Category Archives: Database Marketing

non-responsive leads

How Quickly Should I Suspend or Delete Non-Responsive Leads?

A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? What best practices should we put in place? There are multiple, legitimate reasons to suspend or even delete non-responsive leads from your mailing lists or CRM database: *  Non-responsive leads can weigh down… Read More

unsolicited email

In Defense of Unsolicited Email

Over at marketing automation firm Marketo, CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Do they really think that… Read More

Top 10 Demand Generation Resolutions for 2014

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1. Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but… Read More

If It’s Wednesday, It Must Be a Webinar Invitation

A client writes: I attended a Webinar recently at which one of the speakers prescribed scheduling lead nurturing emails on different days of the week – for example: newsletters on Mondays, product announcements on Tuesdays, Webinar invitations on Wednesdays, etc. He claimed this was an effective way to avoid campaign… Read More

Taking Stock of Your Lead Management Process: 5 Key Questions

Key to designing an effective lead nurturing program is taking stock of your current lead management process. By asking the right questions, you’ll not only uncover additional opportunities for improvement, but the information will play a key role in defining critical issues of workflow – for example: segmentation, frequency, and… Read More

How Good Content can Help Improve Database Health

According to business information provider ZoomInfo (see graphic below, further data here), more than 70 percent of business cards have one or more changes during a 12-month period. The most common changes (in order): job function, phone number, and mailing address. Even while fewer than 30 percent of contacts on… Read More