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Building a Quality List for Your Next Lead Generation Campaign
One of the key issues – and maybe the biggest hassle – for CPA, consulting, insurance and financial services firms is to build and maintain their database.
I ran across this post (“B2B Marketing: Building a Quality List”) from David Kirkpatrick in the MarketingSherpa Blog that I felt extremely worthwhile and a terrific companion to my earlier blog post, "Marketing Databases: Build and Maintain Your Most Valuable Marketing Asset"
Kirkpatrick writes, "Teleprospecting, email campaigns, drip marketing, lead nurturing — all of these marketing tactics have one very important element in common. Each one begins with a list, and the quality of the data in that list has a direct influence on the success of each tactic".
Here’s a summary of the key guidance from this posting:
• Creating a quality list begins with an organizational philosophy that places a high value on data quality
• This might require a philosophy shift in some companies requiring leadership support in the idea that data quality is important
• Firms need to spend more on data to reap the benefits of higher-quality lists.
• Be specific about the data you need to focus on
• Don’t collect more data than you really need on your ideal buyer profile or persona
• Data hygiene is an ongoing process
• Data remediation projects need to be done every three to six months if there is no other data hygiene process in place.
• Create a process where your team is regularly updating and appending account information as part of their day-to-day activity.
• It is always important to have someone who has some distinct responsibility for data quality
• Have a very clean, but smaller, prospect list, as opposed to a bloated list full of bad and/or irrelevant data.
• B2B marketers should be focused on a smaller group of highly targeted prospects.
Join the conversation!! Leave a comment with your ideas and best practices for building a marketing database…
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