Yesmail.com Inc. President-CEO David Menzel wants his company to become the go-to source for what some marketers complain is the scarcest of commodities: good b-to-b lists.
Menzel’s company, a unit of CMGI Inc., recently took a big step in that direction when BizTalk.com, Delray Beach, Fla., chose it as a list management partner. The deal expanded YesMail’s b-to-b database by 1.3 million names, to 3 million.
YesMail’s roots are in permission e-mail marketing; it only started its e-mail list management business in April.
Today, only 25% of YesMail’s revenue comes from b-to-b. Menzel wants that share to jump to 50% by next year. He said the dearth of decent b-to-b lists puts YesMail in a prime position.
"What b-to-b marketers want and need is more qualified data," said Menzel, who started his career as an Andersen Worldwide consultant and was senior VP-CFO of Campbell Software Inc. before joining YesMail in 1999. "It’s an issue that’s putting a lot of pressure on our industry."