B-to-B: Love Your List
Smart B-to-B marketers also understand that a broad reach doesn't necessarily mean bigger and better results. The beauty of a distilled list is you are far more likely to reach the right people.
2. Media and Organization Partnerships
Trust is the core of relationships between marketers and the media. Just as publications trust marketers will provide valuable content through their public relations and content marketing efforts, marketers trust the media will connect their content with an interested audience.
As a B-to-B marketer, it is important to understand what the strong publications are in your target industries and develop ongoing relationships with them. If you're just buying a sub list, you're missing out on many other benefits. Most publishing companies can offer creative input for ways to use the list more effectively. They can also offer vehicles across alternative channels that you may not have identified on your own. This could open up a whole new audience for your marketing. Include them in your next direct campaign; their lists could be the key to stimulating leads.
Partnerships with professional and trade organizations are another valuable resource for executing successful direct marketing campaigns. Membership rosters are sometimes available to marketers for purchase. Lists of trade show and conference attendees are also valuable. Like publishers, these event producers can be valuable partners.
In an effort to protect members or attendees from marketing "spam," associations and conference operators often have rules that stymie marketers' efforts to obtain their lists. They frequently limit list sales to members or event participants. However, marketers who are able to succeed will have a very targeted, and very salient, pool for outreach.
3. Content Marketing
Purchasing lists isn't the only way to get your marketing content in front of your audience and build your list. Content syndication can be a valuable source for list generation.