One of the many requirements in B2B lead generation is to have a manageable and stable contact list. These lists are used by your company’s teams to see if there are any possible clients they need to contact. (They can contain information like their name, address, affiliates, annual revenue, number of employees and other important data.)
The software used to store and manage these contacts can vary (e.g. LeadGrabber Pro, Salesforce etc) while the recorded lists are stored on your own company’s database and are acquired and updated by either your research team or by online purchase.
While most companies focus mainly on building these lists to increase the chances of their marketing campaigns, maintaining them is also of equal importance. Simply organizing and filtering them can have surprising reductions in both time and money. It can help you identify if the people in the list are no longer worth the effort and or if they should receive even more attention. And no matter how long they can be, there are simple sorting strategies you can start with:
- Purchasing more lists – Most people caution against buying contact lists due to risks like unreliable or outdated contacts. Yet still the demand is strong as ever perhaps quality isn’t always an issue with some lists. You just have to make sure that your marketers can come up with a definition of what they need. This makes it easier for providers to acquire your target list. Some even ask questions like, how often do you refresh lists, verify contacts, or even acquire the names. Others remove opt-outs and bounces. So overall, you can still count on some of them at least.
- Go for the cost-per lead model – Usually, marketers rent or buy a specific number of lists and pay or a flat-rate price due to the number of addresses offered. A model like this would make outdated information so costly. So now, there are those whose rates are based on a cost-per-lead basis as a means of measuring list quality.
- Enable opt-ins (and outs) – Clients always like it if you give them a choice. Take advantage of that give them easy accessibility (like through a mobile app). It shows that you’re not only keeping up with the times. It gives you a real-time look on who is staying around to further their business relationships with you.
- Segmenting your list – As you observe and verify behavior, you should arrange your list according to priority. Priority in turn reflects how active a prospect or a customer engages you. If you don’t organize it this way, you’ll have trouble acting no matter how fast you can be at closing at a sale (or how interested a prospect is).
Maintaining your list isn’t much different from how you manage your own list of personal contacts or a collection of songs. You update to check and see for any new content, filter your favorites and segregate them according to your personal rating. The only difference is that it’s much more professional and there’s just more data.