Marketing Insights

Typically when clients first start with marketing automation they have to complete a data audit where they begin to understand how their data (the good, the bad and the ugly) affects their marketing effectiveness. 

One area I see most often in B2B (businesses that sell to other businesses) organizations is the need for moving from a free form, text field for Job Title, to two drop down fields – Job Function and Job Level.  This allow for consistency and accuracy for marketing purposes. 

By using the Job Function and Job Level fields you can market more effectively to the prospect’s pain points by area of interest and the type of content you’ll need to provide based on their level within the organization.

Some examples of each are:

Job Function

• Marketing
• Operations
• Human Resources
• Finance
• Professional Services
• Information Technology
• Sales

Job Role

• C-level
• Vice President
• Director
• Manager
• Consultant
• Specialist
• Student/Intern
• Other

Keep in mind, Job Title can still be collected as a data point for sales, but for list pulls, triggers to enter and exit into nurturing or scoring programs, you’ll want to use Job Function and Job Level.

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In our series about declining email response rates, so far we’ve looked at:

• Cleaning out inactive contacts
• Online reputation measurement
• Follow-up timing

Today we’re going to talk about purchased list. (Hint: Bad Idea!)

Are you buying email lists from other sources and adding those folks into your database? Don’t. I mean it: stop right now. First of all, the success rate on purchased email lists is approximately .001% according to my in-depth research, not to mention that you’re killing your online reputation. If you’ve purchased lists in the past I encourage you to be ruthless and cull those people from your database. Right now. Go.

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