A good B2B sales strategy must be flexible enough to accommodate changes in the marketplace. Just when you think you've found the perfect strategy, changing market conditions transform the playing field and demand strategy adjustments.
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To dominate in sales to multimedia businesses, segmentation is a must -- and that means you have to be thoughtful in assembling your prospect lists.
Lead Selection: Which Leads to Buy
Don't settle for a lead list provider that doesn't offer the option of sorting and filtering leads. The goal isn't to accumulate as many multimedia business leads as you can get your hands on. Instead, you'll want to focus your energy on lead lists containing the names and contact information of likely buyers. For example, Experian, the forerunner in B2B lead lists, 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.
Measuring Lead List ROI
Multiple methods exist for measuring the effectiveness of multimedia business lead lists.
For starters, conversion rate (number of sales/number of leads) is essential in measuring lead list success and failure rates. But you may also want to think about integrating a few other metrics into your assessment routine.
A units-per-lead measurement reveals the quality of your vendor's leads and database contents. When compared to your internal lead generation metrics, a dismal units-per-lead number indicate a provider that isn't performing adequate qualification or lead filtering. Similarly, individual metrics for your sales staff demonstrate how well each of your team members is using the leads they receive through a third-party supplier.
Reasons to Buy Lead Lists
Isn't it possible to create your own lead lists without paying an outside provider? Yes, but obtaining lead lists from an outside specialist is much more cost efficient than generating lead list in-house.
Your company will receive better returns from proven list providers because they have massive industry databases that are updated regularly for accuracy. The bottom line is that lead lists improve the speed and effectiveness of the selling process.
Where Do Lead Vendors Get Their Data?
Great question. Top sales lead brokers are constantly combing a variety of sources to refine and enhance their available inventory of business leads. Notably, they scan Yellow Pages directories, SEC databases, and other data sources. On the other hand, be aware that there are some companies that are reselling old, stale mailing lists that are pretty worthless
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