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.
Garbage In Garbage Out: Why Focus Is Critical In Marketing Campaigns
Marketing’s objective is to reach out to prospects and nurture them to build a pipeline of warm contacts who can be further developed into opportunities. Outbound marketing including email marketing, direct mail and telemarketing form the foundation of marketing’s reach out program and the urge, rightly so, is to reach out to as many contacts as possible. Traditionally outbound marketing has, unfortunately, been all about volume, more contacts, more email, more direct mail and more telemarketing. There is a fundamental problem with this and that starts with the urge to build a bigger and bigger list of contacts to market to. The rest of the “mores” are build on top of this, which further magnifies the problem. When you are looking to go after more contacts, you tend to define your “target decision makers and influencers” very broadly so you end up with a list of contacts that is a random mixture of your core buyers and everyone else. The more specific and deep rooted your buyer, greater the chance that your list will have less of them and more of the other non-target contacts. So when you feed this list to the downstream processes of email marketing, direct mail and telemarketing, all hell breaks loose. Email campaigns show a dismal response rate and the response that you get end up being far from qualified. Direct mail reaches the wrong people and goes into the trash can while you wait. Telemarketing reps get hung up on and they loose the confidence in the list. And if your marketing leads from such a campaign flow to inside sales or sales, then you get a heavy push back from sales to not send them leads that are a waste of their time. Garbage IN, Garbage OUT is the result. In most situations, its not that 100% of the leads are garbage so you still tend to believe in the strategy which leads to more similar campaigns. The most important thing is to realize that a “more” strategy without a laser focus will not yield the results you can be proud of. Try a chance. Go for less. Go for focus. Go for smaller campaigns. Test and refine and you will see the results. At ReadyContacts, we are HUGE believers of “less is more” and all out data solutions are enablers for implementing such a strategy.
Related posts:
- 5 Reasons Why Should You Use A List Scrub For Direct Mail Marketing Campaigns
- Business Contact Lists – The Achilles Heel Of Cold Calling & Telemarketing Campaigns
- Outbound Lead Generation & The Role Of Rich Data
- Why Are Custom B2B Business Contact Lists Ideal For Your Telemarketing Campaign?
- B2B Direct Marketing Lists: Right Place & Right Person
November 12th, 2009 at 10:47 pm
i have posted your blog on my site
Thanks
davin flect
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February 20th, 2010 at 7:38 am
I really like this post. Short and sweet (in a “garbagy” kind of way). I think that you are dead on in your understanding of getting out what you are putting in. Thanks
March 21st, 2010 at 8:50 pm
This is an awesome information presented in a clear, concise manner. As any successful entrepreneur or investor will tell you, scale requires focus. Creating value requires focus. Building leadership in developed markets requires focus. You are defined by what you will not do, as much as by what you will do. Interestingly, even students and young, aspiring entrepreneurs usually agree. It seems only experienced professionals (and struggling entrepreneurs) are reluctant to. I hear the same (flawed) logic over and over.
March 22nd, 2010 at 3:50 am
This is an awesome information presented in a clear, concise manner. As any successful entrepreneur or investor will tell you, scale requires focus. Creating value requires focus. Building leadership in developed markets requires focus. You are defined by what you will not do, as much as by what you will do. Interestingly, even students and young, aspiring entrepreneurs usually agree. It seems only experienced professionals (and struggling entrepreneurs) are reluctant to. I hear the same (flawed) logic over and over.
July 2nd, 2010 at 7:15 am
Focused marketing can help the company generate effective contractor leads. Other leads become wasted in instances that categories for the market search is broad. Although a lot of people qualify as leads, they are not a 100% sure to purchase the product. This wastes sales time in launching email and call campaigns. I agree that a more specific search of the target market should be utilized by companies to lessen wasted leads.
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September 11th, 2010 at 6:36 am
I think that you are dead on in your understanding of getting out what you are putting in. Thanks
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December 23rd, 2010 at 6:36 pm
i have posted your blog on my siteThanksdavin flect______________________________________________
January 6th, 2011 at 5:47 am
“Less is more” is just one of my favorite lines in this article and consider this as a philosophy in life. I think that it would be great with more focus, because from there, more effort with be extended and the strategy will simply kick in the process.
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