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Spanning the postcode districts of ME14 - ME18, there are 3,300 business data lists available within Maidstone from Responsiva Data (0800 118 5000, www.Responsiva.biz). By looking at the full ME (Medway) postcode area there are some 12,500 records.

To identify the right prospects for your company there are numerous variables within the business data which can be reviewed. Employee size will pinpoint the right business size and potential sale value, whilst the industry classifications will segment the marketplace.

The business data is supplied with senior contact names and job titles, so mailing lists can be saluted correctly.

And where required for telemarketing or appointment-setting the data lists are screened against the Telephone Preference Service to ensure telephone number compliance.

To get the right support you need in selecting the right data lists give Responsiva a call on 0800 118 5000 where an industry expert will be there to help.

In a past career life I was the Account Director for one of the UK’s largest pet food manufacturers.

As develpment for their database they spent a million pounds on telemarketing some of their customers. Well, I say “customers”, but it was more the pet owners rather than the end consumer of the pet food!

So, the telemarketing script. There were a number of objectives, such as ensuring pet breed, size (for dogs) and name to enable the right future marketing literature and inclusion of pet name in all the right places. We also needed to gather the reason for having the pet, which is not quite as obvious as it sounds. For example, a dog may be regarded as a part of the family or just a beast to guard the property from intruders. This “reason for ownership” helped to drive the focus on the subsequent insurance pitch to the consumer. For a guard dog; “imagine how much it would cost you if your dog were ill” and for a family pet: “imagine how you’d feel if your dog were ill”. You get the gist.

In gathering the pet name it was important that the telemarketer follow the answer with an “aaaaaah.” i.e,

• “what is your pet’s name?”
• “Tiddles”
• “Aaaaahh”

And with dogs, by way of example;

• “what is the breed of your dog?”
• “A poodle”
• “small, medium or large?”
• “Toy”
• “aaaaaaah”

But it just so happened that in gathering this marketing data one day we had a Swedish guy on the phones. His accent was a touch ‘harsher’ in a similar manner to Germanic. This is quite pertinent to the situation because no English (or French for example) person could have done this so well.

So to gather the telemarketing data the call goes like this;

• “And vot ist your dog’s name?”
• “Tyson”
• “aaaaaaaahhhh”

You couln’t have wished it!

To source business prospect data in Gillingham there are approximately 1,700 trading entities to choose from. The best route to identifying the right business data lists to market to is to speak with an experienced list broker who will aid the process though a suite of targeted questions.

Gilligham covers ME7 and ME8, so your geographical catchment area may be increased to include the full Medway (ME) area, whereby there are closer to 12,500 business locations.

The first aspect of picking out the right business data list is to establish the method(s) of your approach. For example, because around 22% of companies are registered with the Telephone Preference Service, around one fifth of the available universe is unsuitable as telemarketing data. However, all business records are suitable for selecting as mailing lists so the figures above (for both Gillingham and the full Medway region) are reflective of the entire universe available to your marketing campaigns.

Fax numbers are resident on around 60% of businesses and email data figures vary depending on whether generic emails are acceptable (e.g. “info@”), or multiple emails per business record can be taken (such as the managing director and marketing director).

Once the method of marketing has been established we then look to appreciate which business types may be included. So for mailing lists Medway you may opt to only take records with a turnover between £250,000 and £1,000,000, where there is a named director (or head office / primary site) and exclude specific sectors such as manufacturing. Every filter applied to business data lists will reduce the eventual volume of prospects that are available to you, and may result in requiring several data list counts and cross-tabulations in order to visualise the ultimate pot of prospects. These “data counts” are free at Responsiva (0800 118 5000, www.responsiva.biz) and are supplied with a free sample and quotation. The information is supplied without obligation and left with you to decide how best to take your campaign forward.

Within the UK universe of businesses there are 6,600 b2b data listsof printers which can be sourced from Responsiva (0800 118 5000, www.responsiva.biz). Business data lists are utilised for direct marketing which includes direct mail, telephone marketing, fax marketing and email marketing.

A mailing database of printers supplied by Responsiva will contain full company name and address, a senior contact name and job title, the industry classification and employee size plus the required marketing fields such as telephone number, website address, fax number and email address.

The best way to source business data listsis almost always to speak directly with an experienced list broker. This will enable open discussion on how fit the data is for your marketing. Questions such as update recency, Telephone Preference Service screening and the fields & format of the b2b data lists supply are all relevant points to be asking. Guarantees on mailing gone-aways or dead telephone numbers should also be given - in writing. It is unreasonable to expect any b2b data lists to be 100% accurate, but with respect to mailing gone-aways and dead numbers a figure of less than 2% is generally considered reasonable across the data lists industry.

Within the printing industry there are other classifications to consider, such as screen printers. More than 20% of printers have registered themselves with the Telephone Preference Service, so should not be cold-called. However, these printers are suitable for marketing to via direct mail and all b2b data lists supplied by Responsiva will contain the appropriate information to achieve this.

Faversham has 624 businesses which can be purchased from Responsiva (0800 118 5000, www.Responsiva.biz) for your direct marketing. Within the postcode of ME13, the data lists in Faversham may be split according to your target market; by employee head count, business classification, length of trading, premises type and by a head office or branch indicator. The full ME postcode area has more than 12,000 business data lists available which may be trimmed in the same way.

Some brokers of business data lists offer an online selection system where you may apply all the filters yourself and purchase the data there an then. Whilst this service is quick (though it need not be so much quicker than through speaking with an efficient account manager) it does not help identify any potential issues with the data you ultimately source. One example may be the application of desiring all data lists to contain a “senior decision maker” or “most senior person at site”. What does this mean exactly? One may be forgiven for assuming it relates to company directors and business owners, but in reality it could be the branch manager of chain supermarkets and other retail premises because they are after all the most senior person at that business location.

Where Responsiva are different is that you get to discuss these very points; openly and frankly. Whilst supermarkets may have the autonomy to purchase (say) produce from local farmers or perhaps recruitment services, they would not have the decision-making ability to invest in computer software systems, business coaching services or services pertinent to the full UK operation of the company. And therefore any mailing lists or telemarketing data that you purchase should accurately reflect the market you are looking to attract.

A service Responsiva provide without charge or obligation is a count (or cross-tabulation) of the prospects within your target market. For example, if you require mailing data in Faversham, with 5 or more employees, a telephone number and ten or more employees then you will receive an email with the available volume within minutes. A free sample is also supplied with a quote for the data supply.

It is more common when purchasing business data lists to cover a wider area; typically three or four postcode areas. This typically yields a business data universe of 50,000+ records. After all the trimming down (by job title, company size, industry types, TPS passes etc) the net file would typically be of the order of 1,000 - 10,000 records.

So when sourcing any form of business data lists for your marketing, include Responsiva in your tender process because the service and experience is amongst the best you can possibly find and the price is very keen.

Chatham (ME4 & ME5) has over 1,400 business data records suitable for marketing which may be purchased from Responsiva Data by calling 0800 118 5000 (www.Responsiva.biz).

Expanding the geography to the full ME (Medway) postcode area increases the prospective data list volume to around 12,500 records.

When sourcing a prospect database it is important to speak with an industry expert so that the typical pitfalls with data lists are avoided. A common pitfall area is with the employee size, where many companies chase new opportunities from companies with five or more employees. Understanding what this means is important. Specifically, when the company was last called and verified, they stated there were five employees. This figure is often “rounded up” by the person taking the call and is frequently a husband & wife with one or two temporary staff. So if five employees is an absoluteminimum, Responsiva generally recommend that your mailing lists are segmented to cater for six or more employees, rather than five.

In calling Responsiva you will receive free and professional support with your data lists election and this is followed by a non-obligatory quote, mailing list counts and a sample record.

With over 500 records available, you can source mailing lists in Aylesford (ME20) from Responsiva Data by calling 0800 118 5000 (www.responsiva.biz). The full Medway postal area of “ME” has over twelve thousand business data lists which may be split by numerous variables as follows:

• Age of business
• Size of business
• Industry classification (SIC code)
• Contact job titles (e.g. branch manager, director, ownert)
• Telephone number availability (TPS cleansed)
• Premise type (office, retail, factory etc)
• Number of sites
• Geography

It costs nothing to call Responsiva Data to receive a no obligation count of the data lists suitable for your marketing campaigns. The service is fast and a free sample is also supplied with your quote.

There are nearly seven thousand carpenters and joiners in the UK which may be sourced as a prospectdata list by calling Responsiva Data Services on 0800 118 5000 or by accessing the website at www.responsiva.biz.

To identify the right business data listsfor your marketing it is always advisable to speak with an industry specialist to ensure the pitfalls with data are avoided. For example to split out the chains (branches) from the head offices, where a decision may be made on purchasing your company’s products or services.

Another reason to speak with someone who truly understands data lists is so that you don’t purchase telephone numbers with the data which are registered with the Telephone Preference Service. Responsiva data always pre-screen the data lists to ensure your legal compliance.

There are more than two million business data lists to choose from within the UK and by calling Responsiva Data on 0800 118 5000 you will be guided through a specification to identify the best ones for your company.

There are nearly ten thousand taxi companies in the UK which can be supplied as a marketing business listby Responsiva on freephone 0800 118 5000 (www.Responsiva.biz).

The number of employees within each taxi company is indicative of fleet size, though some taxi firms contract their drivers, who might therefore not appear within the employee head count and could be using their own vehicles.

Data listsof taxi firms include full company name and address, a senior contact name (typically the proprietor), a telephone number (TPS screened), fax number and where available the website address.

Business data lists are provided in a spreadsheet format via email and can be with you within an hour of agreement.

Call Responsiva Data now to identify and source your company’s ideal prospecting data list.