As marketers become increasingly more sophisticated about building lists, "quality" list building is taking center stage. Marketers have been building lists for years through mailing campaigns, trade shows, print ads, telemarketing, banner ads, e-mail, sponsorships, etc. Everyone agrees these are great ways to build a list of targeted prospects.
But buckle up, because we have entered the "Lead Generation Nation." This is a territory that has changed the entire landscape of marketing and list building.
Marketers in the "Lead Generation Nation" are implementing new ways to add leads to their repertoire that are more than just mere targeted prospects. Ideally, marketers want prospects who they know upfront are interested in their product or service. They are even willing to pay more money for each prospect that has confirmed an interest in the product or service at hand. They are giving up some of that quantity and replacing it with quality.
In recent months, there has been an extreme up-tick in the passing of co-registration data to marketers seeking quality list builds. While co-registration has been around for a while now, it seems to have climbed high on the radar ladder of the many marketers adopting the "quality" strategy in their list building plans, particularly in the B-to-B arena.
Building a list is simple, building a quality list is not. Co-registration allows marketers to not only reach their desired target audience, but more importantly, to capture interested prospects to build their lists. Prospects are required to either opt-in or opt-out of the offering. Identifying interested prospects versus general prospects increases the probability of converting them into customers tenfold.
Co-registration data is not all equal. It is of vital importance for marketers to understand the source from which the data is coming from, and the data elements that are being passed back to the marketer. Marketers must make sure that the data they are seeking to obtain through co-registration is customized to their needs. This can be achieved by adding custom questions to their offering. Customization can also be obtained from co-registration networks comprised of trade publications that pass along the data readers fill out on the subscriber qualification cards.
B-to-B publishers /media companies are also dancing the co-reg dance. They are finding that adding co-registration to their Web site monetization initiatives is a great way for them to make up for the huge ad revenue losses they experienced on the print side to search. What has really surprised and excited them the most is that co-reg not only makes up for that lost revenue, but has become a major source of new revenue that they can count on for years to come.
Christina Bashark is the vice president, business development with ePostDirect's BtoB Co-Registration Network.
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