YesMail's Menzel wants to deliver

By Published on . 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.

Menzels company, a unit of CMGI Inc., recently took a big step in that direction when, Delray Beach, Fla., chose it as a list management partner. The deal expanded YesMails b-to-b database by 1.3 million names, to 3 million.

YesMails roots are in permission e-mail marketing; it only started its e-mail list management business in April.

Today, only 25% of YesMails 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. "Its an issue thats putting a lot of pressure on our industry."

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