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. What distinguishes database from direct marketing is the awareness to the analysis of data.

New York’s happiest B2B database marketer


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. So after the session, I collared one of the hand-raisers, Adam Gelles, who turned out to be a partner at Marketing2Marketers, a B2B agency specializing in ad-sales marketing. Please meet New York’s happiest database marketer.


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What You Need to Know About Database Marketing


Or do your strategies involve marketing databases, careful research, personalized contacts, and meticulous relationship building? If your answer is the latter, you’re probably using database marketing. Database Marketing vs. Direct 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.

Two Database Marketing Principles to Increase Email Marketing ROI


Here are two strategies for optimizing the investment made in building a house list for email marketing efforts. Suppose that your software allows users to detect loopholes in their databases or their own software, giving them the ability to patch up these errors before hackers take advantage of them. However, this database segment outreach ought not be random – but regimented. Email Marketing Daniel Faggella email marketing Guest post by Daniel Faggella.

3 Quick Fixes To Improve Your Database Marketing


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. Good data, on the other hand, gives you the foundation needed to improve the accuracy of your marketing and ultimately help drive more sales.

How to leverage Database marketing to increase your conversions


The face of Database marketing is still continuing to evolve despite being around for nearly three decades. Many marketers are yet to implement Database Marketing, wait a minute, what is Database Marketing? Database marketing is the practice of classifying, collecting and then scrutinizing customer data to deliver tailored, relevant and effective marketing messages to customers. Step 3 – Grow existing market share.

Data Decay & B2B Database Marketing [Infographic]


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. Don’t Let B2B Business Data Decay Ruin Your B2B Database. Here are some statistics for you to pay attention to: 62% of organizations rely on marketing and prospect data that’s up to 40% inaccurate.

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? Database marketing is a methodical approach to the gathering and processing of consumer data that is stored and maintained in a company’s database. Internal Databases vs. External Databases. Let’s face it.

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.

The Ongoing Challenge of B2B Multi-channel Attribution: 7 Practical Workarounds


B2B marketers have long struggled to demonstrate results along the complex path from a campaign investment, to a sales lead, to a closed revenue deal. To make matters worse, the sales team will argue that they were already in the account, and marketing deserves no credit for the deal.

How Quickly Should I Suspend or Delete Non-Responsive Leads?

The Point

A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? Over time, an accumulation of stale, non-responsive leads can bump you to a higher pricing tier for your CRM or marketing automation license.

Consultants Collective Profile: Ruth Stevens


This month we’re pleased to feature Consultants Collective member customer acquisition and retention consultant, specializing in B2B markets, Ruth Stevens. Ruth advises companies on go-to-market strategy, sales lead generation, customer and prospect data, content marketing and ABM.

The Founder Interview Series #32: Mike Lewis and Michael Weber, Click360


Year after year, marketing professionals are asked to do more with less. That means both B2B and B2C marketers are challenged to answer the same question: how can I know which marketing tactics are actually driving sales, so I can allocate my marketing budget more effectively?

Where is B2B data-driven marketing headed?


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. The rise of the marketing technologist. Fortunately, the young marketers coming into the profession are by now mostly “digital natives,” for whom technology is a given, and not necessarily a special skill set.

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Three barriers to B2B data-driven marketing


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. Most B2B marketers really struggle to get their arms around the reality of customer and prospect information. Of particular importance to data and data-driven marketing are these issues: Inattention to data and the database.

Case study in data-driven B2B customer acquisition marketing


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. One of the most compelling stories came from Doug Sechrist , vice president of demand marketing at Five9 , a cloud contact-center software company based in San Ramon, CA.

What can your B2B data do for you?


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. So here’s a list of the top applications for business marketers today. Querying and performing “what-ifs” to stimulate marketing ideas and actions.

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Out of the box B2B data strategies for campaign marketing


Traditionally, most B2B organizations tend to get a bad reputation when it comes to driving their marketing campaigns. In comparison to B2C, every B2B marketer faces a challenge in showing its products and services in an interesting way and make it appealing to their […]. The post Out of the box B2B data strategies for campaign marketing appeared first on SMARTe Inc. Latest Topics B2B Company Data Data Strategies Global Contact Database Marketing Data

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


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. Consider enabling the data input group with a real-time interface with a database services provider to prompt the standard company name and address. Which corporate address should I put in my database? As a marketer, your concern is delivery.

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. 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. Marketing automation systems are increasingly baking this option into their tools. Categories like marketing manager and financial analyst don’t seem to work anymore.

How to reach your customers at work or at home


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. On the flip side, consumer marketers can use the capability to broaden the profile of their targets—where they work, their titles, schools attended, past employers, their LinkedIn URL, and maybe even their business email address—all kinds of data points that provide additional insight and access.

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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. You may recall that I listed several sets of products as CDPs: B2B predictive lead scoring and customer success management; campaign management with an integrated customer database; and data management platforms to support online advertising.

New directions for B2B data-driven marketing


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. But what is on the horizon for data-driven marketing? More power and influence for marketing. Marketers today have serious revenue targets hanging over their heads.”.

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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. This means they’ve always had customer data available and thus been able to build extensive customer databases without a CDP. B2B marketers have definitely been slow to pick up on CDPs, which may seem surprising given their frenzied adoption of other martech.

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


Are you happy with the quality of the information in your marketing database? A new report from NetProspex confirms: 64% of company records in the database of a typical B2B marketer have no phone number attached. Pretty much eliminates phone as a reliable communications medium, doesn’t it? In fact, Netprospex report concluded that 84% of B2B marketing databases are “barely functional.”

Marketing and Sales Data can be Priceless


As important as it would be to say marketing and sales data is a priceless resource, the proper use is essential for the increasing the ROI. Data-driven marketing decisions can increase spending ROI and provide better, faster results. Latest Topics B2B Database Marketing Sales

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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? And marketing automation – the technology that empowers more personal, timely, relevant emails – just may be the best thing to happen to marketing since the Sears Catalog.

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Do Lead Nurturing Campaigns Always Need an Offer?

The Point

As further context, the 4-1-1 Rule that Jon references is a principle intended for Twitter and credited to Tipping Point Labs and Joe Pulizzi of the Content Marketing Institute. Jon wrote the book on lead nurturing ( literally ) but, personally, I have concerns about extending Twitter rules into the realm of email marketing. I expect any marketing email to have a tangible offer of immediate value, not just a link that the company deems I might find of interest.

Beware of dubious data providers: a 9-point checklist


As a B2B marketer, I am always interested in new customer data sources, so I feel compelled to at least give them a listen. So, over time, I have come up with a 9-point assessment strategy to help marketers determine the likely legitimacy of a potential vendor, using approaches that can be replicated by anyone, at arm’s length. (Photo credit: Tim Morgan). Are you hounded by email pitches offering access to all kinds of prospective business targets? I am, and I hate it.

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Building Your B2B Marketing Database


Your most important tool in B2B is, arguably, the marketing database. Without a robust collection of contact information, firmographic and transactional data about customers and prospects, you are adrift when it comes to customer segmentation, analytics, and marketing communications of all sorts, whether for acquiring new customers or to expand the value of existing customers. Here are the elements you are likely to want to capture and maintain in a B2B marketing database.

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B2B prospecting data just keeps getting better


B2B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size, and job role/title. My colleague Bernice Grossman and I recently conducted a new study indicating that B2B marketers now have the opportunity to target prospects more efficiently than ever before. 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. If a prospect has been in your database for 6 months and you’re simply keeping him or her “warm,” it matters less whether he or she waits 3 days or 7 days between emails.

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. I’m delighted that Scott has found the CDP concept useful† and am in turn happy to adopt his distinction between Backbone Platforms and the other types of marketing applications. 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. But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? Do you broadcast a monthly newsletter to your database? Market your Website’s resource center.

Predictions for B2B digital marketing in 2013


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. It took a while, but Facebook marketing is now ready for mainstream B2B, in support of branding, lead generation, and customer relationship marketing goals for enterprises of all sizes. How to Clean Up Your Marketing Database.”.

How Good Content can Help Improve Database Health

The Point

Even while fewer than 30 percent of contacts on average actually change companies (your numbers may be higher depending on the industries you serve, or even target geographies), one thing is certain: the data you have in your CRM database on an individual customer or prospect is likely to be outdated after a mere 12 months. One of the surest ways to maintain good database hygiene is to provide contacts an incentive to update their own personal information.

Reltio Makes Enterprise Data Usable, and Then Uses It

Customer Experience Matrix

That puts it more in the realm of Master Data Management, except that MDM is highly technical while Reltio is designed to be used by marketers and other business people. Reltio avoids the traditional complexity of MDM in part by using the Cassandra data store, which is highly scalable and can more easily add new data types and attributes than standard relational databases. customer data management customer data platform customer database marketing database master data management

Taking Stock of Your Lead Management Process: 5 Key Questions

The Point

Giving sales a voice in the process will help ensure that, as an organization, they feel they have a stake in the new lead management program and won’t feel it’s being foisted upon them by marketing. Furthermore, an inside sales representative can offer real world perspective on lead quality, sales cycles, common objections, audience segmentation, even content strategy – that marketers often lack when they work at arm’s length from the sales process.

How to Reduce Unsubscribes Using Subscription Management

The Point

It prevents situations in which you may lose forever the ability to market to an individual because he/she happened to dislike one particular email. Because the page is hosted in Marketo , a leading marketing automation platform, the person’s email address, first name, last name, title, and country are all pre-populated, making it easy for the individual to update or correct outdated profile information.