For example, recall the rate of professional transition and mobility in the workforce. Knowing who holds each position within a company’s target prospects and customers at a given time can greatly influence the success of a direct campaign.
Since we’ve accounted for 60 percent of program success, we should add that timing contributes another 10 percent. The remaining factors—offer and copy—should be specific and relevant for each of the decision makers involved.
Keep the Data Current
Once a company has “cleaned its house” so to speak, it is just as important to maintain data accuracy with frequent updates. The easiest way to accomplish this is to go back to the same source from which the marketer received the appended business data. Since many prequalified subscriber files are updated monthly with renewal information and expiring data that is no longer current, they are likely to have independently verified company and contact information. In fact, these data sources often provide a subscription model to provide new information to marketers as it becomes available. Successfully implemented, this type of program empowers marketers to transform their role and become a knowledge center for the business with accurate, targeted information about customers and prospects.
Mary N. Miller is senior marketing manager at DM2 DecisionMaker, a B-to-B direct marketing service provider and list manager in Oak Brook, Ill. She can be reached at firstname.lastname@example.org or by phone at (630) 288-8312.