Database Marketing: Five Important Things to Know


A form of direct marketing , database marketing uses business and consumer databases to generate targeted recipient lists. Through various enterprise data sources and marketing technology tools, this practice leverages consumer and business user data to deliver relevant, effective, and personalized messages to both existing and potential customers/clients. This is then used to select the recipient list for communications.

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. Beginning in the 1980’s and 1990’s, we began to see a shift to individualism. We saw the influence of the Meyers-Briggs Testing philosophy extended into the business world. by Evan Shuster.


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Troubleshooting your B2B marketing data problems


Business-to-business data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into thorny issues every day. Problems range from duplicates, to key-entry errors, to missing data elements, and beyond. Recently, Bernice Grossman and I worked with a group of savvy B2B marketers at a DMA conference to compile a list of difficult data problems.

6 thorny data problems that Vex B2B marketers, and how to solve them


Business-to-business marketers are plagued by data problems. Business data is complex and fast-changing. Our legacy databases are not as robust as we need. To shed some light on B2B data problems, Bernice Grossman and I compiled a working list of problems and solutions. Data entered by our sales people ends up as mush in our database. Give them objective rules to follow. The most recent data is the one you should default to.

4 B2B Marketing Trends Everyone will be Talking about at the SiriusDecisions Summit


by Jesse Noyes | Tweet this It’s impossible to escape the seismic shifts that have rocked the B2B marketing world in recent years. The marketers joining the SiriusDecisions Summit today want more than tools. They want to discuss the emerging trends and strategies that can drive demand. Last year, we spoke to Jonathan Block , Sirius’s VP and Practice Director, about how marketing operations had arrived as a lasting discipline within growing organizations.

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How to Make Your Data Squeaky Clean


No question it’s a valuable part of your marketing, but sometimes it can feel like a big mess. But you don’t need to throw your hands in air. In fact, it could be just what the doctor ordered to get your campaign results backs on track. Develop, apply and share naming conventions with everyone who adds data to your CRM, marketing automation system, spreadsheets and any other systems you use. Once you’ve decided what the names are, you have to apply them.

Can Sales Grow Your Marketing Database? [Chart]


by Jesse Noyes | Tweet this Marketers never stop worrying about growing the size of their contact database. A marketer can produce fantastic pieces of content and run amazing events to grow their database, and yet completely miss an obvious avenue to grow their reach. Sales Enablement tools (as we like to call them at Eloqua) are an effective and convenient way to provide your Sales Team with marketing collateral that they can send to prospects.

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10 Marketing Nightmares


Those working in B2B marketing have their own special blend of anxieties and fears. Things like typos in big campaigns, mis-fired tweets and screwed up presentations are enough to scare even the most competent marketer. Today, we spotlight 10 marketing nightmares – and explain how you can avoid them. Showing Up to a Webinar with the Wrong Deck. How to avoid this nightmare? Sending a Big Email Campaign to “Dear First Name”.

Which Metrics Do Most Marketers Rely On? [CHART]


by Jennifer Horton | Tweet this Measurement is often a main reason that many clients cite for investing in marketing automation. This year, in the age of Revenue Performance Management , we have several clients that are beginning to dedicate resources to make reporting and benchmarking a top priority for marketing and sales operations teams. First, we surveyed the community to get the pulse on what reports they reviewed regularly on a monthly basis.

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15 B2B Marketing Books You Need to Read

Directive Agency

The best B2B marketers are always looking to improve their craft and hone their skills, which is why the following fifteen B2B marketing books are required reading for any marketer looking to create and foster lasting inter-business relationships. As time passes, new research emerges, new marketing techniques are created and applied, and new tools appear in the industry, further transforming the game. UnMarketing: Stop Marketing.

11 Infographics Marketers Should Keep Near Their Desks


For marketers this kind of visual organization is invaluable for one simple reason: we’ve got a lot on our minds. With that in mind, we wanted to present 11 infographics marketers will probably want to download, print out and keep near their desks. The State of Email Marketing. In an age where social media is all the rage, it can be easy to forget just how effective email marketing is. Data is not the sexiest topic for marketers.

Decoding the True Essence of Outbound Marketing


Outbound Marketing – Brief Overview and Facets Around it. Ever been curious as to what exactly is “outbound marketing?” It is a marketing & sales procedure adopted by many companies to share information regarding their products & services. Research & investigations have revealed that firms invest around ninety percent of their incomes on different forms of outbound marketing. The Relevance of Outbound Marketing. Written By.