Contacts database building isn’t easy.
It requires access to good information, expertise and a considerable amount of time to perfect.
However, it doesn’t mean it’s impossible.
In this guide, we take a closer look at why companies struggle with contacts database building, and what they can do to improve their lead generation situation.
The Lack of Target Customer Profiles
One of the biggest reasons that contact database building – and sometimes even lead generation – fails is the lack of concrete goals.
In lead generation, this is usually determined by your target customer profiles or the ideal prospects that you want coming in.
Having target customer profiles helps an organization stay focused on the types of leads that they should be bringing in. This makes lead generation much more efficient as it allows marketers to focus on the prospects that matter.
The Lack of Lead Generation Tools
Technology has allowed the average marketer to leverage platforms such as LinkedIn, email and other databases to look for potential leads However, not every organization has access to proper tools that their specialists need.
Take for example, a simple lead generation tool such as LinkedIn Sales Navigator, for a small monthly fee, subscribers will have access to a robust suite of lead generation tools that allow for more expanded searches for prospects on the LinkedIn network.
This tool allows for advanced filtering and even provides suggestions for new leads based on the searches that a user makes on the platform.
The lack of the proper tools can render any “great” marketer ineffective when it comes to building contacts databases for their organizations. They need tools that will help them search for the right prospects and data that can enrich their entries.
The Lack of Training and Lead Generation Systems
Sometimes the problem isn’t the lack of tools, but rather training and systems for onboarding new clients.
Lead generation, qualification, and research are all essential contact database building skills, and if your marketers aren’t trained in the proper processes, not even the best tools in the world can help them build a good list of prospects.
Investing in infrastructure is only one part of the challenge when it comes to lead generation, marketers have to be trained in lead acquisition as well.
This means being able to do proper searches in industries to look for their ideal customers, qualifying and segmenting these leads, enriching the information that they have on the prospects to get contact information, and building proper lists afterwards.
You need to make sure that your team is well-versed in the fundamentals of lead generation, and that they have training in the tools that they need. Also, don’t forget that they should be led by people who have experience to make sure that everything runs smoothly.
Another option is to hire a third-party lead generation company that can leverage their expertise and experience to build a contact database for your organization.
The Lack of Inbound and Passive Campaigns
Companies can’t just rely on their outbound efforts when it comes to building a contacts database, they need inbound and passive campaigns to make the most out of their process.
Inbound campaigns are efficient ways of adding to your contact list because they are non-invasive, customer-centric, and add in a layer of prequalification since people who come in through these campaigns usually have the intent of learning more about a company.
It doesn’t just end there.
Inbound campaigns are also more efficient since a bulk of the effort in setting them up only occurs at the beginning of the campaigns, once everything is up and running, it’s just a matter of periodic monitoring and small updates.
Startups can benefit the most out of this since it allows them to maximize the limited resources that they have.
The Lack of an Outbound Strategy
Lead generation is dynamic, and you won’t be able to build a list of contacts if you don’t have a proper strategy in place.
From the moment that you start with your research to the ways that you can leverage your initial lists to bring in additional clients, you need a strategy in place to make sure that leads continually come through.
Outbound strategy goes beyond thinking of what types of campaigns you should be running, you still need to pay attention to the way buyer journeys are created, referral programs, remarketing, retargeting, replicating your efforts in new markets, and possible means of expansion.
People often mistake outbound strategy as, how to call and who to call, but it isn’t like that at all. It’s a more holistic process that covers the entire relationship with your prospects.
Building a contacts database starts internally, organizations have to understand that this isn’t simply trying to add names and contact information to a list, but rather a way of connecting with your prospects and building real relationships.
That’s the essence of contact database building.