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Zoominfo: “Making the most of your prospect data”

Posted on November 29, 2010
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Ben Bradley is managing director of Macon Raine, a management consulting, marketing and lead generation company. He can be reached at

Ben provides a guest article on Zoominfo’s blog, “Follow The Lead,” provides some very useful information that can easily be parlayed in the sourcing process:

For new users of marketing automation tools, one of the biggest challenges is segmenting the CRM database in a way that drives results. Here are some best practices for b-to-b sales and marketing reps to build better campaigns.

* Lists are not expensive: When you purchase data for your marketing automation campaigns, the data will seem expensive. It is. At a dollar or more per contact name, the cost of the data is very expensive. However, the cost of the data is cheap compared to the cost of actually running your campaigns. Once your sales team starts executing campaigns based on the data, the cost of the campaign and the time invested in the campaign easily outweighs the small cost of the data. Many people let the cost of the list drive unproductive behaviors – such as asking the sales force to research and input prospects into CRM. This is an incredible waste of money. It does not make sense to ask your sales force to research buyers – they should spend their time on the phone closing.

* Titles are confusing: The problem with titles is, well, they don’t really explain anything. For example, a VP-level title generally refers to a level within the organization. Unfortunately, in financial services, everyone is a VP. In other organizations, a general manager or a director might be the primary decision-maker. When buying lists from magazines, pay attention to how readers are profiled. Many magazines allow readers to select their title from a pre-defined list. While this practice provides continuity and better sorts based on title, it also forces people to put themselves in the wrong bucket. For example, a Director of IT could be the person responsible for writing code, building the data center or managing network operations. If you understand the list as well as how people select or input their titles, you get a better understanding of the list source.



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