Herein lies the irony: how can you expand your sales lead database by compressing it? The answer is more obvious than you might think: quality over quantity. It’s utterly pointless to stuff your leads database with as much prospects as you can without considering how qualified or warm each entry actually is. In this way, you’re not really growing a solid list; you’re just blowing an empty bubble which is bound to burst sooner or later.
This post is based on a highly thought-provoking op-ed by Dan McDade published in the Direct Marketing News website in early July (see link below). Dan shows the importance of a smaller yet more manageable targeted B2B sales lead database where reps can source and follow genuinely promising prospects as opposed to leaving everything to chance with a cumbersome list of questionable prospective business buyers. Here’s how Dan outlines the process of streamlining marketing or sales databases to truly let them grow: