This presentation describes how to best revitalize your B2B contact list along with benefits, tips, and best practices in doing so.

1. Lead Retargeting
How to Revitalize Your
B2B Contact List
Christopher Ryan
info@fusionmarketingpartners.com

2. Tap Your Existing Gold Mine
While marketing to fresh
prospects is important, there
may be an existing gold mine
right beneath your feet – your
existing contact list

3. 1. Cost
– Assuming you have good contact information –
remarketing usually costs less than marketing to
new prospects
Why Retargeting?

4. Why Retargeting?
2. Effectiveness
– Lower cost per inquiry

5. Why Retargeting?
2. Effectiveness
– Lower cost per inquiry
– Lower cost per customer acquisition

6. Why Retargeting?
2. Effectiveness
– Lower cost per inquiry
– Lower cost per customer acquisition
– Remarketing results are often 5X to 10X that of
first time marketing lists

7. 3. Protect Your Potential Customer Base
– Your competition wants to sell to these people
just as much as you do
Why Retargeting?

8. 3. Protect Your Potential Customer Base
– Your competition wants to sell to these people
just as much as you do
– Ensuring your are front-of-mind is worth the
effort
Why Retargeting?

9. 4. Value
– Retargeting can invigorate a prospect list
Why Retargeting?

10. 4. Value
– Retargeting can invigorate a prospect list
– Clients are often surprised by the value found in
their dormant lists
Why Retargeting?

11. Who to Target?
• Go Broad
– Many companies like to be highly focused and
eliminate entire segments
• Go as broad as possible
• Do make unique offers to specific audience segments

12. Who to Target?
• Go Broad
– Many companies like to be highly focused and
eliminate entire segments
• Go as broad as possible
• Do make unique offers to specific audience segments
– Don’t get labeled as spam
• Have an easy opt-out process
• Many may have forgotten that they once opted-in

13. 1. Past Customers
Who to Target?

14. 1. Past Customers
2. Lapsed Customers
Who to Target?

15. 1. Past Customers
2. Lapsed Customers
3. Inquiries to Any Offer
Who to Target?

16. 1. Past Customers
2. Lapsed Customers
3. Inquiries to Any Offer
4. Blog Subscribers
Who to Target?

17. 1. Past Customers
2. Lapsed Customers
3. Inquiries to Any Offer
4. Blog Subscribers
5. Past Qualified Leads
Who to Target?

18. 1. Past Customers
2. Lapsed Customers
3. Inquiries to Any Offer
4. Blog Subscribers
5. Past Qualified Leads
6. Other Opt-in Contacts
Who to Target?

19. Best Practices
1. Have an easy opt-out process
– Many may not remember that they opted-in
– You do not want to be marked as spam

20. Best Practices
1. Have an easy opt-out process
– Many may not remember that they opted-in
– You do not want to be marked as spam
2. Compile all of your different lists
– CRM sytsems
– Personal databases
– Spreadsheets
– Microsoft Outlook

21. Best Practices
1. Have an easy opt-out process
– Many may not remember that they opted-in
– You do not want to be marked as spam
2. Compile all of your different lists
– CRM
– Personal databases
– Microsoft Outlook
3. Check for duplicates before sending
– People get annoyed if they receive multiple copies

22. Start Now!
• Your contact list is not getting any fresher

23. Start Now!
• Your contact list is not getting any fresher
• Your contact list is providing minimal value in
its current state

24. Start Now!
• Your contact list is not getting any fresher
• Your contact list is providing minimal value in
its current state
• Check Back: Future slide decks will contain tips
on the best offers and methods to reactivate
tired lists

25. About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.com
719-357-6280