This is Part 1 of a two part series looking at best practices for managing a contact database. Look for Part 2 in next week’s newsletter.
In order to optimize marketing messaging and generate the leads needed to feed their sales pipelines, BtoB marketers continue to wrestle with the need to “right-size” their contact databases. Industry experts suggest each organization should have a defined set of lead gen goals and demographics in place.
While marketers must tailor goals to their pipeline metrics, email service provider ExactTarget recently offered hard numbers to go on for list growth measurement. “Average list growth is about 35-40% per year after attrition (about 25% per year),” says Morgan Stewart, Director of Research & Strategy at ExactTarget. “However, this takes programs of all sizes and intentions into account. It is unrealistic for programs with very large lists to expect this type of list growth.”