Discover the Power of Lead Generation Services at Century Direct
Reaching potential clients and promoting your products is pretty much non-negotiable for any business that wants to succeed. Luckily, companies can thrive when they connect and zero in on an audience, inspiring them to engage with your brand using the appropriate lead generation services.
But how to do it, you might ask. That’s where Century Direct’s lead generation services come in. Unlike other providers, we differentiate ourselves with intent marketing. This method identifies and targets “intenders” which are simply customers who are sending out clear signals that they want to buy “stuff.” And people buying your stuff is exactly what you want to happen.
Using advanced tools like geofencing marketing technology and Mobile Advertising IDs, Century Direct pinpoints consumers at the perfect moment, thereby helping businesses convert shoppers’ interests into action such as making a purchase, signing up for a service, or visiting a store.
What are Lead Generation Services?
Lead generation strategies are a type of marketing approach that helps advertisers capture consumers’ interest in a brand’s products or services. Then, it converts that interest into sales.
At Century Direct, this means going beyond surface-level targeting. Our services combine intent-based marketing with digital and physical behaviors, identifying consumers who are most likely to make a purchase.
Propensity to purchase is demonstrated by relevant physical and virtual behaviors, such as visiting a competitor store, browsing a client company website, or engaging in specific internet searches.
For example, potential buyers who visit relevant locations, search for competitor products, or browse a client’s website are marked as “intenders.”
This method is powered by what we call the “Intender Trinity” to ensure precision targeting. This approach correlates a trio of 1) a physical address, 2) an IP address, and 3) a Mobile Advertising ID.
These insights allow businesses to engage with intenders through direct mail, digital ads, and streaming (OTT) services sent to any device connected to the home Wi-Fi network.
By aligning these signals, Century Direct helps businesses focus on only the most qualified leads. The result? Maximized engagement and conversion rates.
How Century Direct Identifies Leads
Century Direct uses an approach that combines real-world behaviors with digital signals. Using physical intent tracking, we generate virtual perimeters, or “geoframes,” around locations relevant to businesses such as stores, open houses, or auto dealerships.
When shoppers enter these spaces, their Mobile Advertising IDs (MAIDs) are logged, capturing relevant purchase intent. Additionally, this consumer data remains available for up to six months.
The insight gathered from these interactions enables businesses to aggregate past behavior. On the other hand, they could also launch real-time campaigns triggered by recent visits.
Virtual intent is tracked through tools like “Web to Home,” which connects anonymous website visitors to their home addresses, and “Intent to Home,” which links internet searches to over 21,000 categories.
These systems allow companies to better understand where consumers are in their buying journey. They discover whether consumers are just starting research or are further down the funnel actively evaluating products.
So, when someone visits a client’s website, we correlate the IP address with the user’s physical location, providing precise insights to guide targeted outreach.
Omnichannel Integration for Lead Generation
Lead generation service is part of Century Direct’s broader omnichannel marketing strategy. The approach integrates targeted direct mail, digital ads, and streaming services to get consumers to engage across platforms.
These “Intenders” who are identified are then contacted through the use of direct mail, digital ads, and OTT sent to any device connected to the home WiFi.
This interconnected approach makes sure that each point it touches reinforces a consistent message. That way, familiarity and trust build at the same time engagement occurs. With each channel working in unison, businesses reap the rewards earned from this communication, ultimately driving conversions.
This “Intender Trinity” plays an indispensable part in making these campaigns effective by synchronizing offline and online signals. For example, a consumer who visits a competitor’s store might later receive both direct mail and OTT ads targeted to their household WiFi, reinforcing the marketing message across channels and devices.
Century Direct’s ability to integrate physical and virtual behaviors ensures businesses can deliver relevant messaging at the perfect time, reaching customers when they are most likely to act.
Lead Generation Filtering to Refine High-Quality Leads
While lead generation is essential, adding powerful filtering elevates it to the next level. This strategic approach not only identifies potential customers but zeroes in on those most likely to take meaningful actions like making purchases.
Through precise filtering, Century Direct targets the right audience (intenders) and delivers personalized messages that strike a chord with prospects. This method sifts through the noise, helping businesses connect with individuals who are ready to engage and take action.
Filtering also eliminates less promising prospects, saving time and resources by focusing on the leads that matter most. Century Direct achieves this precision by blending online behaviors with physical address data. For instance, individuals showing interest—whether through browsing habits or offline activities—receive targeted outreach via direct mail, digital ads, or streaming platforms.
Here’s how Century Direct fine-tunes lead quality:
- Current Customer Suppression: Existing customers get relevant messaging, while those already engaged are excluded from new acquisition efforts.
- Geographic Filtering: Campaigns focus on people within service areas, making every outreach more meaningful.
- Residential vs. Commercial Filtering: Messages are aligned with either personal or business audiences, based on address type.
- Demographic Overlays: Data from Experian helps fine-tune targeting by considering details like estimated credit score, homeownership, family size, and housing type.
With this filtering in place, businesses aren’t wasting effort on unlikely leads—they’re connecting with the right people at exactly the right time. This focus makes it easier to reach high-potential customers, increasing engagement and improving campaign outcomes.
Benefits of Lead Generation Services at Century Direct
Century Direct’s lead generation services offer several advantages, helping businesses achieve their marketing goals with precision and efficiency. Here’s how these benefits translate into measurable success for businesses:
- Intent marketing, which targets consumers with clear purchase intent, leads to higher conversion rates, turning prospects into loyal customers.
- Campaigns remain cost-effective by directing efforts toward the right audience, maximizing return on investment.
- Real-time analytics and detailed sales attribution–powered by Mobile Advertising IDs and IP tracking–deliver measurable insights that help optimize strategies.
- Omnichannel campaigns, which integrate direct mail, digital ads, and streaming services, engage consumers across multiple touchpoints to build stronger connections.
- Precise tracking measures the success of marketing efforts through metrics like click-through rates, site visits, and QR code interactions.
- Century Direct’s support throughout the sales funnel ensures businesses nurture leads effectively, leading to stronger relationships and more closed deals.
Boosting Conversion Rates through Lead Generation and Omnichannel Marketing
A long-time client approached Century Direct to explore new ways of improving response rates by integrating digital ads with their existing direct mail efforts. The goal was to enhance engagement and increase conversions by leveraging Century Direct’s lead generation services alongside a coordinated omnichannel marketing strategy.
Using advanced cookieless technology, Century Direct correlated home addresses from the mailing list with their corresponding IP addresses, ensuring targeted digital ads reached the right households.
Managing both the digital and direct mail campaigns under one roof allowed Century Direct to precisely time the outreach—digital ads were delivered a week before the mail arrived to build familiarity and awareness, with additional ads running the week after to reinforce the message and prompt action.
The campaign involved two distinct mailing lists:
- List A: An in-house audience already familiar with the service and due for renewal.
- List B: A conquest list targeting new prospects unfamiliar with the company.
During the test period, one group within each list received only direct mail, while the other group received both direct mail and approximately 20 impressions of digital ads per household.
The results showcased the power of combining lead generation with omnichannel marketing:
- List A (familiar audience): The segment that received both direct mail and digital ads saw an 11.5% higher conversion rate compared to the mail-only group.
- List B (new audience): Adding digital ads resulted in a 3.59% increase in conversions over the mail-only group.
This case study demonstrates how Century Direct’s lead generation services, when integrated with a well-coordinated omnichannel strategy, drive higher engagement and significantly improve conversion rates. By aligning physical and digital touchpoints, the campaign ensured that each audience received the right message at the right time, maximizing the impact of both channels.
Get Started with Lead Generation at Century Direct Today
Century Direct is an intent-based, omnichannel, direct marketing provider—ready to help businesses grow their customer base and improve sales through data-driven campaigns. If you’re looking to enhance your marketing efforts with precision targeting, seamless integration, and measurable results, we’re here to make it happen. Partner with us for customized lead generation strategies to help grow your customer base and improve sales.
Here’s how we do it:
- Contact Us – Share your direct mail needs or a specific campaign idea, and we’ll provide an accurate quote along with a recommended timeline.
- Optimize Your Campaigns – From expert consultation and data management to testing, distribution, and tracking, we handle every aspect of your project under one roof.
- Improve Your ROI – Gain real-time insights to refine your strategy and follow up with additional multichannel campaigns to achieve your goals.
Ready to take the next step? Contact us today to see how Century Direct can help you grow your business. While you’re here, explore our client testimonials and case studies across industries to learn more about what we can do for you.
Categorized in: Blog
This post was written by Century Direct