Free Webcast: Blogging in the Age of Modern Marketers – Learn More ›
Popular Today in Business: All Popular Articles

Battle to Remain Relevant

B2B Marketing

Marketers have latched onto the concept that “content is king” ever since Bill Gates first started writing about it in 1996. However, in order to drive engagement to offline and online marketing programs, marketers are beginning to examine the factor transforming valuable content into a paying relationship: relevancy.

Relevancy is what spawns engagement, creates conversion and, at the end of the day, drives revenue. But how do you become relevant enough to consistently meet your company’s revenue goals?  The answers can be found in the most overlooked part of a marketer’s toolkit: your marketing database.

In order to get the most out of your data, marketers simply need to remember “relevant”:

Review:    

Always be on the lookout for details to add to each prospect’s profile so that you have an opportunity to personalize your conversations. Better yet, if there are known triggers for your buyer, like an interest in installed technology, for example, automatically filter them into a pre-built drip program.

Related Resources from B2C
» Free Webcast: Blogging in the Age of Modern Marketers

Enrich

Always be on the lookout for details to add to each prospect’s profile so that you have an opportunity to personalize your conversations. Better yet, if there are known triggers for your buyer, like an interest in installed technology, for example, automatically filter them into a pre-built drip program.

Learn 

Carve out time to study previously closed deals to see if there are any new trends emerging around buyers. New industries, new titles and new company sizes can then be used to develop new campaigns, messaging and content.

Evaluate 

When marketers make an effort to regularly review their data, they are then able to build standard queries that flag junky data indicators. Try: [first name is blank] or [email begins with numbers], and so on.

Verify 

Send out an email to everyone in your database at least once a year—something that will be beneficial to your prospect, like a planning calendar to assist them with email “best practices” if they’re in the email marketing space. Then set aside the time to actually go through each of the auto-replies to identify those who have left a particular company or changed positions. Be sure to update your database accordingly.

Align 

Every contact in your database has an impact on your company’s bottom line. However, not all contacts are created equal. To identify the most engaged contacts that have not yet made it to marketing qualified lead (MQL), develop standard queries within your database and create a separate program to push specific content based on past behavior.

Nurture 

Create queries to automatically pull the right buyers into a program that keeps them warm until they are ready to buy. Also, send timely touches to disrupt the status quo.

Tune 

Good contacts come and go, and few rarely stay forever. In fact, more than 48 million people change jobs each year, so there’s a good chance that the people you think you’re reaching may have already left their post. Have you ever wondered why your conversion rates have started to drop? Keep in mind that databases decay at a rate of 2 percent each month, so they need to be retuned regularly.

By implementing each of these steps, marketers are in a better position to stay ahead of the curve in the battle to remain relevant.

Do these tips seem overwhelming? Check out the free Data HealthScan from NetProspex to learn about the state of your database.  

Comments on this Article: 0

Add a Comment

Add a Comment:


Thank you for adding to the conversation!

Our comments are moderated. Your comment may not appear immediately.