Post by rejoana24 on Feb 3, 2024 0:26:55 GMT -5
Database marketing is essential for any B2B organization and starting to build a marketing database is one of the first things any new business should do. Ideally, the database would contain everyone for whom your product or service would be suitable. For this there are different solutions for building a database which we will talk about shortly after. Once you have a decent number of people in the database, you can start communicating your message to them, with the goal of first creating brand awareness and then generating leads for your sales team. Constitution of the database In addition to populating your database with people who are likely to buy from you, you'll want to add press contacts, bloggers, analysts, and other influencers who will help communicate your message. Most importantly, you will need to get permission from the contact to send them emails and store their personal data. There are many ways to capture contact information, but in all cases, use caution to ensure your product or service is relevant to the target. Finally, don't forget to systematically give the contact the opportunity to unsubscribe.
Existing contacts You can use your professional contacts and those of your colleagues from your personal address books. And don't forget to include all your clients, past and present, from your accounting system for example. Business cards Many people keep every business card they receive. Go through all your Telemarketing Data drawers and make a pile. You can get business card readers to automate data entry if you have a lot of it, but again, check for relevance and ask permission if it's not recent. Website If you have a website, make sure to capture visitors' contact details: offer something for which visitors will be willing to give their email address: a white paper, a newsletter, a free trial. Prospect research If you have a defined customer segment, such as financial managers or high school principals, as mentioned above, you can build a list via the web using search tools such as Google and LinkedIn. Buying Lists At the risk of being controversial, we do not recommend purchasing mailing lists, especially if you intend to use them for email campaigns. The quality can be terrible and if you send emails to these lists you will almost instantly be deemed a spammer, which will not only affect your brand reputation but also your ability to send emails to genuine prospects. If you must purchase a list, clean it internally over the phone first, then use it only for telesales and direct mail. Communicate from the database Once you have your marketing database, you can start sending messages to the people in it. Email marketing is the least expensive, followed by mail and telemarketing. What works for you will depend on the cost of your programs, conversion rate and the value of your contract. A cost per lead of $150 is great if you convert 25% of your leads and your average contract value is $10,000, but not if your contract value is $500. Emailing When it comes to regularly delivering your message to people who have opted in, nothing beats email marketing. Sending marketing emails is really cheap.
You can send different emails to different groups of people if you've segmented your database, or even different emails to each person if you're using advanced emailing software . We won't go into detail here on how to write the perfect email, but you need to keep your database up to date. Delete emails that come back as errors and people who unsubscribe, otherwise you will be considered a spammer and all your emails will end up in spam filters. Consider using an email verification tool to clean your database before sending. Mail (direct marketing mailing) The cost of sending a letter by mail varies depending on its size, weight and contents. Creating a good direct mail piece involves making the same considerations as a good email campaign when it comes to headlines, content, and calls to action. As with many marketing activities, don't expect a single mailing to be profitable, you will need a campaign spanning several months. Telemarketing An outsourced telemarketer costs on average €30 per hour. Many businesses have discovered that direct mail followed by a phone call works best and for this they hire telemarketing companies. You should aim to communicate with the people in your database at least once or twice per quarter, but this varies greatly by industry. If you communicate more frequently than once a month via email, you risk seeing people unsubscribe excessively.
Existing contacts You can use your professional contacts and those of your colleagues from your personal address books. And don't forget to include all your clients, past and present, from your accounting system for example. Business cards Many people keep every business card they receive. Go through all your Telemarketing Data drawers and make a pile. You can get business card readers to automate data entry if you have a lot of it, but again, check for relevance and ask permission if it's not recent. Website If you have a website, make sure to capture visitors' contact details: offer something for which visitors will be willing to give their email address: a white paper, a newsletter, a free trial. Prospect research If you have a defined customer segment, such as financial managers or high school principals, as mentioned above, you can build a list via the web using search tools such as Google and LinkedIn. Buying Lists At the risk of being controversial, we do not recommend purchasing mailing lists, especially if you intend to use them for email campaigns. The quality can be terrible and if you send emails to these lists you will almost instantly be deemed a spammer, which will not only affect your brand reputation but also your ability to send emails to genuine prospects. If you must purchase a list, clean it internally over the phone first, then use it only for telesales and direct mail. Communicate from the database Once you have your marketing database, you can start sending messages to the people in it. Email marketing is the least expensive, followed by mail and telemarketing. What works for you will depend on the cost of your programs, conversion rate and the value of your contract. A cost per lead of $150 is great if you convert 25% of your leads and your average contract value is $10,000, but not if your contract value is $500. Emailing When it comes to regularly delivering your message to people who have opted in, nothing beats email marketing. Sending marketing emails is really cheap.
You can send different emails to different groups of people if you've segmented your database, or even different emails to each person if you're using advanced emailing software . We won't go into detail here on how to write the perfect email, but you need to keep your database up to date. Delete emails that come back as errors and people who unsubscribe, otherwise you will be considered a spammer and all your emails will end up in spam filters. Consider using an email verification tool to clean your database before sending. Mail (direct marketing mailing) The cost of sending a letter by mail varies depending on its size, weight and contents. Creating a good direct mail piece involves making the same considerations as a good email campaign when it comes to headlines, content, and calls to action. As with many marketing activities, don't expect a single mailing to be profitable, you will need a campaign spanning several months. Telemarketing An outsourced telemarketer costs on average €30 per hour. Many businesses have discovered that direct mail followed by a phone call works best and for this they hire telemarketing companies. You should aim to communicate with the people in your database at least once or twice per quarter, but this varies greatly by industry. If you communicate more frequently than once a month via email, you risk seeing people unsubscribe excessively.