Forgotten Prospects in Your Own House List : Best Practices in B2B Demand Generation

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Mr. Stewart leads demand generation programs for Demandbase and is a recognized thought leader in the B2B lead generation and lead management space. He founded and leads the Salesforce.com user group in Salesforce.com’s headquarters location (San Francisco) and was one of the first 500 people to complete the Salesforce.com Certified Administrator process. He has spent 10+ years in B2B telesales, demand generation, lead management and marketing operations with a variety of businesses including Maxager Technology, MarketLive, and Inference Corporation. Mr. Stewart has advised emerging software companies including Spoke and Kieden (acquired by Salesforce.com). He earned his BA in English from Rutgers University.

Chris Golec

Mr. Golec is CEO of Demandbase – a provider of On Demand Software and Services to improve demand generation at B2B companies. Prior to founding the company in 2005, he co-founded Supplybase in the mid-90’s. Supplybase was a successful supply chain software company that created significant customer value before being acquired by i2 Technologies in 2000 as part of the largest software merger in history. Before entering the software industry, Mr. Golec spent the previous 10 years of his career with GM, DuPont, and GE serving in engineering, sales and marketing roles. He holds a B.S. in Chemical Engineering and an M.B.A.

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Forgotten Prospects in Your Own House List

By Jason Stewart - November 5, 2007

Just a quick thought this morning, about unsubscribes in your house list

If email marketing plays a big part in your demand generation efforts, it is easy to forget about the people who have unsubscribed from your mailings. When is the last time they were including in your marketing efforts?

Don't take it personally. While some of them did opt out because they are not the right targets for your efforts, many simply needed to get that overflowing inbox back in line. Make sure those people still get your messaging. Pull your unsubscribe list and have the salesepeople select which prospects from their territory merit a phone call from inside sales alerting them to that webinar or white paper.

On a side note, I wrote a short article for DemandGen Report that came out today, 2 Targeted Steps That Produce Big Email Conversion Rates. Check it out here.

November 05, 2007 in Email Marketing | Permalink

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Comments

Great idea - A lot of great prospects just fall off of the face of the earth when the check the opt out box. Maybe they just are not ready to buy - now.

Posted by: Kirk Crenshaw | November 05, 2007 at 10:46 AM