B2B data decay and list rental – buyer beware!
FEBRUARY 13, 2015
Overview: There are four primary elements of a B2B targeted marketing campaign: Targeting, segmentation and list selection. Contact media sequence and frequency. Of the four, no experienced B2B marketer disagrees that the targeting, segmentation and list element is the most important. Simplistically, there are two sources of lists – internal and external. Internal lists are primarily customer or past lead lists. Key contact name was also wrong.