How Lead Generation Controls the Cost of Information


With an age of information comes the race to capitalize it and at the same time, share the benefits of doing so. Yet unfortunately, that’s not usually the picture people have about it these days. Instead, everything from the most harmless lead generation campaigns up to your average government survey is viewed as suspect. “Privacy is dead” cry so many advocates.

Yet because out of fear of offending any such advocates (whether they’re in the telemarketing lists or among blog subscribers), many companies undermine their lead generation efforts.

Instead, why not simply exercise proper control on the price of information?

This might sound confusing because the one paying the price seems to be you. But in fact, it’s just as much true the other way around.Your customers are paying with their information in exchange for white papers, free trial software, webinar attendance, and other typical giveaways. So unless you know how to control the price they pay, you’re always at risk of either abusing prospects or undermining your own marketers.

Here’s how you can keep it in check:

  • Redefining privacyPrivacy isn’t so much defined by secrecy anymore. Customers who provide little information about themselves in exchange for free stuff are the ones asking too much in this case. You can only protect their privacy for so long before it starts feeling criminal. Instead, define it along the lines of transparency regarding how you use their information.
  • Let them watch you too – Transparency doesn’t just have to stop at how you use your information. Being open about what your business is, what you provide, and how you work  adds to your authenticity. Authenticity builds credibility and credibility wins trust. Clearly, you already know how trust can win sales.
  • Don’t punish – Some question the value of privacy when the only thing worth hiding wouldn’t be anything good. On the contrary, that is not the best way to approach the issue. Customers don’t like getting the third degree from businesses (much less one that oversteps its own agreements with using their information).

With a more reasonable definition of privacy, approachable openness, and the respect for their decisions (with little to no strings attached), you will always result in a balanced price for information. (Both for you and your prospects.)