How to Make List Prospecting Work (1157 words)

An exploration of your existing database should help shed light on the key titles to mail. It may seem as if the right move is to mail presidents, CEOs and owners, but a good look at your own data may show that human resources or facilities managers are the key contacts for long-term response.

If you have the data and the ability to perform lifetime value analysis or some other meaningful evaluation based on contact title, SIC code, company size, geography, etc., use it. As they say, numbers don't lie, and they often can present opportunities for growth outside of the obvious.