Unlock the full potential of your business by investing in-house expertise to generate high-quality leads and drive sustainable growth.
In the highly competitive world of lead generation, businesses are constantly faced with a critical decision: should they build an in-house media buying team or rely entirely on external suppliers? While outsourcing may seem like an easy solution, taking control of your media buying process internally offers significant advantages, such as greater control over your marketing strategy, deeper insights into performance data, and the flexibility to adapt quickly to market changes. Investing in an in-house media buying team not only fosters a more agile marketing approach but also ensures that your lead generation efforts are aligned with your business goals.
Here are 5 reasons why we believe investing in-house is important:
Having an in-house media buying team allows you to maintain direct control of your lead generation activity. Whether you are a lead buyer or lead seller, taking control enables you to meet the demands of the buyers or agents that you deliver leads to. In the years that we have been working with customers, we have seen the reliance on external lead suppliers be an Achilles heel to their financial success. It is our view that you should generate the majority of leads in-house.
An in-house team can swiftly adapt to changing market conditions or demands from lead buyers or agents. Being able to move quickly can mean the difference between success and failure in the short or long-term. As a lead seller, it is not uncommon that lead buyers can open up their budgets overnight requiring more leads; your ability to meet those demands can result in great financial uplift.
Compliance is crucial! You need to be able to respond to changes in industry regulation and the demands of lead buyers that may have internal compliance adjustments. If you control the lead generation assets then you can adapt quickly as opposed to waiting on changes to be made by your lead suppliers. Being able to demonstrate customer consent promptly should be a priority when selling leads to lead buyers.
In-house media buying provides direct access to detailed performance data and analytics, allowing you to gain a deeper understanding of campaign effectiveness. This direct insight is invaluable for optimising campaigns to deliver more relevant and higher-quality leads to lead buyers. By continuously analysing performance metrics, you can refine their strategies in real-time, ensuring that marketing efforts are not only generating more targeted leads but also optimising for Profit and Loss (P&L) efficiencies. If you buy and sell leads, margins are often static. If you control the media buying you can extend your ROI.
While relying on lead suppliers to generate leads may seem risk-free in terms of upfront financial exposure, the benefits of an in-house media buying team far outweigh this perceived security. Investing in an in-house team enables businesses to have full control over their marketing spend and strategy, allowing for precise optimization of campaigns. This optimization extends ROI by focusing efforts on generating the most relevant and high-quality leads. An in-house team provides more transparent and effective budget management. Moreover, in-house teams are directly invested in the company's success and are more motivated to optimise spending, ensuring that every dollar spent contributes to overall performance and profitability. Using AMEX is a great way to curb the cash-flow deficit too between the cost of generating the leads and when you get paid by lead buyers (if not upfront!)
Generating leads in-house can be highly effective, but it comes with its own set of challenges. Here are some common obstacles you might face and strategies to overcome them. These are genuine concerns that our customers initially raised:
Finding the right talent is difficult
There is an abundance of resources to educate a new recruit with media buying, most of which is free. There are however some fantastic [paid] courses specific to lead generation that you can find on the likes of Facebook and Skools. Equally, you can find your ideal media buyer from groups. Many of our customers have recruited their media buyers from social groups.
I dont have the time to invest [now]
You have to find the time! Hire a VA to take over the work you do that is not revenue generating (you will be doing a lot). Consider automating as much work as possible to help you buy-back your time.
Can’t generate enough leads to meet demand
We are not suggesting that you rule out the use of lead suppliers. In fact, the most successful customers using LeadByte have a balance of both in-house and partners. What is important is that you become less dependent on your partners.
I’m not sure I have the right tools to make it successful.
Now you do: https://www.leadbyte.co.uk/blog/7-tools-for-successful-lead-generation
I am concerned that the quality of leads I generate is not up to scratch
Your lead buyers or agents will tell you soon enough. This level of feedback is crucial as it enables you to adjust quickly. More often than not, quality is corrected by changing the targeting, your ads, the questions on the funnel and making sure that you have the right validation in place to remove any nonsensical or invalid data.
Taking control of your lead generation process not only aligns with your business goals but also enhances your overall marketing efforts. Embrace the benefits of in-house lead generation with LeadByte software and watch your business thrive.
We are LeadByte; we help Lead Buyers and Sellers scale their lead generation activity with lead capture, validation and distribution software.