As marketing communications teams and their counterparts in sales ponder over contact lists to identify individuals likely to be receptive to telemarketing calls once promotional content has been received, we think it makes sense to include any individuals identified as sponsors of relevant (not to mention current and ongoing) technology projects.
Of course, the challenge is to verify the freshness of information on any contacts who look suitable for inclusion in this group. An individual’s past history as a technology manager, 5 years prior, provides little indication, if any, of the suitability of including the individual in the targeted group for technology that a business plans to sell today for implementation in the near future. Therefore, some initial work is required to put together a truly useful list of contacts for one’s coordinated direct marketing effort.
The initial work to which we have just alluded falls into the category of research. In our opinion, news — as current as possible — provides useful content for research efforts. Press releases, case studies, and success stories often include quotes from project sponsors. As well, industry-specific articles on technology in relevant publications often do the same. There are 2 impediments to the usefulness of the information obtained from news:
- Usually the news is historical, meaning that the project has been completed. Certainly this point is not an impediment for companies with products intended for implementation after a successful technology roll out, but for other companies with offers meant for inclusion in an implementation plan for technology, these names will likely be of little value
- The individuals named in press releases, case studies, or success stories are usually inundated with unsolicited contact after their names have been published. They are not likely to welcome receiving yet another piece of unsolicited marketing collateral.
Despite both of the above points, any individuals named in these publications can be safely assumed to play a current role as a sponsor of a relevant technology project. The task, going forward, is to create effective marketing communications content that will cut through the haze of notoriety and get some attention.
It is worth taking a moment to mention 3 other resources that can be useful as your business identifes individuals sponsoring technology projects relevant to one’s product. These methods include studying membership lists of trade associations, discussion groups on related topics, and even alumni lists from prominent educational institutions. If your business can subsidize the type of in-depth contact research activity required to collect useful information from these 3 sources, you may even get a jump on identifying promising candidates for your next critical hire.
In the next post to this blog we take a moment to explain why project sponsors will likely be more receptive to a coordinated product promotional campaign that includes editorial content and judiciously selected opportunities for direct engagement via telemarketing.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved