But is that possible?
Unfortunately, lead generation has a bad reputation in the UK.
This is because some companies use unethical and illegal practices to generate leads, such as sending spam emails, making cold calls, and selling personal data to third parties without permission.
People often think lead gen is spammy and annoying, which can make it tough for responsible lead generation companies to stand out.
But, it can actually be a great way to grow your business – if you do it legally!
So, what does that mean?
The key thing to remember is always to be transparent about who you are and what you’re doing.
This is a big failing of some lead generation companies, not making it clear they’re acting on behalf of third-party, and one that will attract not only the attention of the Information Commissioner’s Office (ICO) but the Advertising Standards Authority (ASA) as well.
The ASA has cracked down on companies that do this, particularly in the solar funding and funeral plans sectors.
The ICO’s Direct Marketing Guidance includes information on how to collect, process, and use personal data for lead generation purposes.
The key point is to be crystal clear about who’s collecting the data and that you want to use it for lead gen. Also, be clear on the marketing channels to be used.
And if you are collecting the data to sell to companies for their marketing, this becomes all the more important. People need to know who their data will be shared with.
These rules can seem complicated, so having someone on hand to help explain them is a great resource.
That’s what I do as the Marketing Law Expert – in your corner providing legal advice and assistance when you need it.