B-to-B: Love Your List
One of the best parts about content syndication is that even though you don't perform the actual outreach, you are still able to build owned lists from the responses. Because building owned lists can take time, successful B-to-B marketers must understand a few things about the process to ensure a worthwhile outcome.
Owned lists are built from a series of purchased lists and prior syndications. All of the responses from those direct marketing campaigns should be saved and will become your owned list. However, responses don't just happen; they are a product of valuable content. Marketers earn leads by creating strong, relevant content the recipients actually want. By creating materials tailored to your audience, you prove your value in the marketplace and people will respond to your efforts.
4. In-house Resources
In the search for the perfect list, it's easy for marketers to overlook the list-building resources they already have in-house. All of those free white papers you've offered, the social media following you've developed, the website visitors you've tracked—they should all be integrated into your list building. These lists are already vetted and have displayed interest in your brand. Not reaching out to them is a marketing travesty.
Reach out beyond your initial point of contact and get the most out of these "earned" lists. For example, consider email drip campaigns that send a series of messages that build on each other over time. With each touchpoint, you have an opportunity to compel prospects to take further action, to continue investing time and interest in your brand.
If You Own It, They Will Come
The golden egg for any B-to-B marketer is the owned list. The owned list combines leads generated via purchased media lists and syndication, as well as those derived from in-house activities. It's not enough to say marketers should nurture these lists; they need to cherish them. These resources are not static products, but living, growing, evolving entities.