How to apply payment intent to lead generation
The lead generation market is driven by the buying principals of quality, recency, relevance and price. Unfortunately, rarely does the channel satisfy all four, especially when the pressure to reduce price often reduces quality. Fundamentally, it's been difficult for the market to escape the metric that has always driven data sales - volume. Even when bought on a cost per conversion basis, measuring performance on conversion alone misses the true metric on which quality should be assessed - customer value. For organisations selling products on credit/extended payment terms or those in the insurance sector, careful consideration should be given to the performance of leads after conversion; some will intentionally default or be written off as bad debts; others will make opportunistic claims.
It's this insight that forms the basis for this guide. Cipher from Fraudscreen can be used to filter all leads, in real-time, to segment them according to their intent to pay or claim. With this knowledge, pricing structures can be set, offers/terms of business tailored and acceptance rules agreed. For buyers this approach can improve channel performance and increase profits. For intermediaries, it can maximise income through repeat usage and establish a reputation for quality and value.
