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. 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

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. 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.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

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. 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.

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.

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

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. Increasing conversion rates comes down to properly using your marketing data in order to appeal to the right customer at the right time. A proactive database marketing strategy aims to forever improve your buyer-seller relationships. Marketing Technology

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.

PPC 43

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.

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. 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.

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

Biznology

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.

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. 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.

B to B 175

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. 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

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. 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.

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 Enough of the marketing tutorial. The Holy Grail of targeted marketing, these can be parsed in many ways: responsibility and/or job description, which department they work in, and which demographic they inhabit.

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

B to B 151

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. 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.

Work 127

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. 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

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. 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.

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.

Buy 168

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

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. 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.”.

B to B 158

How to Make Your Data Squeaky Clean

Modern Marketing

No question it’s a valuable part of your marketing, but sometimes it can feel like a big mess. Develop, apply and share naming conventions with everyone who adds data to your CRM, marketing automation system, spreadsheets and any other systems you use. Not only does this apply to contact names, job titles and industries but also to your marketing campaigns; so you can instantly see what a contact has been sent. by Sylvia Jensen | Tweet this Data can get out of hand.

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? 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.”

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

Modern Marketing

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. 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. This year, Jonathan shared the four B2B marketing trends people will be chatting about.

Trends 208

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.

Email 160

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.

Which Metrics Do Most Marketers Rely On? [CHART]

Modern Marketing

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. Then, we wanted to see if marketers were doing what they said they were doing by looking at their behavior.

Eloqua 196

10 Marketing Nightmares

Modern Marketing

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. You’ve promoted the webinar to thousands in your database, through social media, basically anyone who will listen. Accidentally Deleting a Big Group from Your Database.

Beware of dubious data providers: a 9-point checklist

Biznology

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.

B to B 154

What Percentage of Your Data is Fake? [CHART]

Modern Marketing

And, if you have a job like mine, you probably have tools and techniques to identify and, where possible, clean these entries so that your database quality and marketing ability is improved. Having bogus data in your database is not great, but it is unavoidable. The other good news is that tools exist to help marketers deal with these records and in the meantime, it can be a great source of laughs for data professionals!

Eloqua 179

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.

Building Your B2B Marketing Database

Biznology

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.

Build 157

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. 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.

Can Sales Grow Your Marketing Database? [Chart]

Modern Marketing

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.

Sales 173

[Cartoon] Ellber & Email Marketing

Modern Marketing

Once Ellber wakes up, we’ll take a look at how his efforts pay off for the sales team but, while he catches his zzzz’s, check out how ‘Amazing eZPutty’ helps you get more from your email marketing! Marketing Efficiency database marketing Demand Generation email Email Marketing getting more done human resources marketing automation resource managment

Email 181

3 Resources For A Squeaky Clean Marketing Database

Modern Marketing

If you’ve been using a marketing automation system for even a short amount of time you already understand the difficulties with keeping it clean. If Eloqua is your marketing automation platform, then you’ll also find this discussion about archiving/un-archiving assets helpful in your quest for cleanliness. Looking for more topics to help keep your database squeaky clean? by Heather Foeh | Tweet this.

How to Optimize Your Marketing Database Strategy

Modern Marketing

by Anna Glushkovsky | Tweet this The most important question of any marketing database strategy is “What information is out there that I can access?”. Using cost of marketing campaigns or programs, you can derive the cost per lead and benchmark how one campaign performed stacked against another. So how do you optimize your marketing database in a way that will improve future campaigns?