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How to Build a B2B Contact List for ABM: Part 1 – Getting Started

How to Build a B2B Contact List for ABM: Part 1 – Getting StartedSuccessful ABM programs consistently engage the right contacts in the right accounts. That’s why every ABM strategy always starts out with a targeted account and B2B contact list. But an organization’s key decision makers can sometimes be very hard to identify and profile, even more so if you want this process to scale.

We’re putting together this blog series to help you out with ABM list building. In upcoming posts, we’ll take a detailed look at several proven strategies for creating ABM-focused contact lists that contain the right stakeholders and the right information about them.

To kick things off, our first topic will focus on the essential things you need to have in place to ensure a productive and successful contact list building program. Use this post as a checklist of sorts on the prerequisites of account selection and profiling.

Chief Marketer outlines three key ingredients to help ensure you choose the right accounts and pave the way for accurate contact profiling:

 

Define your ideal customer profile (ICP) and target personas

An ideal customer profile (ICP) describes the companies that you really want to sell to. It lays down the specific characteristics and attributes that represent your best customers (companies that will benefit the most from your product or service). ICPs often include the following types of company information:

  • Industry
  • Business size
  • Annual revenue
  • Location
  • Technology in use
  • Target customer

A target persona (or buyer persona) pulls together the common characteristics of a specific buyer role (end-user, economic buyer, technical buyer, champion, etc.). Each target stakeholder is associated with at least one buyer persona. Buyer personas often outline:

  • Job title
  • Pain points
  • Goals
  • Content preferences
  • Demographics
  • Preferred channels

 

Size up your market

The total addressable market (TAM) is the total number of potential accounts that meet your ICP. In short, it’s the total size of the market you can potentially sell to. Your TAM helps you determine if your market has sufficient amount of opportunities to meet your sales goals.

Another crucial number to know before account selection is your market coverage. Market coverage tells you how many potential accounts in your TAM are already your customers.

Getting the difference between your TAM and market coverage will give you an estimate of the opportunities still available in your target market.

 

Use the “3 C’s” to craft a data management plan

According to Chief Marketer, ABM targeting requires a marketing database that meets the 3 C’s of data quality: complete, current, and consistent.

 

Complete

Remember the attributes in your ICP and buyer personas? Each attribute will refer to a specific field in your target account and B2B contact list.

This is why no record in either list should contain missing values for any of those fields. Otherwise, your ABM targeting capabilities won’t be very effective.

 

Current

ABM data also needs to be regularly updated. As Forbes points out, B2B data decays really fast: each year, 18% of contact info changes and up to 60% of employees switch jobs.

Without continuous data maintenance, you won’t be able to reach the right people in your target accounts.

 

Consistent

ABM data comes from different sources, and it’s also used by different endpoints. Your website, landing pages, marketing campaigns, data vendor, etc. all contribute to the pool of data resources your ABM program relies on.

This opens up the possibility of inconsistent and incompatible data flowing through your ABM pipeline. In fact, as much as 41% of marketers say that inconsistent data across different technologies is their biggest barrier to maximizing ROI.

Conclusion:  Now, you’re all set to build your target account and B2B contact list for ABM. Next up, our topic will be building a B2B contact list for ABM using the data you already have, which most likely lives in your CRM.

Run These 6 Data Hygiene Checks On Your B2B Email Lists Before Your Next Campaign

Run These 6 Data Hygiene Checks On Your B2B Email Lists Before Your Next Campaign

Whether it’s B2C or B2B, email marketing has always been an excellent approach to nurture prospects, convert sales-ready leads, and solicit repeat and referral business. However, in order to be effective, your contact list requires a solid foundation. And whether you’re employing bought or home-grown data, doing hygiene checks on your email lists is crucial to boosting your ROI.

So what does it mean to run a data hygiene check on your B2B email lists?

Your contact database is brimming with data and insights into your potential clientele. However, if that data contains errors and inaccuracies, your sales and marketing initiatives are going to bear the brunt of the nasty side effects of having bad data on your list. Routinely running data hygiene checks guarantees that every piece of information in your contact database is as reliable and actionable as possible. Having meticulously-maintained and robust data is critical for running targeted and effective email marketing campaigns.

The following are the common types of dirty data that might be lurking in your B2B email lists.

  • Inaccurate data – These are those records that have typographical errors.
  • Duplications — These are separate records belonging to the same contact.
  • Dead accounts — These are those email addresses that were once actively used by their owners but have now become inactive.
  • Spam traps – These are those email addresses that are in circulation to help single out spammers who add addresses to their email lists without consent. They often find their way into authentic email lists.

To remove these kinds of data from your B2B email lists, you need to run these six crucial steps in maintaining good data hygiene:

  1. Data Scrubbing – This refers to finding and handling data entry and basic parsing errors.
  2. De-duplication and Records Matching – This refers to detecting and removing duplicate records as well as combining records incorrectly classified as separate.
  3. Recovering/Appending Missing Data & Values – This refers to managing records with incomplete data by using an intelligent algorithm.
  4. Data Migration & Merging – This refers to migrating or integrating a marketing database into another format or storage.
  5. Standardization & Normalization – This refers to checking the consistency and comparability of various pieces of data in the database.
  6. Data Verification – This refers to validating and verifying information on the database through phone, email, and online research.

Know that dirty data is something that you can absolutely do without. They can give you a bad rep by damaging your sender score and it could get a lot worst with your IP getting blocked or being blacklisted by your email provider. That’s why doing data hygiene checks routinely should be a part of your campaign process. It’s a good push toward reducing bounce rates and improving email deliverability and conversion rates.

Why An Email List Cleaning Service Is A Must

Why An Email List Cleaning Service Is A Must

image credits goes to the original owner

Email data can be dirty and it occurs more than you may might think. Dirty data are basically data that are  invalid. Even the littlest slip-up during data entry can prompt an invalid email address — a simple typographical error, a displaced @ sign, an unnoticed character — it doesn’t take much. Correspondingly, research reveals that these blunders happen in more than 20% of email registrations.

When you start a campaign without having these invalid email addresses ran through by a data cleansing provider, you will be on ISP’s and spam filter’s radar. ISPs and spam filters do not just make the decision on how much funny business can occur amid an email campaign (spam reports, unsubscribes, and undelivered/bounced messages), but they also get to choose which campaigns hits the inbox.

Various factors are considered in making this resolve, one being the data quality. In case you have your data handled by a data cleansing provider or a software, your email list will have less errors. Notwithstanding content quality and engagement, and the IP rep, will give you a better shot of hitting the inbox. It lessens the probability of an ISP blocking you (or even your own ESP restricting you).

So when would it be a good idea to utilize a data cleansing service? Always. It is a year-round concern, and you ought to do it consistently before each campaign to ensure deliverability. Moreover, it’s particularly critical in case you’re sending to an older list, working together on another one, or wanting to grow your database by buying a professionally screened email list.

Can’t an ESP or marketing automation software clean an email list? No. Truth be told, most ESPs won’t let you send to a bought list since they aren’t fit for cleaning the data. To utilize a purchased list, and to guarantee the cleanliness of your own organic list, its deliverability and CAN-SPAM/CASL compliant, employ a data cleansing service.

Make Your Lead Growth Promising with Bought Email Lists

Make Your Lead Growth Promising with Bought Email Lists

image credits goes to the original owner

Purchased email and cold contacts should be a part of your current marketing strategy. They open up a world of opportunity and can be advantageous to your business in more than one way. So if you’re still having second thoughts in doing so, here are reasons to help push come to shove in employing email lists in your marketing efforts.

  • Buying email contacts extends reach and boost sales growth

Each time you obtain email list, you’re extending your potential audience. The more individuals you send your marketing emails to, the more leads you’re going to produce. That is, lead growth prompts sales growth — and income growth.

  • Buying email contacts support in stuffing marketing and sales channels

Obtaining email lists increase your audience virtually overnight. As these new, cold contacts turn out to be warm leads, they can be nudged to the suitable pipes. Marketing can begin the nurturing procedure for warm leads, while sales manage the leads that are now hot.

  • Buying email records can help build ROI

When you buy email lists from a trustworthy supplier, you get an expertly filtered lists of contacts who will be responsive to your marketing message. That implies you avoid wasting time and cash promoting to individuals who don’t find your products or services relevant to them.

  • Acquiring email lists can help enhance client acquisition cost payback

Sending to contacts who find your products or services significant to them would not just enhance your ROI but additionally expedite lead generation and your rate of return. See profits come at you faster!

  • Buying email lists can help free up assets

Bought email lists offers you a running start on the lead generation procedure. The less time you need to spend pursuing leads, the additional time and assets you have accessible to concentrate on closing them.

Give Your E-mail List TLC With These 3 Management Tips

Email list is one of the food that fuels every marketing efforts (particularly email marketing campaigns) and therefore, is very important to all marketers out there. Let’s take a look at these 4 e-mail list management tips that will keep your list scoured and ultimately, prompt a healthy produce of streamlined leads into your funnel.

Keep It Clean

A clean database stems excellent email deliverability and ROI. Consider this, research shows that B2B data decays at a rate of 2.1% per month. This is an annualized rate of 22.5%. (Marketing Sherpas). So whether you utilize an organic or bought email list, get into a data cleansing arrangement to guarantee deliverability and CAN-SPAM consistence. Correspondingly, not all ESPs cater list management or cleansing services, so you’ll be needing a software a third party service provider that can do that.

Deliver the Right Message

Consider your day to day interactions. Do you make a similar discussion with your mail carrier like you do with your family? Obviously not! They’re distinctive individuals, and the profundity of their relationship to you differs definitely. Email marketing is the same. If you want to make an on-point discussion, you need to segment your list and focused your message as per well-researched buyer profiles.

Lose the Dead Weight

Drop the hard bounces. They’ll be hurting your sender reputation. The same goes with inactive contacts or opt-outs. For some reason, they’ve decided to stop engaging or plainly cut ties with you. But you can try reaching out to them for a one last push just in case you can still do something to save these contacts. Confirm if its really the end of the line. Ask them if your content is something they’d still be interested in. If there is no saving them, then move on. In this case, it also do you well as it can assure you a targeted, CAN-SPAM conforming, list.

Why You Shouldn’t Overlook Invalid Email Addresses

“What would happen when a customer registers an invalid email address into the marketer’s online registration, contact form or subscription page?”

Clients were asked  about the rate of their typo errors and their replies were mostly “If it bounces back, my ESP filters it out and removes it from my list. It’s not much of a struggle.” But truth be told, it is a struggle and is far more complex. It ought to concern any know-how email marketer.

Businesses ought to monitor the emails they procure. Customer emails are generally the life of their marketing efforts. It is okay to pay for them, yet spending excessively and not getting your money’s worth is bad by any means. The real cost of faulty email addresses is far more worrying than marketers, and the business as a whole, may anticipate. Certain implications ought to be put into consideration.

First, marketing investment are wasted. Odds are, that the lead that appeared on your site did not just accidentally wandered there. That it is your marketing effort that motivated that lead to take action and provide their email address and other personal information. In the instance that the business cannot reach out and engage this lead more, then the marketing effort and money you have invested, is good as useless.

Second, prospects left hanging. When there is a typo in the registration, it is a mistake. Anybody registering their email address on the business website does it in the belief of hearing news regarding new product or service updates, an email activity alert, or a promotional offer. At the point when that expectation is not met, the confidence placed by the customer has been broken. Worse, they may not even be aware that  business’ failure to connect was the consequence of their own typo error. They would then assume that they were not valued and is being neglected. The reaction would be disappointment, separation and a customer left to ponder what perhaps had turned out badly.

Lastly, decreased ROI. While coming up short on client expectations, there is an added (grudgingly) consequence to that and that is as the efficiency of those faulty email addresses are made smaller thus will be its Return of Investment in the email campaigns. Regardless of whether the business’ goal is an increase in sales, spur social appointment or petition for donations, undeliverable emails is a bane to the ROI.

 

Looking for IT Lists? Here’s What You Should Keep in Mind

The IT business is among one of the industry behemoths in the world today. With the fast-paced upgrades in innovation, businesses and a lot more are fusing IT in their operations. Likewise, the advancement of more up to date and more effective software has many businesses testing the market and opening their ways to potential IT providers who can give them quality service (and ultimately, help them at providing quality service too) for a reasonable value. On the other hand, IT companies themselves, dynamically search for approaches to acquire IT sales leads in which one of this approach is purchasing business lists. They can leverage such to reach IT managers and IT chiefs that they’re targeting.

While on the subject of lists, purchasing a list of IT chiefs and additionally list of IT managers is of an extensive advantage when you need leads. Utilizing an excellent list can bring in favorable outcomes like for example when your having a targeted email campaign and you purchase a mailing list of these mentioned prospects. Having a great number of contacts in your database in order to keep it loaded with potential prospects is a smart thing to do. However, there are instances where you need to manage any conceivable wasteful aspects that accompanies when purchasing business lists/IT mailing list from a business list provider. If you happen to have purchase an inaccurate and messed up business list, it would merely pull you down. As opposed to reaching prospects and working on business proposals immediately, you’ll rather need to first sort out the business list you purchase, which in itself takes up a lot of your time – time that should have better spent on closing sales and not struggling on your database.

So in case you’re in the IT business industry that is searching to purchase business lists from a business list provider, endeavor to choose a supplier that offers only accurate and well-segmented records. This can spare you significant time as well as help you in closing sales for your company.

Five B2B Email Contact List Segmentation Ideas to Apply in the Last Two Quarters of 2012

Contact list segmentation for B2B email marketing is still a critical and evolving issue among many practitioners. While the more traditional methods of segmentation still hold some level of validity and usefulness today, these may no longer be as effective as they once had been, especially in the light of recent developments on how people access emails and consume information. This post looks at five additional segmentation criteria you can use to extend your present list management strategy.

The reasons why conventional contact lists segmentation methods may no longer be up to the challenges of today’s email marketing landscape lie in the changes that started taking place in recent times. Among these trends is the increasing use of mobile devices not only for accessing the Web but opening and working with emails as well. The next culprit would be the transformation in email filtering and management technology. Messages in an inbox are no longer sorted chronologically but according to the recipient’s preferences.

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