Dirty Leads
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Dirty Leads refers to low-quality leads, or LQL’s, that have very minimal, if any, validation and oftentimes, this ‘lead’ never engaged with any content promoting the product or service of the business to whom it's being passed along. These leads are generated for the most part by unreliable call centers, and have not given unconditional, granular level consent to being contacted. While these leads come at a fraction of the price of a marketing-qualified lead (MQL) or sales-qualified lead (SQL), the return on investment (ROI) is much slimmer, if there is one at all.[1]
Lead Generation[edit]
In marketing, lead generation is the initiation of consumer interest or inquiry into products or services of a business. A lead is information given to a company about a consumer who is interested in that company's product or service. In order to generate a lead, companies, either themselves or through a marketing agency, promote their assets.[2] This typically requires ‘registering’ or filling out a form including one’s name, email address, and in some cases, company name, company size, industry, another kind of qualifying question or any combination of this information. The asset that one registered for is then available via email or redirection. When one registers for an asset, he or she becomes a lead.
Lead Quality[edit]
A top-of-the-funnel [3] lead signifies a lead that is in the first stage of the buying journey. [4] This level of quality is also considered an MQL, or marketing-qualified lead. Because these leads have shown minimal interest thus far, they're often moved to a nurturing system to further familiarize them with the product or service for which they've expressed interest. The nurturing process can turn MQLs into SQLs, or sales-qualified leads. [5] These can also be referred to as bottom-of-the-funnel leads. The bottom of the funnel is the ultimate end goal for a company. This indicates leads are in the final stages of the buying process, and where leads are easily converted from leads into actual customers. [6] SQLs and bottom-of-the-funnel leads can also be generated through lead generation, by asking qualifying questions that gauge the interested party’s level of intent on purchasing.
Low-Quality Leads[edit]
LQLs, or low-quality leads, are leads that are not even in the funnel, because they have never gone through the first phase of the lead generation process: registering for an asset and consenting to being contact by the company of which the asset is promoting. The information, such as names and email address, provided when receiving LQLs, may even be valid, but still has not expressed interest in a company’s products or services, and has not given consent to be contacted. Although data privacy laws prevent most companies in North America and Europe from contacting someone without consent, there are other countries that do not need to abide by these laws.[7]
References[edit]
- ↑ "What Are Dirty Leads? The Truth About Dirty Demand Generation". 2022-04-25. Retrieved 2022-05-03.
- ↑ "Digital marketing assets – A guide to this evolving concept". Canto. 2020-02-05. Retrieved 2022-05-03.
- ↑ "Top-of-Funnel Marketing — Definition — TrackMaven". Skyword. Retrieved 2022-05-03.
- ↑ blogtaboola (2018-02-05). "Top of the Funnel Marketing: How to Get from Content to Leads". Taboola Blog. Retrieved 2022-05-03.
- ↑ "What is Lead Nurturing? - Marketo". Marketo.com. 2019-09-16. Retrieved 2022-05-03.
- ↑ "Bottom of the Funnel". Mixpanel. 2020-01-13. Retrieved 2022-05-03.
- ↑ Assefa, Eskinder (2020-03-13). "The Cumulative Impact of High and Low Quality Leads". SOMAmetrics. Retrieved 2022-05-03.
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