Marketers are quick to discard duplicate leads to avoid doubling their demand generation efforts. But new research reveals that duplication isn’t necessarily a dead end to sales.
A new study, titled: “Duplicate Leads: Unrealized Value or Waste of Time?” and conducted by Leads360, found that leads flagged as duplicates have a conversion rate that is 167% above average.
One of the most important questions surrounding duplicate leads is how to prioritize them, according to a Leads360 blog post. The best way to answer this question is to compare the performance of leads flagged as duplicates against the performance of all leads, according to Leads360’s John Reese, VP of Marketing and author of the blog.
Reese noted that it’s not enough to just know if a lead is a duplicate. “It is very helpful to know how many times a lead has been flagged as a duplicate. In fact, the more times a lead is flagged as a duplicate the higher the likelihood of converting.”
Leads360 analyzed approximately 100,000 duplicate leads to compare their performance to non-duplicate leads in terms of conversation rate.
Click here to download a copy of the report.
