B2B Marketing Databases Continue to Grow in Popularity
The size and popularity of B2B databases has continued to grow, with contact opportunities well into the millions. According to InternetRetailer.com, marketing data and partnership firm Every Market Media has recently launched a new B2B marketing database, which offers access to up to 25 million contacts and now is considered one of the largest available. The firm offers access to the database for direct mail, telemarketing, and email marketing campaigns for B2B marketers who want access to potential clients.
Every Market Media is adding to a growing list of big data firms that are attempting to meet the need for databases that allow marketers to create and send out various campaigns. Biznology acknowledges that delving into the world of data can be overwhelming and not the most desirable responsibility for most employees, so they recommend being smart about what data you use and how you are using it.
In addition, Salesify released a white paper comparing the B2B data offerings of some of the other top firms, including Jigsaw and Demandbase. They compared completeness of records for specific contacts and also give suggestions when trying to find the best database for a specific company, including sending them a contact list to see how much information the database can fill in and how many contacts they have for your specific industry or targeted job title.
B2B Database Marketing
The idea of data-based firms offering B2B (and B2C) marketing databases filled with the contact information for potential leads in almost every industry isn’t new. Many firms like Bizo offer databases of contacts in order for B2B marketers to hopefully reach new clients. In fact, Bizo was acquired by LinkedIn this year in an attempt to offer more engagement and options for B2B users of the large social network.
In order for database marketing to be successful, marketers must focus on proper targeting and segmentation for their prospect lists, no matter whether they are doing an email, telemarketing, or postal campaign. John M. Coe of the Sales and Marketing Institute states that up to 70% of campaign success is based on proper targeting. The rest is up to the content, design, and strategy of the campaign itself.