B-to-B: Love Your List
Owned lists do more than offer marketers contact information. They provide the best view into an audience's persona. B-to-B marketers should understand the interdependence of their list and their message. As your owned list evolves and you understand more about the audience, your message should evolve with it to complement their wants and needs or solve their problems. Just as a list is a living, evolving entity, so is the persona of your target audience.
Keep It Simple
Great B-to-B marketers keep things simple and do what works. They don't worry about being fancy or trendy. Acquiring contact lists from media publications, performing content syndication and using in-house resources are proven to work. These aren't new breakthroughs in DM list strategy; they are tried and true methods for building lists that generate sales leads.
Rich Carango is president of Downingtown, Pa.-based B-to-B advertising agency Schubert Communications. Reach him at email@example.com.