As part of ongoing research on B-to-B data sources available to marketers, this white paper evaluates the volume and accuracy of B-to-B marketing data provided by three response database suppliers.
Traditionally, database “response lists”—those assembled from magazine subscriptions, trade shows, white paper downloads and product purchases—have been praised for their accuracy and condemned for their coverage. vGood detail, yes, but poor overall breadth of industry niches, went the criticism. Better to add in one of those immense “compiled lists” from phone books, government records, Web scrubbing, etc., to deliver huge volumes of contacts across an entire vertical spectrum. That point of view may now be outmoded.
According to a new study, “B-to-B Response Databases: A Comparative Analysis,” response lists are growing in size and breadth of coverage, to complement their traditional accuracy.
“It was a surprise,” said Ruth P. Stevens, president of b2b marketing consultancy eMarketing Strategy, professor of marketing at Columbia University and co-author of the study. “The number of companies reported by Standard Industrial Classification and the number of contacts per company were impressive. These databases are really doing a great job of grabbing up wide swaths of the target audience.”
Stevens, who co-authored the study with Bernice Grossman, president of database marketing consultancy DMRS Group, said a new generation of list vendors has emerged that not only use a variety of tools to eliminate duplicates and enrich response-list content but also offer an increasingly massive database composed of many separate response lists.
To access the white paper click on the attachment: WP Response Databases Comparative 4-11
This whitepaper was provided courtesy of: Ruth P. Stevens consults on customer acquisition & retention, and teaches marketing to graduate students at Columbia Business School. She is the author of Trade Show and Event Marketing and the forthcoming Maximizing Lead Generation. She can be reached at [email protected]
Bernice Grossman is president of DMRS Group, Inc., a marketing database consultancy in New York City. She is past chair of the B-to-B Council of The DMA. She can be reached at [email protected].