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6 Actionable Ways to Segment Information Technology Mailing Lists

6 Actionable Ways to Segment Information Technology Mailing Lists

image credits goes to the original owner

Whether IT managers, directors, or CIOs (or all three) make up your information technology mailing lists, reaching out to an organization’s IT decision-makers via email can be a tough nut to crack. IT folks tend to be a well-informed bunch (i.e., keeping up with developments in their field is an unwritten item on their job description). This makes them almost pathologically allergic to sales and marketing efforts that try to “educate” them on a pain point or solution they can figure out on their own.

But with the right message delivered to the right person at the right time and for the right reasons, it’s not impossible to get decent email campaign results with your information technology mailing lists. That’s right. I’m talking about good-old email list segmentation.

List segmentation breaks up your contact database into groupings based on some criteria (more on this below). The main idea is that these groupings (or segments) let you deliver more relevant email messages, so that recipients respond better to your emails. Actual campaign results show that segmented email lists produce, on average, 14% more opens and 101% higher CTRs than non-segmented lists.

It’s a bit surprising (to me, at least) that despite the measurable benefits list segmentation brings to the table, a whopping 42% of companies still avoid using this tactic. That’s according to a DMA report that claims segmentation generated 58% of revenues and 77% of ROI in 2015.

So, there you have it. Segmentation isn’t only good for your email campaigns; it also works well at boosting your top and bottom-lines. Now, let’s go over a few segmentation techniques you can apply on your information technology mailing lists right away. Although there can be hundreds of ways to slice and dice your email lists, most of these boil down to the following:

 

  1. Start with basic firmographics

I’m sure you’ve come across some fancy ways of breaking lists up. But, in most cases in IT sales and marketing, segmenting lists according to your target prospects’ company attributes can already get the job done.

Information like industry, annual revenues, geographic location, and company size are good parameters to get started with chopping up your information technology mailing lists, especially if you also throw in additional segmentation criteria such as software or technology in use along with the company’s purchase process.

 

  1. Map emails to sales funnel stages

If you need a bit more precision in your email campaigns, then targeting based on where prospects are in your sales funnel is the logical next step to build on top of firmographic segmentation.

It goes without saying that emails sent to top-of-funnel prospects shouldn’t be the same as emails intended for leads that have been in your pipeline for a while. New email subscribers, for example, are most likely looking for general information about your products and company. They’re usually not yet ready for emails about product comparisons or pricing.

 

  1. Follow a contact’s clickpath on your site

A clickpath is simply the series of links a visitor follows. It tracks the steps a prospect takes to get what she wants from your website.

How prospects navigate your site can reveal a lot about what they’re interested in and what their intentions are. Leads who have made it to your product pages, for instance, may be expecting a more product-oriented email message than someone who’s only been to your careers page.

 

  1. Find out what content they’re engaging with

Which of your whitepapers does a prospect download? What topics on your blog does that prospect tend to view? Which of these does she share often?

The content that a prospect consumes can help you craft email messages that are likely going to resonate with that lead. If you’re able to map your content materials with your sales funnel stages, your email list segments will become even more granulated once you include content preferences as a criterion.

 

  1. Keep track of responses and activities

If you’ve been using your information technology mailing lists for a while, then you’ve most probably already gathered enough data on prospect responses and email activities to identify patterns in how they interact with your campaigns.

Activities like opens, clicks, replies, and opt-outs can let you segment your list according to how engaged or interested prospects are. These interactions enable you to prioritize or reengage stalled leads with relevant messages.

 

  1. Apply a lead scoring scheme

One way to put all of these different segmentation techniques together is to use a lead scoring system. A lead score quantifies many of the things we’ve talked about earlier and assigns a value to a prospect based on how that lead meets each of the criteria.

For example, a lead scoring system might assign more points to an IT director whose company falls within a given industry, but deducts a corresponding value if that contact just happens to be browsing job vacancies on your site. A lead scoring scheme can give bigger points to prospects that view a certain topic (e.g., bottom-of-funnel content) and smaller scores to top-of-funnel leads. All these points are then added in order to compute the lead score for that particular contact.

Whatever segmentation strategy you choose to stick to, the key thing is to realize that the old “spray and pray” approach at email marketing won’t work on your information technology mailing lists. It’s relevant, engaging emails which are going to get you the right results.

How to Launch Opt-in Campaigns with Marketing Managers Email Lists

How to Launch Opt-in Campaigns with Marketing Managers Email Lists

image credits goes to the original owner

Carrying out campaigns with marketing managers email lists can be a difficult feat to accomplish. For one thing, marketing managers are constantly being bombarded with content, promotions, and offers that catching their attention even for a split second is almost impossible. They’re also intimately familiar with the bag of tricks their fellow marketers use that it’s going to take a pretty unique and compelling material just to register as a blip on their radar.

And these obstacles can turn into roadblocks when you’re working with marketing managers email lists that contain contacts acquired through implicit opt-in. Marketo says an implicit single opt-in happens when someone submits their contact details on a website or to an individual (typically in order to download content or to register for an event) and the info gets stored in a database without the contact’s express consent.

Implicit opt-in is a favorite tactic among B2B marketers because it lets them grow email lists quickly, although this approach doesn’t come without its drawbacks. If a subscriber doesn’t realize or remember opting into your email marketing list, the contact has every right to mark your emails as spam. Once those spam complaints start piling up, you run the risk of ending up on an ISP’s blacklist. That’s why, in a previous entry on collecting email contacts at tradeshows, we emphasize the need to verify every prospect’s permission.

That’s because not everyone who provides their email address to download your whitepaper wants to receive your email newsletters and promotions. Similarly, not all event attendees who hand you their business card are looking forward to starting an email correspondence. In fact, only a small percentage of contacts in a single opt-in list will actually want to remain as subscribers. The challenge then is finding out which contacts are really interested.

One effective solution is to launch an email opt-in (or re-opt-in) campaign. An opt-in campaign gives contacts in an existing email list a chance to confirm their subscription. It’s a way to remove uninterested (and most likely unfit) contacts from your marketing managers email lists, while retaining those subscribers who unequivocally gave you their permission. The end result will be a smaller but more relevant list of email contacts.

Running an opt-in campaign, however, goes beyond simply sending out subscription confirmation emails. It requires a great deal of planning and preparation, and usually follows the below steps:

 

  1. Do a thorough data scrub

As with any other email marketing initiative, opt-in campaigns require accurate and clean lists. So, before proceeding any further, you need to do a thorough data scrub on your marketing managers email lists for best results.

Find a good database scrubber and run it on your list a couple of times. You don’t want hard bounces and invalid emails dragging deliverability down.

 

  1. Prepare and polish your free offer

Whitepapers and case studies still remain the most effective offers for attracting and converting new subscribers. In fact, a DemandGen survey finds that among B2B buyers, 8% consult whitepapers, 73% request case studies, and 67% attend webinars.

Your free offer answers the question every potential subscriber asks herself: “What’s in it for me?” So, you need to make it convincing. Make sure that your offer isn’t only something that contacts will be interested in but is also content that prospects can benefit from.

 

  1. Create an opt-in confirmation email

Now, it’s time for you to put your thinking cap on and start writing the opt-in confirmation email. The main goal behind opt-in confirmation is to determine whether or not contacts really want to be part of your marketing managers email lists.

Leverage your free offer (see #2) to give your target contacts a good reason to sign up. Instead of directly asking recipients to confirm their subscription, gauge their interest first by delivering your free offer.

 

  1. Build the landing page

The offer’s landing page is where the first part of the opt-in process happens. The landing page signup form should ask contacts to enter their first name, last name, and email address—nothing more. Keep in mind that, in general, the more fields you put on a landing page, the lower the conversion rate.

In order for contacts to explicitly opt in, the landing page should include a checkbox that reads “I want to receive news and updates” (or something like that). In some countries, it’s mandatory to leave this checkbox unchecked by default.

 

  1. Re-confirm their opt-in with a thank you email

After a contact submits the form and confirms her subscription, the contact is directed to a thank you page that indicates that a thank you email has been sent to the given email address.

The thank you email includes a link or a button that the contact needs to click in order to confirm her subscription. Contacts who do so should remain on your marketing managers email lists, while those who don’t should be removed.

We’ve just outlined the basic steps of a double opt-in process. When done right, double opt-ins lead to a more accurate and more compliant email contact list. But more importantly, this process helps purge your list of uninterested contacts, keeping only those who’ll engage with your future campaigns.

Is Your B2B Contact Leads Database Ready for the AI Revolution?

Is Your B2B Contact/Leads Database Ready for the AI Revolution

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One of the main takeaways from Salesforce’s 2017 STATE of MARKETING report  is that investments in AI has outpaced spending in other marketing tech areas. B2B marketers are adopting AI technologies ranging from predictive lead scoring to chatbots in droves. But before you get caught up in the hype, there’s one thing you need to nail down before you start applying AI into your marketing processes: Is your B2B contact leads database ready for AI at all?

To answer this, we first need to separate the reality and the publicity behind AI’s capabilities in B2B marketing today. MarTech Advisor points to four key areas where B2B marketers can realistically expect AI to lend them a helping hand:

  • Scoring and ranking leads.
  • Segmentation and content personalization
  • Discovering and implementing Marketing automation strategies
  • Sales enablement and acceleration

At its present development stage, the best that AI technology can do is allow you to carry out the tasks in each of the above activities more efficiently. While some aspects of AI can uncover prospect behavior invisible to the unaided human B2B marketer, the reality is that AI remains just a tool, and tools are only as effective as the persons and processes using them.

So if you think AI has a place in your marketing toolkit, you first need to take a good look at your B2B contact leads database.

Like everything else in marketing, AI depends on good data. The data currently sitting in your CRM and datasets you’re about to collect need to meet some basic requirements before starting AI-enabled campaigns. In an interesting video series, Brandon Rohrer at Microsoft Azzure thinks of data science and AI as a lot like making pizza: the better the ingredients (your data), the better the final product (marketing insights).

There are four qualities that any dataset must satisfy to be ready for AI and data science:

  1. Relevant: Do the fields and records in your B2B contact leads database help you answer the questions you’re exploring? For example, which lead attributes in your CRM influence the likelihood that a prospect turns into a customer within the next quarter?
  2. Accurate: How reliable are the models/profiles generated from your marketing database? Do the records contain incorrect, outdated, redundant, or invalid entries?
  3. Connected: Are there significant gaps in your marketing data? What percentage of records contain empty fields?
  4. Sufficient: Do you have enough records to build robust AI models?

While each of the above criteria is important, we need to carefully consider sufficiency. AI requires data–lots of data. The algorithms that power most AI applications run on vast amounts of examples in their training set. In general, the more examples you use to train an AI algorithm, the more accurate the resulting model gets.

So before you think about applying AI in marketing, you first have to bring your contact leads database up to snuff.  Use the previous ideas as your guidelines and maximize the power of artificial intelligence.

Why Purchasing Record Lists Can Be Rewarding (In Business and in Love??)

“For three years of being single, who would have thought that I would find someone unexpectedly when I purchased a list? I met someone that is caring, understanding and a business owner like me. And now, we’ve been thinking of merging our business together. Thanks to a set of lists, I found my perfect match. Thanks for the list you’ve sent”

“And by the way, I’ve got 30+ leads within a month. And I haven’t even gotten to my next set of list. Hopefully, when we finished the list we’ve purchased, maybe we can do business again”

I was surprised when I received an email like this, it’s a first for me to read such a wonderful email, and what’s more is that they want to do business again. I didn’t even know that our record list can help search for love

SOMETIMES PURCHASING RECORD LISTS CAN BE REWARDING

Just like what you’ve read, Purchasing Record Lists can be rewarding and sometimes those rewards can be doubled. Who knows, maybe you can use it to search for that Mr. /Mrs. Right and also find a potential business partner like what our client experienced.

WHY PURCHASE LIST?

Although some might not agree with this, but purchasing a list can really help you, even if there’s some complication in the list. How? By looking at a different point of view. If your mind is set only in business and you’re using the list solely for business. Then you’re missing out on a lot of things.

There are many ways on how Record list can be useful, and here’s some of them.

SEARCHING FOR SPONSORS

We all know that some companies are in need of sponsors, even if you’re just starting out. Without sponsors, you can’t really bloom and have a start off that you wanted. But even so, searching for sponsors is one way to use your purchased Record lists.

SEARCHING FOR PARTNERS

Don’t have a date on Valentine’s Day? Why not use your purchased record list!? With this your search for love will be easy and quick. But only few can be rewarded with a successful search for love in business record lists.

 

There are tons of ways on how Record Lists can be helpful. Even though you don’t see it, there’s many possibilities with a set of record lists. But firstly, focus on your main priority and that’s searching for a Potential Partner

Data profiling: 100% accurate data? It’s a Hoax (And here’s why)

Data Profiling isn’t your average, “get that information and be done with it” type of job. The main reason why some companies offer Database it’s because they know that some companies will have a hard time in getting information over the net. And that’s because some business owners aren’t good at computers. But that’s only some.

When you think about it, 100% accurate can be tempting. The fact that you’ll be given a list that is somewhat perfect is a dream come true. But don’t let it fool you because it’s a hoax. To be honest, No one can give off a 100% data, not even experienced Researcher.

That 100% accurate data they are saying is just for attention, so that they can have has many views as possible, and what’s more is that some might even find it appealing. Who wouldn’t go for that 100%, when some companies can only offer 90% or 95% accurate lists.

100% Accurate Data? IT’S A HOAX!

There’s no such thing as 100% accurate data, just like there’s no such thing as magic. But of course, there’s such thing as ghost and demons. But let’s not dwell on that and focus why I said 100% Accurate Data is a hoax.

As an experienced Online Researcher, I could honestly say that. The only time you are given a 100% accurate list, is if you pay much more than what we ask of you. If you pay us below, you’ll be given only 50% accurate lists, and if you pay us by our asking price, you’ll receive 90%.

The truth is, our performance is based on how much our clients can give us. Even if it’s little, we will do the work 100%, but we won’t check whether some information is correct. But here at ContactDB, we put 100% of our time to finish the list on time.

WHAT YOU PAY IS WHAT YOU GET

I’ll be honest with you, give us more than what we ask for, you’ll receive 100% of our work. But if you give us less and treat us as such. Then you’ll be given only 50% accurate lists. But that’s

Why you should Rest before Data Profiling!

What is data profiling? When you looked it up on the internet the definition will sound like this

Data profiling is the process of examining the data available in an existing data source (e.g. A database or a file) and collecting statistics and information about that data”

and that’s from Wikipedia, where anyone can edit its content.

But if you ask some of the people who work as a data profiler, maybe you’ll get this kind of response “A haggard way of draining your brain cells” or “A slow way to kill yourself” Well, I can’t blame them if they answered by question with pure anger towards Data profiling. Why? Because I tried it, and it seriously drained a part of my brain cells.

Is Data Profiling that dangerous?

Well, it’s not that dangerous if you can properly rest your brain for a minute or so. But how can you, when you’re at  the peak of breaking apart? But let’s not dwell on the subject of dying. But rather how come data profiling is dangerous?

Well, First of all, I might have exaggerated a little about Data profiling draining a part of my brain cells, but let me tell you this, it can really drain your energy.

Most of the time you stare at your computer screen and search for those Data’s that needs to be replaced. Furthermore, you’re constantly thinking where you can find the right data for those incorrect ones.

WHAT’S THE DIFFERENCE?

Well, you might wonder what’s the difference when we are always looking at our smartphones or playing computer games all the time. To be honest, I spend most of my time when I was still staying at my parents’ place, playing computer games all day long.  But of course, I have the time to rest up and it usually took me 12 hours of sleep and only around 8 hours of playing games.

But when you are data profiling, it’s your job to submit those correct data on time, and if you can’t then you might get the boot sooner or later. Of course, you wouldn’t want that, do you?