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In an age when everyone seems to be cutting costs and budgets are becoming tighter, it’s worth spending a few minutes looking at how you can save money by making better use of your own business data
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Your customer database is without doubt one of the most valuable and precious assets you have for generating more sales and more referrals from your existing client base.
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When responses are slow to materialise it’s tempting to search for the one big marketing miracle that can somehow transform the fortunes of the business – that one tactic, tool or strategy that can accelerate your marketing responses into the stratosphere. But in the real business to business world, savvy marketers know that being brilliant at the basics is the way forwards.
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Squeaky clean, accurate and pristine data is the bedrock of any business to business marketing campaign. It doesn’t matter how articulate, charming and persuasive your telemarketer is if, when they pick up the phone to introduce a new service to one of your clients, they address them with the wrong name. The fault is laid squarely at the door of your database because the information it yielded was inaccurate.
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Does your business data really do justice to your marketing objectives? It’s estimated that inaccurate data records are costing businesses millions in lost revenue every year. Business data is shown to deteriorate at a rate of more than 40% annually, and yet many companies continue to rely on poor quality data long after it has outlived its profitable life.
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Businesses could benefit from using a blog as a direct marketing tool, it has been claimed. Nick Baggott, founder of Navigate Consulting, said blogging can be an excellent opportunity for firms to put a unique viewpoint across and truly interact with their customer base. He commented: "Think of 'thinkers' and 'linkers'. A thinker will write infrequent but long and considered thought pieces. A linker will refer their readers to other sites, research and blogs that he or she thinks will… Read more »
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Young people feel more comfortable with direct mail than any other form of marketing, it has been revealed. A recent study by ICOM highlighted how individuals aged 18 to 34 are three times more likely to be suspicious of online marketing attempts than for direct mail offerings. It found that across a range of products – from prescriptive medicine to food – consumers were more inclined to prefer offline marketing efforts than online content. ZD Net reported: "The survey also… Read more »
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Businesses should not be tempted to make brand decisions based on social media conversations, it has been stated.
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The most successful B2B marketing practitioners tend to be the ones with a finger on the pulse of the latest fads and trends making waves in the industry and in the news in general. Eco-awareness and corporate social responsibility issues are among the most important issues in the world's media today, with the UN Climate Change Conference taking place in Cancun, Mexico later this year. Given the press coverage given to eco issues, it would behove you to jump on… Read more »
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An expert has highlighted the importance of B2B data cleansing within an overall marketing campaign. Robert Liebertz, chief executive of Address Logics, said direct mail marketing content needs a standardised method for cleansing and validating address data. He pointed out that B2B data hygiene technology has progressed from previous basic mail merge systems for direct mailings and address cleansing tools can now be utilised by a wide range of direct marketing businesses. "Addresses can be uploaded in a simple Excel… Read more »
