Tie-ups And Mergers In Lead Generation

Lead generation companies are joining hands to fight the menace of competition and a drying pipeline of projects to work on

. As business firms are getting more demanding before they outsource their sales lead generation, the BPO firms have a task on their hands. They have to match up to certain standards before they can pitch for marketing lead generation projects.

This is more so for B2B lead generation. Companies outsourcing the projects are paranoid about protecting the brand image and identity of the company when they are telemarketing leads. The brand image is the prime mover here, not the number of leads.

Bagging a lead generation project on their own resources is becoming tough for the smaller lead generation companies. As a result, they are relying on tie-ups and mergers to keep them afloat. Even for small-scale sales lead generation projects, business firms are looking for quality call center services. No firm is willing to compromise and settle for second best.

Tie-ups are needed for exactly this reason. In this method, the BPO units join hands to pitch for projects. They pool resources and carry out business lead generation. This is beneficial for both parties. Both of them have projects to work on and both companies earn money. And both stay put in the business of marketing lead generation.

Tie-ups are not the only way of lead generation these days. Mergers are also rampant. The trend of acquisition of call centers is more prevalent in the cross-economic scenario. For example, a call center in India acquires another in UK. Generally that is the case when the UK-based clients make up the heavier part of the clientele. Being close to the source of sales lead generation projects have a different advantage.

The way things are, the domestic BPO doesn't fall shy of shelling out millions of dollars for the ruling stakes in the lead generation companies based in developed countries. These companies agree to the acquisition primarily because they are cash-starved. They have to stay in the game, too. The other party in the deal signs on the dotted line because it has access to all the existing clients and customers. The business lead generation receives a boost that it could not have got individually.

The rules of the game change with the changing times. Lead generation companies are facing down the barrel because of the cutbacks on business lead generation projects. There is not enough being done to pitch the projects because there is a serious shortage of resources. With the B2B lead generation scene being as it is, it's no surprise that the call centers are going all out to grab B2C projects for lead generation.

The idea is to keep having work to do and tide over difficult times. Some are putting their guards down and merging with another, some are simply hauling their forces together while some others are developing new business models to cut costs and take on projects. It's all a swiftly changing game and the one who chalks out his moves well, wins.

by: Ivana Lewis

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