The latest in our series: You bought a list – now what?
We always talk about marketing automation as the engine in a Ferrari – it only runs with quality fuel, in our world, that means quality B2B data.
Robert Rosenthal recently posted a great article “B2B Marketing Is Now a Revenue Machine. Really The post is a great summary of the opportunity for B2B marketers today to create demand with on-demand data prospect services, digestible content, short videos, and powerful marketing automation.
Until recently, it could take B2B marketers years to dramatically expand a prospect database. Now, thanks to newer data sources, you can do it quickly – for a small fraction of the conventional cost.
These records include email addresses in compliance with CAN-SPAM. So you’re able to regularly market to prospects via cost-effective email advertising – without constantly paying rented media or offline production charges.
One question that NetProspex customers face when using a targeted list is what to send this list. The content is just as important as the list. Robert suggests videos without a registration form, as they’re educational, fascinating, and easily digestible. We just finished a similar video for our Data Assessment Report, check it out!
Of course, this also means prospects can tune you out by ignoring your email – or simply opting-out. And if you ask prospects to fill out a form to receive a reward, the overwhelming majority will essentially say “Thanks but no thanks.”
So while B2B marketers are able to grow the database rapidly, they won’t win hearts and minds so fast. What’s typically needed is an email campaign that breaks through, makes the right impression on prospects, and gets them to act.
Web video is an increasingly popular way to educate B2B prospects. It’s the power of television, without the waste. Video enables you to run a conceptual series packed with emotional ideas – pulled off in brand-appropriate ways. When Web video is executed properly, engagement rates often soar.
To get the most out of every prospect list, Robert suggests automating your marketing efforts.
Marketing automation technology not only takes results reporting to another level, it transforms the relationship between sales and marketing. The two functional areas agree on precisely what constitutes a sales-worthy lead. Marketing finally stops hearing “All the leads suck” from sales. And sales continually sees more genuine prospects to pitch through real-time reporting and instant lead-routing; triggered campaigns; and other good stuff from the marketing team.
Place all the stars in alignment and B2B marketing really, truly can become a consistent revenue machine.
Thanks for letting us share your thoughts, Robert!