Why Outsourcing Marketing Database Building Makes Sense?

Why Outsourcing Marketing Database Building Makes Sense?

You have a company which matches your criteria as a perfect prospect. You have your pitch ready, plenty of good collateral and now all you need is to find perhaps one key decision maker and 2-3 influencers to target your cleverly crafter message to and get a foot in the door. So you look up the company website, find and address, a contact number and you dial in. A friendly voice greets you and asks you how they could assist you. You tell them you are looking for someone in a specific role and need their name and email address.

The friendly voice turns suspicious and says "are you selling something?". End of round one. Round two and you repeat the process, this time only a bit more tactful not to get caught. The friendly voice says its against company policy to give you that information but they can transfer the call. Reluctantly you agree as you're running out of options. The call is transfered and you reach their voicemail. End of round two. Round three... Locating decision makers and building a high quality marketing database is a lot of work.

If you have cold called to locate specific decision makers who are the right targets for your marketing you would know it takes a lot of time. Infact, quite often it takes up time that can otherwise be spent on pitching or selling. As with a lot of other business activities such as data processing, technical support and so on, marketing database building and management is often best outsourced.  Again as with most other outsourcing decisions the main questions you need to ask yourself are:

  • Is it crucial to what we are doing?
  • How much overhead does it add doing it in house? Cost? Time? Additional Staff? Management time?
  • How many resources would it free up if it were done by someone else that can re-directed towards something of more value?
Marketing database building and data management is critical. No doubt about it. However it is one of those activities that can be outsourced or done elsewhere provided of course you have located a vendor who does the job just as well if not better than you can in-house.  From speaking to a number of marketing professionals we understand that outsourcing inside sales may require some more thought from case to case. With inside sales it involves a third party vendor being in direct contact with your customer and representing your company.

A number of marketers we have spoken to have mentioned that is something they would like to keep a closer tab over and it makes more sense for them to keep that activity in house which is perfectly understandable. With database building and management however the evaluation criteria is simpler and assuming it can be outsourced at a cost lower than what you would incur internally, the only question that remains is that of quality and reliability of your vendor. So when you are looking to outsource your lead data management:

  • Evaluate a number of vendors and select the one that delivers the best value. Dont base it completely on cost because quality of your data is directly releated to the results you can generate from it. 
  • Try out a smaller project or insist on sampling the services even if it is paid. It's better to start off with a smaller project which gives you a chance to evaluate especially when you have a larger requirement or you are looking for a long term relationship with your vendor. 
  • Be very specific about your data requirements while conveying them to your vendor so as to avoid disappointment later. If you run email campaigns extensively on your data make sure they understand that email ids are critical for you. If you run direct mail campaigns ensure they know that accuracy of location and address details are very important. 
  • Select a vendor you can rely on to deliver quality and reliability. In the end, if you are spending more time and resources with getting your vendor to deliver, then it defats the purpose of outsourcing to free up resources that can be better allocated somewhere else.
So if you are still spending a lot of your selling or marketing bandwidth on building your internal lead database there is a solution worth looking at. Outsource it!

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BY MARKETING LEADERS

"After piloting various data vendors, it was easy to see that ReadyContacts is a cut above."

Anna Jensen
Anna Jensen Director of Marketing, DigitalShadows
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Looking for a dataset?

Get a customized dataset for your next campaign from Ready and save yourself from expensive annual subscriptions :)

BY MARKETING LEADERS

"After piloting various data vendors, it was easy to see that ReadyContacts is a cut above."

Anna Jensen
Anna Jensen Director of Marketing, DigitalShadows