Data is valuable, and some of the most valuable data you have is your house list. Not only is it the compiled knowledge and insight about your leads, but it also has value to others who also want to connect with your prospects. That relationship’s just as important if you’re on the other side of the equation and looking to expand your market through access to third-party lists. Here’s what you need to know to turbo-charge your lead gen strategy with third-party access.
Set Specific Goals
Lists and databases can serve a number of functions. How do you know the data you’re getting meshes well with what you want it to do? Your first step is to define what you want to do. Do you want to build brand awareness quickly? Is your focus on broadening your audience or on deepening relevance? What do you know about your ideal prospects, and how will the list bring you closer to them? Cost per lead and conversion rates can vary significantly depending on how well you align your goals with the lists you acquire, so be as forthcoming as possible with your list broker to optimize value.
Balance Quality and Quantity
Establishing a set number of contacts is a matter of quantity. Translating those contacts into leads who can then be nurtured and guided through the buying journey is a function of quality. Both are valuable, but depending on your needs, you might emphasize one or the other side of the equation more. Lists that combine up-to-date contact information with activity profiles that lend context to raw demographic, firmographic, and behavioral data are exceptional lead gen resources. Talk with your lead provider about how to get the most from the list.
Where Do Leads Come From?
Not all lists are created equal, and neither are the leads that comprise them. Sources for list data include subscriptions to magazines, newsletter sign-ups, email registries, seminar or tradeshow attendee rolls, webinar participant rosters, and buying histories. Knowing precisely where your leads come from, you’re better able to guide them to where they and you want to be.
Reports and Updates
Lists are only as useful as they are accurate, so a list that regularly updates contact information is essential. Reports that contain current information about purchase histories and behavioral data are particularly valuable, giving you meaningful cues about where leads are in their buying journey.
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