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Contact Lists and Academy Nominees Have One Thing In Common: They’re a Gamble

posted by Margaret Spencer on February 26, 2015

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One could even say that even the Oscars themselves are a big gamble as far as relevance goes. (Apparently, the ceremony’s viewership has never been this worst since 2009.)

It goes without saying that the list of Academy Award contenders easily compares with that of a supposedly high-profile list of B2B prospects. No matter how prestigious it all looks, you can’t tell if they’re really winners or really just the choice picks of people who may not even see eye-to-eye conventional marketing wisdom.

Fortunately, this isn’t film critique and vendors to do take more responsibility in offering you more candidates to choose from. After all, a bigger database means more chances of people fitting your buyer personas. The question is how much should you pay for before it starts to become a gamble?

  • Define your industry preferences – In this respect, you could do better than the Oscars and actually define your preferences instead of diverting from mainstream popularity without a clear reason. When creating a list, always make sure you know who it is you really want to market to while making it clear to them as to why.
  • Don’t hide your bias – One big, obvious way to waste a good contact list is to show a sharp bias in favor of only a small, specific segment as opposed to all the data you bought. For example, what’s the point of buying a list of doctors when your lead generators and sales reps prefer pitching to dentists?
  • Be a prestigious name in your target market– While the Oscars have been rapidly losing their relevance, the establishment still works to justify its mark of quality. Likewise, you need to really show it to your prospects that you’re a respected voice in your industry and your decision to market to them is something that will be worth the time and attention.

When it turns out that the big list you paid for felt like it didn’t have all that you were looking for, it feels like watching a reel of Oscar nominees. You’re often surprised at what didn’t make the cut. To avoid this mistake, learn how to differentiate the lists from what you’d like to market to instead of just gambling it on what third parties think.

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