Marketing Database Optimization Best Practices
ReadyContacts is a marketing database optimization company. ReadyContacts solutions help you build & maintain a highly accurate and relevant marketing database that delivers significantly improved campaign response rates for sales & marketing. ReadyContacts is the only player in the market with proprietary software solutions to build unparalleled accuracy and completeness in marketing databases.
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ReadyContacts is a marketing database optimization company that helps B2B marketers to build, cleanse & maintain marketing database with an unique blend of software solutions which deliver unparalleled accuracy.
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Business Contacts & Leads Shopping – Pay Per Use Vs Pay For All?
When it comes to sources of business contacts as leads there are a number of different options. They are among the most valuable commodities in business to business sales and marketing and when you’re out shopping for them, you’ll notice they come in different packages.
Pay once for unlimited use – This is the kind of pricing model which needs a one time upfront investment usually in the form of a subscription fee or purchase amount which gives you a years access or an export file of a fairly high volume of business contacts you can use as and when you need to use those business contacts.
Pros
- You pay one time and have access to those contacts whenever you have a need
- They are usually larger databases with more contacts which could be suited to those who need volume over focus
- Considering the volume of contacts and data you have access to the cost per contact is much lower and your investment is spread across a larger number of contacts
Cons
- You pay or make your investment in advance and if you don’t make much use of your access to these contacts, your cost remains the same which means you might end up wasting your investment.
- You may be paying for what you dont need. For example if you spent $10,000 to a database subscription which gives you access to 10,000 contacts of which only 1000 of those contacts are relevant to your marketing and sales needs, you have effectively paid $10 per contact and not $1 as you may have believed.
- If you need very specific business contacts and some amount of customization over volume and more general contacts, then this model is not very suitable as you are paying a fixed price for an ‘off the shelf’ bundled set of contacts.
- You dont get a say in selecting your target accounts or business contacts so the chances of duplication with your existing database and redundancy is always there.
Examples
Hoovers, Active Contacts, OneSource, ZoomInfo, iProfile and InfoUSA are just some examples of a one time ‘pay for access’ or purchase of business contacts model.
Pay per use or on demand – This is the model which lets you select your contacts or buy only as much as you need, when you need them. It’s the category which includes customized business list building services and on demand contact databases.
Pros
- You get to select the contacts or the type of contacts that you suit your requirements so you are effectively getting more qualified business contacts which you know will be useful
- You pay only for what you need to consume so there is very little wastage and the costs are controlled
- There is clearer ROI and the effectiveness is more easily measurable when contacts are selected and used per camapign or per use.
- You have more flexibility with your budget and don’t need to block your entire budget by spending it in advance. With the pay per use model, if you are not happy with a particular source, you can move on to another unlike a one time payment where you can be stuck with something thats not working for you.
Cons
- The cost per contact can be higher with this model as its spread across fewer contacts or depending on the volumes you require. This is specially true for customized list building.
- You may not have instant access to contacts like you may have with a database subscription unless you can forcast your requirement a little in advance and select your contacts just before you need them.
Examples
ReadyContacts, Reachforce, Demandbase, Jigsaw & Zapdata are examples of options which allow you to select your contacts as per your requirement and pay for just what you need.
There is the free model which includes Linkedin, Spoke and similar network based models but thats another blog post.
There was a time when you had to buy a licence for Siebel or a software CRM. Then, along came Salesforce.com and provided the flexibity of being able to use and pay for 5 users in a small company to 5000 users for a larger company and became the preferred of the two options. It’s the same flexibility you get with your cell phone minutes, that Webex provides with its webinars, that Google uses for online Adsense campaigns, that you get when you need to buy tomatoes for the week at the supermarket. Will ‘pay per use’ business contacts sources become the preferred model for purchasing business contacts and leads? What’s been your experience?
By
Neil
January 14th, 2009 at 1:01 am
Thanks for the breakdown. I'd also like to see some info on renting versus buying lists.
August 2nd, 2009 at 6:13 pm
Those are some good examples but if your looking to shop for sales leads try http://fnin.com/. They actually break down the leads in specific categories for better results, and its a guaranteed sales lead!. Its pay per use and the prices are great. They really helped generate sales on my business.
September 1st, 2009 at 2:40 am
Those are very good tools, however, in many cases those platforms are used just to allow the team to review the same document together in real-time and “be on the same page”.
If you want free business collaboration, check http://www.showdocument.com – It does exactly that, quickly show documents to friends and colleagues.
It allows co-browsing on any document, user uploads a document and invites friends to view it with him live
All the participants in the session see each others' drawing, highlights, etc.
Josh
November 14th, 2009 at 3:05 am
Thank you for your info
Thanks
arnold swecher
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July 21st, 2010 at 2:44 pm
My opinion is that in the end, a person is mature and organized enough to know exactly what options would be best for their needs. One time fee or pay per use is just a matter of having to take some decisions. Decisions build your path and will continue doing that until you reach your destination.
October 24th, 2010 at 11:59 am
interesting, and so long as you don’t object I am planning to quote you in a post I intend to write. I am involved with business owners in Tenerife and here we have some unique challenges. One of the most important issues being that it is an island and so local expertise, materials and goods all have to be imported. There are also a many bureacratic issues that business people have to surmount. Despite this it’s a beautiful place to live and it’s a only an irritating inconvenience. The internet helps a lot… I’ll be back to read what you have to say at http://www.tenerife-business.com soon!
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