The first step is to identify your goals, but what’s next? Find out about perfect content, segmenting your lists, how to test emails, how to measure the ROI of your email campaigns and so much more!
3. Did you know..?
B2B Data Decay
66% Annual Title and/or Job
Function Change
43% Annual Phone Number
Change
34% Annual Company Name
Change
37% Annual E-mail Change
30% Annual Employee
Turnover
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4. Issues today:
Live and accurate data is the foundation of all B2B marketing
25% of all B2B marketing databases contains critical errors, this
gets worse with 30% attrition rate
40% of business objectives fail due to poor data quality
Prospect and customer databases are doubling every 12-18
months
Prospects are overloaded with information
Increasing anti-spam sentiments
Increasing need for targeting and relevance
Don’t just collect opt-outs!
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5. Do you want them to opt-in?
Ask for now
Get later
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7. Don’t try to sell a steak to a vegetarian
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Notas del editor
You have a list of prospects you worked hard to gather- Whether you purchased the list or people filled out forms-
The entire b2b data industry is predicated on the unprecedented change in the b2b landscape. How long have you had your personal email? How long have you had your corporate email? How many have you had in the past 5, 10 years??? White collar / professional turnover is such that a firm can see 100% turnover (statistically) in 3 to 4 years.
-Forms- how did you get ur contacts likely you did not include revenue on your form- and if you did remove it- too many fields and people will not fill them out..Segment your lists- Demographics- Company, industry, title
Marketing has undergone major changeMarketing automation software depends upon accurate and targeted data Targeting by industry is not good enoughThe market is shiftingto smaller groups of highly targeted listsConsider generating targeted prospect listsfor your business as a creative data problemTarget slide- When you send emails- send individual messages to each audience focus on pain points- specific to industryNo generic messages- people delete themHow often do you hear the words “Email blast”. Do you really want to be blasted with emails? Probably not. Email timing- Do not send to 100 people at the same company- your message will not be delivered. Send people relevant messages- if they came in from a form regarding a white paper- send them more information on that topic vs. a general sales pitch
