Buying leads vs building your own
Every agency writing about this sells owned marketing, so they all reach the same conclusion. Here is the honest version, including when buying leads is right.
6 min read
Lead generation
Lead generation for businesses that sell to businesses
4 articles · last updated
Lead generation gets talked about as if it were one activity. It is at least three, and they fail in completely different ways. Finding the right businesses is a targeting problem. Getting a reply is a writing problem. Turning a reply into a booked call is a speed and follow-up problem — and it is the one most companies lose on, because it happens after everyone has stopped paying attention.
The articles here treat those separately. Outbound that is worth the recipient's time. Inbound that captures the people already looking for you instead of letting them bounce. And the unglamorous middle — the follow-up sequence, the response time, the second and third touch that most pipelines never send.
A recurring theme: the cheapest lead you will ever get is one you already had. Before spending on new traffic, it is usually worth finding out what is leaking out of the system you have.
Reactivating the customers you already have
The cheapest lead you will ever get is one you already had. How to work a list of past customers without sounding desperate or getting reported as spam.
6 min read
Do you need consent to text a lead who called you?
Someone called and left a number. Can you text them? The line that matters is not who called first — it is whether the message is selling them something.
7 min read
Missed-call text-back: the five ways it breaks
Missed-call text-back is easy to switch on and easy to get wrong. The five failures we see most, what each costs you, and the check that catches them.
7 min read
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