Tips for using a B2B list Business to business
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Tips How to use a A B2B List
Let's say you want to invite, via e-mail, a specific group of
individuals in your database to a webinar or webcast. Or perhaps you’d
like to do a targeted,
direct-mail campaign to a select group of people on behalf of their
sales agent. Could you do it with confidence? Most of the time, I’ve
found the answer is "no.”
The goal is not to try to
buy the biggest list possible, but instead build
the most relevant list possible based your ideal customer profile.
The best list is one that you have diligently created and rigorously
maintained over time. So where should you start?
I have found marketers often overlook the
lists and data they already have in search of
new contacts rather than building upon relevant conversations.
Companies don’t buy; that is right, someone has to make the decision to
buy, and those are people. The goal of a well-developed
lead generation strategy, therefore, is to evolve relationships
between people through dialogue that positions your marketing effort as
a conversation (not a
campaign) to identify, initiate and nurture productive selling
situations.
I recommend you start by collecting all of your existing in-house
marketing lists into one place. These are lists that you may already
have on hand, from sources such as:
Sales team –
key accounts and collected business cards
Strategic partner or pooled
lists (cooperative
opt-in lists)
Inbound phone, email and
web inquiries
Past events - trade
show, webinar, and seminar attendees
Newsletter subscribers
Marketing campaigns, such as
direct mail or
teleprospecting lists
Past customers
Note: Bring your database
administrator in on the list build project as early as possible. You
will most certainly need their expertise in massaging and de-duping the
data.
Marketing and
sales can also work together to build a list from inactive accounts
in your sales team's
CRM data and business cards from industry conferences and networking
events.
Utilizing existing in-house lists is the best place to start building
your framework. Once the in-house lists are collected and combined, they
can be evaluated for compliance with your ideal customer profile (target
market). You’ll find at this point that that your list needs further
enhancement.
We recommend that clients acquire a basic list that has the main
attributes of their ideal customer profile and overlay that with their
internally compiled data. Then use additional third party list sources
to fill in missing companies and contacts.
There are many external list sources available, and each has its
benefits and drawbacks. When
buying data from an external source, you need to consider the
following:
Are you renting or buying the
list? Many
list companies only rent a list, which means you are only allowed to
use them for a specified time period, a specific number of times, or for
a specific marketing campaign, such as a direct mail piece. This type of
list does not work well for an ongoing
lead generation program.
What data is included? Lists should include basic demographic data. Some
lists, intended for direct mail, do not include phone numbers or
contacts. Those lists would have limited value for
lead generation.
Usually, I have found that the best company level data lists come from
data companies like
http://WorldWideEmailLists.com These lists include all of the
demographic data
typically needed, and have extended contact information. The drawback,
however, is that they are
general business lists; so in some cases, you’ll need to cast a wide
net to get records that fit your
ideal customer profile and if your goal is to reach anyone other
than top executives you
will have to add additional contacts yourself.
Your database will become one of your most valuable assets if you treat
it like one. Keep your
database list current and you won’t have to worry about buying more
questionable business cards and you'll see better ROI from your
lead generation investment |
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