As the UK is still pondering about the 2014 Budget statement, it got us thinking about business-to-business marketing budgets. 

The gut reaction for most businesses during the recent economic downturn was to slash marketing budgets and lay low until things picked up again. But marketing through a recession would have been a great way to generate new business, especially if your competitors had downscaled their marketing efforts. Some companies are now finding themselves desperate to generate new business. 

Here are 3 reasons why you should be investing in your marketing, not slashing your budget: 

Reason #1 – You can get clean, up-to-date lists of prospects that closely match your chosen criteria. 

Benefit: The response rate you get from targeting your chosen sector with tailored messages will be a huge improvement on the results you got from your old, tired list filled with gone-aways and false information. The Data Agency’s Business Suppression File puts the annual decay rate of B2B data at a shocking 35%. So investing in a new targeted data list means you can improve your marketing results.

Reason #2 – You can ensure that your marketing budget is being spent on communicating to the right people at the right time. 

Benefit: Instead of losing potential revenue through poor quality data, you can improve revenue generation from all marketing activities. Once you have a clean, up-to-date list, then making ongoing maintenance a high priority for your marketing team will ensure that you don’t just get great results the first time around, but every time. 

This is especially important when you consider that the average click through rate for UK SME email marketing campaigns was 3.16%. If you’ve got a list with mostly out-of-date data in it then the number of responses your 3.16% equates to is going to be much lower than the business who has invested time and budget in getting good data. 

Reason #3 – You can be confident in the fact that the data you’ll be using is fully compliant and doesn’t include any potentially risky prospects. 

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