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.

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. Industry vendors who support them will thrive.

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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. Consider enabling the data input group with a real-time interface with a database services provider to prompt the standard company name and address. Find a solid software vendor with a tool specifically designed to parse, cleanse, and otherwise do the matching for you.

B2B prospecting data just keeps getting better

Biznology

The most reliable and scalable approach to finding new B2B customers is outbound communications–whether one is using mail, phone, or email, or using rented or purchased lists. 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.

Clarifying the Differences Between Database and Digital Marketing

Customer Experience Matrix

Summary: Database and digital marketing are both data-driven. post described the different mindsets of database and digital marketers but it was pretty short on differences between the two marketing methods themselves. DB or Not DB Database marketing is built around a marketing database that contains addressable, identifiable individuals. The consolidated database is the heart of the database marketing concept.

Lists and the Rest of the Story

Pointclear

Finally, vendors simply get away with selling sub-optimal lists. They get away with it because in many cases the buyers of the list, which was used to send emails or direct mail, have no idea what percentage of the list got delivered. It was a relatively expensive list and the vendor guaranteed 100% deliverability. Of the remaining half, 20% had no contact name associated with the record (the mail house would have mailed it anyway – and it would have gotten dumped).

List 53

Lists and the Rest of the Story

Pointclear

Finally, vendors simply get away with selling sub-optimal lists. They get away with it because in many cases the buyers of the list, which was used to send emails or direct mail, have no idea what percentage of the list got delivered. It was a relatively expensive list and the vendor guaranteed 100% deliverability. Of the remaining half, 20% had no contact name associated with the record (the mail house would have mailed it anyway – and it would have gotten dumped).

List 46

Oracle Named a Leader for 5th Consecutive Year in Gartner Magic Quadrant for CRM Lead Management

Oracle

Digital marketers are in a constant battle between driving leads and managing their CRM systems. With the ever growing and evolving CRM Lead Management market Gartner offers their Magic Quadrant evaluation of 17 providers to assist IT and Marketing Leaders to determine the right fit for their business. Gartner’s CRM Lead Management report assesses the industry’s leading Marketing Automation platforms.

BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View

Customer Experience Matrix

market only since March 2016, although many U.S. marketers will recall its previous incarnation as SmartFocus.* The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. The Venn in BlueVenn The unified database process, a.k.a. The vendor is also integrating with the R statistical system for predictive models and scoring.

Lead Gen: A proposed replacement for BANT

B2B Lead Generation

Tweet According to the MarketingSherpa 2012 Lead Generation Benchmark Report , 24% of marketers ask a timeline-to-purchase question on their lead capture forms. I suspect marketers do so because they have heard about “BANT qualified leads” and apply these criteria to Web forms. For marketing departments, it’s impossible to deliver BANT qualified leads unless marketing owns an inside sales function. Now imagine after having done so, the vendor tries to call you.

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ExactTarget Survey: Lack of Skills Slows Growth of Digital Marketing

Customer Experience Matrix

Summary: a new survey from ExactTarget shows that digital marketing is growing faster than database marketing or mass media, and that agencies have a harder time adding digital capabilities than their clients. It also suggests that marketers are moving into digital channels even when they can’t measure their value very well. What is preventing your company from investing more money in digital marketing?

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New Response Databases - Valuable Resource for B2B Marketers?

Pointclear

Today we're honored to have guest blogger Ruth Stevens share her thoughts on database marketing. Business marketers are always suspicious of the data they are getting from list and data companies, whether its prospecting lists or data elements purchased for “append,” to fill in gaps. Will my mail be delivered? Marketers might ask, “Am I getting all the mid-sized law firms in the greater Chicago area?

Decoding the True Essence of Outbound Marketing

MarketJoy

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. Outbound Marketing

Sales Pipeline Radio, Episode 234: Q & A with Jon Miller @jonmiller

Heinz Marketing

By Matt Heinz , President of Heinz Marketing. The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. This week’s show is called “ He Predicted Marketing Automation and ABM.

Unify Your Publishing Database to Turbocharge Your ROI

Hubspot

Digital magazine subscriber data is usually housed with multiple outside vendors. Event attendees are likely on a spreadsheet in the marketing department. These disparate databases are daunting not only because of the tedious manual tasks they create, but because they’re also a barrier to the monetization of your digital audience. Here are some tips to help you build a powerful unified database. Grow Your Email Database by 4x.

Conversen Simplifies Complex Messages Through Multi-Channel Dynamic Content

Customer Experience Matrix

It's more a supplement than a replacement for conventional campaign management but should save a lot of work for marketers and their agencies. One of the fundamental challenges in database marketing is that a seriously sophisticated campaign may send different messages to hundreds or even thousands of customer segments. Even though this ultimately produces the same number of variations, it lets marketers create fewer messages and segments, reducing manual effort.

Top Social Media Measurement and Tracking Tools

www.foliomag.com

); E-Mail Alert Sign-Up. --> Subscribe Now. --> Media Kit. --> About FOLIO. Sales & Marketing. --> Bloggers. --> Resources. Here, digital audience marketers chime in on the ones they’re using now, and why. We have integrated some of our other social vendors like Gigya into Sitecatalyst so that we can look at our shares, likes, tweets, pins, social logins, comments, etc., Erin Hoskins, Senior Marketing Director, New Media, Meredit h. Marketing/Communications/PR.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. I know Suresh Vittal includes lead management as a component of his enterprise marketing platform. We can broaden our available market."

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions.

Numeric Scoring: The Key To Lead Management Success

delicious b2bmarketing

They have added new capabilities for delivering highly personalized direct mail, SMS/voice reminders, and on-demand fax and RSS delivery – interesting stuff that, while I’d need to talk to a client or two to be convinced of their specific usefulness, show that Eloqua is delivering a broader range of lead nurturing, drip marketing capabilities. And this is where I think the marketing rubber hits the sales road. In my view, these marketers live by four best practices.