Customer Acquisition

For Prospecting Success, Leave Your Data Order Until Later

Headshot of Ruth P. Stevens
By Ruth P. Stevens

Marketers looking to acquire new customers or generate sales leads typically rely on outside data providers for contact data to give them access to new markets. But when they place an order for prospecting data — whether it’s email, telephone or postal addresses — marketers often end up with data that isn’t exactly what they had in mind. What happens then? They have to order again, wasting time and money. Or worse: They may use the data in a campaign and wind up with suboptimal results.

With a bit of planning and strategy, these problems can be avoided.

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Headshot of Ruth P. Stevens

Ruth P. Stevens

Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.

Ruth is a guest blogger at Biznology, the digital marketing blog. Email Ruth at ruth@ruthstevens.com, follow her on Twitter at @RuthPStevens, or visit her website, www.ruthstevens.com.

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