The Three Biggest Factors When Segmenting Data for an Email Campaign

Posted by Arvind Sehtia on Dec 17, 2014 10:01:00 PM

As we come up on the end of the year, many of you are probably starting to think about what trends we can expect next year. One trend we're sure to see more of in 2015 is email campaigns that are highly targeted and segmented. In a world where people have more control over the information they consume than ever before, companies can no longer expect for people to pay attention to generic mass mailings that aren't targeted to their interests and priorities.

In this post, we'll discuss the three things you need to pay attention to when segmenting your email campaign data in order to make the most of your targeted email list.

1. Understanding Buyer Personas

A buyer persona is a fictional personality that marketers create in order to define their customers better. Start by creating two or three buyer personas for your company, paying attention to things like who these people are, what they're looking for, and how they prefer to communicate.

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Topics: targeted email list

Cold Calling is Dead: Learn How to Do Warm Calls

Posted by Arvind Sehtia on Nov 17, 2014 9:00:00 AM

For decades, the image of the salesman working the phone hundreds of times a day trying to drum up new leads has been an established part of our business culture specially in B2B context. However, in the wake of new technology developments and changing prospect behavior, many people in the industry have begun to suggest that cold calling has become a relic from a bygone era. In this post, we'll examine the status of cold calling, and look at how warm calls can offer a higher rate of success.

Is Cold Calling Really Dead?

It seems like, cold calling is dead, but it's not so cut and dry as people make it out to be. Outbound sales isn't going away at all, as some have suggested. What's going away is the old-fashioned "spray and pray" technique, where salespeople try to make contact with as many prospects as possible, on the off chance that two or three of them might be interested in what they have to offer.

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Topics: how to do warm calls

Manual vs Automatic Data Cleansing Services: Which One is Right for Your Business

Posted by Arvind Sehtia on Nov 12, 2014 10:48:00 PM

For any data-driven sales or marketing campaign, the importance of conducting regular data cleansing is clear: According to statistics from salesforce.com, about 70 percent of all customer data goes bad on a yearly basis. Because of the changing nature of the underlying data, there is nothing you can do to prevent this from happening – Companies are merged or acquired, people may move to a different location, get a promotion, or move to a different company. One way to ensure that your data stays accurate and relevant as time goes by, is to use data cleansing services. There are two main types of data cleansing services: manual and automatic.

Automatic Data Cleansing Service

Automatic data cleansing involves verification of your existing database by using specialized software, master database repositories and data analysis tools. There are four main aspects of cleaning data using this approach:

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Topics: Data cleansing services

Importance of a Multi-Stakeholder Approach With Technology Customer Email Lists

Posted by Arvind Sehtia on Oct 24, 2014 8:00:00 AM

Email marketing lists can be an effective method of driving technology sales in a specific install base, but in order to make the most of this promising sales channel, you must first know exactly who it is you're marketing to. Not everyone in a technology organization approaches the buying process in the same manner, so it makes no sense to adopt a one-size-fits-all approach to your technology email list. You must first find out who the different stakeholders are within an organization; then, you'll be in the best position possible to approach them with messaging that will resonate with their goals and priorities.

Most people focus their email marketing efforts on the final decision maker, and with good reason: if someone has the final say about what the organization does and does not purchase, it would only make sense to try to get that person interested in your company's offerings.

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Topics: Technology Email List, Technology Customer Email Lists

Cold Calling Lead Lists Bring Cold Calling Back to Life

Posted by Arvind Sehtia on Oct 23, 2014 1:22:00 PM

What's the Buzz?

In the last couple of years we've seen a huge shift in marketing and sales tactics.  With all of the attention on buzz words like "email marketing", "inbound marketing", "SEO", and all of the other internet based marketing catch phrases it's easy to forget that the tried and true methods of marketing these are replacing still have value.

The Old School

The internet has certainly added a new layer to sales and marketing, no one would argue against that, but traditional methods like cold calling are still valid ways to fill your sales funnel. But isn't cold calling dead?

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Topics: cold calling leads, cold calling lead lists,

Make Sure Your Lead Nurturing Strategy Includes Market Research

Posted by Arvind Sehtia on Oct 23, 2014 1:00:00 PM

Lead nurturing has been getting a lot of press in the world of marketing and sales lately. Lead nurturing can significantly increase the likelihood of converting a lead, so it's no surprise that it's a hot concept right now. But what is the best way to nurture a lead? While there is no 1 one answer to this question, the folks at MarketingSherpa asked respondents what tactics were most effective for nurturing leads and they came back with some interesting results.  

Although some newer tactics like infographics and podcasts do make the cut, "email newsletters have been rated as the most effective channel for nurturing leads, with 57% of respondents indicating as such." The second most effective tactic are sales calls, with 41%. Newsletters are great because they offer you a lot of freedom to experiment with offers, content, and even things like graphics and writing style. If you want to succeed at sales call, however, your best bet is to have as much information about the lead as possible. This is where business profiling and market research can mean the difference between converting a lead and losing them.

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Topics: marketing data research

Need Email Marketing Personalization Tips? Follow These 4 Steps

Posted by Arvind Sehtia on Oct 23, 2014 8:00:00 AM

If you're in sales or marketing I'm sure at some point you've heard that personalization sells. Recently there has been an emphasis on how important personalization is to everything from email marketing to blog posts.  But, if you're like some of our clients, you've wondered how exactly you're supposed to create content that is personalized for all of your contacts. After all, every time you send out an email you're probably sending it to hundreds of individual contacts. How are you supposed to personalize an email for hundreds of people?

Although personalization across all of  your contact list sounds impossible, it's not. The first step, however, is information. Before you can do anything else, you need to know who you're talking to. Good market research is going to net you information like:

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Topics: email marketing, email marketing list

Lead Verification Enables Marketing Success

Posted by Arvind Sehtia on Oct 22, 2014 9:34:00 AM

Sales Inside Inc. customer developed a unique vending machine concept for businesses and needed to create demand and develop leads.  This company tried a number of list brokers and email marketing companies and they all suffered from the same two issues.  

One,The first was that they did not have the sophistication to determine how many employees worked at a particular location.  Many lists include a total number of employees but not how many are located at any particular facility. This is critical information for this customer because they know that the ideal client for them has a certain minimum number of employees in a location.

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Topics: phone verified leads

Market Research: Build Your Lead Generation Database

Posted by Arvind Sehtia on Oct 22, 2014 7:00:00 AM

We recently preformedperformed a telephone based survey of 100 senior email marketing executives of large enterprise organizations. This marketing research data collection project helped our client understand what their customers want, build their lead generation database, and tailor their product offering and sales pitch accordingly.

Examples of Questions Asked During Data Collection

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Using the Internet research for your prospect list deveopment

Posted by Arvind Sehtia on Oct 21, 2014 12:26:00 PM

The Goal of our Market Research Project - Developing a qualified Qualified Pprospect Llist

One of the leading companiecompanies providing managed network and security solutions wanted to target multinational companies. The goal was to identify companies headquartered in America having physical offices in other countries.  Why? Because if the companies had physicallphysical offices accrossacross different countries they could be be prime targets for setting up or managing their networks, IT security and other cloud serviesservices that our customer offered. Our customer had a database of 100,000 target companies that they had already selected based on revenue and/ or employee size of target companies. After a careful qualification and screening of all the shortlisted vendors, we were brought in for researching all 100K companiescompanies’ websites. 

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Topics: prospect list

The Sales Insider Blog

The Sales Inside Inc blog is focused on impact B2B contact databases on lead generation and revenue growth. We cover best practices and insights on all aspects of databases including list building, list acquisition, data verification & cleansing, contact discovery, data enrichment etc. Please subscribe to our blog to stay abreast of industry news, trends and inside tips on these topics.