Expert insights. Personalized for you.
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. MORE
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. MORE
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. MORE
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 MORE
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 MORE
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. MORE
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 MORE
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. MORE
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. MORE
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. MORE
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. MORE
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. MORE
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. MORE
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. MORE
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. MORE
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. MORE
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? Step 3 – Grow existing market share. MORE
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. - MORE
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. MORE
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 MORE
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. MORE
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. MORE
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. MORE
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? MORE
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. MORE
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.”. MORE
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. MORE
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. MORE
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 MORE
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. MORE
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. MORE
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. MORE
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. MORE
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. MORE
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? MORE
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. MORE
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. MORE
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. MORE
Database Marketing Related Topics Webbiquity
FEBRUARY 14, 2019
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.
Biznology
MAY 5, 2016
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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Webbiquity
MAY 28, 2014
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
Customer Experience Matrix
FEBRUARY 2, 2010
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.
Leadspace
AUGUST 3, 2019
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.
LeadGnome
MAY 14, 2018
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.
|
Directive Agency
FEBRUARY 22, 2019
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.
Zoominfo
JUNE 25, 2019
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.
Customer Experience Matrix
FEBRUARY 1, 2010
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.
Biznology
AUGUST 3, 2020
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.
Biznology
APRIL 2, 2015
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.
|
Biznology
MAY 28, 2015
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.
Biznology
APRIL 24, 2015
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.
Biznology
JULY 2, 2015
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.
Biznology
NOVEMBER 23, 2016
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.
Biznology
JANUARY 30, 2015
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.
Biznology
MARCH 6, 2015
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.
Customer Experience Matrix
SEPTEMBER 8, 2017
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.
Customer Experience Matrix
JANUARY 18, 2015
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. -
Biznology
AUGUST 6, 2015
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.
Biznology
MAY 28, 2014
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
The Point
MARCH 18, 2014
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?
Biznology
AUGUST 26, 2013
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?
The Point
MARCH 27, 2013
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.
Biznology
NOVEMBER 27, 2013
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.
The Point
JUNE 27, 2012
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.
Customer Experience Matrix
JANUARY 13, 2014
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.
Modern Marketing
MAY 5, 2014
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
Biznology
DECEMBER 26, 2012
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.”.
PureB2B
DECEMBER 30, 2019
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
The Point
OCTOBER 3, 2012
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.
PureB2B
DECEMBER 5, 2019
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.
PureB2B
NOVEMBER 26, 2019
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
The Point
JANUARY 24, 2013
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.
The Point
APRIL 30, 2012
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.
Modern Marketing
OCTOBER 18, 2012
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.
The Point
JULY 13, 2012
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.
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