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Blog post By Paula Chiocchi on 2017-11-15

A recent article by the Content Marketing Institute (CMI) states that content marketers who focus on strategically building their audiences can put their businesses in position to drive greater ROI than those that don’t. Drilling down further, 90% of those marketers who consider their content marketing efforts successful cite building an audience as a primary driver for that success.


Audience building is becoming so valuable to marketing ROI that some organizations – those that are ahead of the curve – are hiring dedicated audience strategists to manage the effort as a company asset. According to CMI, by taking a strategic approach to developing the audience as a business asset by scaling it, enriching it and optimizing it over time, organizations can move the marketing needle to new limits.


This approach dovetails well with our business model at OMI. In fact, in many ways, we serve as virtual audience strategists for our clients. As we’ve supported our customers through the years in growing their businesses by increasing sales leads and revenue, and expanding their marketing reach, they have come to appreciate the critical role we play in identifying the right audiences to target for effective customer acquisition email campaigns. With our high-quality email data, we can accelerate results for clients on the front end (or top) of the sales funnel, allowing them to optimize their reach to new prospects and audiences based on our carefully orchestrated segmentation efforts.


For those clients for whom we provide turnkey email marketing services, we not only work closely with them on audience building, but also offer our expertise to help them design creative campaign elements, deliver campaign emails, nurture leads and conduct follow-up campaigns based on prospect engagement and results.


The results we achieve when working in close collaboration with our clients prove the value of our audience-driven approach. Check out the success metrics in a few of our recent case studies.


New Audience Building Milestone at OMI

This week OMI will announce a new milestone in our audience building services, with more than 40 million validated business-to-business (B2B) email records, including 28 million records for small-and-mid-sized businesses (SMBs), now available for licensing. Delivering 95 percent email validity, OMI’s email data offers clients a cost-effective way to drive ROI by reaching new prospects and harnessing the power of email marketing. More information is available here.


It’s clear that audience building is one of the top content marketing trends to watch as we head into 2018, especially as the stakes rise with regard to ROI and reaching the right people, at the right time with your marketing messages.  Stay tuned because we’ll be writing more about this topic in the coming months. In the meantime, how can we help you with audience building?



Outward Media’s accurate, targeted email data can help you reach Millennials – along with Gen X,Y and Z -- and convert more prospects into customers. Ask us how. Also, take a look at our complimentary e-book on building a successful B2B email marketing database. â€¨

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At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.

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