Study: Think duplicate leads are all bad? Think again.

Study: Think duplicate leads are all bad? Think again.

June 15, 2013 | Alyssa Trenkamp

New Velocify study identifies several characteristics of duplicate leads that show a higher likelihood of conversion than average.

Among lead generators and sales teams alike, there’s often confusion or disagreement about duplicate leads and how to best handle them. Duplicates haven’t historically made a great name. Marketers look at dupes as a response they may not get “new” credit for, or as data that may dirty their database, and salespeople look at duplicates as a waste of time – because they’ve talked to them in the past and already know “their story.” Fact is, duplicate leads are often viewed as having little value.

But are duplicate leads truly a source of wasted marketing spend and salesperson time or has everyone been looking at them the wrong way?

A recent Velocify study set out to answer that question and help marketing and sales professionals better understand the value of duplicate leads. The resulting insight could very well change the way many organizations view and manage them.

The Value of Duplicate Leads
One of the most important questions about duplicate leads is whether or not to de-prioritize them, so that valuable resources aren’t wasted working them, or highly prioritizing them because of their greater value potential. The easiest and fastest way to answer that question is to compare the performance of leads flagged as duplicates to the performance of all leads.

Surprisingly, our study found that leads that are flagged as duplicates convert at a 167 percent higher than average rate, regardless of how they are handled after they’ve been flagged.

Our study also found that it isn’t enough to just know whether a lead is a duplicate or not. It is also very helpful to know how many times a lead has been flagged as a duplicate. In fact, the more times a lead is flagged as a duplicate the higher the likelihood of converting.

Another finding worth sharing is that the timing between duplicates was a valuable indicator of a lead’s probability of converting.

So in the end, our study revealed that duplicate leads have unjustly received a bad name. And if you’re with an organization that hasn’t been giving duplicates their due, you may now have a great opportunity to get more from your lead flow. To learn more about the value of duplicates and view all the study’s findings, download a complimentary copy of “Duplicate Leads: Unrealized Value or Waste of Time?”.

Categories: CRM, Lead Management, Marketing, Marketing Automation

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