPro247 system and hence will never fail. The customer can log into the system any time (from anywhere) using a browser such as Internet Explorer or Firefox and download the leads delivered to them. Other benefits of using back office option are:

  • View lead order status
  • Pause / Restart lead delivery orders
  • Download leads to Excel
  • Request lead credits / returns online
  • Track and Manage leads (optional)

The LeadPro247 back office can be accessed from tablets such as iPads or Android based tablets using the web browsers.

The shortcoming of the back office delivery option is that the customers do not know when the leads are delivered. To overcome this, it is highly recommended that they use the back office function and email delivery using a private domain based email address.

Lead Delivery via Text Messaging

Leads can be delivered via text messages to the lead buyers. This feature would be of great value for customers such as real estate agents, insurance agents, field sales reps, and other who buy small number of leads. As the text messages (SMS) support only about 150 characters, only minimum information such as prospect name, phone number, location, etc. can be sent. Hence this options should always be used in conjunction with the back office delivery option. LeadPro247 uses the popular Twilio service for reliable delivery of leads via SMS. Per message delivery rate is between 5 cents and 10 cents depending on the lead volume delivered.

Delivery To Customer Systems

Delivery methods such as HTTP posting, Web Services (SOAP/XML) and customer interfaces are generally used by the technology savvy customers who have their in-house or third party lead management and CRM (customer relationship management) systems. In these cases, the lead buyers will provide the instructions for the interfacing their systems. This is the most reliable method of delivery, as the customers’ systems and LeadPro247 lead system are interfaced directly without using the email or other option. Even in this case, LeadPro247 recommends using its back office delivery option as a backup process.

Conclusion

Lead Delivery methods have to be chosen carefully in coordination with your clients. If they are using public email systems, gently remind them the pros and cons and encourage them to use their own private domain emails. And make it a practice to enable the lead back office option and let customers know the advantages and benefits. Remember that the LeadPro247 system supports advanced interfacing methods for directly delivering leads to your customers’ lead management or CRM systems.

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