Business to business (B2B) marketers have been given instructions on how best to achieve market optimisation, with promises of how to ‘get the steak, not the sizzle’ of business.

According to Extraprise, “strategy, brand, advertising, design, public relations and all the other sizzle in marketing” are only as good as “the real meat that supports them” – clean and complete data, efficient business processes, accurate and integrated systems, quality staff.

“Accepting the importance of these four items: data quality, business processes, systems, and people is vital,” states the firm.

First, marketing teams should identify where they are – how much consumer data they need, whether current information understood and if the correct IT system in place for it.

Second, customers must be understood as to why they act as they do and how best to retain them, while measuring success with revenue return.

Third, understanding how to use the insights gained, how to manage relationships and a unification of customer acquisition, management and retention.

“The evolution of marketing services has brought us to the point where having extensive information about your customers simply isn’t enough. Rather you must take steps to unleash that insight in order to deliver sales results,” concludes the report.ADNFCR-8000151-ID-18002655-ADNFCR

Related Topics: General Marketing