If your database for customers is a little low you can actually use a trusted vendor for lead lists. By partnering with a trusted vendor you can get introduced to target buyers in your industry, marketing expert Dayna Rothman explains how this works.
- [Instructor] In addition to sending emails to your own database, you can actually use vendor-sponsored email marketing to grow your list. If you don't have enough contacts in your database, you can actually rent lead lists through trusted vendors. Sponsored email sends using a trusted vendor enable you to leverage somebody else's database for the purposes of engaging your target audience. These types of email sends help you gain trust for your business by partnering with a vendor your buyer is already familiar with.
So for these, it's best to use organizations that you've heard of that are in your industry. These types of email sends expand your brand presence within your industry by introducing your company to relevant prospects. So there's usually two examples of a sponsored email, two different things that you can do. So the first one is an email buyout. So this is when you purchase a full email send to a certain number of contacts. The email is 100% dedicated to your brand and often links out to your own landing page.
So note that even though this email is 100% dedicated to your brand, it does also have the branding of that vendor that you have chosen. So the other type of email that you can do is a newsletter spot. So many of these vendors they will send out a weekly newsletter that does include a variety of different types of content. So with a newsletter spot, you can purchase an ad or a content spot on that vendor's newsletter. You share this space with a few other companies and your ad will often link out to your own landing page.
A newsletter spot is a great way to get started with these types of paid programs to see how an audience reacts to your particular content versus doing a full email buyout upfront. So when you are sending a sponsored email, you can actually be very specific on your email send criteria. Just like if you were purchasing a rules-based list buy, you can select the audience specifications for your email send. You can generally segment your paid email sends by company size, role and title, industry, location, obviously the more targeted you get here, the smaller of a list size you'll be sending it out to so it's very much based on the vendor and your own particular preference, but I definitely do recommend trying to work with the vendor to segment out so you are sending your content to only the best prospects for your company.
And there's different ways that these paid emails are priced. So pricing might be one of the following, so you can often see pricing based on list size so depending on their database size or how many people that email is going out to. So cost per lead, so some vendors will charge you based on how many leads that you are able to generate through this email. The number of rules-based criteria you choose so how many different targeting options you want them to use.
Newsletter topics so a lot of these newsletters will have various different topics throughout the year and some of the topics are more expensive than others and then bundle pricing, so sometimes when I do programs like this, I do bundle it up and do multiple emails. If the vendors offer contents and occasion or webinars, I will bundle that up as well to get my price down here. So what should you keep in mind when speaking to these various vendors? So always use a trusted vendor. So make sure that you're using vendors that you've heard of before, that you already see in your email inbox, ask other people in your field to see what different organizations that they may have used for stuff like this.
So ask the vendor about their list quality and update frequency, so how are they getting people into their database, are people opting in, are they opting in every few months, how often are they updating or scrubbing their database, so this is all important especially if your pricing is based off of the amount of people the initial email gets sent to. See if the vendor has a duplicate lead policy. So oftentimes, these vendors will have a policy wherein if you get somebody to download say a whitepaper and you already have them in your database that they will give you additional leads so ask them if they have any type of programs like that.
The other thing to keep in mind is are there data transfer capabilities? So some vendors will give you information in a simple spreadsheet that you will have to upload into your marketing automation tool whereas some vendors actually will have an integration directly into a marketing automation platform via something like a WebHook where they deposit the data on a separate page that will automatically get loaded into your marketing automation platform. So this might be a consideration for you if you're thinking through scale or if you have a giant list and have a very specific way that you want to enter that information.
- Identifying funnel stages
- Defining key goals and metrics
- Deciding on an approach
- Building a lead generation plan and a team
- Aligning with stakeholders
- Choosing a lead generation technology
- Building attractive content
- Generating leads with blogs and social media
- Creating an SEO strategy
- Tracking ad performance
- Increasing visibility through events
- Using paid ads and direct mail
- Qualifying leads
- Measuring campaign effectiveness