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Critical Purchase Influence: Seek Triple Filtered Sales Leads

The secret to quality online lead generation with any media company as your partner is to focus on leveraging your partner's resources with technology buyers who have already verified their critical purchase influence.

The lead generation process used at the Ziff Davis Web Buyer's Guide is essentially triple-filtered - like a fine vodka. And, the critical purchase influence is double verified. Using this methodology the lead impurities are naturally eliminated through the process and the end result won't give you a hangover.

Filter one: The primary campaigning source for the Web Buyer's Guide is against the Ziff Davis Enterprise database [3.1MM records] that has already subscribed to and qualified for one or more of the top enterprise technology magazines in the world, including eWeek, Baseline Magazine or CIOInsight. Each magazine provides an incredible filter system via their controlled circulation process as each subscriber must verify their critical purchase influence.

Filter two: Each lead generation campaign targets that ZDE database to drive clicks to a gated set of marketing assets [white papers, case studies, webcasts, etc.] and the Web Buyer's Guide registration process must be completed, which includes an update of all contact data, demographics and a definition of their individual role in the technology buying process. By this point, critical purchase influence is being double-checked - and regardless of title, that involvement in the purchase process, is above all, the most critical.

Filter three: Only after passing through these first two filters is a contact permitted to access the sponsored content assets and a download of those assets must next be completed to qualify them for the lead generation program.

Are their ways to take short cuts? Yes, other media firms are mastering all kinds of strategies to short circuit this approach to get results, but the quality and commitment of the sales leads generated will suffer accordingly. For example, the triple-filtered method provides considerable advantages over approaches that rely exclusively on database sources without verified purchase influence, Web traffic networks or search marketing techniques. All these techniques will produce some results, but they aren't triple-filtered, critical purchase influence is not double checked and lead scrubbing is essential.

Hint: If you lead generation partner makes 'lead scrubbing' a key service, you may be dealing with a low-quality supplier. If you want to spoil your sales force - convert them to sales lead programs that use the Ziff Davis Web Buyer's Guide.


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