Telephony Validation vs. Database Validation

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Telephony Validation vs. Database Validation

Businesses thrive on leads and without qualified leads, a business is wasting time, energy, and money.  That is why many businesses put so much effort into partnering with a leads affiliate that can provide quality contacts.  Unfortunately, determining the accuracy of the leads is so time-consuming that some businesses continue pursuing dead-ends rather than taking the time to verify.

It’s true that a successful lead generation process will identify clients with a genuine need for your product and services for your sales team.  When a company outsources for leads, the quality of the leads may not be the ones for your organization.  Thankfully, validation systems help to determine the accuracy of the leads.  Database validations have helped to move the industry forward considerably, as they can pick out which leads have better likelihoods of being real.  Very recently, telephony validation have been developed to work in real time to determine phone line connectivity.  The issue becomes determining where to place these validations in your internal processes.

Lead sales companies like Zoho.com and Salesforce.com are powerful tools in that you can find millions of contacts with just a few keyboard taps and clicks, (and money).  More seasoned companies will provide you with ‘hand raisers’ or people who have asked to be contacted based on entering their information on a web form, or calling into a call center or IVR.  However, even with some of the best intentions, a percentage of these contacts will always be out of date, at least partly because people move around so much, some data may just have typos, other data is bogus from the start.

According to Gleanster Research, typically only 25% of leads are legitimate, that is they are the ones that will advance to sales.  Dissatisfied with inaccurate leads, some companies have turned to database validations over the past few years in order to determine the accuracy of the contact.  These companies use automated systems to check their data against external databases in an effort to confirm that the record is up to date.  The problem with that approach is that there are still accuracy issues.  Database validation checks for updated contact records but doesn’t conduct a true test of the contact’s phone number— the most valuable contact medium.

Having a reliable leads list is critical in today’s changing business environment.  Telephony validation provides the user with many advantages including:

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  • Contacting the right person, adding value to the calls
  • Contact efficiency increases to over 90%
  • Lead generation and telephony validation together yields measurable results
  • Enhances company’s image with prospects and customers
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While database validation has its place in terms of providing housecleaning for corporate computer systems and updating information, for true accuracy in validating your lead contact information, telephony validation is the only option.  In fact, RealPhoneValidation guarantees the accuracy of results at the 98% level.  This should provide comfort to marketing and sales managers alike and help to increase the likelihood of turning prospects into paying customers.

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