When buying leads, the quality of the lead provider is often just as important as the leads themselves. Use this Lead Quality Checklist to ensure your investment delivers results.
Transparency of Lead Sources
• Does the company clearly disclose how and where they generate leads?
• Are lead sources ethical, permission-based, and compliant with data privacy laws like GDPR/CCPA?
• Do they differentiate between organic leads, paid leads, and recycled lists?
Lead Validation Process
• Are leads verified for accuracy and relevancy before being sold?
• Is real-time validation used to eliminate outdated or incorrect data?
• What percentage of their leads are duplicates or invalid? (Industry standard: ≤5% invalid leads)
Exclusivity of Leads
• Are the leads sold exclusively to you or shared with competitors?
• If shared, how many buyers receive the same lead?
• Does the company provide an option for exclusive leads at a premium?
Lead Targeting and Segmentation
• Can the company customize lead criteria based on your industry, geography, or ideal customer profile?
• How granular is the targeting? (e.g., income level, buying intent, specific job titles)
• Do they offer data-driven insights to support segmentation?
Customer Feedback and References
• Does the company have a proven track record of delivering quality leads?
• Can they provide case studies, testimonials, or references from similar businesses?
• Check reviews on third-party platforms like G2, Trustpilot, or Better Business Bureau.
Performance Guarantees
• Does the provider offer any guarantees, such as lead quality, replacement for invalid leads, or ROI thresholds?
• What is their refund policy if leads fail to meet agreed standards?
• Do they commit to meeting lead delivery deadlines consistently?
Pricing and Cost Transparency
• Are costs clearly explained, including setup fees, per-lead costs, and additional charges?
• How does their cost-per-lead compare to industry averages?
• Can they demonstrate how pricing correlates with lead quality?
Conversion Rate Benchmarks
• What is the company’s average lead-to-customer conversion rate?
• Can they provide statistics for your specific industry?
• Are conversion rates aligned with your business goals (e.g., minimum 10-20%)?
Data Ownership and Compliance
• Do you own the leads after purchase, or are they licensed for a specific time?
• Is the company compliant with legal standards (e.g., GDPR, CCPA, CAN-SPAM)?
• Can they provide a written agreement ensuring data privacy and legal use?
Ongoing Support and Optimization
• Does the company offer ongoing support to help improve lead performance?
• Do they provide analytics and feedback to optimize future purchases?
• Are they available for consultation to troubleshoot issues?
Math Matters When Growing Your Company
Key Stats to Consider:
• 47% of marketers say poor lead quality is the biggest challenge to lead generation.
• Leads verified through real-time validation have a 15% higher conversion rate.
• Companies using exclusive leads report 22% higher customer acquisition rates compared to shared leads.
Your Experiences Are Key
Normally the above points matter but there are always exceptions. We’ve done deals with people who were independent digital marketers who’d consistently generate surprisingly high quality leads using their own proprietary methods that didn’t conform to the norm. It takes all types so be open to running tests and judge for yourself based on your results.
We’d welcome your comments on who are the best lead generation companies, and will gladly list links to their top programs.
