B2B marketers are certainly aware that business marketing data degrades quickly. Most know that there is no such thing as a “good list”. Keeping data clean is critical to lead generation success. Yet, it is frequently done wrong.
To reveal segments with higher probability of generating leads, compare your marketing database, which could number thousands of contacts, to your customer database. For example, after sorting your customers into categories, you may find that most of them fall into three SICs and one revenue range. Next, extract contacts from your marketing database with the matching three SICs into separate test groups in addition to one or two other groups that seem like they should perform well.
Break each of the resulting segments into small discrete lists of a few hundred names, test each segment with marketing activity including tele-prospecting calls. The categories that match your customers have priority. Rank
