Your company finally bought a leads list. Now what?
Leads lists have been sanctified and vilified in equal measures for years. Many companies swear by their help in creating initial sales, using the leads in telemarketing efforts, email or direct mail campaigns. Others look down upon the practice of buying leads lists, claiming too many lists are being used, are of low quality or are outdated.
But good quality leads lists can be found, through targeted customer segmentation and bought through reputable companies such as Hoover’s (a Dun & Bradstreet company) and others. These leads lists can provide an excellent starting point for business-to-business (B2B) marketing efforts. Companies know these provided leads lists have been checked and verified, and offer direct access to the business decision maker on the receiving end.
No matter how you obtain your leads, it’s important to know the next steps in putting them to work to generate revenue for your business. You may opt to use the leads in email marketing, direct mail campaigns, search marketing, or social/content marketing, which are four of the most popular B2B marketing methods used by small and medium-sized businesses today.
Here’s how small business marketers can use a leads list:
- Target your leads by zip codes / geography: Targeting your leads by regions and/or zip codes can help your business market its products with a stronger local angle than a broad-based campaign. For some B2B marketers, making sales in just a few key zip codes can make all the difference in their monthly sales figures.
- Reach out to inbound leads: Sometimes, leads fall into your firm’s hands the easy way. Direct calls to your company or emails from your contacts page can bring you fresh leads looking for more information. These leads are likely the best targets for your products and services, as they’ve already moved through the funnel to direct contact with your company. You can check these leads against your leads list to find out more information on your prospect and prepare your sales team before you follow up.
- Target your lists for seasonality: If you’re a small or medium-sized business with a seasonal-themed product (manufacturing equipment for seasonally specific products, for example), you consider targeting your customers at certain times of the year to get them interested in your products. Also, remember your prospects’ seasonality and consider targeting them when they’re not overwhelmed with emails and orders.
- Nurture your leads with follow up messages: If the leads on your list hesitate to buy the first couple times you reach out, create a follow-up nurturing campaign that sends a follow up message the gives them an incentive: offering a discount or bonus product within a certain time frame for purchase, for example.
B2B marketing can be very profitable for companies that use leads lists that are accurately targeted and distinctly organized. While you’re working to build your inbound leads list, use purchased leads lists to help boost your sales volume in the meantime.
Photo Credit: kambizakhbari, Twenty20