When I accepted my first job in marketing, I had no idea how big of a role data played in a marketing strategy. However, when I started working at ReachForce, it was a major newsflash to me how vital it is to have clean data as the foundation of your strategy. I’m not just saying that because data management is what we do at ReachForce, but because on my first day of the job my manager sat me down and showed me how she uses it in every aspect of her marketing campaigns. From then on, I made sure to incorporate the insights I gleaned from my marketing data into my campaigns.
Many people don’t know about the significant impact data has on not only marketing performance in general but also their individual roles. Because of this, we created The Definitive Guide to Marketing Data to illustrate how important it is to understand how to use data to your advantage. Below are my top takeaways from the guide.
1. Marketing data can be deceiving
There’s nothing worse than creating content, building personas, and personalizing based off of inaccurate data. And you won’t notice it until you realize your campaigns aren’t proving an ROI. Data does no good if you are unable to extract meaningful ways to apply it towards creating a premium experience for your customers.
2. Marketing Data and Content Development Make a Dream Team
“Data doesn’t really affect me because I’m in content marketing,” said nearly every content marketer ever. But the best content marketers know that data dictates what they should be creating by looking at what content their ideal customers consume.
Most marketers agree that choosing which topics to focus on is one of the most difficult aspects of putting out consistent, high-value content. If you know where to look, your marketing data can tell you the topics your audience wants to see. In the guide, we cover practical tips on how to use data to your content’s advantage.
3. Double Trouble
Duplicate data is one of the most the common types of dirty data that lives in your database. Duplicate data exists and multiplies through many different forms, such as:
- Multiple contact and account records
- Redundant values on lead records
- Repetitive elements on lead records
Having duplicates of the same contact or account creates a fragmented view of your audience results in over-communication from multiple reps or multiple sends of the same email, poor segmentation, over-reporting metrics, and the list goes on!
4. Some marketers are in denial
Many marketers are not using their data to build their Ideal Customer Profiles (ICPs) and to validate their personas. Why? Because it might tell them what they don’t want to hear or they know it’s bad (out of sight, out of mind). When you apply current analytics to validate your buyer personas, the risk exists that you dispel current data that originally defined your personas. So, it’s better to start on a clean slate and build your personas from that.
5. Maximize the data you already have
If you took an inventory of your current database, you might realize that you have a more comprehensive data profile of your prospects and customers than you think.
A little anecdote: Coming to ReachForce, I inherited a pretty healthy sized database. With a data management system already in process, I was able to glean insights from my leads and customers and develop my marketing strategy from there. I continue to nurture what I already have and develop persona-specific programs to increase engagement. I do not need to rely on lead gen from events to generate leads--I make the most with what I have and have found success with this strategy.
And so much more...
This is only a small fraction of takeaways from the Definitive Guide of Marketing Data. You can learn and read all the things here.
We hope this guide will be a valuable resource as you develop and maintain a data-driven marketing strategy. Is data management part of that strategy? Start your journey to a clean database with a free data health assessment to uncover your current data foundation and build a roadmap for the future.