PREDICTIVE B2B MARKET TARGETING
How to Identify High-Value Prospects— Before You Run a Program
B2B marketers are certainly aware that business marketing data degrades quickly. Most know that there is no such thing as a “good list”. Keeping data clean is critical to lead generation success. Yet, it is frequently done wrong.
To reveal segments with higher probability of generating leads, compare your marketing database, which could number thousands of contacts, to your customer database. Then, complete the following:
Break prospects into small segments based on desired customer fit.
Test each segment with marketing activity including tele-prospecting calls
The categories that match your customers have priority. Rank by other predetermined classification, such as company type, size or region. Focus on the top two segmented and prioritized lists, then move down. Read the case study for more detail.
The sales opportunities generated from these small tests will reveal predictable segments that warrant building full marketing programs. The test phase confirms the market segments that are more likely to buy and are therefore worthy of marketing investment and resources.
Continued deployment of this predictive relational equation helps marketers:
Balance return against investment and determine optimal program deployment
Develop the intelligence to fully fund the right model for future programs