An expert has highlighted the importance of weeding out email leads that least likely to take a company to the next level.

Kevin Clancy, chairman of Copernicus, said it is important for firms to identify and extract email leads and prospects that have no interest in their brand so they can avoid wasting time and effort trying to convert them into sales.

Writing in Marketing Profs, he explained that marketers should simply forget about trying to win such prospects over as it will be a dead cause.

“They’re unlikely to ever consider, let alone use your brand no matter what you do,” Mr Clancy stressed. “Why waste marketing [budgets] on them?”

Peter Krieg, chief executive of Copernicus, added that companies should think seriously about diversifying the range of products and services they offer, as this is likely to generate the type of organic growth that companies desire.

Marketing specialist Scott McKain recently urged marketers to divert the bulk of their attention to clients that are most likely to deliver a high return on investment.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing

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