Whose role is it to prospect, at a new gTLD Registry, to generate interest in Premium domain names?

At a new gTLD Registry, the role of prospecting to generate interest in Premium domain names falls primarily to a combination of:

1. Business Development / Sales Team: This is the core function for direct outreach and relationship building. Their responsibilities include:
   • Identifying High-Value Names: Working with registry operations and data analysis to pinpoint premium domain names that have strong market appeal (e.g., short, memorable, highly relevant keywords, industry-specific terms, popular brands, generic terms).
   • Targeting Potential Buyers: This could involve:
     • Direct Outreach to Brands: For highly valuable, brand-relevant premium names (e.g., .brand gTLD, or a generic gTLD like .tech trying to sell "AI.tech").
     • Engaging Domain Investors/Brokers: Many premium names are acquired by professional domain investors who then resell them. Building relationships with these individuals and firms is crucial.
     • Working with Large Enterprises: Businesses with strong online presences are often willing to invest in premium, high-impact domain names.
   • Developing Sales Strategies: Crafting compelling propositions and pricing models for premium names, including potential auction strategies.
   • Negotiating Deals: Directly engaging with interested parties to sell premium names, which often involves significant negotiation.
   • Building Registrar Partnerships for Premium Sales: While the registry doesn't typically sell directly to end-users, they heavily rely on registrars. The sales team will work to educate registrars on the value of premium names, provide them with tools and incentives to promote these names, and potentially coordinate special sales events (like auctions) through registrar channels.
2. Marketing Team (closely integrated with Sales): While sales focuses on direct prospecting, marketing creates the environment for interest generation. Their role includes:
   • Content Marketing: Creating articles, case studies, and industry reports highlighting the value and success stories of premium domains.
   • Digital Advertising: Running targeted campaigns to reach potential buyers of premium names.
   • Public Relations: Generating buzz and media coverage around the new gTLD and its premium offerings.
   • Event Participation: Attending domain industry conferences and business events to network and showcase premium inventory.
   • Building Awareness: Generally promoting the unique value proposition of the gTLD itself, which indirectly increases interest in all names, including premium ones.
3. Registry Operations / Product Management (supporting role): These teams are not direct sales, but they are critical in enabling premium domain sales:
   • Premium Name Curation: Defining what constitutes a "premium" name, reserving them from general availability, and setting initial pricing.
   • Technical Infrastructure: Ensuring the systems are in place to handle premium domain sales, including potential auction platforms or tiered pricing models.
   • Data Analysis: Providing market insights and analytics to the sales team to help them identify trends and high-demand names.

Methods of Prospecting and Sales for Premium Domains:

• Sunrise/Landrush Periods: New gTLDs often have special launch phases where trademark holders (Sunrise) or early adopters (Landrush) get priority access, and premium names might be offered at a higher price during these times.
• Auctions: Many registries use third-party auction platforms (like Sedo, SnapNames) or their own custom auction systems to sell off highly desirable premium names to the highest bidder.
• Direct Sales: For the most valuable "trophy" names, registries might engage in direct, one-on-one sales with interested parties.
• Registrar Programs: Creating special programs, incentives, and marketing materials for registrars to promote premium names to their customer base.

In essence, it's a collaborative effort, but the Business Development/Sales team holds the primary responsibility for active prospecting and conversion when it comes to generating interest and ultimately selling premium domain names.