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Using online databases for developing prioritized sales leads

R. Dale Wilson (Professor of Marketing, Department of Marketing and Supply Chain Management, The Eli Broad Graduate School of Management, Michigan State University, East Lansing, Michigan, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 August 2003



The current availability of online direct marketing databases provides numerous opportunities for marketing professionals to improve their marketing strategies and tactics. This paper illustrates how online “mailing file” data, formerly known simply as “mailing lists”, can be used to develop high‐quality sales leads. A set of procedures is presented that provides a way for sales managers to guide the company’s salesforce in seeking new customers. A case study is included that demonstrates how a company that competes in a high‐tech business‐to‐business market has developed and used sales leads that are highly targeted. In particular, the paper provides the results of an empirical study that uses a mailing file database as the starting point for developing a market segmentation approach to lead generation. Issues encountered in this type of research are identified, and suggestions are made for handing these issues.



Dale Wilson, R. (2003), "Using online databases for developing prioritized sales leads", Journal of Business & Industrial Marketing, Vol. 18 No. 4/5, pp. 388-402.




Copyright © 2003, MCB UP Limited

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