Lead Generation: DIY or Outsource?

Posted on by Chief Marketer Staff

Crumpled question marks heapBy Frans Van Hulle

Lead generation is undeniably founded on technological solutions, and the efficiency of your implemented solutions will define how successful you’ll be in acquiring customers.

Developing and implementing lead gen technologies can be incredibly time-consuming, especially if you aren’t specialized in certain fields. Thankfully, there are many external companies that offer certain services to empower your lead generation. Then again, your organization may be tech-savvy enough to do quite a few things in-house. To make the decision on whether to outsource or DIY,  let’s look at the pros and cons.

Lead Forms

A good lead generation form is essential in generating high-quality leads. Apart from technical aspects such as improving speed, real-time functionality and verification, it also has to be aesthetically beautiful to attract customers and contain the right kind of messaging to engage potential customers. Moreover, in order to optimize campaigns and forms and find the winning formula, it’s important to split-test campaigns.

  • DIY: If you have great development and design teams, you should do this in-house. Your development and design teams should also be skilled in developing mobile campaigns using responsive design in order to maximize traffic for your campaigns.
  • Outsource: If you are wasting considerable resources on developing lead gen forms without capturing high-quality leads, it might be simpler to just buy leads from an external lead generation company that design their own lead gen forms and campaigns. 

Lead Verification

Lead verification is a double-edged sword. There are many things that organizations can do in-house, such as checking names for obvious fraud, inspecting whether IP addresses match ZIP codes, or examining how much time users spent on filling in forms. Nevertheless, any solution that is not automated allows room for errors. Moreover, you might need verification in real-time to follow up faster. Many external companies offer lead verification services, such as cross-referencing information with external databases that prevent fraud.

  • DIY: There is a lot you can do internally to verify leads, but you need to be very precise, and you may not be able to do everything real-time.
  • Data-Driven Marketing: How Makino Americas Built a Powerful Lead Generation Database
    Check out this related B2B LeadsCon Event!

    A lead gen campaign is only as good as its target audience. Have you selected the right accounts and contacts, and do you have a clean and a…

  • Outsource: If you want to prevent fraud from entering your ecosystem, it’s much easier to outsource this to experienced companies and integrate their technology into your lead generation systems. 

Lead Scoring

In order to develop a successful lead scoring model, you need to be able to analyze and use all the data you’ve collected. The more data you have, the better able you are to establish certain correlations between data points with which you can develop data models that allow you to implement real-time lead scoring which will help you to predict lead quality based on the data input on lead gen forms.

  • DIY: If you know have skills in data analysis and data modeling, this is something you can develop yourself since you know your definition of “high lead quality.” 
  • Outsource: Data analysis and prediction is a highly complex field which needs continued attention and revision in order to be made more precise. If you do not have experience with data analysis or modeling, it may be better to outsource.

Lead Tracking

The easiest way to track leads is to find good customer relationship management software that is easy to implement in your organization. Choosing specialized systems can help you identify appropriate follow-up actions for different types of leads. Attempting to develop your own system can result in very messy excel sheets that are not transferrable between departments. That’s why it’s always better to choose software that can do it for you. The only issue you may have in implanting and choosing this type of tool is that you may have to train staff and align departments in using this type of tool. That’s why it’s important to choose a tool that matches your organization’s technical knowledge.

  • DIY: Not recommended.
  • Outsource: Find a good CRM tool that is easy to use and help you move leads along the sales funnel. Developing sophisticated CRM tools is an art of its own, excel files won’t do.

The decision ultimately depends on your strategy. If your aim is to be good at lead generation, and to be involved in all the details, then it’s best to execute core activities in-house as you gain full control. Being able to adapt to market changes quickly and optimizing based on lessons learned, gives you an edge in the sense that you can evaluate strategies and technologies.

Frans Van Hulle is CEO/co-founder of ReviMedia. 

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Data Intelligence for Targeting Check out this related B2B LeadsCon Event! Everyone has data, and lots of it. What’s the best way to make sense of all that information, and target the right prospects at the right ti… View Agenda Register Now

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM