Preparing to Expand Contact Data to Target New Buyers

When preparing to target new buyers, make sure clear segmentation criteria are defined. Determine what information is required to market to new buyer personas, as well as the metrics needed to measure the success of the initiative. Identify a variety of sources for obtaining explicit and implicit contact data.

When preparing contact data for new buyers, marketers who rely too heavily on their usual sources of information will fail to find the types of contacts needed, as well as the supporting information required to target those contacts. In this report, we outline a three-step process that marketing operations can use to identify and source the data needed to target new buyers.