Content syndication is one of the most common ways B2B companies generate leads at scale: your content is distributed to a targeted audience, and the people who engage become leads. Quality varies widely, so it pays to know what to check.
1. Does the contact match the filters?
Check job title, seniority, industry, company size and geography against what you specified. A title that is "close enough" usually isn't — agree in advance how strictly titles will be matched.
2. Is the contact data real and current?
Verify that the person works at the company named and that the email address is valid. Phone verification adds confidence that the contact is real and in role.
3. Were custom questions actually asked?
If your campaign includes qualifying questions, the answers should be specific and plausible. Identical answers across many leads are a warning sign.
4. Was suppression applied?
Leads shouldn't include your existing customers, open opportunities, competitors, or anyone who has opted out. Share your suppression lists before the campaign and confirm they were applied.
5. Is consent and opt-out handled properly?
Depending on where your prospects are, data protection rules affect how leads can be collected and contacted. Ask your supplier how they handle notice, consent where required, and opt-outs.
A good supplier will welcome this kind of review — it's how both sides improve the campaign over time.