New Developments in B-to-B List Acquisition
To reach cold prospects among business audiences, sales and marketing teams often begin by developing a list of prospective targets. Marketers can find just about every target company, title and job function they need from traditional list suppliers. Plus, the Internet has made possible the introduction of some excellent new opportunities for identifying prospects at various stages of the buying cycle. Let’s look at what’s new in B-to-B lists these days.
Traditionally, the first step in list development has been working with a list broker who has experience in your target audience category. There are more than 40,000 business lists available for rent in the U.S., plus numerous databases and online data enhancement services to choose from.
Business lists can be divided into four general types:
- Compiled files assembled from directories, the Internet or other public and private sources, by such suppliers as D&B, InfoGroup, Data.com, NetProspex and ZoomInfo. In recent years, many compilers have been making their data available for rent via an online interface, vastly enhancing the speed and flexibility of ordering.
- Response files created as a by-product of other businesses, like catalog/e-commerce sales, seminars, trade organization memberships, or magazine and newsletter subscriptions. Response files tend to be more current and accurate than compiled files.
- Cooperative databases from multiple list owners, offered in either open format, where you pay for what you use (examples being MeritDirect’s MeritBase, InfoGroup’s b2bdatawarehouse and Mardev DM2’s Decisionmaker database), or closed format, where only members who put customer names in can take prospect names out (examples include Epsilon Abacus Cooperative and the b2bBase, a joint venture of MeritDirect and Experian).
- Internal databases populated from billing systems, lead management systems, and website registration systems. Many companies today use their marketing automation or CRM systems as their marketing databases, and populate them from a variety of internal and external sources.
A New Direction in B-to-B Lists
The B-to-B list industry has changed considerably in the last decade, with the proliferation of social networks. But the big new development today is the trend away from static name/address lists, to dynamic sourcing of prospect names complete with valuable indicators of buying readiness culled from their actual behavior online. Companies such as InsideView and Leadspace are developing solutions in this area.
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.