Entries Tagged as 'Direct mail marketing'

Direct Marketing Tips: How To Cut Costs And Get Better Response

I’ve been asked, “How can I cut costs and find a more practical way to get my target market to respond to my direct marketing?”

First, determine who your best customers are, then target direct marketing efforts at companies  and contacts who are similar.

Rank current customers by three criteria:

* How much revenue they represent
* How profitable each customer is
* How well their needs “fit” what you have to offer

Then look for similarities among the unique attributes of these top customers:

* What industries are they in?
* What is similar about how they use your products?
* Are they large, medium or small?
* Where are they located?
* Who are the key decision-makers and what are their titles?

You can also purchase some outside lists of companies and contacts that match and add them to your direct marketing campaigns, but be careful about being considered a spammer!

Focus your marketing with these direct marketing strategies and you’ll improve the overall quality of your campaigns.

Link to a more detailed article on the subject: Focus your direct marketing


Marketing-for-Leads Guide: Step 6 – How many inquiries needed?

Step 6: Determine how many new inquiries or responses are needed to generate enough qualified sales leads to meet your goals.

Blog Post of the Week Boost Your Company's Sales with Marketing The Sales Lead Calculator will help you determine how many new inquiries you need to generate enough qualified sales leads to meet your sales revenue goals. (See Step 5.)

Research conducted on B2B sales lead conversion across industries shows that, of those who buy:

  • One in four buys within six months.
  • Another one in four buys within the next six months.
  • Another one in four buys within the third six months.
  • The final one in four buys after eighteen months.

Simply said, three out of four sales opportunities are from the longer-term leads. So even though it may be tempting to create an occasional, dramatic marketing program that drums up a large number of new leads—so you can skim the ones that are ready to buy now—you are actually better off investing in an ongoing series of marketing-for-leads programs.

To download the complete guide as a PDF, visit B2B Marketing-for-Leads Guide.

To get those additional three out of four sales opportunities, use direct marketing to nurture your longer-term sales opportunities until they are sales-ready. Consider creating a series of marketing messages that rotate through, say, the three biggest benefits of your products or services and related offers or calls-to-action. Send them to prospects monthly—one, two, three, repeat—effectively staying in-sight and top-of-mind as prospects move from awareness to inquiry, then from inquiry to consideration and purchase.


Sources of Lists or Databases for Your Business-to-Business Lead Generation

Blog Post of the WeekList BlogsA big part of a business-to-business sales lead generation success is having a database or list of the right companies, and the right contacts at those companies, to target with your direct marketing.

Your in-house database of customers, sales rep additions and past inquiries is often your best source of new business sales leads.

However, business-to-business marketers often need additional companies and contacts to market to in order to get enough qualified leads into the sales pipeline.

The good news is that there are lots of business-to-business lists or databases available.

Some are categorized as “rental lists” which are generally “rented” for limited, usually one-time, use.

Rental lists are often appropriate for single touch direct marketing campaigns. Or for testing response from new markets, industries or niches.

A good place to start looking for these rental lists is NextMark, which lets you search more than 60,000 mailing lists, email lists, and telephone lists from hundreds of vendors.

However, for best results, I usually recommend that B2B marketers use ongoing, multi-touch campaigns aimed at well-targeted groups of prospective companies and contacts.

Fortunately there are a number of B2B database companies that allow you to buy a license for ongoing use of the company and contact information you select from their databases. This ongoing use is typically limited by the license to a single year. Some of these companies also provide access to their entire database for ongoing use, on an annual or monthly subscription basis.

Here’s a sampling of companies that offer licenses to their B2B databases for ongoing use:

  • Experian’s database includes 16 million U.S.A. businesses.
  • FirmaGraphix’s database includes approximately19 million U.S.A. business records and 26 million contact names.
  • GuideStar’s database of non-profits gives you access to 3.3 million contacts at more than 5,000 organizations.
  • Harris InfoSource’s Selectory Database includes 15 million businesses in the U.S.A. and Canada.
  • Harte Hanks CI database profiles up to 10 different technology areas at more than 650,000 North American locations, and includes more than 1.5 million technology decision makers and influencers at over 600,000 small to medium businesses and large enterprises throughout North America, Latin America, and Europe.
  • InfoUSA database includes more than14 million US businesses.
  • Jigsaw is an online directory of more than 7 million business contacts.
  • MeritDirect’s B2bBase includes over 60 million names compiled from more than 500 B2B and hi-tech lists.
  • Netprospex is a relatively new source of contacts (over 2,400,000 accurate business contacts across 350,000 companies) including difficult-to-find mid-management decision makers across North American businesses.
  • Scott’s Directories Canadian corporate database includes 162,000 companies as well as medical, government and association databases.
  • Zapdata gives you access to D&B’s business information on 14 million US companies.
  • ZoomInfo allows you to access profiles and contact information for more than 37 million people and 3.5 million companies.

As you can see, some of these databases cover virtually every business. Others focus on specific industries or niches.

Which of these or other B2B lists or databases have you used for lead generation?

Please share your comments about these or other marketing databases or lists you have used for B2B lead generation:

  • Which have you had the most success with, and why?
  • Which are best for reaching specific industries or job functions?
  • Which do you recommend against, and why?
Need help with B2B lead generation, marketing and sales?
For more information, please call Mac McIntosh at +1-401-294-7730, send him email at or visit www.sales-lead-experts.com