Data-Driven Marketing Decisions and the Future of Lead Intelligence

Adam Figueira, the senior director of marketing for LeadiD, share his ideas on what every marketer, data analyst, or compliance officer can benefit from having quality data and data management.

What is your professional background? How does it help you in your work with LeadiD?

I've always said that marketers are a lot like lawyers: there are dozens of different types. And I've had the pleasure and opportunity to work in a variety of functional areas of B2B marketing.

I began my career doing Search Engine Optimization (SEO) at a boutique agency in the Philadelphia area. From there, I became Director of Product Marketing at Monetate, and am now Senior Director of Marketing at LeadiD, where I oversee content, PR, product marketing, event planning, social media, email, and demand gen. A lot of the skills required to succeed in my current role were picked up in my previous positions. A lot was learned on the job here at LeadiD, while other skills required surrounding myself with really smart people.

Please tell us more about LeadiD.

LeadiD provides the only independent, neutral, and open technology platform that tracks the origin and history of every online lead generation event.

LeadiD's technology empowers lead sellers and lead buyers to make real-time decisions based on settings that are predetermined by platform users. LeadiD fosters an environment of trust in the transaction - one where both lead sellers and lead buyers alike derive top-line value.

With unmatched data, LeadiD is the industry standard for authenticating consumer event data, and is the authentication platform of choice for every size enterprise.

Who should be visiting the LeadiD website and why? What can they expect to find there?

Any marketer, data analyst, or compliance officer can learn a lot just by visiting We offer solutions for certifying and validating leads, measuring the performance of your customer acquisition program, and even maintaining compliance in how you reach out to, and engage with, your consumers.

In many cases, visitors to LeadiD learn about a solution that they didn't know existed, or about a challenge they didn't even know they had. And it's not coincidental that this part of our website is called "Solutions" (opposed to Products, What We Do, or something like that). We're in the business of taking massive amounts of data and network visibility, breaking it down, and providing actionable solutions to our clients based off of that information. On a daily basis, we are helping companies get the most out of their customer acquisition efforts, while minimizing risk at the same time.

On the LeadiD website, it states that the company is creating the future of lead intelligence. Can you tell us a bit about how is it doing that?

Prior to LeadiD, there was a lot that marketers might not have known about their leads - and that included both the leads they generated on their own web properties as well as the leads they purchased from third parties.

We help them tap into these insights and then take action on the insights to improve performance. For example, with LeadiD, a marketer could know how engaged a consumer was on a particular lead form, or how many other companies had received a particular lead prior to his/her company receiving it. So a lot of it is based around the behavioral intent of the consumer, and that's really powerful information if you can access it and act on it.

Similarly, a compliance officer could know whether a particular consumer consented to be contacted using an auto-dialer (this relates to a law known as the Telephone Consumer Protection Act).

There are many other data insights, but the hallmark of each of them is that they are relevant to a business and actionable using LeadiD.

When LeadiD was first starting out, how did you use data to help grow your business?

We're a data company, and we practice what we preach. But the data that have been instrumental to LeadiD go way beyond site-side metrics. We've learned a lot from listening to the market and engaging our customers, and that feedback (which is "data" in the true sense of the word) continues to help drive how we develop products.

Here's an analogy: if you focus on being a hammer, all you'll be able to do is look for nails. There's little data involved in that. What you do is based on what you decide you are. But if you ask questions of your data to understand what the market really needs, you'll be indispensable. And that's how we use data. It really pervades everything we do as a company.

How important do you feel it is for companies to make data-driven decisions?

Data-driven decisions give businesses one essential thing that hunches or good vibes never could: confidence. When you make decisions based off of reputable data, you know with confidence that there are very real numbers and statistics in support of your beliefs. Data also eliminates much of the guesswork associated with solving problems and predicting business outcomes.

Please share with us anything that you think has contributed to the success of LeadiD. What are some of the things that you have learned along the way?

I'd say the most important thing I've learned as a B2B marketer is that you have to be flexible and you have to be adaptable. Time and time again, I've seen amazing marketers have great success at one company, try to duplicate exactly what they did at their next company, and be less successful.

As a marketer, you can't go into a company with a fixed playbook that you think will fit the business like a glove. All B2B companies are different, and those differences need to be taken into account in formulating the plan that will be most successful to the organization.

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