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Business to Business Marketing - Facts :

Conventional list wisdom used to rank response lists above compiled lists in terms of being most effective in generating response. Although this is still true in most cases, the b2b list world now has available some interesting hybrid lists that combine the best qualities of response and compiled lists. These lists often include additional data, usually acquired via telemarketing surveys, which make them more valuable to marketers.

 

Tens of thousands of company direct mailing lists, telephone number lists, and now e-mail lists are available. You should carefully evaluate all types of lists with target audience segmentation criteria in mind. For the most part, lists are rented for use, not sold. You rent the names on the list for one-time usage. In some cases, you may want to obtain the names for multiple or unlimited usage, which can be negotiated.

 

If a name responds, you own it. Otherwise, you cannot reuse the name without paying for it again. (List owners and managers seed rental lists with decoy names. It is both illegal and unethical to make unauthorized use of rental lists.) Typical corporate b2b response lists rent for $175 to $250 per thousand names. There are additional charges of $5 to $10 per thousand names for selection criteria and keycoding.

 

The list review and acquisition process is not for the inexperienced or queasy. The business of lists can be bewildering. Because the ultimate success or failure of a direct mail campaign rests largely on the list sources, you may want to work with direct marketing agencies or others qualified in list segmentation and selection.

 

A great way to protect your investment is through list testing. Testing is one of direct marketing's great differentiators. Although you can test many other things, including media usage, offers, creative approaches, even types of postage—list testing is generally an experienced direct marketer's first priority.

 

One of the most common means for selecting lists is using SIC codes. SIC stands for Standard Industrial Classification, a government-originated system that is a standard method of identifying business/industry types. The old SIC system, usually composed of four identifying numbers, has been enhanced by such vendors as Dun & Bradstreet to include six or even eight numbers. This permits much finer targeting for business-to-business direct marketers than ever before—and it makes available up to 15,000 different SICs.

 

Response Lists are b2b lists with names of officers and individuals who have demonstrated a propensity to respond or purchase like offers.

More about Business to Business Marketing .   See also: Telemarketing Leads and Prospect List .

 

Response Makers - Business to Business Marketing