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

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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Cold Calling Lead Lists Bring Cold Calling Back to Life

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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Make Sure Your Lead Nurturing Strategy Includes Market Research

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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Need Email Marketing Personalization Tips? Follow These 4 Steps

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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Lead Verification Enables Marketing Success

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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By Arvind Sehtia

Market Research: Build Your Lead Generation Database

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 Development

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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Business Data Accuracy: From 22% to 90% Deliverability

A leading technology company wanted to do a high touch direct mail campaign to their B2B target audience. The company had a ton of data in their CRM and a lot of that matched to the titles and levels they were targeting. The challenge however was to ensure that the mailing addresses in their database were accurate so that an expensive direct mailer could reach the target audience.

Showing the Importance of Data Accuracy

A data accuracy test of the sample data showed that approxapprox. 45% of the address data was inaccurate. A further analysis of the data showed that 60% of the so-called correct addresses data pertained to Head-Quarter address and not to the address at which the target contact was located. Do the numbers and you will find that the overall mailing address data accuracy was standing at 22%.

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Targeted Marketing With a Siebel Users List

Oracle and Siebel

Founded in 1993, Siebel Systems was first known for its sales force automation software but swiftly expanded into the broader customer relationship management (CRM) market. By the late 90's Siebel had climbed to the top of the CRM vendors with a nearly 45% market share in 2002.  In 2005 Oracle acquired Siebel Systems for $5.85 billion. This acquisition not only pared Siebel Systems with the global giant Oracle, it also maneuvered Oracle into the top CRM software vendor position.

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2 Tips for Increasing Email Click-Through Rates and Open Rates

Michael Linthorst recently wrote an article for the MarketingProfs blog called "Five Tips to Increase Your Email Click-Through Rates" that addresses the issue of email marketing. The article offers up 5 great tips for getting your leads to click through your emails and, while we won't get into each tip, there are a couple that we wanted to share with you.

Tip #1

His first tip might sound obvious, or even silly, but it really can't be underestimating how important just getting in the door can be. Linthorst suggest that the first stop to increasing click-through rates is to make sure your emails are opened. He suggests that to do this you start by, " gathering relevant opt-ins... You'd rather have one opt-in who reads your newsletter, than 10 who discard it without even opening it."

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By Arvind Sehtia

Finding a List of Companies Using ERP Systems

ERP Systems

Enterprise resource planning (ERP) is a broad name for a wide range of software designed to support internal business processes of a company. Things like production, order processing, and inventory management fall under an ERP system, which can provide a company with a real time view of its processes.

Because ERP systems are applicable across a wide range of industries, ERP systems software has grown into a multi-billion dollar industry that touches companies big and small, the world over. Unsurprisingly, there is a large market around being able to target ERP users. One of the easiest, most cost effective ways of targeting ERP users is with aan ERP user list.

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Why You Need to Be Budgeting for Database Hygiene

We recently came across an article that caught our eye because of its drastic title, "Plan and Budget for Data Hygiene in 2014 (or lose your job).Brian Hansford, the articles author, knows that this might sound a bit extreme, but he's got some pretty compelling evidence to back it up.

He starts off with a horror story about a company that was blacklisted by ISP's as they headed into Q4 because of bad data management and hygiene. What's really compelling are the statistics he brings up though.

He points out a couple of pretty shocking statistics to back up his title. Such as, according to Sirius Decisions, “25% of the average B2B database is inaccurate," and, "80% of companies have 'risky' phone contact records."

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Companies That Use SAP: Why You Should be Marketing to Them

What is SAP?

SAP is an international leader in enterprise software and software related services. Designed to manage business operations and customer relations, SAP's enterprise software has been so successful over the years that they are now one of the largest software companies in the world.

Why Should You Be Marketing to SAP Customers?

SAP users represent a wide and diverse pool of contacts across a range of industries and applications. To get an idea of how many contacts are available it is helpful to consider the number of companies that use:

SAP ERP customers – ApproxApprox. 64,000 plus unique companies globally

CRM customers – ApproxApprox. 10,000 plus unique companies globally

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Purchasing the Right ERP Users List

The last couple of months we have noticed a significant surge in demand for ERP users lists.  The number of inquiries, deals closed and search volume on ERP lists related keywords related to companies that use SAPs ERP suggests marketers in the ERP consulting business are getting aggressive in their demand generation efforts. I think this is largely due to over alloverall growth in this industry

Earlier this year, the research firm Gartner published a widely publicized industry report forecasting global increases in revenue generated from the sales of ERP software. According to TMCnet.com, the Gartner report predicted a 7.5 percent increase in sales with industry revenue to top $253.7 billion by the end of 2011.

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Email Marketing:The Seven Rules of Staying CAN SPAM Compliant

Most of the customers ask us if our b2b contact lists are "Opt -In" . I think the intent of their question is to find out if they will be in compliance with CAN SPAM ACT by emailing to contacts on a purchased list. In my opinion, compliance with CAN SPAN ACT has nothing to do with the type of list whether it be purchased, rental, or an Opt-In list built in-house. Buying an Opt-In list does not automatically make anyone CAN SPAM compliant. Every marketer has to stay CAN SPAM compliant at all times irrespective of the type of list. The good news is that it is not difficult. You just need to set up the email marketing campaign in a way that it meets the requirements.

So what are the CAN SPAM ACT requirements? According to the Bureau of Consumer Protection there are seven main requirements:

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Are You an Inside Sales Shark or Minnow?

According to Simply Hired, inside sales job hiring has increased 55% since September 2010. And that is awesome, but it also means that the inside sales market has gotten more crowded. As the saying goes, it is better to be a big fish in a little pond than a small fish in a large pond. So how do you make sure you're still a big fish?

The most obvious way to prove how big of a fish you are is to generate more leads for your business. After all, lead generation is the beginning of the sales process. Without good business leads, you don't have sales, and without sales, you don't have a job.

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Why You Should Care About Data Appending

Data accuracy is an ongoing problem for any database. On average 2-3% of contact data changes every month. That becomes 24%-36% change in a year if not updated regularly. Email addresses that were valid last month could bounce this month because an employee left the company, changed positions, or any number of other reasons.

Postal addresses and phone numbers change as well because companies sell, rent, or otherwise move offices. When you are using incorrect data your ROI goes down and your frustration goes up, which is why data management is such a key component to effective marketing and sales.

Data management is an umbrella term that encompasses data appending, validation, segmentation, and de-duping all of which deal with verifying data accuracy, updating contact information, removing bad data and duplicate entries, and standardizing the database.

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Dirty Data Slows Your Lead Generation Efforts

Are you washing someone else’s dirty linen? Are you cleansing someone else’s data?

Here is the most common guarantee term one comes across when buying b2b data. “We will replace all the bad contacts free of cost”. Sounds Great! But how will you know how much data is bad? Let’s say you know the famous magic trick “Abracadabra” and it tells you that 25% of the data is bad. Now, how will you identify which 25% is bad to get a refund or replacement from the data vendor?

You could run an email campaign on all the data, but that risks your domain reputation. Thinking of direct mail campaign? You could send the mailer to everyone and count the returned mailers. But don't forget about counting the cost of printing, mailing etc. Your worst nightmare is still to come if you bought the data for telemarketing. First, consider how much you pay your sales person, inside sales person, or whoever is going to call on that data. If 40-50% of the data you purchased was bad, which is not uncommon, then you are paying your person to verify the data you have already paid for.

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By Arvind Sehtia

EMEA Marketing - Do You Have the B2B Leads to Compete?

EMEA, Europe, the Middle East, and Africa, may not be on your marketing radar, but it is on your competitions. In the first four months of this year we at Sales Inside Inc. have seen a growing demand for counts and quotes related to EMEA marketing databases, and we expect to see this trend continue throughout 2012. We aren't the only ones who have noticed this trend.  Simply Hired shows a 22% increase in EMEA marketing hiring.

With more EMEA marketers entering the market, the demand for EMEA specific B2B marketing lists is going to continue increasing. We at Sales Inside Inc. are always striving to help our clients gain footholds

holds in new markets, so we have strengthened our EMEA databases. We are proud to say that we have one of the largest databases on the market right now. We can customize a database to fit your unique needs by:

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9 Steps for Building a Qualified Marketing Leads Database

Looking to build a qualified marketing leads database? Here are the steps that you should take:

  1. Target Market Criteria: Choose the industry and sub-industry you are trying to target.  If you want to develop a marketing leads database  or business contact list for multiple industries, target them one by one. Do not attempt to cover all of them in one go.
  2. Company Criteria: Define the broad criteria that will help you identify the companies within the chosen industry by revenue, geography, employee size, etc. Example: Software product companies with a revenue range of $100 - $500 million located in North America.
  3. Select Companies: Search, download, or copy and paste the list of companies from free internet resources like:
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Who Are You Emailing? The Importance of Data Cleansing

You may not realize how important data cleansing and data hygiene are. Without proper data cleansing, however, you could end up like the London Olympics organizers who invited Keith Moon to play at the Symphony of Rock. While The Who are undoubtedly an iconic and timeless band, and would make a great addition to any event, the Olympic organizers should have checked their data before extending an invitation. If they had checked their data, they would have known Keith Moon died in 1978 and would never have made the mistake.

On an average 2-3% of contact data changes every month. That becomes 24%-36% change in a year if not updated regularly. Data is a dynamic asset and a database of business leads needs to be cultivated and managed on a regular basis or it quickly loses accuracy and value.  Employees change positions, leave the company, relocate, ectetc and if you aren't focused on data hygiene you could end up wasting time, hindering your sales and marketing ability, and effecting your ROI on your marketing campaigns.

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How Beneficial is Inside Sales Outsourcing?

I often find myself into a sales situation trying to answer this question directly or indirectly. Also, people want to know if inside sales outsourcing or lead generation really works. There is no one-size-fits-all answer and it depends on the specific situation. For example, outsourcing business functions like software development, customer service, legal services, etc works for certain companies and while others decide to keep it in house.  I remember once reading about a Church outsourcing prayer services. I mean seriously!

I think the question in itself is very generic and open ended. The right question to ask should be, how beneficial is it to outsource “Inside Sales services” in your specific situation?

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Do you use Surveys as part of your B2B demand generation strategy?

Five Tips For Designing Effective B2B Lead Generation Surveys

We all know that Surveys surveys are one of the great ways conducting market research in order to understand our customers and market behavior, characteristics, profile etc. However, Hhave you ever thought of using the Ssurvey techniques for doing an exclusiveB2B lead generation purposes?  Try designing one short and simple survey to identify the pain points of your prospects and or customers with the following tips:

  1. Describe your campaign target market carefully:  You can define your target market using some of these qualifiers:

a. Revenue 

b. Employee count

c. Industry

d. Geography

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Seven Steps for Choosing the Right Database Cleansing Company

When you are in the marketing for a database hygiene or database cleansing company, it can be hard to know who to choose. According to Marketing Sherpa, 2.1% of contact data goes bad every month. This data degradation drastically affects the way you target your outbound marketing and sales activities. Use these 7 steps to help you choose the consultant that's right for your company so that your marketing and sales teams can bring in qualified leads.

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Six Tips for a Successful Technology Sales Leads Generation Program

When running a sales leads generation program you want to provide your team with the best chance of creating sales. With a little bit of planning and these six steps, you can be well on your way to new sales.

  1. Define lead: In a true sense a qualified lead is someone that has (a) budget, (b) timeline, (c) need and (d) authority. Building a list of qualified contacts and companies that fit your definition of a lead is the 1st step in your technology sales leads generation program. Be clear about what you are going after.
  2. Define goals for each project: Like “generate a list of 500 contacts that are potential decision makers of enterprise storage technologies in global 1000 companies” or “ Identify companies that have deployed a marketing automation system and have an email volume of 10,000 a month”.  
  3. Define process and techniques: Choose what is likely to yield best results. Telemarketing, Webinars, Internet based research, Surveys etc.
  4. Estimate: Make a ballpark estimate of number of resources required, timeline and budget.
  5. In-house Vs Outsource: You may have the most knowledge of your products, services and industry but do you have time and resources to accomplish the goal. There are specialized technology sales leads generation companies that can do the job.
  6. Measure: Set a clear metrics to measure the performance of your own or the outsourced team on the deliverables of your technology leads sales generation program.
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10 Ways to Expand Your Email Marketing Lists

Andrew Pitre, writing for the HubSpot Blog, recently wrote "25 Clever Ways to Grow Your Email Marketing List." Anyone who does email marketing knows how  important it is to update and expand your email marketing list as often as possible. Here are ten easy ways to do just that. (To see all 25 tips, click here)

1) Revamp your email content so that people want to share it with their email contacts and on social media like Facebook. The better quality your content is, the more likely it is to be shared.

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MD5 Suppression Lists Change the Way Lists are Shared

When the CAN-SPAM Act was passed in 2004, it created a brand new demand for e-mail marketers to share their suppression lists with companies who do promoting on their behalf.

What Are Email Suppression Lists?

Suppression lists are the e-mail addresses of customers who’ve unsubscribed. Suppression lists need to be shared to confirm consumer opt-outs are honored across affiliate promoting partners.  

Why Does Sharing Email Suppression Lists Matter?

Every time a "report spam" request is sent because of one of your emails, it harms your reputation. When emails are removed across affiliates it decreases the chances of recipients clicking on the “Report Spam” button.

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Getting Caught in the Spam Filter? Try These Tips

Marketing Profs recently did a review of a Return Path study on email marketing and deliverability. "Email Marketing: Deliverability Trends and Benchmarks," lays out some of the most interesting stats and trends from the Email Intelligence Report and emphasizes the need for rigorous email marketing best practices.

One of the most interesting, and alarming, finding from the study is that, "Legitimate marketing messages account for an alarming70% of "this is spam" complaints in consumers' inboxes." The other surprising finding is that, "As with spam complaints, marketers account for a disproportionate amount of email that is caught in spam traps: 60%. That's much higher than any other source, including botnets, which account for 11% of spam trap hits." So, if legitimate marketing emails are being labeled spam what can you do to make sure your prospects are seeing your emails?

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Updated SAP Customers List: Market to companies using SAP

Reaching SAP customerscompanies that use SAP software has never been easier than with an custom SAP customers list. SAP's more than 183,000 customers, of whom 80% are small and medium businesses, represent a strong niche market for marketing professionals looking to reach ERP and CRM application users.

At this time, about 80% of Fortune 500 companies are using at least one SAP application. SAP’s applications are grouped around nine major business processes: CRM for sales and marketing, EAM, ERP, financial management, human capital management, procurement, product lifecycle management, supply chain management, and sustainability. SAP offers more than 25 industry solution portfolios for large enterprises and more than 550 micro-vertical solutions for midsize and small businesses.

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Effectively Market to companies using SAP ERP & CRM

Find SAP Ccustomers Ssegmented by Ggeography, Rrevenue, iIndustry, or Number of eEmployees

Headquartered in Germany, SAP is the recognized international leader, in terms of revenue, in enterprise software and software-related services. SAP's enterprise software is designed to manage business operations and customer relations and has been so successful over the years that they are now one of the largest software companies in the world.

Among the wide range of software offerings from SAP, their enterprise resource planning, ERP, is one of their most widely used applications. While ERP boasts more than 64,000 company users globally, SAP CRM and SAP Business One also have tens of thousands of unique company's world wideworldwide who use their software solutions.

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Getting the Most Out of a B2B Leads List

Recently Marketing Profs featured an article by Jeffrey Rohrs about his marketing take a ways from this year's Super Bowl ads. Armed with a DVR and patience, Rohrs collected some interesting data from the Super Bowl ads for his "7 Marketing Lessons (and an Infographic) for Next Year's Super Bowl Advertisers (and You)" article. While you may not be saving up for an ad at next year's Super Bowl, a couple of Rohrs lessons especially bolster the effectiveness of any B2B leads list.

Rohrs first lesson may seem intuitive, but his Super Bowl research proved it isn't, "You must include some meaningful call to action to ensure that you derive some direct and immediate benefit from your spend." Whether it's a big ticket TV ad or a direct mail campaign fueled by a B2B marketing list, the goal is to increase marketing ROI. If your marketing efforts aren't featuring a call to action that gets prospects to connect and engage with you, then your ROI is going to suffer.

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List Cleaning: Keep Your Email Database Squeaky Clean

Awhile back the Marketing Sherpa Blog featured a great post by Adam T Sutton about the importance of email marketing list hygiene. "Email List Hygiene: Remove four kinds of bad addresses to improve deliverability" lays out four types of data that can lower the deliverability and effectiveness of an email marketing campaign.

The two types of bad email addresses that I wanted to point out to our readers are the fake addresses and the typo addresses. Fake addresses are entered by contacts for any number of reasons and are ultimately undeliverable.  TheyFake addresses often come from contacts being forced to enter an addresses to receive something like a download or whitepaper. The contact wants your offer, but they aren't interested in receiving your emails so they leave a blatantly fake address like "nope@gmail.com." The fake address gets entered into your email database, but is never deliverable.

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Bridging the Gap with B2B Data Appending

As we approach the end of the first quarter of 2013, is the gap between your sales goal and reality looking a little too big to close? One way to increase the effectiveness of your sales and marketing team is to perform B2B database appending.

The Power of Appending

With 2.1% of contact data going bad every month, gaps in your contact data are bound to happen and they can negatively impact your sales and marketing effectiveness. If you want to give your people a boost as we prepare for the second quarter of 2013, start by identifying the bad data that is cluttering up  your database. Once you've identified the bad data, your next step is to replace it and to fill in gaps.

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Build a Better B2B Database

Does this scenario sound familiar..

Your business contacts database is looking pretty sparse. There are gaps in contact data, some of which hasn't been updated or checked in years, and you need more B2B sales leads, more contacts, in short a better B2B database to draw from. But you're not sure how to go about building a better database.

If this sounds like you, you're not alone.

Who Are You Looking For?
The #1 best thing you can do to help your B2B database out is to identify who you want to turn into B2B sales leads. What do I mean by that?

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Database Cleanup, the New "In" Goal of 2013

Around here we are really passionate about database cleaning and hygiene, so we were really excited to see a recent Marking Sherpa marketing research chart that proved we aren't alone.  

In their recent Marketing Research Chart: Top analytics objective for 2013, Marketing Sherpa asked marketers "What are your organization's most important analytics objectives for 2013?" Topping the chart was "Acting on data to improve marketing performance." I wasn't really surprised to see that marketers wanted to improve marketing performance, but as I looked a little bit further down the chart I was surprised to see that 27% said, "Improving data hygiene and quality issues" was this year's most important marketing objective.

To see the full article and chart, click here.

I've said it before, and I'll say it again; database hygiene is important! Now I've got a nice chart from Marketing Sherpa to prove that I'm not the only one who thinks so.

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Cleansing Business Contact Lists Improves Email Deliverability Rates

I was really excited when I saw this week's Marketing Sherpa marketing research chart. This week, Marketing Sherpa focused on the tactics companies used to improve email deliverability rates. I was also pleased to see that the second most popular strategy was, "Measure and remove hard bounces" and number three was,  "Clean lists regularly."

Clean Business Contact Lists Get Better Results

If you want to market to your business contacts database your first step should be making sure all of yourthe entirety of your database is accurate and deliverable. Sending out emails to undeliverable addresses is going to decrease the effectiveness of your campaign, waste your talented sales and marketing teamsteam’s time, and negatively impact your company's email domain reputation. Database cleansing and hygiene are two concepts we really believe in here, but it's always nice to have validation from a reputable source like Marketing Sherpa to back up our beliefs.

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Where Do Your B2B Sales Leads Come From?

I was really excited when I saw this week's Marketing Sherpa marketing research chart. This week, Marketing Sherpa focused on the tactics companies used to improve email deliverability rates. I was also pleased to see that the second most popular strategy was, "Measure and remove hard bounces" and number three was, "Clean lists regularly."

Clean Business Contact Lists Get Better Results

If you want to market to your business contacts database your first step should be making sure all of yourthe entirety of your database is accurate and deliverable. Sending out emails to undeliverable addresses is going to decrease the effectiveness of your campaign, waste your talented sales and marketing teamsteam’s time, and negatively impact your company's email domain reputation. Database cleansing and hygiene are two concepts we really believe in here, but it's always nice to have validation from a reputable source like Marketing Sherpa to back up our beliefs.

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Phone Verified Leads Breathe Life Into Cold Calling

Maybe you've heard someone say that cold calling is dead, or explain that inbound marketing is sweeping traditional marketing under the rug, but I beg to differ. Inbound may be less expensive than outbound marketing, but outbound marketing is a proactive approach to finding new prospects and landing new sales. Rather than waiting around for prospects to find them, we've seen a resurgence in interest in cold calling.  

The Huffpost Business section recently featured an article by Kevin Ducoff about the state of cold calling in the marketing world.  In the article, Ducoff offers to readers  a couple of tips for crafting and executing a successful cold calling campaign. My three favorite are:

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