I learned about a start-up that wants to reinvent list marketing: the practice of renting/selling and buying lists of names for the purposes of demand generation. MarketFish plans to compete directly against the highly fragmented world of list brokers, list managers and database providers. They want to offer accountability, predictability and lots of efficiencies and thereby disrupt this notoriously inefficient and time-consuming process — “the dark side” of demand gen.
