The marketing register is the cornerstone of B2B sales. 

I divide marketing registers into two main categories:

• Registers that only contain persons who have given marketing permission.
• Registers that contain the desired target groups and key personnel.

In both cases, regular maintenance of the register is a requirement that must be met. Your own marketing register must be carefully nurtured and loved in order to reap its benefits. In this blog, I focus on the register, which is built from my own starting points, interesting companies and their decision makers.

One hundred unreachable companies, one lost contract

A sales pipe is like a water pipe, with the possibility of a leak lurking in every seam.
The registry is at the beginning of the sales pipeline, where the impact of leakage is dramatic – for every hundred companies we don't reach, we lose one contract. I will tell you a personal example about this.

The registry is not always seen as a part of the sales pipeline, because it is dedicated to measuring and analyzing sales performance - from calls to appointments, from appointments to offers and from offers to contracts. However, in marketing and sales, the register is at the beginning of the pipeline, so every deficiency increases the cost of sales and causes losses of business.

When we compare the sales pipe to the water pipe, we can say that the flow is very much at the beginning, at the seam point of the register and the marketing measures that utilize it. At this joint point, the leakage is also the largest, but the amount of flow is so large that the leakage is not detected without a more detailed analysis. Maybe it doesn't even matter? Make a hell of a report on how many percent of the companies in your register you reach with email marketing. You will be surprised.

Then to a personal example. We actively use electronic direct marketing at the beginning of our sales pipeline. We have created a profile for seven different segments. Each segment has its own criteria and each segment is approached at regular intervals and each time from a slightly different perspective.

We, like many others, have metrics to monitor the results of the electronic direct:

• the success of message delivery
• message opening rate
• CTOR, i.e. the share of those who clicked on links among those who opened the message.

However, we were missing one essential metric. It tells the percentage of the companies that we manage to reach with electronic direct. It inspired us to improve our registry management process.

Let's look at this point of leakage a little more analytically, taking into account the costs.

• Add one hundred companies to email marketing - price €60.
• 30 of these % opens the message and 8 of those opened % gets to know the content of the message - no additional cost.
• The quality of Buukkar's list improves and grows by 30 companies - of these, 5 meetings are created with the success of 17 %.
• Out of five meetings, 21 % lead to a contract, the average of which is around €750.

As a result, the investment of 60 euros resulted in a contract of 750 euros.

A pretty good motive for completing the register, isn't it?