by Carolyn Carlson, Data - Clear
Many of the Chamber's members may wish to communicate via obtaining a Business-to-Business (B2B) list.
The key fundamental components to successful messaging are: get a fresh updated list; have a good strong message using key words; and personalize the mailing to the micro-targeted audience to build a connection and for the customer to respond. It is possible to have a great list, but if the wording is not clear or the reader does not feel your connection or potential partnership, it can miss the mark which means wasted dollars. For email outbound marketing, this means reading, analyzing and tweaking the content by looking at reporting statistics - open rates, click through rates, and how many people are unsubscribing to your outbound mailing.
When getting a B2B list, the prospect will want to work with a reputable company that uses multi-sourcing to check for address standardization, National Change of Address (NCOA), and removes deceased records from their national database. I know working partners who verify the deliverability status of each business email. I also buy records to test, then go back for a second larger purchase order. B2B data is compiled from seminars, trade shows attendees, local boards, licensing boards, subscribers, industry associations and other data compilation sources. Records are cross referenced against national business data bases to ensure that each record is accurate. Scrubbing and verification of email addresses is done prior to providing a delivered file. The files meet Direct Marketing Association privacy, security, CAN SPAM complaint and are updated quarterly.
B2B Records contain: company name, company address, website URL, SIC code, NAICS code, industry, number of employees and sales volume and revenue. Additional records can contain: contact first and last name, job title, rank (director level), functional area of work, area of focus, phone, email, fax, and gender.
Business industry codes can be queried from National American Industry Classification System (NAICS) -http://www.naics.com/search. Once a business has determined what NAICS codes they are interested in prospecting, a query can be run. Another set of codes to consider is Standard Industry Classification Codes - http://siccode.com. Sometimes one query may net your firm more records than another so I run both queries for a business client. If interested in casting your marketing net wide a client may wish to obtain NAICS and SIC records for their prospecting if the budget will allow.
Many of the Chamber's members may wish to communicate via obtaining a Business-to-Business (B2B) list.
The key fundamental components to successful messaging are: get a fresh updated list; have a good strong message using key words; and personalize the mailing to the micro-targeted audience to build a connection and for the customer to respond. It is possible to have a great list, but if the wording is not clear or the reader does not feel your connection or potential partnership, it can miss the mark which means wasted dollars. For email outbound marketing, this means reading, analyzing and tweaking the content by looking at reporting statistics - open rates, click through rates, and how many people are unsubscribing to your outbound mailing.
When getting a B2B list, the prospect will want to work with a reputable company that uses multi-sourcing to check for address standardization, National Change of Address (NCOA), and removes deceased records from their national database. I know working partners who verify the deliverability status of each business email. I also buy records to test, then go back for a second larger purchase order. B2B data is compiled from seminars, trade shows attendees, local boards, licensing boards, subscribers, industry associations and other data compilation sources. Records are cross referenced against national business data bases to ensure that each record is accurate. Scrubbing and verification of email addresses is done prior to providing a delivered file. The files meet Direct Marketing Association privacy, security, CAN SPAM complaint and are updated quarterly.
B2B Records contain: company name, company address, website URL, SIC code, NAICS code, industry, number of employees and sales volume and revenue. Additional records can contain: contact first and last name, job title, rank (director level), functional area of work, area of focus, phone, email, fax, and gender.
Business industry codes can be queried from National American Industry Classification System (NAICS) -http://www.naics.com/search. Once a business has determined what NAICS codes they are interested in prospecting, a query can be run. Another set of codes to consider is Standard Industry Classification Codes - http://siccode.com. Sometimes one query may net your firm more records than another so I run both queries for a business client. If interested in casting your marketing net wide a client may wish to obtain NAICS and SIC records for their prospecting if the budget will allow.
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