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In a previous post, we discussed how the foundation of any good B2B marketing campaign is an accurate, data-rich business marketing list because in order to get in the door you need to get your communications into the hands of the right people. And, if you’re selling a big ticket item there may be a whole group of people, crossing multiple functional areas that you need to target and move down the sales funnel. But, unlike a lot of B2C scenarios, in many B2B marketing situations getting a positive response to the first communication, i.e. getting an appointment, is just the first step. Once you’re in the door you have to earn the right to propose, put together a winning proposal, get on the short list, close the deal, and then grow your business with that customer.
This is where data-rich business marketing list, an effective email marketing program, and a good spread of quality collateral come in handy. A lead nurturing campaign designed to help move prospects from one phase of the funnel to the next can shorten the sales cycle and improve your chances of winning the deal. You should start by appending as much relevant data on your prospects as you can get into your business data file so you can better target your communications. In the early “getting to know you,” “earn the right to propose” and “education” phases of the funnel, you can push communications like “10 top reasons why,” industry research, white papers, and company brochures out to your prospects. In the “get on the short list” phase, white papers, ROI calculators, case studies, and analyst reports become extremely helpful.
For effective lead nurturing, it’s important that you have a comprehensive set of data for each person in the buying authority because the more you know about each person, the better you can segment the list, and the better you be able to both select what collateral to push out to the prospect and tailor your value proposition for each discipline in the buying authority. This is where data appending for business marketing lists comes in handy.
Data appending will significantly increase the value and power of any business marketing list. With a robust, business marketing list you will be able to do more granular segmentation which will enable:
Building a robust business marketing list is a complex task. You can’t do it alone. You need a partner like V12 Group with large, up-to-date data resources, extensive domain knowledge and the willingness to share best practices with you.
At v12 Group we provide a full range of data services for business marketing managers. Our multi-channel business database combines postal, email, and phone data, as well as more than 15+ selectors to improve targeting. This includes firmagraphic and contact level demographic data. The database has been DPV confirmed to have 99% deliverable addresses.
Contact the V12 Group to get start taking advantage of robust business data for more effective business marketing.
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