As a B2B marketer, I have learned that sourcing a quality list is an art. As marketers we have the ability to rent or purchase e-mail, telemarketing or postal lists. But, we must determine which vendor guarantees a high-quality and targeted list source.

Here are a few things to keep in mind when sourcing a list:

1. Lists are very expensive, so have a specific list criteria and targeted regions in mind.
2. A good vendor should be able to sort a list by a specific industry or product/service interest.
3. Be sure your e-mail/postal/telemarketing lists match if you are renting or purchasing more than one type of list.
4. There are some vendors that do not allow you to purchase a list, but they do allow you to rent a list. In this case, have a well-developed campaign to guarantee a good response rate.
5. Renting a list means you have to send your artwork to the vendor and they will send it out on your behalf.
6. When renting a list, the standard distribution rate of an e-blast is one transmission unless you pay additional transmission fees.

Now, you might be wondering where to source a list…we have found that Corpdata is a great list source if you are looking to purchase a list, and TechTarget is a good vendor to use when looking to rent IT leads.

It’s funny the way people define terms in B2B marketing, and marketing in general. I think there is a tendency, especially with the advent of social media, to confuse the technologies or tools with the applications, or usages of those tools. So, allow me to clarify for all of you n00bs, what’s what when it comes to correctly identifying popular marketing technologies and distinguishing them from what the technologies are used for.

1. Marketing Automation is the tool or technology. Lead nurturing and lead management are what you use marketing automation for.
2. Social Media, or New Media, is the technology (or medium). Content distribution, promotion or two-way communication is what you use social media for.
3. CRM is the technology. Documenting and tracking customer interactions are what you use the tool for.
4. RSS is the tool. Online publishing and syndication are what you use RSS feeds for.

Do you know anyone who claims to ‘do’ social media? Are there any other B2B marketing terminology distinctions you want to clear up?

In B2B marketing and sales, the question, “What is the exact definition of a lead?” inevitably comes up. I believe the definition is constantly evolving, but it can be defined or categorized relative to its stage in your funnel. Here’s a description of the lead stages I use when developing sales and marketing alignment programs for clients.

1. Raw Leads: These are raw inquiries that enter the funnel (web form submissions, trade show leads, business cards, purchased lists, etc.).
2. Viable Leads: Once it’s determined that a raw inquiry is not a prospective employee, vendor or competitor, and they have some or all BANT (or SCOTSMAN) criteria, they are viable.
3. Nurtured Leads: These leads have received communications from your company, or been touched with marcom materials or telephone contacts.
4. Active Leads: Active leads have responded favorably to nurturing activities, such as clicking on e-mail links, attending webinars, etc.
5. Marketing Qualified Leads: MQL meet sufficient criteria to deliver to sales, usually via a company’s CRM solution.
6. Sales Accepted Leads: These leads have been passed onto sales, and they haven’t been rejected.
7. Opportunities: Leads become opportunities when sales has made contact and designated the lead as a likely sales opportunity.
8. Closed/Won: When sales has completed a transaction and a lead becomes a customer!

Does your business use other categories? What’s your company’s definition of a ‘lead?’ What does your funnel look like?

I hear it every day: trade shows are dead; people can’t afford to attend trade shows these days; exhibiting at trade shows is a waste. For the most part, I agree. Attendance at trade shows is down, people are reallocating marketing resources to virtual events, and companies are scaling back trade show sponsorships. However, I think that maximizing your trade show presence can still be an effective tool to reach decision-makers.

I recently attended the Golf Industry Show to support several of our green industry clients. One was launching a new auspicious product into the golf industry, and I think they fully maximized their trade show activities with pre-show communications, print advertisements, giveaways, a microsite, product collateral, a Flash-based demo, media conferences and even a live presenter in the booth. It all paid off in the form of trade media coverage, more than 100 new sales leads, high awareness levels and excitement about the product. I don’t think they could have generated as much interest in the product without the trade show as a focal point.

In addition, there are numerous ancillary benefits of attending trade shows. Sometimes it’s the only time you see industry partners and trade media, plus it’s an opportunity to meet face-to-face with your best customers and continue to cultivate those relationships.

Have you scaled back or eliminated trade shows from your marketing mix? Have you tried virtual trade shows or resorted to ‘unconventional’ trade show tactics such as outboarding?