Database Marketing: Five Important Things to Know

Webbiquity

A form of direct marketing , database marketing uses business and consumer databases to generate targeted recipient lists. What distinguishes database from direct marketing is the awareness to the analysis of data. Database Marketing Types.

New York’s happiest B2B database marketer

Biznology

Speaking at a BMA conference in New York recently, I posed a question to the audience: “Are any of you happy with your marketing data?” Now, normally, I find business marketers complaining endlessly about their data. Please meet New York’s happiest database marketer.

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Two Database Marketing Principles to Increase Email Marketing ROI

Webbiquity

Here are two strategies for optimizing the investment made in building a house list for email marketing efforts. However, this database segment outreach ought not be random – but regimented. Email Marketing Daniel Faggella email marketing

Can Old Database Marketers Learn Digital Tricks?

Customer Experience Matrix

Summary: Database marketing and digital marketing are more different than it seems. Yesterday’s post touched briefly on what I see as a fundamental transition between database marketing and digital marketing, and in particular on the changes that marketers and their supporting vendors must make to navigate the change successfully. Digital marketers have no such illusions about the completeness of the data they could ever hope to assemble.

5 Essential Database Marketing Strategies You Need Now

Leadspace

Your marketing team’s effectiveness is intrinsically tied to the quality of your marketing data and the efficiency of your marketing database software. A proactive database marketing strategy aims to forever improve your buyer-seller relationships.

3 Quick Fixes To Improve Your Database Marketing

LeadGnome

While the term covers a broad range of marketing initiatives, at its heart, any form of database marketing is only as good as the health of your… well, data! Whether you’re sending emails or mailing postcards, inaccurate data can tank your database marketing efforts.

Why It’s Time to Start Leveraging Database Marketing for PPC

Directive Agency

As marketers, there are a million and two initiatives we run at once, and it can get difficult to keep track of what is working and what the data is telling us. Enter database marketing. What is Database Marketing? Internal Databases vs. External Databases.

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Data Decay & B2B Database Marketing [Infographic]

Zoominfo

Because of this, many organizations are working with a B2B database that is cluttered with outdated, invalid, or incomplete contacts. Dirty data impacts all areas of an organization, including marketing, lead generation, customer relationships, and finance.

Unica and Alterian Lead Database Marketers to the Digital Promised Land

Customer Experience Matrix

Here are some quick thoughts on two items: Unica ’s acquisition of paid search bid management system MakeMeTop (now mercifully renamed Unica Search) and Alterian ’s recently-released and excellent annual marketing survey. The connection is that these both support my feeling that many members of the old-line database marketing community have failed to adapt to the new world of digital marketing.

Database Clean-Up: How to Avoid Blowing a Lot of Money and Your Career!

ViewPoint

When evaluating the value of your database(s), is there a better, more effective alternative to either contacting all prospects in the databases or throwing them all out and starting over? Traditional Database Marketing Cleanups Miss the Mark – And The Potential.

Where is B2B data-driven marketing headed?

Biznology

Data drives B2B marketing today, and it’s a fast-evolving arena. New tools, new technologies, and most importantly, new buying behavior among businesses—these changes are accelerating the pace and driving new directions for B2B data-driven marketing. Real-time marketing gets real.

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5 (doable) ways to drive revenue growth now

ViewPoint

Involving planning, collaboration and accountability processes, these sure-fire action items will help marketing leaders like you make real sales impact. Here they are—the 5 silver bullets you need to drive revenue growth: Market focus and intelligence. A targeted vs. a scattershot prospect database based on a mutual (sales and marketing) understanding of the market is step number 1. Marketing measurement. That’s marketing’s job.

Three barriers to B2B data-driven marketing

Biznology

Ask any business marketer about the importance of data, and you’ll get plenty of good answers. “It’s That’s a good thing, since marketers are under increasing pressure to manage, collect, and make use of data, according to a recent CMO Club/Gartner study.

Case study in data-driven B2B customer acquisition marketing

Biznology

My new book, B2B Data-Driven Marketing: Sources, Uses, Results , is launching in a few weeks. While preparing case studies for book, I had the fun of interviewing a bunch of very smart B2B marketers to learn how they were applying data and analytics to their marketing objectives.

What can your B2B data do for you?

Biznology

Data is all the rage in marketing today. Data has been called the “new oil” that fuels marketing today. But B2B marketers still struggle to get their full share of value from data. One reason is that they are missing some important ways to apply the data to marketing problems.

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How to reach your customers at work or at home

Biznology

I have just learned about a new service from the San Antonio-based database marketing company Stirista that offers a way to link an individual’s consumer record with the business record. I’ve been thinking about some of the things a marketer could do with this new capability.

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Lists and the Rest of the Story

ViewPoint

Testing is extremely important if you use marketing automation. Read this blog (published by CMO by Adobe) for more information about calibrating and validating marketing automation. Database MarketingThere is no such thing as a good list. I am sure that my opinion about lists makes purveyors of lists unhappy, but it is the truth. For the most part, lists suck. There are reasons: Chief among the reasons is that lists are incredibly expensive to keep clean.

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B2B Marketers Are Buying Customer Data Platforms. Here's Why.

Customer Experience Matrix

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. That’s not surprising, since retailers have always been among the data-driven marketers. But there's another reason B2B marketers have been uncharacteristically slow adopters when it comes to CDPs.

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

Biznology

Business-to-business marketers are plagued by data problems. Our legacy databases are not as robust as we need. Data entered by our sales people ends up as mush in our database. Which corporate address should I put in my database? As a marketer, your concern is delivery.

Troubleshooting your B2B marketing data problems

Biznology

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. Marketing automation systems are increasingly baking this option into their tools.

Lists and the Rest of the Story

ViewPoint

Testing is extremely important if you use marketing automation. Read this blog (published by CMO by Adobe) for more information about calibrating and validating marketing automation. Database Marketing Account-Based MarketingThere is no such thing as a good list. I am sure that my opinion about lists makes purveyors of lists unhappy, but it is the truth. For the most part, lists suck.

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Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems. Having a powerful database just makes them even more important. -

New directions for B2B data-driven marketing

Biznology

For us B2B marketers, the world is changing about as fast as we can stand. It’s a platform for communications, for selling, for just about every element of the marketing arsenal, and it’s is forcing marketers to think more carefully about customer and prospect data.

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5 Steps to customer data hygiene: it’s not sexy, but it’s essential

Biznology

Are you happy with the quality of the information in your marketing database? In fact, Netprospex report concluded that 84% of B2B marketing databases are “barely functional.” B2B Marketing B-to-B marketing B2B marketing data hygiene database marketing marketing database

In Defense of Unsolicited Email

The Point

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company?

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Make the most of your social media fans

Biznology

The San Antonio based data company Stirista now can turn your social media followers—a portion of them, at least—into an instant marketing database, ready for communications through any channel you like. Market research.

Building Your B2B Marketing Database

Biznology

Your most important tool in B2B is, arguably, the marketing database. In fact, your database is the roadmap for your B2B marketing; it’s the “recorded history of the customer relationship.” So what goes into a marketing database?

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B2B prospecting data just keeps getting better

Biznology

B2B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size, and job role/title. In fact, you might say that business marketers now have access to prospecting data as rich and varied as that available in consumer markets.

If It’s Wednesday, It Must Be a Webinar Invitation

The Point

Most marketing automation systems make it relatively easy to control email frequency and to establish priorities when multiple campaigns get scheduled in too small a window.

Every B2B SEO Strategy Needs…

PureB2B

Most marketers would have probably heard of Search Engine Optimization (SEO) – it’s the process of optimizing the quality and quantity of your website traffic from the search engine results page. B2B Content Marketing B2B Database Marketing B2B Lead Generation

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Understanding Relationships Within the Marketing Technology Landscape

Customer Experience Matrix

chiefmartec *, last week published a terrific Marketing Technology Landscape Supergraphic organizing nearly 1,000 vendors into 43 categories and six major classes. If you want a crude approximation of how much a central database reduces complexity (and hence cost), this is good place to start.

5 Campaign Ideas for When You Have No Content

The Point

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. Games can be used effectively to collect or update basic profile data (name, company, email), uncover additional contacts within customer or prospect accounts, or build up an existing database.

Tackling B2B Data

PureB2B

Data is the new currency in today’s digital age, data leads to new opportunities, strategies, and allows transparency into the market making it important to invest in data. Data is a prime asset in marketing as it can boost the performance of marketing and sales.

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Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience

Modern Marketing

We, as outbound marketers, owe it to our audiences to make sure that the information we’re offering is of the highest relevance and value. As such, you need to face the tough question: Is your email marketing messaging truly resonating with your audiences? (In

9 Ways to Increase Landing Page Conversions

PureB2B

In B2Bs constantly evolving market a page full of plain text will not suffice. There is no lack of superlative words that marketing copywriters can use to attract visitors and turn them into paying customers. B2B Database Marketing B2B Lead Generation B2B Sales Pipeline

Predictions for B2B digital marketing in 2013

Biznology

I hereby take up that tradition, offering up four random prognostications for where B2B digital marketing is headed in 2013. My topics include Facebook, content marketing, personal branding, and data hygiene—certainly an eclectic mix. How to Clean Up Your Marketing Database.”.

How Good Content can Help Improve Database Health

The Point

Most commonly, companies looking to clean up CRM data turn to database providers like ZoomInfo, Data.com , and InsideView to append and replace outdated contact information.