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Perhaps the reason why business people still take data for granted is because some of them can't see how that data translates into money. One way to explain this is by showing the effects of information on the actions a company would make.
However, this would best illustrate if we use a B2B company as an example. In this case, suppose your company does advertising. Now advertising is an information-dependent industry. Everything from web-banners to TV commercials is supposed to be designed with the target market in mind. With that said, how can you do that when you don't know that market at all?
This is why advertisers do research on the needs as well come up with good reasons why they might want the product they're promotion. It's a common rule in advertising to really speak to your market.
This example only tackles things from the B2C perspective though. On the other hand, how does information get translated into sales in B2B terms?
Again, advertising can stand in as an example. You're not only dependent on information around consumers. Like any other B2B business, it needs information on possible clients: businesses who need advertising for their products. It actually gets trickier for them in this case because they can't use their advertising skills on B2B targets. Why? Obviously because you'll be targeting important decision makers who are far too busy to pay attention to anything unless you can make yourself uniquely relevant to their needs.
By uniquely, you need a large set of information solely dedicated to them. What is their budget? What methods do they prefer? Is their industry catering to particular sub-cultures or demographics? Unlike in regular advertising where you treat consumers as one big group, decision makers can only be impressed if you really did your homework on them as individual corporate entities.
That is how data ends up converting into sales leads. The information you get automatically maximizes your chances of making a sale. You'll now know exactly why your prospect should do business with you.
Finally, this leads you to the question of what method is best used to gather this information or at least establish a connection that will enable a careful exchange. Emails can make for a subtle start but you need something more direct to improve your chances.
Live conversations have this speed and at the same time flexibility. With that in mind, you should try telemarketing for this type of data for generating leads. Outsourcing it is also recommended since you'd normally spend much hiring, training, and equipping your own in-house team. Furthermore, you'll most likely be given a lot of access to their records and their conversations so you'll be knowing exactly what they do anyways. It's hardly that different from having one in-house.
So there you have it. Whether its B2B or B2C, you'll be taking wild swings in the dark if you lack the information that tells you where to hit. Improve the accuracy of your marketing efforts and collect more data!
Kurt Wyatt is a B2B lead generation and appointment setting specialist that aids direct marketing and advertising companies in generating quality sales leads and appointments. Kurt invites you to visit http://www.dmacentral.com/ for more information.
