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How Outdated Contact Information Can Sink Your Sales and Marketing ROI...A Cautionary Tale

by cfarina on ‎11-18-2010 08:27 AM (360 Views)

Hot off the e-presses, check out this compelling article in the Fall edition of ACT!ion eNews: "Outdated Contact Information Can Sink Your Sales and Marketing ROI".

 

Some highlights from the article...

 

"Whether you are prospecting by telephone or sending out a direct mail or email campaign, inaccurate contact information can increase your costs and reduce the effectiveness of your marketing. That leads to a diminished return on your investment (ROI) in sales and marketing activities."

 

"According to the Small Business Administration, over 550,000 new small businesses open each year and over 600,000 close, for a turnover of approximately 10% of all U.S. businesses...So it’s easy to see why static lists of leads quickly become filled with inaccurate name, address, and telephone contact information."

 

"Remove duplicates and append the contacts in your database as often as you can. Instead of relying on one-time purchases of marketing lists or corporate directories, you may want to consider using a dynamic source of leads such as Sage Business Info Services for ACT!1, powered by Hoover’s™."

 

Access the complete article in the Fall edition of the ACT!ion eNews~

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