I’ve noticed a trend where marketers want to keep a database of suspects and call it their “house” list. Unfortunately, it can’t be that because those contacts have not tried to engage with you and you think that “pushing” newsletters and alerts to them somehow makes the database a valuable asset because you’ve invested all this money contacting them.
I had one executive comment that “even thinking about creating a status of “inactive” in our database would be a detriment to all we’ve worked to create this great list.” Unfortunately, he just didn’t have the facts. 50% of the database is full of bad data or wrong data. We get return mail and reach people who really don’t want to engage with us. That is costing us in reputation, money in wasted mailings and resources in people focusing on poor prospects – they can’t get to the “needles” in the haystack because there’s too much hay!
Regardless, I’ve broken our golden egg of a database and we are segmenting the data to include suspects, inquirers, marketing qualified leads, sales accepted leads and sales qualified leads. We can measure each stage, determine what is good about our marketing and not, and get the business developers to focus on “sales ready” leads instead of people just searching for information.