Question

Topic: Other

Build Contacts Within Existing Customer Accounts

Posted by Anonymous on 9/10/2009 at 10:24 AM ET 125 Points
B2B software company.

I need to identify more contacts in customer accounts that use/touch our software. Although our customer accounts are growing, the contacts within the accounts is not. We are communicating with the same people all the time and they may not be the right people for all the communications - exec vs. developer vs. users, etc.

We capture details on those involved in the sales cycle, but lack contacts beyond the sale (other than helpdesk).

How do I identify these individuals? Do I hire a firm to call the accounts to build the list?

All suggestions welcome.


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RESPONSES

  • Posted by melissa.paulik on 9/10/2009 at 2:43 PM Accepted
    Elizabeth,

    Before you pay an outside firm to do the research, have an intern or marketing coordinator spend some time looking these companies up on LinkedIn. Chances are, you be able to find contacts for many of the additional roles you want to reach.

    And, since these people are customers, there is no reason why you couldn't send them an invitation to connect. Once you connect, you will also have their email address. I trust you will use it responsibly.

    Caveat: Some people put their personal address in LinkedIn so you may need to have the coordinator spend some time on the phone calling these companies to get the business email. Again, since these are existing customers, it shouldn't be that difficult to obtain.

    Since you appear to be in B2B software marketing (my area of expertise) here's a link to a post about using the bounce backs and LinkedIn that can also help you out with maintaining your database. https://themarketingsurvivalist.blogspot.com/2009/07/dont-ignore-bounceback...

    All the best!
    Melissa
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