In our last blog, we looked at the impact of using bad data, meaning data that is scant in detail and/or out-of-date, as part of a telemarketing led lead generation campaign. This time, we will look at the other side of the coin – the benefits of using good data.
And let’s be clear here, data is the fuel of the campaign. You can have the best vehicle – a Lamborghini or Bentley – but without fuel, it’s useless.
Firstly, what do we mean by ‘good’ data?
Good data is COMPLETE AND UP-TO-DATE in detail. It will make the campaign work and allow it to produce the best possible results in the time available. At the very least, it should provide correct company address and telephone details, appropriate contact by name and job title. If you are planning a warm-up email, then the email address of the contact is an obvious prerequisite. We should note at this point that generic email addresses such as [email protected] or [email protected] are worse than useless. Frankly, you might as well put a message in a bottle and throw it in the sea for all the good it will do you!
If you do not have this data, then there are many options for buying data. A lot of credit agencies supply data but, for B2B, it can be remarkably generic. If you want to hit managing directors of SMEs, or even, perhaps, Finance Directors, then it might be worth investigating. But, if you need anything more specific, then it is best to use a list broker. A good list broker will take the time to trawl the market and find the best fit. They will also be able to give you data counts and samples so you can see what you are getting beforehand. At Lingo, we have worked with the ’our’ list broker for the last eight years. He gives unbiased advice and is an integral part of the team.
A good list may cost upwards of £500 per thousand, and some will be substantially more, but getting the right data to start with will pay massive dividends in terms of success and ROI on your lead generation campaign. Cheap, low grade fuel may get your Lamborghini to the shops, but you need premium fuel to be the fastest around the Nurburgring!
To discuss how we can help improve the quality of your data and provide a first class telemarketing campaign with strong results, call us today on 01865 886340.