List Build

ing

When to Re

nt, Buy an

d/or

Profile

2

How to get started

Before you decide if renting, purchasing or prospect sourcing contacts to supplement your house list is prudent you need to know some key data points:

Establish your revenue goalEstablish you average deal sizeEstablish the average percent of inbound leads that become clients

3

What does all this tell you?

Revenue Goal ÷ Avg. Deal Size = Total # of deals needed to reach revenue goalRequired # of Deals ÷ % of Leads Closed = # of leads needed to meet revenue goalNow find the average response rate for house list

How many leads are generated, on average, when sending to the house list at any given time?

4

If you found that your house list is indeed sufficient then there is no need to continue through this presentation

You’re house list is the most effective way to generate leads

Remember that generating an excess in leads that your sales team is unable to follow up with in a timely manner actually creates more harm then good

Is your house list sufficient?

5

Options for building lists

Budget is an important variable, if it’s limited some options may not be viableBased on average response rate (from most expensive to least) the best options are:1. Renting2. Prospect Sourcing 3. Purchasing

6

Universe study

A universe study should be done before renting or purchasing listA universe study is an ideal way to research the big picture:

Find out what niche your target buyer is most likely to exist inWhat are the costs associated for various listsWhat industry publications prospects readWhat is the cost for a minimum orderWhat selects are available to you

7

Selects

Specifications for the people you want to reach: i.e. geography, department, and position titleNeed to take advantage of as many of these selects as possible

Helps create the most targeted and therefore smallest list possible

While most vendors charge for each select, you often recoup these charges as they weed out those unqualified, thereby producing smaller, less expensive lists

8

Readership communities

Research Communities: good idea to explore and find out where your prospects get their information

Research publications (print & online) to see if they rent their lists

If they do rent lists this is a good thing (counter to conventional wisdom), as opposed to selling their lists

9

Media purchases

No Deals to be foundGet what you pay for:

The more expensive the list, the higher quality it is and the less it’s been sent out

10

List renting

If best option contact list broker and list specifics (opt-in, double opt-in, how often its sent)What costs are associated

Typically average list is $.25-.50/name with 5,000 contact minimum order

11

Pros of list renting

The list owner allows you to see the list’s statistics (avg response rates, avg leads generated, etc.) before you rentRented lists usually generate .5%-2% response rateThe list owner manages the number of times the list is sent out, which prevents overuseOnce the email is created, the owner will send it for you

12

Cons of list renting

You do not own the addresses on the list – you only get the contact information of individuals that take part in your offer and fill out one of your formsA fee is charged each time an email is sent

13

List purchasing

Purchasing a list is the same process as renting except you pay a one time fee,

Usually less than a rental fee ($.10-2/name), to keep a physical copy of the list

14

Pros of list purchasing

You own the addresses on the list immediatelyThis is a shortcut to instantly boosting the size of your house listYou can use it as many times as you wantOnce purchased, sending to it again is free

15

Cons of list purchasing

Rarely are purchased lists opt-inRarely are purchased lists targetedChances of your communication being marked as spam are higher because it’s unsolicitedIf there are too many spam complaints, your risk of being blacklisted is higherThe list can be sold to many people, which puts it at risk for overusePurchased lists have a much lower average response rate, around .5%

16

Prospect sourcing

Includes searching for new clients, collecting contact information and adding it to the house list via several online data collection methods Process of collecting this information is difficult and most good prospect sourcers have over 10 years experience If you don’t have access to someone with that knowledge, ramping up can be an insurmountable obstacle Need the proper technology to be effective

17

Pros of prospect sourcing

Once technology and ability are acquired there are no additional costsIt helps expand your house list – you own the data you collectYou gain contact data for specific companies you are interested inIt can augment your house list at any time with new data

18

Cons of prospect sourcing

Addresses are not opt-inYou can gather outdated email addressesThe process is time consuming if done internallyThe skills needed require considerable time to acquireThe technology needed is expensive

19

Before picking an option…

Test them out!Make sure the list you’re planning to use is legitimate before sending out the actual marketing campaign

20

Call to action

Full Report – http://crunk.starrtincup.com/lists Contact: William TincupW: www.starrtincup.comE: tincup@starrtincup.comP: 817-204-0400