NEW! Verisk Native Application in Snowflake Marketplace
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Why is this such an important topic right now? Because research suggests that lead providers need to do a better job of delivering value to their buyers. And there are trends making this more difficult, such as the big changes in consumer behavior brought on by the pandemic.
A majority of consumers tried different stores, websites or brands during the height of the pandemic, and that really hasn’t changed. People are still actively looking for new ways to consume goods and services. That is not good news for brands who invest in building loyalty, because loyalty is taking a big hit. But it bodes well for the leads space.
Except that propensity to shop around has resulted in lead acquisition costs skyrocketing. According to Measured, an ad measurement firm, Facebook increased costs by 89% year-over-year as of this past July and Google was up 108%.
So while consumers want and expect brands to understand them, they give next to nothing information-wise. How can you overcome this? By enriching leads and personalizing engagements with third-party data.
Zora Senat
SVP Marketing & Partnerships
Infutor | Linkedin
Steve DeZara
CEO & Co-Founder
Think Unlimited
Fred Pfeiffer
Director, Strategic Partnerships
Infutor | Linkedin