When it comes to running any type of outbound sales & marketing campaign, everything starts with data.
You have to have some idea of who you’re going to contact, and the necessary contact information to contact them (phone number, email, mailing address, social media, etc). The most effective campaigns often combine multiple channels of communication, meaning the more info you have on your targets, the better your chances of converting them into a paying client.
Whether you’re planning to call everyone in the phone book, or to send unique emails to 27 key decision makers at your most prized target organizations … everything in your direct sales & marketing campaign rides on the strength (or weakness) of your “lead list.”
For purposes of this discussion, the “lead list” can be defined as: ALL the data you have on your targeted contacts; their organization(s), contact information, descriptions, notes, etc.
A lead list can be as simple as names & numbers, and as complex as dossiers with background & credit checks.
No matter how you slice it, if you are relying on this data to earn a profit, building your lead list will make or break your outbound marketing campaign. That’s why it’s important to approach this process with a strategic vision guided by these 4 Principles…