The Contact Database–The “Must Have” Of Every Company

There are items that are a “must have” for every person. In telemarketing companies this “must have” item is the contact database. It is important for a company to have a great selection of contact information to which they would be sending out their advertisements about their offered products and services. The database holds prospects and leads for many markets that a company wants to target. It may be from another industry, country, profession and this database enables precision targeting to any company that uses this tool for their advertising campaign. Reducing marketing time is one of the benefits when acquiring the database for it allows a faster and smoother running of a marketing campaign. Hitting a target market on the mark provides a faster approach to making transaction with them and so lowering the campaign completion time considerably. The marketing sales representatives that in touch with a specific market that is not in their targeted list will be getting quite a number of negative feedbacks. The database allows the company a good idea of what their targeted niche should be in order to get the right responses. When the marketing campaign is done on such a short time, budgeting has clearly been done. The database can lessen the time for marketing and so that saved time can be used to focus onto some more issues that can improve company performance.

Companies also need to have a plan on how to keep up with the technological advancements in their marketing methods. The internet has now become a widely used tool for communication and data sharing and exchange; it is not a surprise then that the email marketing services is put to use to make online marketing more efficient. The internet’s sophisticated platform has allowed companies to extend their advertising campaign to different parts of the globe; this advancement does not restrict a company to one place and will allow them to explore to different aspects of marketing worldwide.

The business email list is another tool that markets business online. This is another “must have” since the list can enable marketing of products and services properly while retaining current customers successfully. This list has money written all over it; this list helps every company have a more clear view of the type of customer niche they should be establishing rapport with.

For a “must have” marketing tool such as the contact database, there is only ContactDB to turn to. ContactDB can provide the best contact databases that have its customizing feature to fit any marketing need of a hiring company. Email marketing services help the distribution of marketing material with the optimum efficiency.

Catching Attention

Any email marketer would want their marketing campaign to be a success. This is why they spend time consulting email experts. But despite consulting different experts they will probably tell marketers the same gist: “Deliver value to your subscribers.”

The reason for delivering value is to catch customer attention. More customer attention would mean more revenues and returns for marketers. It is a very good advice to deliver information, facts and figures to customers, however these important mails are simply useless if these do not catch the attention of the recipients. Despite all of that accurate data and meaningful content, it would just be a waste of inbox space when the subscriber simply scrolls by.

Catching Attention in Six Ways

1. Value should be explained. Subscribers will always wonder what these emails are for and what data they hold. They would probably wonder what information they would know and how they would be educated with the product their marketer is selling to them. Information presentation and explanation should be in the sign-up copy. When the marketer has got that covered, it is time to reinforce the value on the confirmation page. However, that should not end there; do not simply disclose by expressing gratitude but also inform them of more discounts bound to come.

2. Value with links. Subscribers would know where to look when there are provided with links to see a sample of email. A screenshot of the confirmation page will also do. It is like providing subscribers a lead and what to look for whenever they would open their inbox.

3. Value with designs. A marketer should have their own signature design for customers to quickly discern them from the others. The subject line style and elements of design can help make a name for themselves compared to standardized and bland emails.

4. Value and Time. There should be a precise time when to send out emails.

5. Value and regular sending. Sending out too much will irk the subscriber, but sending out so rarely will make the subscriber what they had subscribed to the marketer for.

6. Value and customer cycle. Customer interaction is what keeps the ball rolling in marketing. When marketers know the cycle of their customers, it creates an impression to customers that marketers pay close attention to what they want.

Acquiring Customer Responses with a Contact List

Response is an indication that someone is listening. An important component for telemarketing success is the contact list. This is so important that it is considered to be the foundation of business. The list of contacts provides updated contact information of both current customers and prospects. Varying goals does not matter for they can all be achieved as long as there is a contact list. Generating fresh sales leads for a marketing campaign is executed properly with a targeted list of contacts.

Leading a large marketing campaign with an inaccurate contact list will consume so much time, energy and would turn out to be a whole lot more costly in comparison to not possessing one. The usual agenda of acquiring a contact list is to save up on resources even during a marketing campaign and in order to avoid squandering assets a strong and reliable database is needed, in order to target fresh leads.Business contact information is also one of the utmost significant assets of companies. Preserving a bank of these data will arrange for simplicity and accessibility to the activities of sales and marketing people. When data is needed, a quick search in the archives is all it needs and so sparing the trouble of gathering them. The data for telemarketing is acquired with ease and communication is needed to develop rapport. The contact list serves as the only connection between a company and their sales leads since a company does not have any connection with their prospects except with their data bank. Being a total stranger to prospects is nothing new, but how to approach them should vary in order to win their hearts and interests. The detail associated with customers and prospects are stored carefully in the data bank and so this means that one error can mean a fatal mistake of losing an important contact to a rival company. Accuracy of information is important.

The success of a telemarketing campaign depends on how the resources are being used. The best business contact list can fetch for a large price, yet it will easily earn back a bigger profit as it continues to reel in the best qualified and fresh leads.

Collecting contact information of all potential customers is one way to get the best leads. Being responsive is the main gist of why there is a need to gather data. The custom list enables a company to market to the same people repeatedly and letting them know about new products and news.

Quick Reminders About Email Marketing Services

Feedback from customers and clients in any form is always a good thing. Social media sites such as Facebook, Twitter, and Youtube are really good sites for advertisements and acquiring feedback. It is important for a business to have good interaction with their customers as it is very essential in a good business strategy. Nowadays it is not uncommon for people to have at least one email account and this is why companies need email marketing services in order to broaden their field of contacts. The approach of every customer with the help of the Internet has become simpler and unique. Every company can now avail of this type of service that is being offered by numerous advertising agencies to help advertise their products and services, and these services can help in evolving business firms through websites.

Marketing through electronic mail is reflected as a method that is very creative and highly operational. This is one way of reaching numerous customers all over the globe and to strappingly advertise the a firm’s products and services with minimum costs.

Through the Internet, every company would like to advertise their products and services. The email marketing list may not be easy to construct, but it is very important nonetheless. The contacts that are in the list are the recipients of advertisements sent out by the company in order for them to purchase the merchandise presented. Accurate contact information of every individual is everything. If the list is not updated, the progress of the company would greatly lag behind and eventually they would lose revenues and such.

Email has a wide variety of uses. Most people cannot function in work or school without it. The business email list is a huge collection of email addresses of recent and potential customers. Messages are developed in accordance with business rules. Companies would really need to rely on trusted brokers in order for them to get good results. Customizing emails sent to customers is a good way of establishing rapport; good rapport could mean that customers and clients trust the company. Budgets for advertising campaigns are also taken into account in order for the company to know what their next move should be.

How Contact List Recipients Diagnose a Weak Email Campaign

Recipients in your email marketing contact list are more than just passive spectators or unquestioning followers; they’re active players in your campaign as well. They determine the fate of each individual message you send and influence the direction of your entire project as it proceeds. That’s why, when there’s something wrong with your email message, you’re often not the first to know. In many situations, you’ll only become aware when it’s too late – when your recipients have already diagnosed and done away with pointless emails.

Weak emails show signs and symptoms that sometimes aren’t all that obvious at your end of the spectrum but become significantly more pronounced as your messages reach your recipients. It’s hard for senders to observe many specific types of email abnormalities that contacts in your email leads database can easily spot. As such, it’s important to thoroughly look for these tell-tale signs well before you hit the “send” button.

Here are six common email characteristics that recipients normally use to diagnose poorly-prepared email messages or campaigns. Any single one of these would be enough to land your emails in the spam or deleted folders, so watch out for these carefully:

1. Unidentifiable Sender.

The sender name is just as important as any other component in your email message. If your recipients won’t be able to recognize or identify from whom the message originated, there’s a strong chance your email will be ignored or even deleted. Be sure to include the sender’s name in the from field and avoid generic or non-person references.

2. Anemic Subject Line.

In a crowded inbox of 100+ email messages, having a clear and strong subject line makes all the difference between being noticed and being ignored (or disposed of). You only have about 50 to 60 characters to try and grab your busy recipients’ attention. Use this tiny piece of real estate to be direct, benefit-oriented, and compelling.

3. Displaced Content or Copy.

Irrelevant content, message text, and references are the worst of all these symptoms. These oftentimes underline a more serious email campaign condition that contacts deal with by not only getting rid of your email but by unsubscribing from your list as well. Always maintain relevance and timeliness in your campaigns and don’t forget to personalize.

4. Lethargic Calls-to-Action.

Calls-to-action (CTAs) are another set of parts in your email message’s anatomy where recipients observe weakness in the email’s potential for conversion. CTAs inability to suggest and encourage action on the part of the recipients is a terrible waste of resources and can lead to your email’s immediate demise at the hands of your readers.

5. Difficult Layout & Design.

If reading or going through your message requires a strenuous amount of effort from your recipients, then this highlights another key problem area in your campaign. Although this may not be apparent to you as the sender, it can be quite obvious to your recipients and can likewise be a source of annoyance or disappointment.

6. Disconnected Landing Pages.

Landing pages are meant to continue the conversation started in your email message. If your landing pages aren’t aligned with the points you’ve made in your emails, then this can be a potentially messy situation where you and your readers lose touch of the main purpose of the email.

What other symptoms do you think weak emails demonstrate?

How to Pick the Best Mailing List Provider

Telemarketing these days are no longer new and these kinds of businesses rely on contacts of people who show interest in their products and services offered. It is evident that every business firm should do a thorough research of mailing list providers who present their services over the internet; nowadays, it is very easy to fall prey into the wrong hands. When the latter would happen, the business revenue would most likely plummet due to advertisements sent to the wrong persons and in consequence, the company would receive very little attention.

Respectable and known brokers offer services that are not obtainable for free; if someone would like to get a job done perfectly, a little more effort is also expected on their sides. It is advantageous for a list that would offer personalized responses. Customers and clients would like to see a reply from a company that sounds natural; this can only imply that there is really a staff in the company who gives time and effort in making each mail and hearing first hand their feedbacks. This also establishes rapport with the customers. Secondly, it must be kept in mind that the emails should be tracked to ensured that they really received by both probable and contemporary customers. Finally, the list provider should also acquire data for the company to study when it comes to their advertising campaign. With this information, this would help giving sufficient background on the company’s next target customers and clients and at the same time not waste too much funds.



With a good broker, the list can be expanded with a business mailing list. The good information of mails and addresses ensure that there is no time and money wasted in sending out advertisements to the customers of the company. It is very important that the firm can identify their targeted niche of recipients in order to make their lists work. This involves the advertiser to modify their messages to this precise subscriber base.

The B2B mailing leads database is a good source where a business firm would acquire their contact leads. With this fact at hand, it is important for companies to have a database of this sort, with the trustworthy provider, of course. The leads the database would provide are essential information that the company needs in order for them to send out messages to the right recipients.

From Dashboards to Contact Lists: Making Metrics Count

“Not everything that counts can be counted, and not everything that can be counted counts.”

While the origins of the above quote is still debatable (whether it came from Albert Einstein himself or someone else), its meaning is quite clear and it’s profoundly true in many situations including modern email marketing campaigns. As email marketers, we try to measure things in our projects by using metrics, but that’s only part of the difficult process. From our campaign dashboards to our email marketing contact lists, we have to make our metrics count, not just count them.

We rely on metrics and analytics to give us snapshots of our campaign and its components, but we’re still the ones who have to interpret, filter, and act on the picture they provide. Our campaign dashboards can only tell us how fast we’re going, how far we’ve gone, or if there’s still gas left in our campaign; it’s our task to steer the whole thing to where we want it to go as well as decide how to get there.

In addition, not all the numbers that flash on our campaign dashboards can be useful in every given time and situation. That’s why it’s also part of our jobs to know which figures to focus on during specific phases of our email campaigns. If we, for example, wanted to test how well we’ve maintained the hygiene of our targeted email leads database, we only need to consider metrics related to list quality like deliverability stats and blur out the rest.

To help you make those metrics really count, here are five valuable pieces of advice from someone who knows a thing or two about analytics in email marketing. These lessons are from Loren McDonald, VP Industry Relations down at Silverpop, who says in order to go “beyond benchmarks” and optimize your email campaigns, you need to:

1. Broaden your metrics horizon.

The typical email marketer usually only looks at the so-called “process metrics” which include open rates, click-through rates, bounce rates, etc. But, to really get a more accurate picture of your campaigns, you also need to consider “output” metrics such as revenue generated, leads acquired, order volume, etc.

2. Aim to beat benchmarks.

One of the most important ideas from Loren McDonald is that being average isn’t enough. That’s why you have to strive to surpass industry averages and other relevant benchmarks. Benchmarks are useful in setting up your goals, but you shouldn’t be limited to merely attaining these levels; you have to go over and above.

3. Know & address weaknesses.

Metrics help you determine problem areas in your campaign, but they never offer ready-made solutions. As such, if you find specific issues in your project, you have to be prepared not only to find a solution to these concerns but to commit needed resources to increase the likelihood of getting them fixed.

4. Have a strategic perspective.

A lot of email marketers are highly susceptible of falling into the trapdoor of focusing too much on minute details and losing sight of the overall bigger picture. Always have a broader and longer-term view of your project and focus on details that support or affect the bigger issues.

5. Test, tweak, & track.
We’ve already repeatedly stressed out the idea of the 3 T’s of email marketing in previous blog entries, but it’s still worth mentioning this concept again to really hammer the point home in this post. Take a systematic approach at evaluating, adjusting, and monitoring your email marketing efforts and let your metrics be your guide in this pursuit.

Do you also have lessons about email campaign metrics you’d like to share?

When Will Marketers Learn to Segment Their Contact Lists?

New research reveals that “a majority of email marketers are flying blind” as pointed out by a news article of the same title (as quoted) recently published on the Direct Marketing News website. As if the headline isn’t disconcerting enough, the details in the news report are even more dismal. In this blog entry, we’ll try to dissect the reported causes of such a widespread lack of email targeting and hopefully show that segmenting email campaign contact lists isn’t only necessary but very much feasible as well.

According to a Return Path study, about 55% of email marketers admit relying on inadequate or wholly-absent targeting and segmentation practices in their campaigns. The survey, as explained by George Bilbrey (Return Path’s president), polled over 300 “marketing executives” who cited a number of reasons for their targeting strategies’ shortcomings. Here are some key points that the survey respondents raised and our take on the issues.


Reasons Cited: The above-mentioned news article paints a fairly clear picture of the predicament that an overwhelming majority of email marketers face today. Surely, all marketers have to take on certain challenges in their campaigns both within the organization and the external environment. These are some of the more salient concerns that email marketers voiced out in the same Return Path study:

A) Lack of necessary data.

Around two-thirds of marketers surveyed say that “access to the right data is a challenge” while one-third believe they’re somewhat in the dark when it comes to analytically assessing their campaigns. Even inbox placement and deliverability metrics are inaccessible to as much as 4 out of every 10 marketers in the study.

B) Absence of competitive strategies.

Email strategies are most effective when they’re developed while taking into account the campaigns of competitors. This is why about a quarter of the respondents think competitive intelligence in email marketing has a positive effect on revenue generation. However, only 23% of the participants actively observe their competitors’ campaigns, citing their inability to commit resources such as manpower and technology as root causes.

Our Rebuttal: While the arguments raised above do hold some level of validity, we think they’re worth some serious scrutiny. Regardless of how you may view our “counterarguments,” the point we intend on hammering home is best summed up in the clichéd line: “when there’s a will, there’s a way.” And so, with that, we say:

A) Things can be simplified.

Segmentation and targeting can be accomplished with even the most rudimentary business contact database resources. You don’t need sophisticated attitudinal segmentation algorithms to carry out a targeted marketing campaign. You just have to know your prospects and customers really well to know what’s relevant or irrelevant to them.

B) There’s more than one way to spy.

Better yet, you don’t even have to spy. We came across an interesting post by Bill McCloskey discussing competitive intelligence in developing targeting, segmentation, and messaging strategies for email campaigns. “Specialized tools” do boost the results of competitive intelligence activities, but careful analysis of publicly-available data on competitors is enough to get the job done.

Conclusion: Whether you buy into the arguments we’ve raised in our rebuttal doesn’t really matter. What’s important is that facts and common sense show segmentation supports relevance which in turn ensures conversion and response. It therefore follows that segmentation positively drives campaign results. That proves our case a priori and a posteriori. With that aside, let’s go back to the question posed in the title and hope that the answer would be sooner instead of later.

5 Ways to Triple Your Event ROI through Your Contact Database

As with any other aspect of your marketing life, quality is always superior to quantity. Just because you want to draw a crowd in front of your exhibition or presentation doesn’t mean you can invite everyone in your email marketing contact list. Know your live event target audience first and segment your email list for highly interested and promising attendees.

7 Best Practices to Ensure Applying Proper Email Campaign for Your B2B Contact List

Practicing proper email etiquettes allows you to show recipients in your B2B contact list the level of refinement and finesse you put in to your campaign. But, more importantly, applying good manners in your email marketing communications demonstrates how aware and considerate you are about your recipients needs. After all, being aware of others’ feelings is the basis for etiquettes and manners in whatever you do.

Here are seven key ideas on proper email etiquettes you should always stick to without fail:


1. Make sure your contacts have opted in.

Whether you’ve developed your contact lists organically or with the help of a trusted email list vendor, all entries should relate to individuals who have genuinely gave permission or have opted in to become part of your email database. While this is actually a legal requirement in many jurisdictions, it’s also a practical and ethical matter.

2. Humanize your messages.

Your email messages should be written by a person for a person. This means you have to personalize your messages according to the attributes and characteristics of your recipients, such as names, demographics, psychographics, etc. You should also see to it that personal touches, like From or Reply To names identifiable with a person rather than with an organization or a department, are included.

3. Optimize your sending frequency.

Aside from serving a practical purpose, finding and sticking to the right sending frequency also shows good email manners as well. It demonstrates how much you consider striking the balance between engagement and inconvenience from the point of view of your recipients. Test and see what this magic figure is for your campaign or ask the subscribers themselves.

4. Avoid any kind of mismatch.

This takes us back to the much-talked-about concepts of proper list segmentation and content relevance. Of course, these ideas definitely boost your campaign’s potential, but they also enhance your brand and reputation, two benefits which may not immediately be reflected on your metrics.

5. Comply with regulations.

Apart from stipulating the requirement of working only with a consent-based business mailing list provider, regulations like the CAN-SPAM Act also mandate the availability of opt-out options and prompt action for unsubscribe requests. While the penalties for noncompliance can be compelling enough; the ethical dilemma involved in violations can equally be heavy.

6. Manage inactive subscribers.

Subscribers who haven’t opened or performed any action on your messages should be handled appropriately. Instead of continuing to send the usual emails, you should confirm their desire to continue subscribing or their intention to opt out. Besides giving you the opportunity to keep your list clean, this action also allows you to show your responsiveness to developments in your campaign.

7. Run an inclusive campaign.

Today’s email marketing audiences are more diverse than ever. Your campaign needs to account for different deliverability requirements like spam filters, email platforms in use, device preferences (mobile or what-not). These issues need to be addressed in order to avoid leaving out specific contacts in your list.

No matter where you are in your email campaign, checking how well you’re doing in terms of the politeness and warmth of your messages is a necessary step. Striving to apply proper email etiquettes is as important for your overall efforts as any other component in your project. What other ideas on email manners do you consistently adhere to?

Top 10 Tips in Creating Excellent Transactional Emails for B2B Marketing Purposes

A recent survey conducted by SendGen reveals that transactional emails are helping expand the B2B leads database of many companies while enabling them to better retain existing clients. The study closely follows the correlation between the increase in email-triggering web apps and the sending rates for transactional emails which have now topped 600,000 per month. SendGen’s data also show that 26% of the email marketers surveyed are using transactional emails in the B2B setting.

This post discusses ten best practices in creating and sending transactional emails to recipients from a targeted B2B leads database.

Although originally intended to be sent in response to a specific action (or inaction) from the email recipient, transactional emails are now being used in other marketing and sales activities such as up-selling/cross-selling, branding, customer relations, etc. which have expanded their primary roles like password confirmation, account verification, purchase/shipping updates, and others.

If you’re planning to send transactional email in your own campaign to generate fresh leads online or for any other purpose, the following tips might help you out a lot:

1. Use a valid email address. Make sure that your From line contains a valid email address that clearly shows the name of your company or a traceable source. Most transactional emails typically use a From address of the form “noreply@domain.com.” However, this is considered to be somewhat misleading and rude.

2. Practice personalization. Your transactional email’s greeting, closing, and text body should contain personalized fields based on the data provided by your leads database. This ensures a more engaging reading experience for your recipient. Also, make sure to express your gratitude whenever appropriate.

3. Provide description of trigger event. Your transactional email should include some description of the event that led to the message sending. For example, include a quick explanation about the registration process that triggered the welcome or thank-you email.

4. Craft a clear subject line. The key to an effective transactional email subject line is to make it action-oriented. Avoid excessive hype or spam-triggering items. See to it that your subject line clearly indicates the purpose of your email in order to provide a strong reason for your recipients to open your message.

5. Provide appropriate links. It’s a good idea to include links to related material found elsewhere online to generate fresh leads or to deepen your business relationship with your subscribers. You can provide links to related online content, cross-selling/up-selling offers, homepage, product info, and others. You SHOULD provide links to your privacy policy and contact data management practices.

6. Give strong calls to action. Just because transactional emails result from your recipients’ action doesn’t mean you don’t need to offer them a clear set of options on what to do next. Make sure to include calls to action that are appropriate for the process your transactional emails are a part of.

7. Make it easily readable. Similar to normal emails, your transactional messages need to use concise sentences, bullet points (if appropriate), and other characteristics that enhance their readability.

8. Capture key points in text. Using embedded images to convey crucial parts of your message carries the risk of being overlooked or missed due to improper loading. That’s why your most important points should be expressed in text form.

9. Include security guarantee. By their very nature, transactional emails require higher degrees of privacy and confidentiality. Again, you need to link back to your privacy policy statements and indicate what you intend to do with your recipients’ email address as well as other data they have shared.

10. Apply your brand character. Make sure that you express the personality that represents your brand in every transactional email you send. Treat your transactional emails in a similar way you develop and manage other email messages.

How to Identify and Target B2B Influencers in Your Email Campaigns

Although technically not a part of the “target” segment, influencers play a key role in the purchasing decisions of your target audience and should be included in your B2B marketing database resources. This post looks at a few basic guidelines to help you confidently identify and precisely target B2B influencers with your email marketing campaign.

Influencers take many forms—from internal sources of recommendation to external experts. They also transcend multiple marketing channels from traditional to social media platforms. But, regardless of their orientation, influencers provide an important marketing vehicle known as “word of mouth.” The persons making the purchasing decisions, whom we normally consider when we build B2B leads database entries, oftentimes factor in word-of-mouth (albeit not literally) information about our products before deciding.

Social media has revolutionized the way that B2B purchasing decision-makers consume information. Nowadays, they tend to seek the guidance of experts who provide reviews, insights, opinions, recommendations, etc. through blogs, forums, groups, pages, and online communities. In fact, a study by Forrester Research reveals that about 500 billion influencer impressions are made each year online.

As a B2B email marketer, it’s part of your job to identify and target these influencers in your contact database or from elsewhere. Here are some basic steps to follow in order to help you accomplish this:


1. Know the buying process. Before you begin thinking about who your target influencers are, you have to first study and understand the buying process that your target prospects follow. Among the information that you need to uncover are the steps, levels, persons, accountability, and needs.

2. Identify the different sources of information. In the business world, purchasing decision-makers are only one part of a larger group in charge of evaluating their options. Find out what other types of roles comprise this body. Are there end-users involved? Are inputs from consultants and other third parties considered in the process? How does the committee acquire information about a given product/service? Does it involve both online and offline resources?

3. Build additional marketing database. Once you’ve identified where and from whom your target prospects acquire relevant information, you then need to build a marketing database centered on these potential influencers. You can develop your own opt-in list or find a reputable targeted database provider to acquire relevant lists.

4. Send test emails. Once you’ve developed your contact database of potential influencers, you need to send some test emails for analysis. Make sure that your test emails include relevant content and are strategically packaged and delivered.

5. Consider their social reach. The purpose of sending the test emails is to gauge your potential influencers’ level of social reach. Accordingly, you need to go beyond the obvious social media metrics like number of followers or connections. Instead, find out how the email content they shared travels after several degrees of connection.

6. Refine your influencer database. After you’ve determined their level of social reach, you should segment your influencer database further according to their social influence. There are a number of software tools that can help you measure these values. Among the purposes of segmenting your contact database further is for easier content mapping.

7. Map relevant content to each segment. Again, influencers come in diverse groups with different information needs. Some influencers may on prefer industry-wide information while others want more specialized knowledge such as tips and solutions related to a particular product or issue. The point here is to send email content appropriate for a specific influencer group.

Top 5 Reasons That Drive CEOs Toward Social Media and Why These Matter To Your B2B Marketing

Around 57% of CEOs think social media will play an increasingly important role in their business over the next 3-5 years. This is according to IBM’s Global CEO Study which surveyed over 1,000 chief executives more than 60 countries. Accordingly, B2B marketers must go beyond this headline numbers and examine the reasons beneath such a trend in order to help them make more informed decisions in terms of lead generation, contact list building, branding, ads, etc. As such here are the top 5 catalysts cited by CEOs in their decision to go social.




1. Building Brand Recognition.
Brand recognition remains the number-one consideration among CEOs to engage in social networking. According to the 2012 Social Media Marketing Industry Report, a significant 85% of marketers rated having an increased business exposure as the top benefit of social media marketing. Furthermore, around 20% of CEOs included in IBM’s Global CEO Study pointed to social media as one of the means to strategically place their branding message and project their company identity.

2. Better Insight on Customers.
The participants in the Global CEO Study who considered social media a vital part of their activities also noted that generating better insights about customers through this channel is a key factor. This isn’t hard to see since the average internet user spend 3 times more minutes on blogs and social sites than on any other channel, making purchasing behavior and preferences a bit easier to keep track of.

3. Source of Branding Ideas.
Generic social media is an excellent source of branding ideas with a diverse pool of insights waiting to be tapped. This is due to the fact that social media users have more than quadrupled since 2006 and are now comprised of geographically- and demographically-varied constituents. However, a particular variety of the social media experience is better suited for brand formation. Enterprise social networking platforms are seen to improve crowdsourcing ideas from employees of an organization and other companies in a sort of free-for-all, no-holds-barred brand brainstorming.

4. Extremely Cost-Effective.
Collectively, conventional social media platforms are 45% cheaper than the average marketing costs. It’s also relatively effective since around half of marketers using the three major social sites generate leads there. In fact, you’ll surely get better results in building your contact list if you have well-placed invitations at social sites. For CEOs, enterprise social media platforms are ideal choices. Forrester Consulting reported that Yammer, a popular enterprise social software, had shows an ROI of 365% and a payback period of 4.3 months.

5. Improved Employee Collaboration.
In 2011, Gallup noted that 71% of US employees felt disengaged from their jobs. As such, CEOs are looking to improve employee engagement through social media by improving collaboration at all levels. In fact, the Global CEO Study showed that 84% of CEOs say collaboration was key to employee success and is largely attributable to enterprise social media platforms like Tibbr, Yammer, and Huddle.

Why Should These Reasons Matter To You?
As a B2B marketer, you’re quite aware that CEOs and the C-suite are the gatekeepers of corporate accounts. But other than brining in increased business or growing your CEO contact list, chief executives are also excellent sources of business insights that you can apply to your own organization. In addition, whether you’re targeting CEOs through social media or finding other uses for this channel, it’s important to know that social media should be a means to carry out a marketing strategy and not the end.

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Software Marketing Survival Guide: Tip #9 – How to Plan a Successful Product Launch

As much as 80% of products launched in 2011 failed. Perhaps no other group feels this pressure more than software developers because of the rapidly-changing industry they work in. In order to be successful and generate enough software leads or buyers, a new software launch must be carefully planned, and here’s how:

• Apply the 4 P’s. The 4 P’s refer to Product, Price, Promotion, and Place. When you release your new product, you have to present the software name,version, description, features, improvements, etc. In terms of price, consider the costs in developing and producing your software along with your markup and those of resellers/distributors and make sure price remains in a competitive range. Promotion and place are included below.
• Generate ample publicity. Your ability to get people talking about your upcoming product is vital in a software product launch. To generate interest, curiosity, and ultimately fresh leads, you should write effective press releases that catch attention. Communicating with software bloggers and product review writers can also be a source of publicity for your new application.
• Use Web resources and tools. Your new product’s online presence is another key ingredient in the software launch. You have to buy a domain name or names that reflect your product’s identity and develop its own site for marketing and support. Aside from promotion, the Web can also be the place where your software leads can access your product. So make sure to have an effective order or download page.
• Provide trialware and full versions. You have to strategically distribute shareware and full versions of your new application. Registered copies should be given to key individuals such as business decision makers and other user groups. You also need to offer incentives to beta testers in exchange for useful feedback.
• Set up a support platform. Starting a support forum is an important first step toward building a community around your product. Aside from responding to questions and handling user issues, you should also provide tutorials, tips, and other educational material.
• Product launches are oftentimes make-or-break moments for software developers. However, there is a more fundamental concern that needs to be addressed for long-term performance of a product and a company, and this is called “building trust” which will be the topic of the final episode of this blog series. It’s coming up next, so stay tuned.

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Software Marketing Survival Guide: Tip #8 – Checklist for Writing Press Releases

Any publicity is good publicity. WRONG! Nothing could be further from the truth, especially when it comes to writing and distributing press releases. In order to get good responses, generate fresh leads, or improve brand awareness, your press releases must not only be noticed but also read and acted upon. Follow the “checklist” below to come up with effective press releases.

• Before Writing. Make sure that you know what your key message is, who your target readers are, what value you’re offering to them, and which objectives you’re trying to reach with your press release. It’s understandable to have a marketing goal, such as growing our leads database, in mind but you also have to consider the broader branding picture.
• Information and Organization. Once you’ve identified the event or development you want your readers to know about, it’s time to decide what pieces of information to include and how to arrange them in your press release. Follow the “inverted pyramid” approach which places important information at the top or upper portion.
• Major Parts. A press release begins with the headline that captures the entire idea behind it. Make sure to capitalize the first letters of each word in the headline. Next, the summary provides a concise overview of the story you’re telling. Then, the body of the press release follows with the details of the news. Break the body into smaller paragraphs to improve readability.
• Special Details. If you’re talking about a software debut, you may include some but not all of its features and functionalities as well as pricing and availability details. To really funnel fresh leads, you may also include your company’s contact details. Some press releases also briefly mention information about related products and services under the brand.
• What to Avoid. Hype is the main thing to exclude from your press releases. Remove adjectives like “awesome,” “best,” and the like. You also need to avoid excessively long lists of software features or system requirements. Remember, the purpose of a press release is to inform not to advertise.

Press releases are great ways of announcing new or upcoming products from developers, which is a very important part of software marketing. That’s why the next blog post is all about how to hold a successful product launch.

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