Using online databases for developing prioritized sales leads

Using online databases for developing prioritized sales leads The current availability of online direct marketing databases provides numerous opportunities for marketing professionals to improve their marketing strategies and tactics. This paper illustrates how online "mailing file" data, formerly known simply as "mailing lists", can be used to develop high-quality sales leads. A set of procedures is presented that provides a way for sales managers to guide the company's salesforce in seeking new customers. A case study is included that demonstrates how a company that competes in a high-tech business-to-business market has developed and used sales leads that are highly targeted. In particular, the paper provides the results of an empirical study that uses a mailing file database as the starting point for developing a market segmentation approach to lead generation. Issues encountered in this type of research are identified, and suggestions are made for handing these issues. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Using online databases for developing prioritized sales leads

Journal of Business & Industrial Marketing, Volume 18 (4/5): 15 – Aug 1, 2003

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858620310480287
Publisher site
See Article on Publisher Site

Abstract

The current availability of online direct marketing databases provides numerous opportunities for marketing professionals to improve their marketing strategies and tactics. This paper illustrates how online "mailing file" data, formerly known simply as "mailing lists", can be used to develop high-quality sales leads. A set of procedures is presented that provides a way for sales managers to guide the company's salesforce in seeking new customers. A case study is included that demonstrates how a company that competes in a high-tech business-to-business market has developed and used sales leads that are highly targeted. In particular, the paper provides the results of an empirical study that uses a mailing file database as the starting point for developing a market segmentation approach to lead generation. Issues encountered in this type of research are identified, and suggestions are made for handing these issues.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Aug 1, 2003

Keywords: Online computing; Databases; Salesforce; Management

References

  • The impact of computerization on marketing performance
    Good, D.J.; Stone, R.W.
  • Factors discriminating functional and dysfunctional salesforce turnover
    Johnson, J.T.; Griffeth, R.W.; Griffin, M.

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