Anyone new to B2B mailing lists and purchasing them? I was.
I started out by doing a Google search for UK B2B mailing list data suppliers. There were way too many results. The whole experience is definitely easier if you have a recommendation otherwise you end up trawling a number of websites which vary in quality and information. Some of which some how expect you to hand over £’000’s without any human communication.
For what its worth, here are my 8 pointers to keep in mind when looking to buy a B2B mailing list.
B2B mailing list Pointers
1) Know what you want upfront; Employees. Business size by turnover, geographical area, channel.
2) Make sure you have a budget in mind before you start and expected return on investment (ROI). Is it spend X and receive Y which would be 3x revenue generation? Pricing tiers are interesting; it’s per ‘000, and an extra £ per ‘000 depending on how many channels you need. Figuring out what the going rate for a Business record (as opposed to a consumer record) can be tough; it definitely needs to be less than 20p.
3) Make sure you see a snapshot of the data beforehand so you have an early view of what you will be getting; industry or job title total counts. This also allows you to adjust the parameters so you stay within budget.
4) Confirm that the data is an opt-in list and the terms around its usage; 12 months use.
5) Confirm how you are going to receive the data, what fields you get in a record and in what file format. .csv is ideal for importing into CRM systems and viewing in Excel.
6) Know exactly what the closing process is before you go ahead. It could be along the liens of:
7) Receive invoice (wincing is optional)
—> Pay it (more wincing is also optional)
—> Receive dataset N hours/days later
8) If you’re unsure of the supplier as it is the first time that you are going business with them, ask for a sample of the data as a show of good faith upfront or go for an Escrow agreement. There’s also the option of going for a smaller dataset but that could be hard to measure the results against as its just a slice of what you were planning on doing.
Once you’ve received the data, make the most of it and squeeze every penny out of it to maximise your ROI. It’s a little too early for me to know at this stage but I will blog about it later. And who knows, you might learn something unexpectedly new along the way; I learnt that the term SDM wasn’t a software development manager (I blame my software engineering background) but rather a senior decision maker.
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