Hit the right target – What condition is your B2B customer and marketing database in?

An up-to-date customer and marketing database is the best fuel for sales and marketing. When did your company last update its customer and marketing database? Do you update your database regularly, and is there anyone else responsible for doing that other than the sales people? Unfortunately, the fact is often that only few companies have time and resources for updating their customer and marketing database regularly.

Over the course of years, information included in the marketing and customer database might be gathered in excel files, emails, notebooks, as well as even in sales people’s memory. Thus, for the most of the time the information in marketing and customer database might be incorrect, incomplete, or irrelevant. Bad quality of information can lead to unnecessary sales contacts, targeting marketing messages to wrong people, or even to losing potential customers, among other things.

What comes to business, reaching the right people on the right time is naturally more efficient option than mass communication which the company, fingers crossed, then hopes to be able to reach interested, potential customers. Communication tactics based on “Reaches if it happens to reach” –attitude won’t be a wise choice on the long run. It’s somewhat comparable to archery, where the arrow would be randomly shot towards a hidden target.

How to improve your B2B –marketing database:

Gather customers, prospects and stakeholders in one place
You’ll save time, and ensure the quality of information as you don’t have jump from excel sheet to another when handling information
Categorize companies, and define the roles of people
Your message is more influential if you know whom you’re writing to, and analyzing becomes easier when you know who’s reacting to the message
Take care of information being up-to-date
Companies move and employees change continuously, old information and its bad quality makes communication blurry
Collect customers’ reactions
Customer reaction is more important than a sent message, target and choose your following messages based on people’s reactions
Remove unnecessary manual work and delays
Automate changes in customer information, newsletter subscriptions, and processing of invalid email addresses

With the help of a high-quality customer and marketing database, it’s easier to hit the right target. If your database is up-to-date, extensive, accurate, and includes relevant information what comes to the industry of your company, you instantly get a better chance to succeed through your communication. Sales and marketing will then be targeted to right people, and your communications won’t thus be based on random actions. Providing the same extensive and up-to-date information also to your colleagues gives even more people, and therefore the whole company, a better chance to hit targets.

You are able to better target your marketing messages to the right people, and can also design them based on reliable database information. Sales contacts the right people and also avoids many unnecessary contacts. Management gets a better view on company’s present state, which makes strategy planning and customer oriented business development easier and more efficient.

 

An ideal situation would obviously be such where your customer and marketing database would be updated automatically and continuously. If so, you’d get extensive and up-to-date information of a good quality, based on those groups of companies and people which are relevant for your company, specifically. We listened to our customers, and packaged the company and decision-maker database and search tools of Suomen Asiakastieto, and automated information transfers and continuous, monthly updates into Vine Address Service. The service saves time, which benefits our customers’ sales, marketing, as well as management. Decisions and actions based on high-quality decision-maker information can guide also your company’s “arrow” towards the right target, and thus also towards better results.


Read more about Vine Address Service >>

Register for B2B marketing database webinar >>

Matti Kaasalainen

Kirjoittaja on Vinen toimitusjohtaja ja asiakastyön ammattilainen, jonka elämäntehtävä on asiakasymmärryksen lisääminen.

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