When generating a marketing contact list, the information it contains needs to reveal useful information about the leads.
A marketing contact list is a way for many companies to generate new business. However, the list needs to provide information about the leads that will help make an informed decision about the quality of the list. Detailed information about the contact person, the organization, and their market will help personnel determine how to approach the organization to generate a sale.
In large corporations there may be more than one contact person, depending on the nature of the call. A marketing contact list should reveal who the main person is, as well as the others involved in the decision making process. Sometimes the person who makes the final decision is not the person to approach initially. If that individual depends on feedback from other departments, contacting the others involved in the decision process is more beneficial. A good contact list should provide as much of this information as is possible to provide an accurate picture of the organizational structure.
Other organizational information is also beneficial when creating a marketing contact list. Financial information, marketing efforts, information regarding top executives, and their sales cycle are different aspects of the corporation that help provide an accurate visual on when and how to approach a company. It may be beneficial to approach a company during a slow period in their sales cycle, as they may be able to spend the time to listen to a sales person; however, the company may not have the resources to make a purchase until sales pick up.
When reviewing leads on a marketing contact list, understanding the company’s market is as important as understanding the company itself. Each market provides its own benefits and challenges, and if an organization can address a market pain point with its products or services, than these are the issues that need to be addressed in a sales meeting. If a market is expanding or contracting, this information will help a business-to-business organization understand when or how to approach a potential client as well.
A marketing contact list is only as good as the information it contains. The more details that is included in a lead list, the better chance that a company will be able to convert the leads to sales. This includes the most recent information possible when creating the leads.
When compiling a contact list, researchers need to look for up to date company information. Many companies have a wealth of information on their company websites, and this information can provide insight into the organization. Many executives will have their own social media sites, which is also a great source of information. In addition, information about an organization that is available to the public will also be included on different Internet sites. With all of these sources available, there is no reason why a marketing contact list shouldn’t include the most up to date information about a company.
A marketing contact list is often the main way a company generates new sales. Therefore, it is important to evaluate the quality of the information contained in the list, as well as the number of leads it contains. If there are many leads but little information, the chance that lead will be converted into a sale is less than with a list that has fewer leads but more information. A company should make sure that when it is purchasing a list from a third party that the information it contains would ensure convertibility.