If we’re honest, email lead capture is pretty much why we have a website. I mean, aside from making a sale the first time someone hits our site, the main goal of everything we do – especially content marketing – is to capture leads (or emails we assume are or will become qualified leads).
The problem is that not every email address is created equal, right? Aside from those that are anonymous or otherwise of poor value (catchall, role-based, etc.) and likely to get you in trouble if you email them, some folks like to hide behind GMail or Yahoo addresses rather than using their work/professional address.
This means that when someone sign-ups up for your mailing list, Free Trial, or Webinar with a GMail address, for instance, they might actually work for a big company, but you just don’t know it.
And what if multiple people give you their GMail address to get that ebook you’re offering as a sign-up “bribe,” but they all actually work for the same big company? That’s probably something you should know, right?