I’m at the SiriusDecisions Summit this week and feeling really energized about all of the great ideas I’m planning to implement when I get back home. Of all of the great presentations today, Tony Jaros (of SiriusDecisions) presentation, ‘The Demand Ecosystem: Progress and Problems’ really stood out, so I thought I’d share. These ideas could have stood out to me because they really reinforced our beliefs at ReachForce. It was nice to hear someone else validate what we’ve been saying all along. If you’re not a ReachForce customer, feel free to call us after reading below. We can help.

• “The Power of your database is what you OWN, not what you RENT.” We at ReachForce couldn’t agree more. We believe B2B marketers are tired of the poor results rented lists deliver. Where did all of these names come from anyway? And how long ago were they collected? ReachForce contact databases are built custom for your business and are yours to keep for continued marketing.
• “Targeting is a function of probability, not possibility.” If we do our homework on the front end by identifying the right companies and the right buying roles within these companies we are increasing the response probability. By not targeting, we are only able to say there is a possibility we may get some responses. I don’t know about you but I wouldn’t bet my job on possibilities.
• If you are marketing to the CXOs, you are more than likely not targeting the right people. “Typically CXOs enter the buying process at the end of the sales process.” Everyone knows that the possibility of getting a CXO to actually respond to a marketing program or pick up the phone to talk to sales guy (they’ve never heard of) is very slim, right?

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