Marketing and Sales Leads
Mailing Lists for Fairgrounds
Marketing to fairgrounds is fraught with obstacles for reaching revenue-conscious B2B businesses. We explain how to use lead lists to minimize headaches and maximize sales.
Doing business with fairgrounds is much different than traditional selling.
To begin with, your sales targets in this market exercise caution when making purchases. Flawless sales cycle execution is a necessity in this industry, but that alone may not be enough unless you have invested in a high quality lead list.
What to Do With the Lead Lists You've Purchased
Outsourced lead generation is only the first step toward higher sales revenues. Of equal importance is the way your organization uses lead lists in the sales cycle. To maximize ROI, you'll need to coordinate the use of your fairground lists across multiple business units including sales, marketing and possibly even IT (online strategies). You'll need to research your vendor's use restrictions before you make any firm plans, but whenever possible, apply the leads you purchase to multiple marketing channels.
Using Lead Lists to Sell to Fairgrounds
Compared to businesses in other industries, fairgrounds expect place a high priority on multiple product messaging options. Although businesses in this industry appreciate the ability to quickly locate equipment and supplies when they need them, they also expect B2B companies to proactively educate them about product offerings.
Lead lists enable selling success because they are highly accurate prospect directories that can be utilized in a variety of seller-initiated activities including direct mail, telemarketing, sales calls and online channels.
Lead Selection: Which Leads to Buy
Sort and filter features are an important consideration when buying lead lists. The goal isn't to accumulate as many fairground leads as possible. Instead, you'll want to focus your energy on lead lists containing the names and contact information of likely buyers. For example, Experian, one of the industry's most respected providers, makes it easy for their clients to sort and filter leads by geography as well as a variety of demographic criteria including company size, years in business, number of employees, etc.
Types of Data Available from Lead Database Vendors
In dealing with the biggest lead list companies, you usually receive Company Name, Contact Name, Address and Phone Number. What you actually get depends on which mailing list company you buy from. For some vendors, for example, you can get fields like Executive Titles, Email Addresses and Number of Employees.
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