Lead Generation Companies – Two Different Kinds Of Third Party Involvement

July 10, 2012 by  Filed under: Marketing 

A common criticism levied against the recent decision to uphold the American health care reform is that it goes to show how the government is interfering with people’s lives. In this case, the interference comes in the form of forcing business owners to provide health care insurance to their employees.

However, this isn’t the first time that governments have made it mandatory for citizens as well as entire business organizations to purchase a particular product or service. For the companies providing these said services, one can make the case that the government is acting like a third party pressuring people to patronize these businesses. In this case, B2B insurance groups can hope to see a rise in demand for health insurance. And with this rise in demand, it could mean more health insurance leads.

Still, there is a big difference between what a government does in this situation compared to another kind of third party: a lead generation company.

There are different kinds of lead generation companies out there. Some come in the form of outsourced telemarketing. Others make use of online marketing tools like email and social media engagement. In any case, their purpose in the business world is to search for other organizations who might be interested in the what their client company has to offer.

Now, here’s the difference between what the government does and what a lead generation firm does.

  • Government – Governments are ideally impartial. They don’t care who the vendors are just so long as the people are complying with the new mandate and are providing their employees with health insurance. They don’t entirely care about the specifics about the relationship between the vendor and the buyer. They just deem it imperative that health care is affordable and that health insurance shouldn’t pose as an expense for anyone. They want businesses to buy insurance but they didn’t specifically say to buy them from you. Rising demands can benefit your competitors as much as yourself.
  • Lead Generation Company – A lead generation firm focuses more on the compatibility between vendor and buyer. There are problems that often result if not enough attention is paid to how well the companies will work together. Needs have to be discovered and terms need to be stated. A lack of clarity between the two parties will only promise future conflicts. Furthermore, their focus is solely on redirecting prospects to their respective client.

As you can see, both are third parties who are interested in promoting the purchase of health insurance. Only one of them though, cares more about the specifics regarding the success of a B2B transaction: the lead generation company. A health insurance firm can benefit from the potential rise in demand when federal law backs up the need for citizens to have health insurance. On the other hand, it cannot really match an insurance provider with the right business (and vice-versa). Business owners themselves might only feel resentful towards the pressure and make hasty decisions that they would otherwise not make if they weren’t. Lead generators and appointment setters can help with that by helping their business and your business become a workable match.

Kurt Walters works as a business intelligence consultant. He is inviting you to visit http://www.ledgerleads.com to learn more about lead generation and appointment setting for accounting, tax and financial services.

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