Purchased email lists can definitely be thought of as a double-edged sword. If used correctly it has the power to foster strongly connected business relationships with potential customers driving leads and sales for your organization. But, some classify purchased email lists as the underbelly of sales and marketing, packed with companies using offshore, low-cost data providers who harvest and scrape their lists without verifying and cleaning each contact record.

So what you get is someone selling something that nobody really wants. This has created a misconception in marketers that sending emails to cold business contacts is not an effective sales tool. That sending lead-generating email campaign creates stagnant organizational growth. However, the contrary is true. Using Email Lead Generation software that enables you to send email campaigns to your list of cold business contacts turning them into leads can actually propel your business forward.

B2B Email Lead Generation Tips

Know Your Target Buyer Persona

While it may seem obvious, buying everyone and anyone from a data provider just so you can expand your reach won’t produce the results you’re looking for. In fact, sending non-targeted, generic emails can increase your complaint rate which can drive negative spam scores and lead to poor email deliverability.

Not only that, but you’ll be wasting money on contacts that aren’t interested in your service. It’s an unnecessary gamble and one that can be avoided. Instead, get to know your buyer by asking yourself: Who is your customer(s)? What is their industry? Can you identify their pain points? What value would your service or product provide to them? Understanding your buyer’s needs is vital to secure better leads and increase revenue.

Related Post: B2B Email Marketing Strategies (Updated 2018)

Get Quality Data

Once you understand who you’re looking to connect with, source a few data providers. Then, find an email sending solution that supports Email Lead Generation. Make sure that the email software you choose checks the health and anti-spam status on each email record on your list. This will not only improve your email deliverability and lower your bounce rate but with this service, you’ll be able to identify bad records, spam traps, moles, etc.

You can then take this bad data back to your data provider and receive a credit, so you’re not paying for poor quality records. With a clean list, you are now optimized for sending emails that make it to the inbox so you can connect and convert these cold contacts into warm leads.

Build relationships

Any email marketer will tell you that personal, direct one-to-one messages can build relationships and position your brand as an expert to earn trust. So, don’t send a generic bulk message to your list of cold contacts. Make it memorable. Get their buy-in. Serve up fresh new blogs, e-books, topical white papers, infographics – the list goes on. The more you’re able to engage with your potential customer, the more you’ll be able to make a connection and build a relationship. So that when your sales team reaches out to them by phone, they’ll already have an established rapport.

Track and Manage Your Leads

Email Lead Generation is just the beginning. It’s where you’re able to engage with cold business contacts that know nothing about your company so that they convert and fill your pipeline. The end goal is to get these contacts into revenue-generating customers. To do that, you need to track and manage your progress. Isolating your cold contacts from your warm leads is one way to ensure that your contacts are marketed to accordingly. But you also want to create a seamless process for when new leads enter into the funnel to be nurtured.

That’s why with a sophisticated Email Lead Generation software, you’ll be able to transfer any newly converted lead into your marketing automation or email service provider for optimal sending. Segmenting cold contacts from warm leads will allow you to better track and manage your leads so you can drive revenue and success.

Like any new marketing tactic it’s important to do your homework. Reach out to reputable data providers to buy targeted, industry-specific contacts. Research and understand which email sending platform allows for Email Lead Generation. You can then start sending Email Lead Generation campaigns which can fill your sales funnel with new, quailed sales leads to drive ROI.

Sign up for a demo today to start securing new business leads that can propel your business forward.