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Databases with qualified customer data are one of the main assets of modern business communication – and of consistently increasing importance. Where, for many years, one concentrated on quantity and hoped to reap at least a small percentage of revenue from a large scattering, today one works more effectively. The response capacity of data pools increases in proportion to its quality. The greater the personal drive for the transmission of personal data, the greater the likelihood of interest in contact and dialogue. Yet, how can one transform vague prospects into real customers?