I often receive inquiries from agency producers, marketing execs and other B2B salespeople asking how to build and implement an integrated web marketing strategy. They generally understand what needs to be done, but do not always grasp the specific tasks and steps involved. In response to this, I would like to share a basic outline of the integrated web marketing strategy we execute for our agency clients. Here is step one.
Prospect Email List Generation
Assuming you have already determined who you would like to sell to, procuring a high quality prospect email list is phase one. If you do not know who you are targeting, you are not ready to start any type of marketing campaign – you need to back up to building your business plan. This is of critical importance, as it will determine how successful you are in reaching your target market, launching eMarketing campaigns and attracting web seminar attendees.
Choose the Right Vendor(s)
Test-drive them like you test-drive cars. There are dozens of high caliber email list vendors. We have tried them all, and only use a select few. You need someone who has a rich database for your target industry. Sales people are generally happy to provide you with counts and expected bounce rates for the segment you want. Make sure to have an accurate picture of what you are buying before you spend your money.
Buy the Right Titles
Most email list vendors allow you to select the titles you covet when generating your list. If you are selling benefits, do not buy a list of VP Marketing and VP Sales executives. Not only will this be a waste of your money, it could get your domain blacklisted prior to you locating the proper titles. If your vendor cannot provide the titles you need, find a new vendor.
Manage Your List Carefully
Your list becomes an important asset to your business as soon as it is downloaded. Maintain it, update it, clean it, and append it. You maintain your car so you can travel, maintain your list so you can find prospects. Your list will atrophy over time on its own; anything you do to slow that process will help you generate more prospect activity.
For more information regarding prospect email list generation, please visit www.startupselling.com.
