Organizations that validate data before launching outbound lead-generation programs set nearly four times more appointments, according to a study conducted by LeadJen Inc., an Indianapolis-based business-to-business lead-generation company.
The study looked at 12 campaigns across different industries representing nearly 122,000 connections made by phone or email.
“Our study shows that campaigns investing in data cleansing average a 2 percent greater response rate per lead targeted,” said Jenny Vance, president of LeadJen.
The average response rate by lead when using cleansed data was 4.36 percent, compared to 2.41 percent without this marketresearch.
“Those percentage gains translate to almost four times more appointments,” Vance said. “It follows that campaigns investing in cleansed data also will result in four times the number of sales.”
The study also shows that in blended campaigns — those using both cleansed lists and non-researched lists — 65 percent of appointments came from the cleansed lists.
The full study can be downloaded athttp://leadjen.com/data-roi-study-cost-not-validating-data-whitepaper.