Contact Database can decide the result. For any B2B marketers implementing a lead generation program can no less than a game of treat or trick. Marketers keep on drooling over the fact whether the attempt would be successful like a bag full of treat or a tricky game of open, bounce-back and click through rates point?
But in most of the cases, later is the result and the reason behind this is the old shaggy looking contact databases. Some gruesome facts about these lists are:
a) Business records data decays at 2% per month (source: NetProspex analysis)
b) 30% records can turn bad each year (source: SiriusDecision)
Considering the figures, let’s not turn your bad dream into reality and follow these simple steps to turn your tricky database into a treat:
1) Pick out the dangerous one:
48 million people changed jobs in 2011. Imagine the trashes that are filled in your databases. An easy remedy would be to do an assessment of these databases determine what information are missing, is incorrect and needs to be updated before launching your B2B marketing campaign.
2) Keep updated and be optimistic:
There is no point having bag full of chocolates, where most of them are only wrappers without any chocolate. Therefore, look on the positive side of having a huge database but do not forget to cleanse it off and update all the useful information that is missing. Remember Good B2B marketing programs starts with Good data.
3) Automate, to be accurate and precise:
Use a marketing automation system to collect exclusive data of your prospects. With such quality information at hand, it becomes easy for the marketer to generate timely and relevant B2B marketing programs.
4) Keep a bulls eye:
Do not start a campaign with incomplete information. If you do not have complete knowledge about your contact do not send him any marketing campaign. That might just scare him off. Instead fulfil all information and complete your data for proper segmenting and targeting.
5) Mix inbound and outbound:
Apply push and pull approach. You can combine lead generation techniques of inbound marketing with outbound marketing tactics for a more fruitful and optimal result.
So forget all the hues of scary database and enjoy the result of implementing better segmented and focussed B2B lead generation program.
Resources:
http://www.smarteinc.com
http://www.salesify.com
http://www.esalesdata.com
Linda Mentzer is a published author and senior marketing manager for an information management company that has helped sell thousands of software products on a global scale. With over 11 years of experience in electronic marketing techniques, Linda has authored articles for several leading business journals, worldwide.