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.

5

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

6

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

Parting Gift

To continue the discussion…we will send you a copy of:

Thank You

ruth@ruthstevens.com

@RuthPStevens

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for a free sample chapter.