Oceanos, a NetProspex partner and list consulting firm in Boston and San Francisco just released their Summer 2010 List IntelligenceTM Report. The full report can be downloaded here.
The report includes stats on open and click rates for their client campaigns, as well as a few tips from Oceanos and SiriusDecisions. Here are some of the highlights:
Increased open rates
The open rate of client campaigns increased by 22.5% from Q2 of 2009 to Q2 of 2010.
Increased open rates signals that marketers are sending better, smarter, and more targeted content in their campaigns. This stat also speaks to the improvement in deliverability of these campaigns from higher-quality data sources like NetProspex and the rising standards of third party data providers and our shared clients. As our mantra states, accuracy is everything.
I give our clients at NetProspex a TON of credit, they are creative and intelligent marketers who send useful, engaging material to a highly targeted audience.
The power of targeting
SiriusDecisions includes a great piece in the report about their "Five Faces of B-to-B Buying". Before designing any content, marketers need to consider their audience. When segmenting your recipients, or "defining your universe", keep these personas in mind:
- The Champion
- The CXO
- The Influencer
- The User
- The Ratifier
Because each "face" has different needs, priorities, and preferences, marketers should take the time to understand how each role fits into their own segmentation, and create content accordingly.
A note about content
When using a third party list, content is the most important piece of the campaign. Your outreach is meant to start a business relationship, and first impressions are extremely important. Design every email to be useful, engaging, and well targeted, and you'll have a great way to augment your lead generation, and a successful way to find new prospects.
Social strategy
Thanks to Oceanos for this shoutout!
"This quarter we wanted to highlight the really progressive work of a core Oceanos vendor – NetProspex. Last month, NetProspex became the first data provider to integrate comprehensive social media information into a B2B contact directory."
As stated in their report, the benefits are clear for sales - greater insight and more authentic connections are truly possible with instant access to a prospect's social profile.
For marketers, Oceanos recommends creating channel specific messaging and campaigns.
What about combining email and Twitter? Promote a Twitter contest to those recipients with active Twitter accounts via email, and watch your engagement across both channels improve.
Thanks to Brian Hession for the report. Follow him on Twitter, and go download the report here.
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