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The MarTech Digest
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![[FREE] Best Practices For Purchasing Net New Leads - Demand Gen Report | The MarTech Digest | Scoop.it](https://img.scoop.it/FsH41IBSCvbO6zB66ponTPL6dadsvGA8m9WNoVsbzkY=)
By acquiring a list of targeted net-new contacts, marketing can eliminate the guesswork involved with attracting qualified leads to their campaigns. But to ensure high-quality B2B contact data, you need to consider some best practices and recognize the red flags to avoid while engaging data providers.
Marteq's insight:
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Marteq's insight:
Using the Trump Campaign as the example...
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Marteq's insight:
See the white paper here: http://www.ruthstevens.com/wp-content/uploads/2016/04/WPState_ofB2B_ProspectingDataAccuracy2016.pdf
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Marteq's insight:
Some free, some paid. Hey: we all have a few gaps in our database. Click through for the links.
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► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄
Marteq's insight:
I don't think any of us are surprised. On average, we find list decay running at a 2.5-3.5% monthly rate...across any industry.
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Digest... Dun & Bradstreet, a provider of data and analytics services, has purchased NetProspex, a provider of B2B marketing data management services, for $125 million.
The pairing of NetProspex’s data services platform and its approach to measuring data quality with Dun & Bradstreet’s global commercial database positions B2B marketers to gain deeper insights into their target audiences, The move aims to provide a single source to help B2B marketers identify, analyze and prioritize opportunities.
NetProspex will continue to operate out of its headquarters located in Massachusetts and its employees are now part of Dunn & Bradstreet. The company’s CEO Michael Bird will become the general manager of the rebranded “Dun & Bradstreet NetProspex” and will report to Josh Peirez, COO of Dun & Bradstreet.
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Marteq's insight:
D&B just jumped to the head of the class. At $125MM, that's a great deal.
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Infogroup Media Solutions has launched a new Sapphire suite of products, which combines several Infogroup platforms into a one-stop shop for B2B marketers. ► Receive a FREE daily summary of The Marketing Technology Alert ◄
Marteq's insight:
FYI. Just be sure to investigate the various sources.
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Intermediate/ Excerpt... When we launched our Bizo Data Solutions product, ease of use was a critical feature that we baked in. Bizo Data Solutions integrates with a company's existing marketing technology stack, allowing marketers to use Bizo's demographic data on more than 120 million business professionals to get more value out of their marketing programs and other technology investments.Bizo Data Solutions currently supports a number of top digital marketing solutions and channels, including Adobe AudienceManager, Salesforce, Eloqua, BlueKai, Google Analytics, and more.
This seamless data integration gives marketers access to Bizo audience data so that they can combine it with their own first-party data or other data sets they may be accessing for a richer more targeted approach to reach their B2B targets.
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Marteq's insight:
I like Bizo. It's a bit of a push to say that Bizo is a critical part of the building of the marketing stack, but it's an important choice of 3rd party data.
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Basic/ Excerpt... Generally, buying email lists is a fruitless venture, as these lists mostly contain people who have no interest in your product. Purchased lists come with a damaged reputation, as it is considered an industry shortcut that does not pay off many dividends. Since you have no idea if the customers on your list would ever buy your product, it can be a waste of time and money. Remember, it is important to market these emails directly to your targets.
Renting B2B email lists from a third party has its own set of pros and cons. Although rented lists typically contain clients that may fit your target audience, continuously paying rental fees is an expensive endeavor. Rented lists should really only be considered if you are promoting a one-time event or only plan on sending a few emails per year.
__________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Marteq's insight:
1) Be careful about buying Canadian lists. The new CASL could hurt you. 2) Data.com, D&B, etc. are wonderful sources: expensive but reputable. See list sources under Filter.
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Excerpt... Email marketers have a variety of goals in mind when conducting their campaigns, ranging from selling products and services (62%) to generating leads (52%), driving site traffic (51%) and driving brand awareness (51%), according to a new report [download page] from ExactTarget. With respondents saying that the quality of their subscribers is as important as overall ROI when gauging their email program’s effectiveness, the study looks not only at the most popular subscriber growth tactics, but also at their perceived effectiveness in drawing high-quality subscribers.
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Marteq's insight:
You should take a hard look at this list, and ask yourself if you're not doing it, then what is the cost to get it done? It's minimal, and with minimal effort you can build your list.
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Is buying, renting or building a list the best option for you? Or should you stay away from any list right now? Here is how to choose the right option for your marketing today. Summarized... Buying a B2B List Expect to pay anywhere from a $0.50 top $1.50 per contact for purchased lists, with some specialized (and much higher quality) sources costing as much as $3 per name. Potential providers: Data.com (formerly Jigsaw), NetProspex, D&B. For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations.
Renting a B2B List Expect to pay a premium for the extra data available through list rentals, with the cost per name ranging from about $0.15 to $0.60 for one time use. Potential providers: Find lists yourself with a list database like NextMark or going directly to a publisher, or you can work through a list broker like MeritDirect or one of many smaller brokers.
Building a B2B List For a relatively broad custom built list that is telemarketing verified, expect to pay at least $5 per name. List builds with very specific target criteria can quickly exceed $20 per name. Potential providers: ReadyContacts or ReachForce. Or if you have time on your hands, you can build a list yourself.
Marteq's insight:
There is definitely a value when short-cutting organic list building IF you have the tolerance and budget to withstand the initial nonsense. Over time, your CTRs will improve with continued mailings, assuming you are delivering valuable information/content/offers.
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From
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March 20, 2013 7:29 AM
In this week’s chart, we learn about the types of tactics employed by organizations to grow and expand email lists. Q: Which of the following tactics is your organization using to drive email list growth? Please select all that apply.
Marteq's insight:
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Perhaps it's time to take another look at list sources. You'll want to click through to review a brief case study... The B2B list industry has changed considerably in the last decade, with the proliferation of social networks. But the big new development today is the trend away from static name/address lists, to dynamic sourcing of prospect names complete with valuable indicators of buying readiness culled from their actual behavior online. Companies such as InsideView and Leadspace are developing solutions in this area. Leadspace, created by a team of former Israeli intelligence officers, is a leader in targeted, real-time prospecting data for business marketers. Their process begins with constructing an ideal buyer persona by analyzing the client’s best customers, which can be executed by uploading a few hundred records of name, company name and email address. Then, Leadspace scours the Internet, social networks and scores of contact databases for look-alikes and immediately delivers prospect names, fresh contact information and additional data about their professional activities.
Marteq's insight:
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Excellent guidance.
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