Buying leads has become more of a science than an art and theprocess is infused with new technology that helps you treat eachlead like a $1000 bill.

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We asked Richard Bufkin, President of Target Leads to update uson lead purchasing, a traditional process that has been broughtvery much up to date. Richard is the second generation of abusiness that is 32 years old and that has been in his family for25 years, so he has seen that evolution up close and personal.

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During our conversation, Richard also dispels some commonly heldbeliefs. For some products, fancy mailing pieces generally do notperform better than plain old black and white mailings. We learnhow reply options have changed greatly — including “PURLS”(personalized URLs).

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We learn about the critical importance of an integrated CRM and how your response time may dictate yoursuccess. Richard also talks about clustering, and resting zipcodes.

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SPONSOR: Captivated Health (www.captivatedhealth.com)

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