Where to Find New Customers Using B2B Direct Mail

The challenge in business-to-business direct mail is knowing where to look for new business. You need a source of potential new clients that is reliable and affordable. A source that will give you the contact information you need to send a direct mail package to prospective customers who need, want and can afford what you offer.

At a minimum, any source of names should supply the following for each lead:

First name, last name
Job title
Company name
Address (sometimes on two lines)
City
Province or state
Postal code or zip code

Other details that are nice to know:
SIC Code (Standard Industry Classification)
Industry by name
Size of company (in number of employees or sales volume)
Telephone number
Email address
Business type (manufacturing, services, consulting)
Job function (engineer, owner, purchasing, management)
Purchasing authority
Budget
Geographic region (international region, country, state)

Where to find names of potential customers:

Associations
There is an Association of Legal Administrators. There is an association for social workers who specialize in helping people with cancer (Association of Oncology Social Work). There is an association for manufacturers of fasteners in the mid-west of the United States (The Mid-West Fastener Association).

If your target audiences is a niche market, the first place to look for potential customers is trade associations. These associations (local, regional, national, international) often rent lists of names of their members.

Trade publications
Most industries have a trade journal. You are familiar, of course, with Frozen Food Age, Industrial Hygiene News, Eyecare Business and Waste News. These trade publications and most others also rent the names of their subscribers.

Trade directories
You could look in the phone book. Or you could look in the Organic Export Directory, a compilation of contact names for companies that export organic food products. The more narrow the field, the more likely it is to have its own directory of companies in the industry. Some of these directories are in print, and some are online as well.

Trade shows and conferences
Another excellent source of names is industry events. These are usually hosted by trade publications and associations, but independent events also exist. Event organizers rent or sell the names of event attendees and exhibitors.

List brokers
List brokers are specialists who help one company use the list of another company. Their services include research, selection and recommendation of lists. A list broker, for example, would search on your behalf for lists that meet your unique criteria. There is a Hospitality/Travel Professionals list. And a Firefighters Bookstore list (people who have purchased from Firefighters Bookstore). And a Federal Student Aid Schools list (28,994 schools that provide federally financed aid to their attendees).

House list
Your best source of new business is your database of current and lapsed customers, otherwise known as your house list. Getting business from a current customer is always less expensive than getting business from a new customer.

Government
For some products and services, another excellent source of potential clients is the government. I have a number of clients who buy mailing lists from their state governments and use them to mail offers to businesses that are in their target audience. One client buys the names of dentists and dental hygienists whose licenses are about to expire, and mails those prospects a direct mail piece that promotes the client's continuing education courses (which prospects need to take and pass to renew their licenses). Another client buys the names of garages in his state who conduct state-mandated vehicle safety inspections. He mails them direct mail pieces that promote his software product, which is designed specifically for these inspection stations.

Keep in mind that the most important part of any business-to-business direct mail lead generation campaign is the list. You can have a great product, a terrific offer and the best timing, but if you mail to the wrong people, well, you know what happens. So make sure you get the best list you can.

Alan Sharpe is a business-to-business direct mail copywriter, lead generation specialist and publisher of "Sharpe & Direct: The B2B direct mail marketing e-newsletter." Receive a free report when you sign up at http://www.sharpecopy.com

---

Marketing: Can I Trust You?

We live in an unprecedented era of communication. Because of... Read More

Creating Your Future with a Marketing Plan

Almost everyone who dreams of starting their own business is... Read More

Four Super-Deadly Marketing Sins - And How To Fix Them

It seems nowadays every marketing guru and their brother-in-law has... Read More

Marketing Copy - Brand Identity Guru

Tips on writing great copy for your marketing efforts.It's just... Read More

Marketing is More Than Advertising

Marketing is a business process about which much is written,... Read More

How to Promote your business website using free online resources.

There are many ways to promote your website for free... Read More

20 Power Marketing Tips

Use these powerful yet simple tips from the national best-seller,... Read More

Listen To What The Marketing Experts Say

But more importantly, watch what they do. If you do... Read More

Build a Dynamic Business - 10 Steps to Start You Off

It's where your employees are in a 'special place' when... Read More

Time for Marketers to Clean Up Their Act!

Some years ago, a prominent Australian hi-tech company... Read More

The Death of Product Packaging as We Know It.

It used to be you that if you had a... Read More

Take My Commitment (to Your Biz) Quiz!

Starting and managing a successful small business takes time, energy,... Read More

Design, Design, Design

You need only one card, but make it noticeable. Make... Read More

Specialized Mailing Lists Make All the Difference

If there is one thing I can't say enough it... Read More

Connect to Your Customers with Superb Sales Letters

In the age of e-newsletters and e-mail, you may not... Read More

Dont Use Yourself as Your Pricing Yardstick

"I wouldn't pay more than what I charge now."If you... Read More

There?s More to Marketing ROI (return on investment) Than Meets the Eye

All too often people look at marketing ROI in terms... Read More

Step by Step Guide to an SMS Campaign

SMS is good for:? Short lead times and immediacy ?... Read More

Secrets of Trade Show Success

The ropers at Annie Oakley's Real Western Dudette Ranch were... Read More

How To Turn $100,000 Into $1,191,817 In Just One Year Part II

Turning a modest $100,000 annual turnover into $1,191,817 may sound... Read More

How To Start A Mail Order Business

The Mail Order business is not a business of itself,... Read More

Reasons Why People Usually Dont Buy Again

There are many psychological reasons why people will buy from... Read More

Postcard Marketing Done Right

Say it with a post card. A well designed, colorful,... Read More

Who Is Your Market and Where Are They?

An important part of planning your business is to know... Read More

Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them

The key to great exhibiting is marketing. But marketing is... Read More

Write It and They Will Come ? 5 Ways that Written Information Products Can Help You Build Your Busin

Whether it's a downloadable report available from your website, a... Read More

Planning Your Postcard Marketing Campaign

Before you create your postcard, do a little planning. Ask... Read More

How To Make More Money

The biggest crime in small businesses today goes unnoticed by... Read More

Meaning and Marketing - The Trigger

In previous articles under "Meaning and Marketing", we have learned... Read More

SWOT Analysis -- Strengths, Weaknesses, Opportunities, and Threats

When conducting strategic planning for any company -- online and/or... Read More

Top 9 Strategies To Attract More Clients Now

1. Advertise in trade journals, ezines, and web sites that... Read More

The Biggest Needle In The Haystack

Hello everyone! Have you ever been curious about something, and... Read More

Build your Trade Show - Virtually

Virtual trade shows are gaining momentum as a way to... Read More