You’ve recently purchased a new list, engagement data, or leads.
You needed to grow your list and now you have a whole new set of contacts to market to.
But how do you handle this freshly purchased audience?
Consider the Source
You can get data from a variety of sources. You can buy it directly from companies that just sell lists, from companies that sell leads, or companies selling various forms of engagement data.
The source of your data is something to keep in mind.
If you buy directly from a company selling raw data, then you risk having poor deliverability rates and other headaches. This kind of data will have to be thoroughly vetted, because often you don’t know how recent the list is.
Sometimes, you have the same issues when you buy leads. But if you buy from a source that verifies their contacts, you’ll find that you have better deliverability and better ROI.
Hygiene and Optimize Contacts
Once you have your leads in hand, be sure to hygiene your data. Depending on how and where you bought your data, you may have a lot or a little hygiene work to do.
This means ensuring that you have all the required/desired fields, that all the email addresses are real, and that there are no duplicate emails on your list.
Ensure your new data is laid out the same way as any previous data you had. This might mean changing how company size is written or what order the fields are in.
Data is only functional if it all looks the same in your database. Otherwise, you risk running into issues.
Buy the Right Marketing Automation Software
Purchased lists are a great fit for marketing automation, in fact, most of those who buy engagement data or leads from HiP usually put them in a marketing automation or CRM platform.
Make sure you have a system in place to handle the new contacts.
There are a variety of factors you must consider when choosing which marketing automation or CRM software for your business.
Certain marketing automation platforms are better for specific company types and sizes. They also take into consideration who your business markets to.
For example, you might be a medium-sized business marketing in the B2B space. You might use Marketo or Salesforce as your automation software.
A small business might use Hubspot, InfusionSoft, ActiveCampaign, etc. dependant on budget, which is another important area.
You already have marketing software. A marketing automation software that doesn’t integrate what you already use is impractical and will create friction and added work to your workflow.
Create a list of the software you use and software you might want to have in the future. Use this list to see what is supported so that you aren’t left with a brand-new marketing automation solution that doesn’t connect with any of the marketing tools you already have.
There are two costs associated with marketing automation. There’s the initial setup fee and the monthly cost. When you look at marketing automation software, be sure to keep those fees in mind. Some have reasonable monthly fees, but a high setup cost. For smaller businesses or marketing departments with a limited budget, consider looking for something that has little to no setup fee.
Do they demo?
Before you make the leap, see if the marketing automation options you are considering offers free demos. When it comes to something as important as a marketing automation software, you should try before you buy.
That way, you can see if it works with other marketing software you use without making an immediate monetary commitment.
Segment and Nurture Adequately
When you buy a list of any sort, please do not make the mistake of immediately calling them. You don’t have a reputation or relationship with these contacts.
They will not like being immediately called, even if their number came in the data you purchased.
These leads/contacts are cool at best. At most, they may know a little bit about your brand. Don’t try to strongarm them into something without warming them up first.
That’s why it’s critical to sort, segment, and nurture your database properly. Until you see otherwise, assume your newly purchased contacts know nothing and think nothing about your brand.
Pushing them too soon will leave a horrible first impression and you will have wasted money on leads that are now disinclined to engage with your brand.
Don’t buy contacts and let them go to waste, whether it is through inaction or overzealous sales tactics. If you use the steps above to ensure that your new contacts are being handled properly, you’ll see a better ROI on purchased leads.
Have you ever purchased data? What was your experience? How could you have made better use of purchased data? Let us know in the comments section.
Acadia Otlowski is the editor and copywriter at HiP. She handles writing subject lines and email copy as well as contributing weekly to the blog. Acadia is a journalism major turned marketing enthusiast with a heavy background in research and writing. Outside of work, she is an avid reader and storyteller, as well as a fire performer.