Joe McKenna of Social123 and Steve Damerow Explain Why Outdated Email Lists Are Bad for B2B Marketing

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Latest “Business Matters” Podcast Addresses the Role of Updated Data in Sales Channel Marketing

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“As the sales guy, for this new company,” McKenna said, “my biggest problem was data. I was calling on people who were no longer there. So we decided to make a pivot and design a fix for that. And that’s what we have now, which is our social database."

Steve Damerow is the CEO of Incentive Solutions, an Atlanta-located company specializing in incentive-based channel marketing strategies for B2B organizations, and hosts a Business Radio X talk radio show, “Business Matters.” Damerow’s show is part of his initiative to share best practices and discuss how companies go to market within their unique chain. In the latest podcast, Damerow and Joe McKenna of Social123 addressed the value of up-to-date contact data in B2B marketing.

Social123’s and Incentive Solutions’ clients face the same issues: they need timely contact data to market effectively. Incentive Solutions clients, for example, need to capture data about their program participants, their B2B channel partners, and end-consumers. Program administrators must have up-to-date contact data to communicate with participants and, with clients expecting a 400% ROI, incentive programs must lead to more and better data that facilitates stronger B2B marketing. Damerow was impressed with Social123’s contact database and invited McKenna, Senior Enterprise Representative at Social123, to discuss the company’s origin and process in a “Business Matters” podcast.

Social123 began as a social listening company, tracking trending topics, but quickly came across a different need to fulfill. “As the sales guy…. for this new company,” McKenna said, “my biggest problem was data. I was calling on people who were no longer there…. So we literally decided to make a pivot and design a fix for that. And that’s what we have now, which is our social database.”

Many email list companies buy their lists from others, then try to store or resell those lists. “By the time you receive it, that data is 18-24 months old,” McKenna said, “and that’s just too old in today’s transient workforce.” Social123’s servers search the Web every 21 days to ensure list data is no more than three weeks old. The Social123 database locates individuals in a B2B space by using naming conventions, then validating domain names and emails based on current social media information.

In Damerow’s industry, as in many others, service or product success is highly contingent on updated contact data and effective marketing. Damerow endorsed Social123 as a great source for much-needed distribution channel information and B2B marketing strategies.

About Incentive Solutions

Incentive Solutions, Inc. was founded in 1994 and is based in Atlanta, GA. Part of The ISI Group, consisting of Incentive Solutions, Loyaltyworks, and Travel Solutions, Incentive Solutions offers online rewards, travel incentives, and debit card reward programs. Since its creation, Incentive Solutions has been an innovator in the incentive industry by utilizing emerging online technologies that help companies increase sales, engage and motivate employees, encourage customer loyalty, create positive work environments, and enrich sales channel relationships.

Incentive Solutions

1-866-567-7432
2299 Perimeter Park Drive, Suite 150
Atlanta GA 30341

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Nichole Gunn
@Loyaltyworks
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