This document provides tips for creating an effective marketing list from scratch. It discusses understanding your audience through personas, collecting data at various touchpoints like websites and events, and segmenting lists demographically, behaviorally, geographically, and psychographically. The document also covers identifying and fixing gaps in data through real-time verification and data hygiene. Finally, it discusses using the marketing list across channels like email, social media, and direct mail for activities like acquisition, engagement, nurturing, and conversion.

1. Creating a Killer Marketing List
From Scratch
July 2019
Angela Ridpath
VP Marketing MCH Strategic Data

2. Key takeaways.
Tips for better
understanding your
audience.
Defining the right collection
points.
Identifying gaps in your
data—and how fix them.
Simple ways to segment
data—and why it’s
important.
Using your list across
different marketing
channels.

3. Tips for better understanding your audience.
The more you know about your audience– the better!
• Who are you targeting?
• What are their interests?
• Where do they hang out?
• When do you talk to them?
• Why do they need you?
• How do you talk to them?

4. Tips for better understanding your audience.
Creating your audience persona(s)
Name and Job
Title
Where she works
What she does
Message
Value prop
Elevator Pitch
Goals
Challenges
Values
Fears
Demographics
Age
Gender
Salary
Education
Family

8. People don’t give data away for free.
• After you identify your audience segments, offer them something of value.
eBook White paper Webinar
Discount Exclusive content Product or service

9. Common collection points.
• Be present. Collect data in multiple collection points.
Website/landing
page
Call center/in
person
Trade
Shows/Events
Email
Social media Direct Mail Contest/Give-
Aways
Referrals

10. Non-traditional collection points.
• Add a link to employee signatures.
• Create a social media campaign to encourage sign-ups.
• Add a call-to-action button on your Facebook Business Page.
• Publish gated content on social media (LinkedIn groups, etc.)
• Add engagement features to your YouTube channel.
• Ask website visitors for feedback.
• Offer to be a guest blogger on high-traffic websites.
• Collect emails at point of purchase (in-store).
• Create virtual events.

11. Landing page best practices.
Compelling headline
Subhead
Form with strong
call-to-action
Compelling visual
Value prop/trust
builders
TEST

12. Simple ways to segment data.
• With a clear understanding of your audience and how they spend their time,
you can not only provide the best experience and influence the path to
purchase, but identify new consumers.
Demographic
Age, gender,
education level,
family size,
occupation,
income, and
more.
Behavior
Focuses on
specific reactions
and the way
customers go
through their
decision making
and buying
processes.
Geographic
Differences in
interests, values,
and preferences
vary dramatically
throughout cities,
states, and
countries.
Psychographic
Traits can range
from values,
personalities,
interests,
attitudes,
conscious and
subconscious
motivators,
lifestyles, and
opinions.

13. Simple ways to segment data.
• Avoid these common pitfalls.
Creating segments that are
too small.
Failing to update your
strategy when segments
change.
Targeting the segment
instead of the buying
power.

14. Identifying gaps in your data– and how to fix them.
• You’ll find that some of the
data you collect is incomplete.
• Some of the data may be
different that what is stored by
your purchasing dept – or
operations dept.
• Some of the data will be
decayed by the time you ingest
it into your marketing
campaigns.

15. Identifying gaps in your data– and how to fix them.
• Poor quality data costs American businesses up to $900
million per year.
Most common data errors (according to CIO Insight).
56%
51%
39%
37%
2%
Lost Sales Opportunity
Wasted Time/Inefficiency
Diminished Relationships with
customers/prospects
Negative Cultural Impact on
Employees
Other
Impact on businesses (according eMarketer).
60%
54%
51%
37%
30%
Incomplete Information
Outdated Information
Duplicated Data
Inconsistent Data
Typos

16. Identifying gaps in your data– and how to fix them.
Real-time
verification
Append
missing
fields
Data
Hygiene

17. Using your list across different marketing channels.
• Digital/Display
• YouTube
• Social Media
• Search
Custom Audiences
• Email
• Direct Mail
• SMS/Text
Lifecycle/Nurture
• Traditional media (TV,
Radio, Print)
• Content Marketing
• SEO
Audience Expansion

18. Using your list across different channels.
Engage and
Nurture
Convert
Acquire new
leads
Data
Email outreach,
social media, direct
mail, word of mouth,
seminars
Lifecycle programs,
lead nurturing,
loyalty programs,
cross sell campaigns
New customers,
repeat customers,
brand advocates

19. Questions?