Many marketers using TrustedForm are surprised to learn that they can also use it with Facebook Lead Ads. In addition to helping verify web leads, TrustedForm can generate certificates that document consent for every lead submitted through a Facebook lead form.

This matters because Facebook Lead Ads collect personal information directly inside the Facebook platform. If you plan to contact those leads by phone or text, you may need to prove that the person gave clear permission to be contacted. Regulations such as the Telephone Consumer Protection Act (TCPA) require businesses to maintain records showing when and how consent was obtained. Without that proof, companies risk complaints, blocked campaigns, fines, or even legal action.

A TrustedForm Certificate provides a record of the user’s interaction with your Facebook lead form. The certificate captures key details such as the Lead ID, submission time, Facebook Page and Form IDs, campaign information, and an interactive replay of the form experience. This gives you a verifiable record showing what the user saw and submitted at the time of opt-in.

Because Facebook does not allow third-party scripts on its platform, the TrustedForm certificate is generated using the information Facebook provides about the lead submission. The certificate recreates the user’s experience and securely stores the consent record alongside your lead.

Use the instructions below to start capturing TrustedForm Certificates for your Facebook Lead Ads today and maintain documented proof of consent for every lead you receive.

TL;DR

• Facebook Lead Ads can generate marketing leads quickly, but TCPA rules still require businesses to capture and retain prior express written consent before contacting consumers by phone or SMS.
• Consent collected inside Facebook forms may not provide sufficient documentation to defend against TCPA complaints, regulatory scrutiny, or class action litigation.
• Businesses must maintain clear consent disclosures, submission timestamps, and verifiable records showing what the consumer agreed to at the time of opt-in.
• TrustedForm Facebook Lead Ads Certificates create an auditable record of the lead submission, including form replay and campaign metadata.

What is Facebook Lead Ads consent?

When a user submits their information through a Facebook lead ad, they are effectively giving a business permission to contact them. This consent is especially important when the communication that follows includes calls, texts, or emails for marketing purposes. According to laws like the TCPA, this type of outreach requires prior express written consent from the consumer.

Facebook lead ads include a customizable disclosure section, where businesses can present their privacy policy and consent language (e.g., agreeing to receive marketing communications via autodialer or prerecorded messages). The problem is: just having the form and disclosure visible isn’t always enough.

Why is it important to document Facebook lead ads consent?

Under the TCPA, verbal or assumed consent isn’t enough. You need proof that:

1. The user saw the consent language.
2. They agreed to it at the moment of submitting their information.
3. The consent language met regulatory standards (e.g., clear and conspicuous).

Why Facebook lead ads consent isn’t enough

At first glance, Facebook Lead Ads appear to capture consent because users submit their information through a built-in form. However, relying on Facebook’s default lead data alone may not provide the level of documentation required for TCPA compliance. 

Businesses that contact leads by phone or text must be able to demonstrate when consent was given, what disclosures were shown, and what the user actually agreed to at the time of submission. Without a verifiable record of that interaction, it can be difficult to defend against complaints, disputes, or regulatory scrutiny. 

That’s where TrustedForm comes in and here is how to set it up.

Getting started

First things first: We need to make sure you have all the prerequisites necessary to successfully use TrustedForm to retain Facebook lead ads Certificates. These prerequisites include:

1. Sign up for a LeadConduit and TrustedForm account to get started with TrustedForm for Facebook.
2. Connect an active Facebook Page to LeadConduit.
3. Use LeadConduit’s TrustedForm add-on to retain Facebook Certificates.

The TrustedForm for Facebook lead ads certificate

TrustedForm for Facebook lead ads issues a unique certificate of authenticity for each lead generated on Facebook and submitted to LeadConduit. 

The certificate exposes the following information about the Facebook lead:

• Facebook Lead ID
• A multi-page recreation of the Facebook ad, form, data collected, and consent language
• Lead Submitted Timestamp
• Facebook Page ID
• Facebook Form ID
• Facebook Ad Set
• Facebook Campaign

Sample TrustedForm Facebook Certificate: Ad

Here is what a typical certificate looks like:

Sample TrustedForm Facebook Certificate: Form

Here’s what a certificate for a form fill looks like:

Sample TrustedForm Facebook Certificate: Thank you page

Here’s what the “thank you for the form fill” page looks like:

What is Facebook lead ads consent?

When a user submits their information through a Facebook lead ad, they are effectively giving a business permission to contact them. This consent is especially important when the communication that follows includes calls, texts, or emails for marketing purposes. According to laws like the Telephone Consumer Protection Act (TCPA), this type of outreach requires prior express written consent from the consumer.

Facebook lead ads include a customizable disclosure section, where businesses can present their privacy policy and consent language (e.g., agreeing to receive marketing communications via autodialer or prerecorded messages). The problem is: just having the form and disclosure visible isn’t always enough.

Why is it important to document Facebook lead ads consent?

Under the TCPA, verbal or assumed consent isn’t enough. You need proof that:

1. The user saw the consent language.
2. They agreed to it at the moment of submitting their information.
3. The consent language met regulatory standards (e.g., clear and conspicuous).
   

That’s where TrustedForm comes in.

How TrustedForm helps

TrustedForm captures a session replay and a certificate of the user’s interaction with the lead form. Specifically for Facebook lead ads, it allows you to:

• Prove consent was presented clearly and legibly.
• Verify the exact moment the form was submitted.
• Document the source and metadata of the lead.
• Show your compliance if you ever face a regulatory inquiry or lawsuit.

This is critical for lead buyers, marketers, and advertisers who rely on third-party lead sources or run high-volume campaigns. Without proper documentation, you risk hefty fines or legal disputes – even if the consumer originally gave their consent.

Bottom line: Facebook lead ads make it easy to generate leads, but TrustedForm makes sure those leads are compliant, authentic, and high quality.

Differences between TrustedForm Certificates and TrustedForm for Facebook lead ads Certificates

Facebook does not allow third-party scripts to be added to any Facebook property, so TrustedForm for Facebook lead ads Certificates do not contain the following fields:

• The URL of the page that hosts the offer form
• The URL of the framing page, if the form was framed
• The consumer’s public IP address
• The consumer’s browser version
• The consumer’s operating system
• A full snapshot of the HTML, images, CSS and other page assets of the offer form as seen by the consumer in the form of a video replay. The certificate does include a multi-page recreation of the Facebook version of the ad.

Additionally, TrustedForm for Facebook lead ads does not support masked certificates or the flagging of sensitive data fields.

Benefits of retaining TrustedForm for Facebook lead ads Certificates

Retaining certificates gives you the following benefits:

• The ability to verify the authenticity of a certificate. Capture and deliver all appended fields that come with the certificate
• The ability to store the certificate, including the appended fields and  multi-page recreation, in the account
• Programmatic page scanning and fingerprinting
• Access to the share URL, allowing others to view your certificate.

A note for existing TrustedForm clients

If you are using an existing TrustedForm step in LeadConduit, please be aware that TrustedForm for Facebook Lead Ads does not support filtering with GeoIP data, masked certificates, or several other features of a standard web lead TrustedForm certificate. You can exempt TrustedForm for Facebook Lead Ads from this type of filtering by adding a nested rule, exempting the Facebook Lead Ads source.

Be sure to store the certificate URL in your CRM with your Lead Ads lead data so you can easily access it in the future!

FAQs

1. TCPA in advertising: Is compliance still required if I’m running Facebook lead ads?

Yes. Using Facebook Lead Ads does not remove the responsibility to follow TCPA advertising requirements. If you contact leads by phone or text message, you must be able to show that the person gave prior express written consent to be contacted. Even though Facebook collects the lead information, the advertiser is still responsible for keeping records that show when consent was given and what disclosures the user saw at the time of submission.

2. How do I prove consent for Facebook lead ads?

To prove consent, you need a record of the lead’s submission that includes the consent language, the time the lead was submitted, and the details of the form the user interacted with. Many marketers store a consent record alongside each lead in their CRM so it can be referenced later if a complaint or dispute occurs. 

Tools like TrustedForm create a certificate that captures and preserves these details so you have documented proof of the lead’s opt-in.

3. What is a TrustedForm Facebook lead ads certificate?

A TrustedForm Facebook Lead Ads certificate is a record that documents the lead submission and the consent experience. It includes details such as the Facebook Lead ID, submission time, page and form identifiers, campaign information, and a replay of the form interaction. The certificate is stored as a URL alongside the lead in your CRM, allowing you to review or share the consent record whenever needed.

Conclusion

Setting up TrustedForm to retain Facebook lead ads certificates is a powerful way to enhance your compliance, verify consent, and confidently manage your lead data. While the certificates differ slightly from those generated on web properties, they still provide essential proof of opt-in and a clear snapshot of the user’s interaction with your ad.

With just a few simple setup steps through LeadConduit, you can start capturing and storing these certificates automatically – giving your team peace of mind and your CRM a robust compliance trail. Ready to take control of your Facebook leads? Book a free demo to see how to get started.

The post How to set up TrustedForm to retain Facebook lead ads Certificates appeared first on ActiveProspect.

You have a product or service you can’t wait to share with potential customers, and you’re ready to market it. Before you start sending out emails or text messages (SMS) or making phone calls, sit down with your legal team and make sure you have considered every marketing law and regulation. One important best practice is checking off the items on your TCPA compliance checklist. 

The Telephone Consumer Protection Act (TCPA) was established in the United States in 1991 and aims to protect consumers from receiving telephone solicitations from businesses without consumers’ consent. Because of concerns with data privacy and data protection, the rules and regulations change constantly; if you aren’t careful, you could face expensive lawsuits or fines if a consumer claims they did not give consent to be contacted. The last thing you want is for a lead to sue your company.

What is TCPA compliance?

TCPA compliance refers to adhering to the Telephone Consumer Protection Act, a crucial regulation designed to protect consumers from unsolicited calls, texts, and faxes. Businesses must obtain explicit consumer consent before initiating telemarketing communications, maintain do-not-call lists, and honor time restrictions on calls to avoid hefty penalties. 

Compliance is not only a legal requirement but also a best practice to foster trust and maintain a positive reputation among consumers. Adhering to TCPA guidelines helps mitigate legal risks and enhances customer relations, making it a fundamental aspect of responsible business operations.

TCPA compliance guide: What’s on the TCPA consent compliance checklist?

By using a TCPA consent compliance checklist as a TCPA compliance guide, you can use more technologies that adhere to TCPA marketing laws and TCPA SMS compliance to make your marketing operations more efficient and cost-effective. 

TCPA checklist

• Obtain and store prior express written consent
• Use clear disclosure language
• Opt-in follow-up requirements
• Include an opt-out option
• Only contact during approved hours
• Scrub against the national DNC (Do-Not-Call) and RND (Reassigned Numbers Database) lists.
• SMS protections

Maintain that you are properly capturing and storing proof of consent

• Provide proof that the consumer gave consent by checking the box or completing the form.
• Provide a visual record of the TCPA disclosure language the consumer viewed with a session replay solution that makes it easy to identify consent language and the consumer’s action of providing their consent (i.e., entering requested information, checking the consent box, and pressing the “Submit” button).
• Documentation should be collected and stored by a reliable, independent third party so that it can’t be manipulated.
• Documentation should be easily accessible and shareable.
• Perform periodic audits (spot checks) of your consent documentation to confirm that your protection is reliable.
• If buying leads from partners, make sure your document of consent matches the lead you purchased.
• If buying leads from partners, verify consent in real time before you call or text the lead. 

Learn more about the importance of TCPA consent.

Use clear, concise, and informative disclosure language 

• The disclosure language (i.e., the terms and conditions the customer is agreeing to by submitting the form) is clear and easy to understand (avoid “legalese”).
• The disclosure statement is clearly visible in the immediate vicinity of the opt-in button. 
• The disclosure statement states the identity of the company that will contact the consumer.
• The disclosure statement states that communication may be in the form of an SMS (text) or automatic telephone dialing system (ATDS).
• If you’re using a pre-recorded voice in the call, this is clearly stated in the disclosure.
• The disclosure states that opting in to receiving messages is not a requirement to take advantage of the offer.
• The disclosure states the approximate number of calls and text messages the consumer may receive.
• Work with your privacy, legal, and design teams to determine the most reasonable, balanced way to meet webpage notice and consent language compliance requirements.
• Review any TCPA disclosure statements with your legal department to make sure that the statement follows your company’s legal and compliance requirements.

TCPA opt-in requirements

Once a customer opts in to your messages (either sales/marketing or transactional messages), send a detailed disclosure message. The opt-in confirmation should include:

1. Your business name.
2. The purpose of the messages.
3. How often texts will be sent (daily, weekly, monthly).
4. Notification of possible text and data rates.
5. A link to the full terms and conditions.
6. Directions for getting help if needed.
7. Steps to opt out of future messages.

TCPA opt-out requirements

• Under the TCPA, make sure that your business offers a straightforward opt-out method for messages.
• Implement a ‘STOP’ response feature that allows customers to text ‘STOP’ to halt SMS communications.
• Regularly remind subscribers of the opt-out process by including ‘STOP’ instructions routinely in messages.

Discover the latest requirements of consent revocation now.

TCPA calling hours

• Businesses should not text or call subscribers before 8:00 AM or after 9:00 PM. Be aware that some states have slightly different time allowances and restrictions. Also, be mindful of time zone differences in and across states.  
• Avoid contacting customers outside these hours to prevent complaints and potential issues.

TCPA compliance checklist (SMS)

Under the TCPA case law and FCC interpretations, text messages are considered similar to phone calls. Current compliance best practice is to treat text messages in the same way or under the same scope of requirements as phone call outreach. To stay compliant and avoid costly legal penalties, businesses must follow all TCPA guidelines. A TCPA compliance checklist for texting will help you meet all requirements before sending SMS communications.

Here are the key steps to keep your marketing texting efforts TCPA-compliant:

• Obtain prior express written consent – Before sending any marketing or promotional campaign texts, you must have clear, written consent from the recipient. 
• Provide clear disclosures – Consumers should know what they are opting into, including messaging frequency, possible costs, and opt-out instructions at the point of consent.
• Offer easy opt-out options – The law requires businesses to provide a simple and effective way for consumers to unsubscribe. The most common method is allowing users to reply with “STOP” to end communications. Opt-out requests must be honored promptly and must comply with the latest revocation requirements that were updated in April 2025.
• Respect timing and frequency limits – when using text recruiting software, avoid excessive messaging and only send texts during TCPA-approved hours to respect consumer privacy.
• Keep accurate records – Document consent, message logs, and opt-out requests to bolster compliance.

TCPA trends for 2025

TCPA compliance in 2025 has become increasingly more fragmented as new state-level consumer protection laws introduce variations that go beyond the federal TCPA. While federal rules remain the foundation, states like Florida, Oklahoma, Texas, and Maryland have passed their own mini-TCPA laws with stricter consent requirements, broader definitions of autodialers, and enhanced penalties. This trend is expected to continue, making it essential for businesses to monitor both federal and state-specific telemarketing and TCPA related laws to maintain full compliance.

At the same time, regulators and litigators are placing increased scrutiny on the evolution and implementation of how AI is covered under the TCPA. As more companies adopt artificial intelligence and automated systems for lead generation, dialing, and message personalization, the legal focus is shifting toward how these technologies impact consumer consent, disclosure, and compliance. 
Staying ahead on TCPA compliance trends means designing systems that are not only scalable and automated but also built to meet rising legal expectations around emerging technologies.

What happens if you violate TCPA regulations?

Your company could face up to a $1,500 fine per call or text message. 

Not all lawsuits are large class-action ones; individuals file smaller lawsuits as well. The ones who file the most lawsuits are known as “serial litigators.” They claim TCPA violations and usually settle out of court for amounts ranging from $10,000 to $250,000. 

What is the best way to comply with the TCPA?

Many marketers think obtaining consent is too complicated, so they follow ineffective strategies, such as mixing transactional-alert message campaigns with marketing campaigns, or avoiding the use of SMS technologies or pre-recorded messages; however, these methods waste a lot of time and money, plus, they open companies up to the risk of legal issues.

The best way to comply is to only reach out to opt-in leads who have given their consent to be contacted–and make sure you have documented that consent. 

Prior express written consent: Why do I need it?

The best proof of consent a business can have is prior express written consent. “Written” means language can be hardcopy or electronic. “Consent” is the acknowledgment of the language by an opt-in action from the consumer (i.e., checking a checkbox) near their contact info and/or the submit button on a web page form. Be careful with the use of pre-checked checkboxes on web forms as, depending on design, they may not always meet the opt-in or “express” consent action requirements. This is a written agreement, acknowledged by the consumer, to receive a phone call or text message from your company; this agreement includes a clear and obvious disclosure that permits your business to send marketing communications. Save a record of this consent to contact for a period of 2 to 5 years in case there is an inquiry or legal action.

Prior express written consent can also supersede the national DNC list, but scrubbing against it, as well as the RND (which reduces the risk of calling an old mobile number with a new owner), is still recommended. The biggest benefit? Contacting people who want to be contacted, which ultimately improves your conversion rates. 

What can you do to protect your business from TCPA consent litigation?

Some litigators hope you’re not going to have compliant, documented written consent, and if they bring a lawsuit and you may consider a settlement as a less expensive alternative. If you want to avoid paying hefty settlements or lawsuit expenses, you need to properly present and collect consent, document consent transactions, and be able to quickly access the documentation for proactive compliance or legal defense.

TrustedForm is a lead certification product that documents the consent for each individual webform lead or social lead ad. When our Web SDK (also known as a web script) is placed on a web form, ActiveProspect is able to independently document where and when consumers provided their information and consent to contact using a web form by capturing the events and providing an instant session replay showing the consumers’ exact actions.

With TrustedForm, you can verify, document, and archive the consent transaction for compliance with data regulations like TCPA; verify you are receiving authentic leads from interested consumers; and verify your brand is being properly represented on approved sites.

Our TrustedForm certificates provide unbiased third-party documentation of consent. This proof of consent can protect you in the event of litigation while giving you new confidence that your leads have actually asked you to contact them.

DISCLAIMER: This page and all related links are provided for general informational and educational purposes only and are not legal advice. ActiveProspect does not warrant or guarantee this information will provide you with legal protection or compliance. Please consult with your legal counsel for legal and compliance advice. You are responsible for using any ActiveProspect Services in a legally compliant manner pursuant to ActiveProspect’s Terms of Service. Any quotes contained herein belong to the person(s) quoted and do not necessarily represent the views and/or opinions of ActiveProspect.

The post TCPA compliance checklist: Best practices for your marketing appeared first on ActiveProspect.

As the platform on a mission to make consent-based marketing the best method for customer acquisition, ActiveProspect is committed to meeting industry-recognized security standards for the benefit of our customers and the protection of their data. 

That’s why we’re excited to announce we have successfully completed our SOC 2 Type II Audit for the Trust Services Criteria of Security, Confidentiality, and Availability!

What does SOC 2 mean?

SOC stands for Service Organization Controls (SOC). This comprehensive Trust Services Criteria framework was developed by the American Institute of Certified Public Accountants (AICPA) and the Information Systems Audit & Control Association (ISACA) to better assess the growing shared reliance on IT technical controls performed by service organizations. 

According to the AICPA and ISACA, these reports are intended to meet the needs of a broad range of users who need detailed information and assurance about the controls at a service organization relevant to the security, availability, and processing integrity of the systems the service organization uses to process users’ data, as well as the confidentiality and privacy of the information processed by these systems.

A SOC 2 audit is completely voluntary, meaning that businesses that choose to undergo this lengthy and tedious process do so to build the ultimate level of trust and confidence with their customers and prospects through this security compliance framework. It’s similar to the reason that businesses choose to become ISO 27001 compliant, in that adhering to any of these recognized, security-focused standards will set you above less prepared competitors.

What is a SOC 2 Type II report?

A SOC 2 Type II report is the result of an AICPA / ISACA framework that aims to provide an independent evaluation of a service organization’s performance of key trust services criteria controls related to security, availability, processing integrity, confidentiality, and privacy.  

It includes a detailed description of the service organization’s environment, applications, services, controls, independent auditor’s tests, observations, and an overall opinion on the design and operational effectiveness of those controls.

What does our SOC 2 Type II report mean for you?

This SOC 2 Type II Audit demonstrates our commitment to an independent evaluation of ActiveProspect’s policy, procedures, and controls relating to the trust services criteria of security and availability in our important role as a Service Organization for our clients. Completion of this SOC 2 Audit and the ongoing annual commitment to annual independent assessment show that ActiveProspect is focused on and fully committed to the secure handling and processing of our clients’ and partners’ data.  

How do I know ActiveProspect will continue to remain SOC 2 compliant?

As technology and security practices continue to evolve at a rapid pace, SOC 2 audits are conducted annually. Our security, compliance, product development, DevOps, and engineering teams are committed to ongoing monitoring, reviews of our platform, and enforcement of our policies and procedures. If you still have questions, please don’t hesitate to contact us.

The post ActiveProspect’s SOC 2 audit report & what it means for you appeared first on ActiveProspect.

Prioritizing leads and focusing on those with the highest probability of converting is the key to unlocking growth. But how can you effectively separate quality leads from junk ones? The answer lies in effective lead flow management.

What is lead flow?

The term “lead flow” refers to a process by which leads move through your funnel or pipeline. This means storing, filtering, and organizing the collected lead data, regardless of whether you generate the leads or purchase them from a third party.

Lead flow management is a critical component of any successful marketing campaign plan and ensures effective management of leads as they move through the sales funnel, from initial contact to conversion.

The key benefits of lead flow management 

• Tracking lead movement through the sales funnel.
• Aligning lead data inputs with existing demand funnels or revenue models.
• Analyzing conversion rates, aging/velocity, and service level agreements (SLAs).
• Aligning lead scoring, routing, and analytics with your business strategy.
• Implementing closed-loop reporting frameworks.

How to implement a lead flow strategy

Businesses should regularly monitor their leads, track key metrics, identify bottlenecks and inefficiencies, and experiment with new tactics to improve results. Here’s a step-by-step outline on how to build your strategy.

Step 1: Defining your ideal customer profile

Understanding your ideal customer’s demographics, needs, pain points, and buying behaviors is necessary in order to generate high-quality leads. This information can be gathered through customer surveys, interviews, and data analysis.

Step 2: Mapping out your sales funnel

Once you have defined your ideal customer profile, you’ll need to map out your sales funnel, including the different stages of the customer journey. For teams looking to uplevel their sales funnel efficiency, streamlining project planning by using solutions like requirements gathering made easy ensures that every stakeholder’s needs are identified and addressed from the start of the lead management process.

Consider leveraging LinkedHelper, an automation tool that can streamline lead generation tasks, such as prospecting and outreach on LinkedIn, to enhance your sales funnel efficiency and effectiveness.

Another option is Alsona, which offers AI-powered LinkedIn and email outreach with built-in account rotation and compliance safeguards, helping teams scale prospecting without risking account restrictions.

Enhance your networking efforts by leveraging digital business cards. Share these cards on platforms like LinkedIn, including links to your thought leadership content. Brands like Uniqode offer two-way contact sharing options.

Step 3: Setting up lead scoring and prioritization

Lead scoring involves assigning a value to each lead based on their characteristics and behavior. With the help of lead scoring software, businesses can focus on more prioritized leads, enhance marketing and sales efforts, and gain valuable insights about their audience. Integrating RFP automation software into this process allows you to go a step further—streamlines proposal management reduces manual tasks and ensures consistency across your sales documents.

Step 4: Implementing lead nurturing campaigns

Not all leads are ready to convert immediately. It’s important to implement lead nurturing campaigns that provide value to your prospects over time. To enhance the effectiveness of lead nurturing campaigns, you can take advantage of professional services from companies like Novo Marketing, which specialize in creating strategies for effective lead acquisition and retention.

Consider sharing content across various platforms, including social media,blogs. Short videos on platforms like TikTok tend to have high engagement rates. To boost engagement, businesses can use a free QR Generator to create QR codes that seamlessly connect potential leads to exclusive content, promotions, and lead capture pages, driving conversions effortlessly. Boost social proof by obtaining likes from reputable sites.

Additionally, incorporating link-building strategies can amplify your content’s visibility and drive organic traffic to your lead capture pages.

While building your lead flow strategy and transforming leads through the funnel, efficiently managing projects is equally important. Many businesses prioritize optimizing both processes simultaneously to drive success. Whether you’re managing client deliverables or applying for funding, using the best grant management software can provide structured oversight alongside traditional project management tools for agencies, helping streamline operations and align each initiative with your lead objectives.

Step 5: Facilitating lead routing and follow-up processes

Once a lead has been identified as qualified, it needs to be routed to the appropriate sales representative for follow-up. 

Step 6: Maintaining a consistent flow strategy

Having a consistent strategy for lead management helps your business grow and sustain its customer base. Additionally, implementing a robust business phone service can significantly enhance lead generation by enabling effective call monitoring and tracking. 

How to enhance your lead nurturing flow

Here are a few impactful tips to enhance your lead nurturing flow and move prospects closer to conversion:

Segment your leads

Not all leads are the same – group them based on behavior, interests, source, or funnel stage. This allows you to deliver more personalized and relevant messages that drive engagement.

Use multi-channel touchpoints

Combine email, SMS, retargeting ads, and even phone follow-ups to stay top of mind. Different leads respond better to different channels – don’t rely on just one.

Time your messaging strategically

Use automation to send follow-ups based on actions (e.g., link clicks, form submissions, or downloads). Timely, context-aware messaging increases your chance of response.

Offer value at every step

Share content that addresses your leads’ pain points or questions – like case studies, how-to guides, webinars, or comparison sheets. The goal is to educate, not just sell.

Incorporate lead scoring

Track how leads interact with your content and adjust their score accordingly. Use that score to trigger sales outreach or move leads to different nurture tracks.

Test and optimize

Monitor open rates, click-throughs, and conversions. Run A/B tests on subject lines, send times, CTAs, and content to continuously improve performance.

Lead flow software

Using lead flow software is a strategic move for businesses looking to streamline their lead management processes and maximize conversion rates. Lead flow software automates the capture, tracking, and nurturing of leads, ensuring no potential customer falls through the cracks. 

By employing this software, businesses can significantly enhance their efficiency, allowing sales teams to focus on high-priority leads and personalized engagement. When choosing lead flow software, look for features such as real-time lead tracking, integration with CRM systems, automated lead scoring, and robust reporting tools. Investing in lead flow software ultimately leads to improved lead quality, higher conversion rates, and a more organized approach to customer acquisition.

LeadConduit

ActiveProspect’s LeadConduit allows you to build custom automated lead flows to make real-time decisions on leads to filter unwanted leads and identify high-quality prospects before entering a CRM.

LeadConduit’s key features include real-time lead filtering, automated decision-making based on predefined rules, validation and enhancement, and comprehensive reporting tools that help track and measure the performance of lead generation campaigns.

Through an optimized lead flow, businesses can enjoy numerous benefits, including: 

Increased speed-to-lead through automated workflows

• Seamlessly capture leads from any source in real time
• Validate, append, and normalize data to improve lead quality
• Deliver clean and accurate data to multiple systems in the appropriate format

Block unwanted leads from entering your systems

• Keep non-compliant leads out with compliance integrations
• Check a lead against any list to avoid duplicate leads
• Eliminate fraudulent leads and known litigators by verifying lead identity and contact information

By leveraging LeadConduit, businesses can bolster their lead generation efforts, increasing efficiency and effectiveness, providing a solid foundation for growth and customer acquisition.

Lead flow examples

The most basic lead flow example within LeadConduit involves a process that accepts leads from a specific source and delivers them to a single recipient in scheduled batches. An advanced lead flow includes modifications to fields, sources, and steps within LeadConduit.

• Fields refer to the specific information from a lead source (name, email, phone number, etc.).
• Sources refer to websites or lead providers who will be sending the determined field information.
• Steps refer to the ability to enhance leads with new information, reject leads that don’t fit your criteria, and deliver the remaining leads to a desired destination (sales team, CRM).

Optimizing and customizing lead flows within LeadConduit ensures efficient and effective lead management, enhancing the overall quality and utility of the leads delivered.

Best practices to optimize lead flow

Optimized lead flow practices can help businesses prioritize and streamline their workflows to achieve maximum conversions. Here are some ways to incorporate these practices into your strategy:

Creating a definitive lead flow lifecycle stage

Defining customer lifecycle stages is an integral part of effective lead management. Sales and marketing teams must establish clear criteria, tailored nurturing plans, and a specific call-to-action for each stage. These six stages help sales and marketing teams understand and categorize potential customers as they progress through the sales funnel:

• Stranger
• Subscriber
• Marketing Qualified Lead
• Sales Qualified Lead
• Opportunity
• Customer

Aligning your lead scoring & grading models

Clearly outlining lead attributes and behaviors can help you determine which leads are a good fit and how interested they are in your offerings. Lead grading shows whether a lead is a good fit, while lead scoring shows how interested they are in your offerings. 

Distributing & routing leads effectively

Efficiently distributing and routing leads ensures that the right leads get to the right sales call center representative by assigning each new lead appropriately. This helps to streamline the lead flow process and improve the chances of converting leads into customers.

Building a BDR team

A Business Development Representative (BDR) team is the front line of prospecting or lead qualification before the data is passed onto the sales or accounts team. With a robust BDR team, your organization can maintain efficient and clear sequences for the pre-sales phase.

Running lead-nurturing campaigns 

Lead-nurturing campaigns help engage leads and push them through the funnel. You can choose from any of the following nurturing campaigns:

• Product-focused campaigns
• Competitive focus campaigns
• Promotional nurture campaigns
• Further education campaigns

Crafting optimized sales follow-ups 

Creating an initial connection with a qualified lead is about building trust and rapport with sales-ready leads through communication. Utilizing a sales portal for timely and personalized messaging can increase the chances of turning your leads into customers. 

Scaling your lead flow regularly

Ensure to assess and update your processes on a regular basis. This helps you to keep a close eye on the quality of leads, close rates, relevant workflows, and how efficiently prospects are advancing through the funnel. 

Setting up automated lead flow management

Specialized solutions, such as LeadConduit, offer features that facilitate real-time lead optimization to capture and respond to leads as they come in. Explore the hundreds of LeadConduit integrations and add-ons to customize your lead flow.

Takeaways 

Optimizing lead flow is crucial for businesses as it saves time, improves close rates, and ensures efficient marketing spend. While real-time lead optimization platforms may require an investment, the benefits of using such tools can outweigh the cost. 

LeadConduit enables you to streamline and optimize lead flow management, facilitating real-time lead optimization. Start scaling your lead acquisition with LeadConduit today.

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ActiveProspect Meets Security, Availability and Confidentiality Trust Services Criteria Set By The American Institute Of Certified Public Accountants (AICPA) and Information Systems Audit and Control Association (ISACA).

AUSTIN, TEXAS, October 4, 2024 — ActiveProspect, the SaaS platform for consent-based marketing, announces it has successfully completed its System and Organization Controls (SOC 2®) examination.

The results of the audit, reviewing a control period of 12 months, confirm that ActiveProspect’s information security practices, policies, procedures, and operations meet the SOC 2 standards for security, availability and confidentiality in the SaaS space.

This SOC 2 Type II report is conducted by independent Information Technology control auditors following the AICPA and ISACA guidelines for audit of controls at service organizations focused on security, availability and confidentiality.

According to the AICPA, these reports are intended to meet the needs of a broad range of users providing detailed information and assurance about the controls at a service organization relevant to security, availability, confidentiality, and processing integrity of the systems the service organization uses to process user and client data.

The annual SOC 2 audit and report demonstrates ActiveProspect’s commitment to a continuous monitoring environment and the performance of responsible actions to support IT Security Controls, Policies, Processes and Procedures covering all of our SaaS Products and Services,” says Benjamin Farrar, ActiveProspect Director of Privacy, Security, & Compliance. “Over 120 applicable trust service criteria, control activities, and service auditor tests were considered during the review.”

We also will continue to update our ActiveProspect Security & Trust Portal, where clients and interested parties can see our universe of control categories, descriptions, policy information, and request documentation, including our SOC 2 report, recent penetration test information, and cyber insurance evidence.

“We are proud to once again demonstrate our unwavering commitment to the security of our customers’ data and the reliability of our platform through our fourth successful SOC 2 Type II audit,” says Alex Wolfe, ActiveProspect’s Chief Technology Officer. “Since opening our doors in 2004, earning and maintaining the trust of our customers has always been a top priority. Passing the SOC2 Security, Availability, and Confidentiality Trust Services Criteria controls with zero exceptions underscores the maturity and resilience of our security program and systems. As we continue to grow, we remain dedicated to delivering an annual audit report that independently validates the ongoing strength of our controls and processes.”

About ActiveProspect

ActiveProspect is on a mission to make consent-based marketing the best channel for online customer acquisition. We provide marketers the products they need to acquire qualified customers at scale. Our platform is trusted by thousands of companies engaged in direct-to-consumer marketing, helping them save wasted spend, comply with ever-changing regulations, and manage a constantly evolving partner landscape.

Our flagship product, TrustedForm is used to certify over 1 billion opt-in digital customer leads every year and is the gold standard for documenting prior express written consent for TCPA compliance.

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As companies evolve, naturally the products and systems they use evolve too. Over the years, we have seen a number of clients switch contact systems to better fit their current needs. Unfortunately, migrating and deploying a new system can often be extremely slow and costly. These migrations can take months (and sometimes years) to complete! While we will focus this discussion on CRMs (Customer Relationship Management) software, it also applies to Marketing Automation, Call Center/Dialer solutions, and Email platforms.

Switching systems is a notoriously slow and painful process because as companies grow and expand, so do the number of services and tools they use to power their business. CRMs are particularly tricky because they are often an end-point or delivery for dozens of integrations as well as the primary storage of customer and prospect data. Down time is often unacceptable for large businesses that operate globally, across time zones, which can make switching a CRM feel like replacing the engine of a running vehicle.

To further complicate matters, companies often collect leads from many places that feed directly into their CRM. This adds additional layers of complexity and frustration to the process of migration. Each integration point must be rebuilt for the new CRM. More importantly there is a coordination issue – at what time do you cut over from the old system to the new system? This complexity grows exponentially with the number of lead sources (integration points). The greater the number of lead sources, the harder it is to coordinate a switch. Many companies receive leads from third party partners (aka lead vendors) who must make the change on their side and may not be able to adhere to your desired schedule.  

For LeadConduit clients this process is quick and painless. When your  various lead sources (lead forms, Facebook Lead Ads, and third-party lead vendors) post to LeadConduit, there is no heavy lifting. LeadConduit can simply redirect all of the leads to the new system of choice in real time. With LeadConduit, switching CRMs involves changing only a single integration, as opposed to every integration. This allows administrators to focus on the migration of existing data and not worry about the new leads that are constantly flowing in, removing much of the complexity from the process.

We’ve assisted many clients with this process. We just need to know the new destination for leads and when to make the switch. We take care of the rest. A few recent examples of migrations between systems we’ve handled for our clients:

• MS Dynamics to Velocify
• Home-grown CRM to Salesforce
• Eloqua to Hubspot
• Siebel to Marketo
• Vici Dialer to Five9

Note: This is not a product endorsement for any of these systems and we are not insinuating that any of these systems is better than the other. These are simply examples of work for individual clients.

If you have an integration that looks like it might be a pain or are interested in LeadConduit as a lead acquisition platform, don’t hesitate to contact us.

The post Switching CRMs shouldn’t be a headache appeared first on ActiveProspect.

At ActiveProspect, our real-time lead optimization platform empowers you to take action on your leads by customizing lead flows, enhancing leads with additional data, filtering and rejecting leads, and delivering it all straight to your CRM.

For companies who want to get the most out of the leads they’re buying, it’s crucial to use third-party integrations to enhance the data coming into their CRM. We’ve put together a list of the top five most popular integrations with our platform, categorized by their use cases including compliance, email validation, phone validation, and demographic data.
Read on to find out more about how these top integrations could work for you ー and while you’re at it, check out our full library of 100+ integrations!

1) Compliance: TrustedForm

In today’s compliance landscape, it’s crucial to not only collect consent but be able to prove that prior, express written consent was given to you before contacting a lead. This is especially important for companies looking to protect themselves from litigation against laws like the TCPA or Florida’s “Mini-TCPA”.

Not only do TrustedForm certificates prove you lawfully collected consent to contact your leads, but as an independent third party witnessing the moment of lead capture, TrustedForm also provides critical contextual data about the lead. This data can be appended to your leads in real time to optimize your lead acquisition and follow-up process.

So, how does integrating with TrustedForm work? 

Adding TrustedForm to your LeadConduit flow can be done in just one step. All you have to do is Add Enhancement Step, choose TrustedForm Consent, and voilà! Of course, you can get as specific as you’d like with rules and volume caps — but 99% of the TrustedForm integrations we see are added in one step as seen below.

If you’d like to filter out failed TrustedForm certificates, all you need to do is click Add Filter and set the following rule in place — and you’re done!

2) Compliance: Contact Center Compliance (DNC.com) – Litigator Scrub

To further minimize their risk of litigation, many companies turn to Contact Center Compliance (DNC.com) – Litigator Scrub to remove known plaintiffs and litigators from their databases. Approximately one-third of TCPA lawsuits are brought by the same serial plaintiffs and litigators, the infamous Bloomingdale’s case being a perfect example: One of the firms that brought the case forward had previously filed 2,400 TCPA-related lawsuits.

Identifying these repeat players before any inbound or outbound campaign is the smartest preventative measure companies can make to reduce their exposure to TCPA-related risks.

So, how does integrating ActiveProspect with Contact Center Compliance (DNC.com) – Litigator Scrub work? 

Setting up a Litigator Scrub can be done in one step: add Enhancement Step, click Contact Center Compliance (DNC.com) – Litigator Scrub, and choose if you’d like to follow our recommended action or continue the lead flow as is. Done!

3) Email validation: BriteVerify – Email Validation

As more companies use email marketing as a top outreach tactic, it’s key to ensure the leads you’re collecting are actually reachable in their inbox. One of our top email validation integrations is BriteVerify – Email Validation, which provides real-time email verification solutions that improve email data quality, inbox deliverability, and email marketing ROI.

Using a tool like BriteVerify – Email Validation can help you reduce your bounce rate by up to 98%, ensure messages reach your target audience and avoid sending to addresses that don’t have value for your company.

So, how does integrating ActiveProspect with BriteVerify – Email Validation work? 
It only takes two steps to fully set up a BriteVerify integration! Click Add Enhancement Step, add BriteVerify – Email Validation, and then choose the option you’d prefer.

Click Next, and then you once again choose the option you’d prefer for your flow.

Easy as 1, 2….not even 3!

4) Phone validation: Telesign

Calling is still king for many industries, and for companies in those industries, it’s key to ensure the phone numbers they’re reaching out to are active subscribers, while verifying line type and registration location information. Telesign’s PhoneID API helps you validate customers’ identities without adding friction by delivering real-time behavioral data, phone number intelligence, and mobile identity analytics based on the information you’re already collecting. Also consider API monitoring to ensure that it is functioning correctly.

So, how does integrating ActiveProspect with Telesign work?

This is another straightforward setup! Click Add Enhancement Step, search for Telesign and add flow. You’ll receive this pop-up box, which allows you to check the phone types you’d like to accept in your CRM. When you’re finished choosing, save the step, and you’re done!

5) Demographic data: Experian

If you want to know if the people you’re contacting are the right fit for your product, you’ll need more data than a simple email or phone verification. That’s where lead data can be augmented with demographic and property information to give you the context needed to make better buying decisions and target more effectively.

So, how do Marketplace Enhancements like Experian work with ActiveProspect?

Experian is a Marketplace integration that appends valuable demographic and property data from public and modeled data on both individuals and their property.

Once configured and added to your lead flow, you can choose to append the available demographic data to your leads.

If you have a certain integration in mind that’s not on this list, be sure to check out our full library of integrations. If you don’t see the one you’re looking for, contact us! We’re constantly adding new integrations for our valued clients and partners to make your experience with ActiveProspect as smooth as possible.

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Troutman, one of the country’s prominent class action defense lawyers for Telephone Consumer Protection Act (TCPA) litigation and compliance, recently released their annual review. In addition to the top cases of 2021 and 2022, this review introduces TrustedForm lead certification technology as a solution to certify leads and keep your business protected from TCPA litigation.

We’re excited to announce that we joined efforts with Troutman Firm to craft this review as the most comprehensive TCPA guide available. They’ve acquired an international reputation as the attorney of choice for TCPA-related lawsuits, and we are proud to offer dedicated solutions to their clients.

According to Eric Troutman, the founder, “Companies should never buy leads unless they come with a third-party certification.” He adds, “If you’re in the business of buying or selling leads, you’ve got to be aware of TrustedForm and its CRITICAL role in keeping your business safe from TCPA lawsuits. Then again, you also need to use this technology safely and with consumer awareness in states like California.”

TCPAWorld.com, Troutman Firm’s website, issued a press release to announce the publication of their 2023 Annual Review powered by TrustedForm. Read the complete review here and learn more about TrustedForm here.

Our special thanks to the Troutman Firm for providing this press release.

The post Troutman Firm Releases 2023 TCPA Annual Review Presented by ActiveProspect appeared first on ActiveProspect.

TrustedForm Certify allows publishers and those generating their own leads to capture and store proof of consent, providing protection against TCPA and other litigation. All that is required of publishers to implement TrustedForm Certify on their websites is to add the free javascript snippet to their form and start capturing lead certificates.

The Web SDK is available to everyone for free by simply signing up for an ActiveProspect account. TrustedForm Certify is specifically designed to run efficiently without slowing down your site. And if your form captures sensitive information, such as social security numbers, it is easy to block certain fields from being recorded on the certificate.

For instructions on how to implement TrustedForm on your website, simply sign up and get the script, then follow the instructions in the video embedded below. Consider using a platform like Adilo’s video hosting to ensure smooth playback and professional delivery for implementation videos like this.

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Reaching out to consumers about your products or services is risky. One of the biggest compliance challenges businesses face is adhering to Telephone Consumer Protection Act (TCPA) regulations, which change often and can cause companies to incur fines or face lawsuits due to violations. If you call or text someone without having proof of their prior express written consent to be contacted, you could risk losing money and even your brand’s reputation. 

ActiveProspect is always monitoring TCPA updates and developing ways our clients can protect themselves. We recently attended the International Association of Privacy Professionals (IAPP) 2022. Ben Farrar, our Director of Privacy, Security, & Compliance, held a speaking session called “TCPA Litigation Trends Are Up. Time for a Simple Consent to Contact Solution.” In this discussion, he spoke about the importance of having documented proof of consent to contact consumers so companies can avoid potential lawsuits. 

Are you wondering if you need to follow the best practice of documenting consent? Let’s explore which industries typically contact consumers and how they can take steps to protect themselves. 

Should You Be Paying Attention to TCPA Legal and Compliance Risks?

If you have a call center, work in lead generation or lead acquisition, or are exploring social media lead ads, then the answer is “Yes!” Common industry verticals that reach out to consumers via phone calls or text messages include insurance, home services, warranty services, and financial services (to name a few). Basically, if you reach out to leads, you need proof that they consented to be contacted so you can avoid the risk of costly litigation.

The TCPA’s reach includes automatic telephone dialing systems (ATDS), robo calls, landlines, mobile phones, and text messages, and the laws for contacting consumers change constantly. If you use one or more of these methods to contact leads, there is a chance someone you contact could pursue litigation if they believe they did not consent to hear from you.

However, if you have a record that they agreed to be contacted, you can use that in your defense. 

TrustedForm: A Consent-to-Contact Solution

The TCPA’s rules are not going away; in fact, it has many compliance obligations and interpretations that change frequently. One of the ways you can help to protect your business is by having someone’s prior express written consent documented so you can use it as evidence in the event you face TCPA violations. 

One consent-to-contact solution is ActiveProspect’s TrustedForm lead certification product. It verifies, retains, and proves consent for each individual lead by issuing a certificate that shows the information the lead entered and even a replay of their actions on the screen. By retaining this certificate, you can see the exact mouse movements and keystrokes the lead made while entering their information and agreeing to be contacted.

If you’d like to learn more about TrustedForm and how it can help you to prove and retain documentation of consent, contact us today to schedule a demo. 

If you missed IAPP and want to hear Ben’s wisdom, check out our recording below!

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