Success for any campaign is all about the data. When developing a prospect list, for marketing purposes, targets should be strategically broad and shallow. For ongoing relationship building, larger ROI and key relationships, targets should be strategically narrow and deep.
Parameters for a good database:
- Geographic location
- Industry vertical
- Employee count
- Estimated annual revenues
- Level of contact
- You can always start at the top and work your way down as opposed to starting in the middle and working your way up (ex: start with CMO to work down to marketing manager, etc.). You want to target positions with access to the checkbook.