Mastering Lead Generation with Python Automation

Never Trust a Snake: 5 reasons you shouldn’t generate leads with Python

There are a lot of different ways to generate leads, and some are definitely better than others. Taking matters into your own hands may seem like a good idea, but as we will discuss in this article, there are a number of drawbacks to consider when going it solo.

What is Python?

Initially released in 1991, Python was created by Guido van Rossum as a general purpose programming language  that could act as a replacement for earlier languages like ABC. Praised for its broad functionality and compatibility, Python is everywhere.

But, before we delve into the benefits of generating leads with Python, it’s worthwhile reminding ourselves exactly what a programming language is.

A programming language is, in simple terms, a method of creating a set of instructions for a computer to follow. By compiling strings of commands, machine code output is produced, instructing the computer to carry out various functions and implement numerous algorithms. Python is one such language, and it is one of the world’s most popular.

So, what can it do?

Building a Web Scraper

One important function that can be carried out using Python is the construction of a web scraper. In a nutshell, a scraper is used to gather public information from different destinations online and convert it into a concise, digestible format. By trawling the web, individuals can mine desirable data directly from the source, creating useful banks of information that can be used in a wide range of scenarios.

Generating Leads with Scraping

So, all this said, what does scraping have to do with lead generation? The key aspect of generating leads is the gathering of information. In order to chase down qualified leads and close on sales, you need to know who your targets are, and why you need to approach them. A web scraper can be used to gather data from web pages and create a pool of data that may be consulted when pursuing prospective leads.

The Problems with Scraping

Whilst building a web scraper and automating the data collection process may sound like a good idea, there are numerous obstacles to the web scraping process that you need to be aware of. Site holders will often object to such practices and put measures in place to block the action of scrapers and protect their information.

CAPTCHAs

CAPTCHAs, or Completely Automated Public Turing tests to tell Computers and Humans Apart, do exactly what they say on the tin. Everyone has come across a CAPTCHA when attempting to gain access to a website at some point or other. After proclaiming that you are ‘not a robot’, you are usually allowed to enter. But what happens if you are a robot?

Scrapers will of course not be able to pass the test, and will be unable to gain access to sites that have implemented a CAPTCHA. This therefore limits the amount of data you are able to obtain, and slows down the scraping process altogether.

Bot Access

Not everyone wants to be scraped. Therefore, it is wise to check whether your target site allows scraping in the first place. If it doesn’t, then you will have to ask the permission of the site owner to proceed. Again, this slows down the scraping process significantly.

Legal Issues

Whilst scraping and data capturing by themselves are legal practices, the subsequent uses of the data obtained need to fall within legal guidelines. There have been plenty of public cases where scraping has been found to have had unethical intentions, so it is vital you know the do’s and don’ts of the scraping world, and that you remain on the right side of the law.

Honeypot Traps

Sometimes, websites will actively attempt to identify and ‘trap’ incoming web scrapers by creating what are known as ‘honeypot traps’. These will often take the form of a link that, whilst invisible to humans, can entice a web scraper and, once entered, will instantly block the scraper’s access.

Dynamic Content

Beyond the various measures that may be in place to intentionally slow down and block web scrapers from doing their job, there are other elements of certain web pages that can cause problems.

Through the use of a set of web development techniques known as Ajax, some sites can facilitate and update dynamic content - content that can adapt based on the behaviour and preferences of the site visitor. For example, based on location, a business’ website may display different information for different people, which makes things more difficult for scrapers attempting to gather consistent information.

Scraping: Is it worth it?

Using Python to build a scraper may provide you with useful data. However, it’s by no means the most efficient way of chasing leads. It is a very limited strategy that, whilst providing you with large amounts of data, does relatively little to target promising opportunities and allow you to ask for the genuinely more useful and specific information that you may need to close a sale.

Generating leads is deeply strategic, and needs to be done using a considered and tailored approach. Creating genuine interest in your business and being able to follow up promising opportunities is best achieved with a multimedia lead generation strategy put together by those who know what’s best for your business.

If you’re looking to accelerate your business’ growth with sales-ready leads, Book a Demo with Dolead today.