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LeadConversion Advisor SM services leverage TARGUSinfo deep expertise in providing lead management and related data-quality services by delivering enhanced capabilities to enterprises buying online leads from multiple sources.

TARGUSinfo weds unparalleled coverage and accuracy of household-level consumer data with actionable analytics, enabling companies to maximize the return on their lead generation and conversion efforts. As a TARGUSinfo On-Demand Data SM service, LeadConversion Advisor integrates with customers’ existing CRM software and tools.

The solution addresses a pressing market need, according to analysts. “Too many companies are focused on lead quantity and merely filling the sales funnel,” said Gartner Research Director Gareth Herschel. “As a result, they spend the same effort on each lead whether it results in a closed sale or not. Companies need insight into the quality of the leads so they can focus on the most promising ones first.”

In an early trial, LeadConversion Advisor services showed a major automotive company that 75 percent of its conversions were coming from only 55 percent of its leads – an opportunity to improve prioritization and effort to yield $7 million in additional sales per year.

LeadConversion Advisor services specifically enable companies to better:

• Segment leads based on potential value;
• Prioritize leads so that agents work the best leads first;
• Assign leads to specific salespeople or channels, for example routing the highest-value leads to the highest-performing agent;
• Position offers based on prospect segments, perhaps making phone calls to “gold” prospects and sending direct mail to “bronze” ones;
• Regulate the effort the organization spends on various leads based on their quality;
• Rank sources of leads by the overall quality and consistency of the leads they supply;
• Maximize profitability from a given set of leads.

“If you don’t prioritize your leads, you can lose five potential ‘gold’ customers in the time it takes to talk to one prospect who, based on his or her profile, would probably never convert,” said Paul McLenaghan, TARGUSinfo Director of Market Development, Interactive Markets. “LeadConversion Advisor services from TARGUSinfo are another giant step in the evolution of Internet marketing.”