Louise Robinson is sales director at CG Consulting.

In the world of business, we are constantly looking for ways to expand our customer base.

The same question always comes up: how can we do that without spending tons of money? Well, the answer is simple, and that is using a database to create prospecting lists for lead generation. However, most companies attempt to do it themselves, spending valuable time collating information that is outdated more often than not, and which usually offers very little return.

An outsourced lead generation company takes the pain out of this process by conducting all the cold calling and verifying that the leads are actionable. By tailor-making these lists of qualified leads, these database marketing companies ensure guaranteed interest in the products and services a business needs to get out there.

A lead generation company follows a specific procedure that provides great results and ensures that every name on the list is a potential sale. They do this by first identifying the target markets, market verticals, and demographics that are appropriate, and researching the correct leads within those criteria, then researching the correct contacts within those metrics.

Like most things in business, lead generation is a process – a strategy. Companies with expertise in generating qualified leads have taken the time to plan it, test it, and perfect it. Companies then merely have to follow through and make the most of their efforts by marketing to the database.

There’s little worth more to a business, regardless of size or industry, which can have the tremendous profitable effect a good, qualified database of leads can have. Whether you call it your opt-in list, leads, or good old-fashioned rolodex, the names on this type of list are worth money. Generating leads is, of course, the first step. The second step – the one that makes your database of leads profitable and worth the effort – is to communicate with them. That, of course, is up to you.