Generating net-new names is critical to developing a revenue-producing marketing engine. Getting this right significantly increases your odds of success. The good news is that there are many options to get us there by driving people to our website and landing pages: think SEO, SEM, PPC, social media, content syndication and advertising.
While there are innumerable channels to generate new names through internal efforts, the results can vary wildly. For example, the volume of new names can be slow, the quality is all over the place, or the alignment with optimum demographics for your solution can be weak.
To meet pipeline needs or accelerate contribution, many marketers acquire leads from a third party to add net-new names to the database. The most popular methods are to purchase a list, or syndicate content.