7 Tips for B2B List Development February 26, 2013 Ruth P. Stevens www.ruthstevens.com
Apr 22, 2015
7 Tipsfor
B2B List Development
February 26, 2013Ruth P. Stevens
www.ruthstevens.com
How the B2B list industry is structured
1. Compiled files2. Response files3. Cooperative databases
–Member databases –Open cooperative databases
4. Internal databases
List manager• Promotes/rents the list• Controls 70%+ of lists.• Receives $10/m from
the list rental (10%
commission).
Who does what in lists?
List broker• Researches best list options. • Clears the offer and the mail
date.• Receives $20/m (20%
commission).
List owner• Hires manager to
represent the list.• Receives $70/m
from the list rental.
Marketer• Hires broker to
recommend best lists for campaign.
• Pays $100/m names rented.
Example: List rents
for $100/m
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How to find a good broker
Where to look:1. Ask colleagues for referrals.2. Check with industry trade groups for names.3. Find out who is brokering for your competition.
• Talk to a few list managers in your industry.
Criteria for selection:4. Skill and experience in your category.5. Chemistry and a compatible working style.
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How to work with a broker• Select an expert • Share everything • Involve the broker early• Use a single broker • Ask for postal, telemarketing
and email recommendations• Pay the fees• Be visible• Ask for new ideas
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1. Create a profile of your current customers
1. Pull a file of your top customers. 2. Your data vendor cleans and matches it against their large
database of contact names and companies. 3. Your names are compared to the universe.4. The characteristics that have a higher propensity in your file
versus the general population become the variables that describe your customers.
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2. Segment the customer baseDemographics• Industry• Company size• GeographyProduct usage• Technology• Product need• Customer capabilities
Function• Job rolePurchasing approaches• Functional organization• Power structures• Purchasing policiesCustomer value• Lifetime value• Average order size
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Criteria for list evaluation
Affinity. Source of the names. List size, category universe size. Available selects. Product purchase, gender, hotlines,
expires. Usage (who used and who “continued”). Average order size. How/when the list is updated. List cost (but keep in mind, list price
represents only 10-25% of the cost per contact).
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Keeping your data clean
36.3%
23.9%
21.5%
21.2%
20.7%
18.0%
16.0%
17.4%
15.8%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Mail Address
Business Name
SIC
Phone Number
PhysicalAddress
CEO Name
Add'l Exec
Sales Volume
# Employees
Source: Decay rates reported by D&B
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What’s new in B2B lists?
Leadspace
• Creates an Ideal Buyer Profile based on those people who have already purchased from your company
• Finds “look-alikes” on the internet, social media, in company databases and based on similar digital footprints
• Goes beyond job titles to look at job functions, social connections, events attended, blog mentions, etc.
Confidential
Leadspace’s New B2B Funnel
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