Database Marketing: Five Important Things to Know


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


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.

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.

Database Marketing, Going Back to Basics for the New Year


We’ve identified your buyers , we know how to message to them and we have a lot of names/contacts in our marketing house list, organized by target market and target persona relevancy. We are either going to engage them or get them our of the database. Let’s use the lists we’ve been building as an example: Suspects (Names, Leads, Prospects, etc – everyone calls them something different) mapped to personas in businesses IN target market sweet spot.

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? Step 3 – Grow existing market share.

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.

Why Social Media Really Matters

Customer Experience Matrix

Summary: marketing has shifted steadily over time from passive to active consumer engagement. Social media is the latest stage in this evolution. Marketers need to master new skills at each stage; as they do, advertising budgets will shift to take advantage of the new medium's increased effectiveness. One was the disparity between the time people spend on online activities (20% to 30% of total media time) and the share of advertising expenditures spent online (10% to 15%).

Is Twitter the Next Big Player in Big Data Marketing?


All the buzz around social media madness to this point has surrounded the immense revenue potential for advertising. But we forget that social media is still a toddler in terms of businesses.

Expert Interview with Douglas Karr on Marketing with the Help of Big Data


We asked Douglas Karr, CEO of DK New Media and founder of the Marketing Technology Blog, about the biggest challenges facing CMOs when it comes to harnessing all the data now available to them. “Having marketing analysts that are able to properly test, measure and make […].

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Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system,

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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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. I’ve been thinking about some of the things a marketer could do with this new capability.

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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. Which corporate address should I put in my database? As a marketer, your concern is delivery.

Top 10 Demand Generation Resolutions for 2014

The Point

If you don’t have that capability in place, look at marketing automation platforms like Marketo or reporting solutions like Full Circle CRM that can give you the data you’re looking for. Clean up your database.

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. Real-time marketing gets real.

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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.

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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.

Gaining a 360 Degree Customer View


Today’s marketing manager should have a single, trusted, comprehensive view of customers and potential customers to be able to target marketing most effectively. Database Marketing data driven decisions

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How the Answer to One Question Can Tell You How to Market Your Technology

The Point

Whether a company should predominantly use inbound or outbound marketing; 2. I’ll explain: For a company selling a commodity-type product, or close to it, there’s little need to educate the market on why a particular company needs that product.

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.

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Does Paid Social Media Work?

Modern Marketing

It's Friday Five time and this week's topic is Social Media. New Research Reveals Paid Social Media Effectiveness. Do you know where to spend your social media marketing dollars? Read the full story on Social Media Examiner. Social Marketing

5 (doable) ways to drive revenue growth now


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. Defined offer and message delivery through the appropriate media.

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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What Hollywood Teaches us About Big Data Marketing


Entertainment executives have long known that social media buzz can predict box office success. Today they’re constantly coming up with new ways to analyze data so they can market entertainment successfully and actually generate that valuable social media […].

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11 Infographics Marketers Should Keep Near Their Desks

Modern Marketing

For marketers this kind of visual organization is invaluable for one simple reason: we’ve got a lot on our minds. With that in mind, we wanted to present 11 infographics marketers will probably want to download, print out and keep near their desks. The State of Email Marketing.

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

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Building Your B2B Marketing Database


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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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. Some marketers are given access to the company Twitter handle.

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. How to Clean Up Your Marketing Database.”.

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.

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

TechValidate: Marketing Content that Writes Itself

The Point

What single hurdle keeps B2B marketers from achieving the best possible results from inbound marketing, social media, and lead nurturing? Tags: B2B Marketing Content marketing Database Marketing Installed Base Marketing Lead Management Lead Nurturing Marketing Automation Social Media techvalidate

Social Media Marketing Tool Series #3 Crowd Factory

Ambal's Amusings

Social Media Marketing has become an integral part of any Brand’s marketing activities. One of the key aspects of the Social Media Marketing is how you engage with the existing customers, fans or followers. Crowd Factory helps marketers put a powerful social campaign on Social Media channels, whether it’s your website, emails, banner ads, landing pages, your Facebook page and other online marketing channels. A Powerful Social CRM Database.

3 Ways (Smart) Data Maintenance Can Improve B2B Marketing ROI


What follows is a sneak-peak of our upcoming new whitepaper produced with our friends over at MarketingProfs, Keeping it Clean – 3 Ways (Smart) Data Maintenance Can Improve B2B Marketing ROI. It covers email best practices, targeting and segmentation, and sales and marketing alignment, and will be released in the next couple of weeks. Of course, B2B marketers understand that problem all too well.

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Can Games Play a Role in B2B Marketing?

The Point

You don’t have to be plugged into the new media scene to know that digital games are HOT. Momentum for a new breed of social and casual games is picking up speed as game titles migrate to the Web, social media, and smartphones. So where does this leave the B2B marketer?

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.

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Simple Acquisition, Cleansing, and Enrichment of New Prospects

Sales Intelligence View

The goal of the marketing department is to generate interest in a product or service while capturing enough potential prospects that sales are generated. In today’s rapidly advancing world, data overload is a reality for B2B marketers.

Acxiom Uses Social Media Data to Segment Email Lists

Customer Experience Matrix

Summary: Acxiom's new social media marketing tool gathers public data about social media links and uses it to segment email lists. It's a different, and arguably more practical, approach to helping marketers take advantage of social media. Acxiom last week released a new “social media marketing” solution called Relevance-X Social. So Acxiom has taken its own database of more than 500 million email addresses and found the connections for each.

3 Ways (Smart) Data Maintenance Can Improve B2B Marketing ROI


What follows is a sneak-peak of our upcoming new whitepaper produced with our friends over at MarketingProfs, Keeping it Clean – 3 Ways (Smart) Data Maintenance Can Improve B2B Marketing ROI. It covers email best practices, targeting and segmentation, and sales and marketing alignment, and will be released in the next couple of weeks. Of course, B2B marketers understand that problem all too well.

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Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. When I wrote about Aprimo Marketing Studio in a post last August , I was impressed by the scope of the product but reserved judgment because it hadn’t yet been launched. Like Aprimo itself, Marketing Studio is a bit of an oddity because it serves both business and consumer marketers. System scope also extends to inbound marketing.