Data Driven Marketing via Data Unification

The more marketers we talk to the more they confirm the role of marketing has shifted from look and feel marketing to data driven marketing. We now have systems, tools and best practices that enable us to get the information we need to be smarter about how do marketing outreach. Whether it be a new logo acquisition or customer marketing, the more we know the better we can segment, target and communicate a relevant message.

We decided to Google “data driven marketing” and a really interesting IDC post came up that supports our data unification platform message to a tee.

The article opens with this –

Who is your customer? It is a deceptively complex question that a surprising number of B2B companies cannot answer. The difficulty stems from several causes:

  • Inconsistent definitions for customer attributes (account name, industry, segment, organizational hierarchy, contact name/email, etc.)
  • Fragmentation of the data across multiple databases and applications
  • Departmental perspectives on customer relationships
  • Lack of an enterprise customer data management approach
  • The impact of all this is a severe slow down in decision making and an inability to optimize critical processes in customer facing functions, most poignantly in marketing and sales.

Finish reading the article.

This post is a couple of years old now but the problem is bigger than ever with so much technology being introduced and marketers becoming smarter about connecting the dots between engagement and revenue.

Here’s a great image that helps tell the story.


All of this makes good sense but definitely easier said than done. Just to overwhelm you a little more, here’s the Chief Marketing Technologist Blog’s recent release of the marketing technology landscape.


So much information in so many different platforms, systems and tools. Getting your marketing big data pulled together so you are able to analyze will increase your marketing results more than anything you can do. There’s nothing better than delivering the right message to the right person at the right time. Here’s our recommendations on getting started –

  • Start small. Follow the Lead and it’s journey.
  • Identify all systems that collect customer or prospect information
  • Outline what key information you want from each system
  • Look at integration points – what integrates natively?
  • Reporting, what are you able to report on and where will you slice and dice your marketing big data? See image above for tool suggestions.
  • Set goals and expectations. This is going to take time, map out your plan.
  • Don’t forget to set benchmarks and track your road to success.

How are you gathering prospect and customer data to make data driven decisions?

ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems.  We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better.  Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.

To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, check out our real-time web form enrichment demo, or request a free marketing data diagnostic. Get the power to let data drive marketing and higher performance.

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