The New Rules of Lead Generation

Expanding Your Target Universe

You need to make sure that any list you buy or rent will give you a large enough target universe to be meaningful to you. For example, say you are planning an e-mail marketing campaign for a business software product. You decide to rent a list of subscriber e-mail addresses from a well-known software magazine. You want to target large companies, so you ask the list owner (in this case, the magazine publisher) to give you a targeted list of e-mail addresses for chief marketing officers (CMOs) at companies with 250,000+ employees.

But after the list owner applies your target audience filters to their complete list of 500,000 subscribers, they come back to you with only 500 subscribers who are CMOs of companies of ...