This is part 5 of a six-post series to address six of the most fundamental needs of the complex B2B sales cycle and how B2B email marketing can answer the challenge of each and every one of them.
Whether your prospect universe is small or large, you need to be sure your message is being received by all of those that might be qualified prospects. Of course that all starts with a decision-maker list, but what do you do from there? B2B email marketing may be the easiest answer.
Critical Need #5 – Ensure that you are tapping all of your prospect universe
Keeping your company and your solution top-of-mind with a B2B email marketing strategy is as much about the messaging as it is about the maintenance of your B2B contact database. You should constantly be adding qualified leads to your database at regular intervals.
You can use sites that crowd-source contact data or purchase an inexpensive decision-maker database from a list vendor like Red Base Interactive. Either way, our advice is to constantly be adding anyone you think might be a fit for your solution to your database.
By focusing on database growth, and combining that with consistent messaging, your target audience will have some familiarity with your solution and your company should a need arise in the short- or long-term.
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