Ten Ways to Combine Data and the Human Touch to Get the Most from Your Prospects
By Dr. Jacob Shama co-founder, chairman and CEO of Mintigo
Marketers have access to a huge and ever-growing base of data, data from which they can pinpoint quality prospects and derive actionable insights. By leveraging big data, it’s possible to approach prospects more efficiently, and with more specific, targeted messages, than ever before.
Approaching data may seem daunting at times for a marketer. There are potentially thousands of variables at play in determining who your best prospects are. But before you start asking yourself questions dealing with increments of thousands, let’s start with a much smaller number. Making the most of the data requires using smart marketing practices. To guide you, here are 10 best practices for optimizing your lead-generation power at every step:
1) Define micro-segments to customize your message. By adding filters to your target list, you can locate segments of potential prospects who fit a very specific profile. It takes more time, but you can double responses by, for example, dividing a list of 1,000 into three sub-lists and creating custom content for each group. So, for a B2B marketer, once you identify which prospects use your competitor’s products, you can target that subgroup with specific messages about the benefits of swapping. Relevance always pays.
2) Use quality content to add value. A direct, unsolicited sales pitch is likely to be rejected quickly
