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July 28, 2015
Do People Really Still Buy Leads?
 
If we are the ones bringing the bad news to you, we are dreadfully sorry that someone didn’t tell you sooner — the age of buying leads is over.

With the age of digital marketing, marketing analytics, CRM, social media, and “inbound marketing,” there is no excuse to settle for finding a firm that collects leads and pay them for numbers, emails, and contacts of “influential” people.

Thankfully, when marketers understand their market, the age of the cold call is over.

Long live the warm and hot calls.

We are thinking that there are some really big companies with really old sales and marketing managers who are so old school that talking them out of buying lists or playing the numbers game is simply not an option.

But sales and conversion numbers talk, and with the increasing efficiency of marketing data, our colleagues are quickly forming strong arguments to abandon antiquated methods of prospecting.

Advertising and marketing have grown leaps and bounds in terms of gathering customer data.

If your team feels like it has to buy lists to contact potential customers, then quite frankly, you are not doing it right.

Perhaps we should be less helpful to these folks and let the market decide their fate.

Then again — not that we fear the market for its decision — perhaps we can move the decision along by adding a conversation.

The number of emails we still receive for lists of customers “in your market” is absurd. In the next coming articles we will post free marketing resources that will teach you how to implement a quality content marketing campaign.

Because this nonsense is enough. 

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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