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Tips for Acquiring Lists for Lead Generation Telemarketing

Posted on Feb 5, 2009 by Kathy Rizzo, Vice President of Sales and Marketing

Many of our clients are tasked with acquiring new databases or lists for telemarketing activities. Frequently we offer our recommendations and acquire data/lists on their behalf.

I would love to include here a list of all of the “exceptional” sources we have found over the years, however, doing so would make for a very short article. (sigh) The simple fact is there are few – and probably more accurately stated – no data sources that I would classify as “exceptional”. That said, I can offer some advice on how to obtain the most appropriate sources for your campaigns…

  1. Apply all pertinent criteria to your selection. Although this seems like an obvious statement, many times general sources are used for very specific offers. Therefore, if your offer/product/service is focused on specific installed environment(s), revenue sizes, verticals, etc the list must be purchased with that in mind. There are sources that track environmental information (i.e. primary hardware platform) that can greatly help in pinpointing the desired market. There are also many industry specific sources (Banking, Credit Unions Healthcare, Gov’t, etc) for vertically focused offers that yield positive results.
  2. Acquire multiple list sources for your program. We recommend acquiring at least 2 or 3 sources of data, allowing the greatest opportunity to pinpoint the best source for the message/offer. After the first 2-weeks of telemarketing, we can assess the list results and re-focus efforts on the best producers.
  3. Do not avoid a list just because the contact level data is inaccurate. In particular, telemarketing is successful in obtaining referrals and navigating through inaccurate contact details to obtain the “right” decision-makers. We do, however, recommend purchasing 20-30% more records that you need in order to offset the unusable records in some sources.
  4. Subscription lists can be effective. Again, many people shy away from subscription lists. However, depending on the requirements of the program, IT subscription lists can be effective. Many track environmental data, industries, revenue, contact role, etc.
  5. Sources fluctuate based on specific criteria. A single source may be excellent for one campaign, but yield very disappointing results for another campaign. Thus I caution our clients to assume lists results will be the same for each campaign. Again, to avoid disappointment, don’t “put all your eggs in one basket” and instead test multiple sources for each initiative.

By far, the best data sources are those that you build and cultivate through ongoing marketing activity. While purchasing new data is needed at times, make sure that you are always wisely using the data you already have obtained. Put together marketing campaigns that allow you to intelligently “touch” marketing prospects and decision-makers that you already have confirmed through previous activities.

Tagged: telemarketing leads, lead generation telemarketing, lead generation telemarketing lists

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