Deduplication and lead distribution software play a crucial role in managing and optimizing leads for businesses. However, the process is not as straightforward as it may seem at first glance. There are various factors and exceptions that need to be considered to ensure effective lead management. In this article, we will delve into the intricacies of deduplication and lead distribution software, highlighting the key considerations and best practices to maximize its benefits.
Deduplication is the process of identifying and eliminating duplicate entries in a lead database. When a prospect submits their information multiple times, whether intentionally or unintentionally, it can lead to inefficiencies and wasted resources. Deduplication helps prevent paying for the same lead multiple times and ensures streamlined lead management.
The Complexity of Deduplication
While deduplication sounds simple in theory, there are several exceptions and scenarios that complicate the process. One such scenario is when a lead is generated from different sources or within a short time frame. For instance, if a lead submits their information twice from two different lead generation landing pages, it becomes essential to analyze the intent behind each submission.
Considerations for Lead Generation: When buying leads directly, applying deduplication may not be necessary if the leads are generated through your own landing pages. However, if leads are purchased from third-party suppliers, additional considerations come into play. Understanding the intent of the lead, the outcome of previous interactions, and the source of the lead becomes crucial in determining whether deduplication should be applied.
Feedback Loops and Outcome-Based Deduplication
To make informed decisions about deduplication, establishing feedback loops and capturing outcomes is essential. By sharing feedback with the entity responsible for deduplication, you can determine whether a lead should be deduplicated or not. This becomes especially important when dealing with leads that exhibit varying levels of intent or when a lead's status changes from low intent to high intent.
Integrating Intent and Sales Cycle
To optimize deduplication, integrating intent and sales cycle information is crucial. Leads with low intent, such as cold leads or co-sponsored leads, may require constant deduplication throughout the sales cycle. On the other hand, leads with high intent, generated from targeted PPC campaigns, need a more strategic approach. By combining intent, sales cycle duration, and outcome-based feedback, businesses can create effective deduplication rules.
Applying Deduplication Rules
Practical application of deduplication rules involves considering intent, lead sources, and outcomes. For example, deduplicating based on telephone number for low intent leads while implementing deduplication on all fields for high intent leads can help differentiate their treatment. The key is to ensure that deduplication from high intent sources is only applied when there is an outcome from a low intent source within a specific time frame.
Deduplication and lead distribution software are vital tools for efficient lead management. However, their successful implementation requires a nuanced understanding of the various factors involved. By considering lead intent, feedback loops, sales cycles, and outcomes, businesses can establish effective deduplication rules and optimize their lead distribution process. Remember, deduplication is not a one-size-fits-all solution but rather a strategic approach that maximizes lead conversion and reduces wastage of resources.
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