No time to listen to our latest on-demand webcast – 7 Tips for B2B List Development? No problem, I will sum it up for you.
- Understand the difference between the types of lists where you can source information – compiled files, response files, cooperative databases and you may have forgotten this one – your own internal company databases.
- Know the best way to get started on list acquisition by understanding who the players are. You are most likely the marketer who should be talking to a list broker. The list broker then talks to a list manager who works with a list owner to get you the best possible lists.
- Know how to get the most out of your relationship with your list broker. It is often hard to determine who is an expert in your field. Talk with list managers to find the best broker.
- Know how best to work with your list broker. Remember chemistry is important as is building a relationship. Share your campaign plans and strategy with your broker and in turn s/he can advise and bring you new ideas.
- Know your criteria for list selection. First you have to understand who your customer is and build a customer profile. Next you have to segment them for more effective messaging. And lastly know the most important criteria for list evaluation – affinity being one of them and cost the other. When it comes to cost, don’t let it be a factor.
- Keep your data clean. Not glamorous but it has to be done as business data degrades at a rate of 4-6% per month. Always question the freshness and cleanliness of your data vendors.
- Know there are new developments in list acquisition today! B2B prospecting data has changed over the past 10 years – with crowdsourcing and internet scraping – allowing for more penetration, better quality and timely data. Leadspace takes these developments to a new level. It moves away from static lists into dynamic sourcing of names with variables, like buying readiness – giving even more information about prospects, beyond names and titles.
Want to know more? Download Ruth P. Stevens white paper A Buyer’s Guide for B2B List Acquisition.