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| Dec 20, 2005 7:33 pm |
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re: re: re: Marketing list services/brokers |
Jeff Klingberg
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Dan,
Due to the nature of the D&B and Hoovers (part of D&B) lists they are updated quarterly. D&B had a CD-ROM based product called Marketplace Info, which you could do all type of searches and purchase data as you needed using credits. If you kept your subscription up for the product you would get quarterly updates on the lists you purchased for as long as you kept buying the subscription. I believe they have eliminated this product, and now have moved everything to a web-based platform called www.ZapData.com. The cost of each record is dependent on how much or little information you wanted on each company.
Lists built on magazine subscriptions or other methods are typically going to run more especially for email campaigns to B2B. Telemarketing lists typically cost more than mailing lists. Whether it is email, mailing or telemarketing, the lists from these type of list brokers typically can only be used 1 time, however, you can buy the list for multiple uses up to year in length. The one year in length should be enough time to build your list internally.
Over the years I have found that D&B's lists aren't any better than any others. You are still going to have bad names and/or addresses/phone numbers. What has to be done is develop your own in-house list using a variety of sources and methods. Use your website and offer a free newsletter. Write a white paper or case study and have people fill out a form to get the white paper/case study. Go to trade shows and collect business cards or offer a sweepstakes/drawing for a prize. But, you have to keep emailing, calling and mailing on at least a quarterly basis and ask for updates. If you use email campaigns and collect email addresses a good way of keeping them updated is through Plaxo.
The problem we have seen with a purely telemarketing/cold call program is that you are going to into voicemail hell and will have a tough time getting through the gatekeeper. I would highly recommend the use of a campaign that consists of direct mail with an offer followed by telemarketing.
Have the offer that is relevent, useful and enticing, and direct them to your website or to call. This will help you qualify your prospects for your telemarketing element before you begin. In addition, having a multi-prong campaign will enhance your telemarketing because you will not be cold calling and you will see a greater response rate, conversion rate and ultimate ROI. And, that is what it is all about ROI.
Since you are looking at the B2B sector in the Cleveland area one option for your direct mail campaign could be using trade publications. Some of these publications will offer wrappers, tip ins, etc. based on geography.
A couple of things to remember. First, whatever you do everything has to have a consistent voice from email to mail to web to phone calls. Second, it typically is going to take 4 to 7 impressions, contacts, etc to get to close an order, so before you begin your process make sure you understand what it is you want to accomplish with your campaign. Is it to get a face to face meeting, is it to sell "x" number of widgets, is it to build brand recognition, etc. etc.
I hope this helps.
Sincerely,
Jeff Klingberg
President/CEO
Konstanz Kommunikations, Inc.Private Reply to Jeff Klingberg (new win) |
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