| "Online lead generation is about matching potential | | | | user or force any offers with pre-checked boxes. |
| customers with products and services that interest | | | | Instead, we use 100 percent opt-in co-registration sites, |
| them." says Lou Pine, Co-Founder and Senior Vice | | | | which can include survey and opinion sites as well as |
| President of Business Development for Permission | | | | free offers and sweepstakes sites." |
| Data ( "In other words, providing companies with quality | | | | Permission Data's process of lead generation typically |
| leads is akin to being a matchmaker," | | | | begins with a registration process, during which |
| Since the company's inception in 2001, Permission Data | | | | consumer information is collected. From there, |
| has developed one of the largest 100 percent opt-in | | | | consumers are exposed to targeted advertiser offers, |
| lead generation networks on the Internet, generating | | | | and can, at their own initiation, opt in to learn more |
| leads for over a thousand companies. As such, | | | | about a brand or product. "At that point, the consumer |
| Permission Data's clients attest to the company's | | | | will typically see a customized advertiser survey or |
| matchmaking formula. | | | | other instrument that allows for additional branding and |
| Global Medicom, Inc., a Los Angeles-based distributor | | | | cross-product marketing," says Pine. "This is followed |
| of disposable medical supplies, approached Permission | | | | by content that the consumer will find appealing and |
| Data with a goal to increase its gross revenue by 50 | | | | informative." |
| percent each year. Global Medicom needed to find | | | | The information that is collected throughout the |
| customers who fit their target profile, as well as to | | | | process isn't simply handed over to Permission Data's |
| integrate data transfer and tracking systems for their | | | | clients; instead, it goes through the company's TruFilter |
| prospects. According to Pine, "We designed the | | | | proprietary data cleansing technology. "TruFilter verifies |
| creative aspects of their campaign, developed and | | | | U.S. Postal Service addresses, area codes and phone |
| implemented an opt-in placement strategy, and | | | | prefixes, validates email address syntaxes and domain |
| generated a custom Internet survey for Global | | | | names, and filters out profanity," says Pine. The |
| Medicom. In less than three weeks after our initial | | | | technology also aggregates leads, removing duplicates, |
| meeting, we had executed the insertion order, | | | | and assigns a source code to each lead. |
| produced the website, and finalized the data transfer | | | | But perhaps the best feature of Permission Data's |
| solution." | | | | service is the speed and manner in which the leads |
| As a result of Permission Data's efforts, Global | | | | are delivered to their clients. In a recent survey, over a |
| Medicom exceeding its goal, increasing annual revenue | | | | third of Chief Marketing Officers reported that they |
| by 57 percent. In addition, the company decreased its | | | | don't have sufficient real-time access to leads and |
| cost-per-customer acquisition by 30 percent. Equally | | | | prospects. Permission Data can set up a real-time |
| important, Global Medicom was able to track the | | | | data feed to its clients within 24 hours, and offers |
| performance of their ad dollars with much more | | | | customizable file formatting and delivery integration. |
| accuracy than they could with expenditures made in | | | | "We pride ourselves on our ability to provide our clients |
| other media. Because Permission Data provided a | | | | with volume, quality, simplicity, and speed," says Pine. |
| seamless solution, Global Medicom incurred lower | | | | "We define customer service as the ability to |
| management costs when compared to other online | | | | constantly and consistently exceed our customers' |
| and offline campaigns. | | | | expectations." |
| Pine attributes the success of Global Medicom's | | | | It is most likely this customer-centered approach that |
| campaign and those of Permission Data's other clients | | | | makes Permission Data the perfect matchmaker for |
| to the manner in which the company gathers leads. | | | | companies and their potential customers. |
| "Our paradigm is pure, in that we don't incentivize the | | | | |