Sending Direct Mail to New Leads

Don't Market to Titles, Market to Roles
It is a known fact in B2B marketing; you have to "touch" a suspect 5 to 6 times before they become a prospect in your sales funnel. With that in mind, marketers today are using multiple tactics to get suspects to raise their hand. Direct mail is on the comeback even though it is expensive. With email boxes being filled up with spam, suspects may be more likely to act if you can stand out in the crowd.

As marketers, when we start to build out a campaign we spend time on the message and the look and feel but when it comes down to the "list", we haven’t had many options. Our choices were either an in-house database (how old and accurate is this data really?) or to rent data from a title-based list broker. And do we know who these people are or how these names were acquired?

The problems with out of date and inaccurate contact information are obvious. Title-based list data, on the other hand, is something we've just had to live with and try and make the best of. With title-based contact data, marketers are forced to spray a generic message to a wide audience and pray that the right people will get that message and respond. We typically hand over our campaign to the list vendor and wait for the responders to start rolling in. Once the short list comes in, we then have to decide what to do with the information. Are these people ready for sales follow up or did they just want the Starbucks gift card you were offering? And do we ever really know if we are getting to the right buyers?

ReachForce provides an alternative to the dirty and unknown data problems. By identifying potential buyers by their role or function in an organization instead of their title, marketers are experiencing increased marketing results and sales conversions.

ReachForce Data Solutions provide marketers with high octane data using the following database solutions:

ReachForce Insight delivers real-time analytics on your current CRM data to highlight your winning 'sweet spots' in the market and in funnel activity. Insight highlights a profile of your best customers and opportunities and identifies all other companies that match that profile.

ReachForce Discover is then used to find the right role-based contacts within the new target companies. By marketing to the right contact, you are able to deliver laser targeted messaging and relevant content to potential buyers.

Verify contact information for prospects already in your database with ReachForce Refresh. Refreshing your database ensures the right people will get your emails.