When it comes to marketing data management, there isn't just a "right" and "wrong" way. There is also bad, not-so-bad, okay, better, and best. What does it take to build a solid marketing database and then manage the complexity so that it's actually useful to your marketing efforts? Here are three steps to making the B2B database thorough, highly usable, complete, and accurate.
Integrating Your B2B Marketing Database
The first step to gleaning deeper, more meaningful insight is to beef up the database. Yes, we are going to address complexity, but you have to get it robust before you start grooming and pruning. Build a database designed to deliver meaningful insight. This means that in addition to a name, position, and contact information, you also need to collect:
- Specific identifiers (Who these leads are, what they do, where they go, people they know, etc.)
- What accounts they hold with your company (Don't forget partners and affiliates)
- What relationship they have with your company (Are they interested but not buying? Customers but not happy? Committed to the relationship?)
- Their support history (Were they confused about your product? Did they need a lot of help with setup and implementation?)
- How do they prefer to communicate with you? (Do they call the 800-number? Send an email? Initiate a chat session?)
Only with a complete picture of your leads and customers will your database be highly functional and useful.
Segmenting Your Marketing Database
Now that you've got all of this robust information, you can begin to segment your leads into high quality, medium quality, or low quality. This designation can also indicate where they are in your marketing funnel, and will help you tailor messages to them in the right way, with the right frequency, using the right tone. If all your leads are grouped together without any designation regarding quality (whether they intend to purchase, how often they purchase, how much they spend on each purchase, etc.), there is no way to tailor messages to each specific group within your marketing database.
Cleansing Your Marketing Database
As you collect this information, a lot will be missing, inaccurate, outdated, or incomplete. This is where data cleansing comes in. It helps you improve the integrity of your database. Sometimes hurried leads mistype their information. Sometimes they deliberately lie so they can access certain parts of your site without getting sales pitches. Others simply change jobs, get promoted, or their offices relocate. Cleansing assures that your marketing and sales teams are working on the best possible information when communicating with leads and customers.
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.