marketing data

In a recent TechnologyAdvice Expert Interview, Amanda Nelson, Director of Marketing at RingLead, shared her insights on the intersection of sales, marketing, and technology. The series explores a variety of business and technology landscapes through conversations with industry leaders.

Amanda joined me to discuss CRM trends, the convergence of data and marketing, and a few tips and tricks to make CRM as effective and efficient as possible.

Below are a few highlights from our conversation.

How companies will use their CRM systems differently in the future

Although a lot of companies have CRM, not all of them are taking advantage of the benefits. 80% of companies have not taken advantage of CRM to the full extent. According to Nelson, there’s such an opportunity to do more in terms of integration, extension, collaboration, ROI, and user adoption.

Salesforce, Oracle, and even marketing automation solutions like Marketo, have third party integrations to help users be more nimble and efficient. They offer a layer of additional extensions and features to put on top of your CRM. By tapping into that, you can do more than possible, including integration with email, bringing content data in faster, or reducing manual entry.

How to draw connections between data and marketing

Marketers want to understand their audience and do a better job of speaking to them on a more personal level. It’s a very big challenge, however, according to Nelson, the more data you have, the more of an opportunity to cater your message and target more efficiently. Your messaging — whether it’s email or ads or even just your outreach — is more targeted and relevant to exactly what your audience is interested in. If you do that, you have a much better chance of conversion.

By having the right data and making sure you’re using that data and pulling the insights, you can be more targeted as well as make sure the data is accurate. If data is missing or inaccurate, you can’t segment, you can’t ensure their correct name, and you don’t know enough about the person to be accurate.. It’s crucial that you have quality data before you segment or target.

The challenges more data presents

There’s so much data out there. 90% has been created in the last 12 months. As marketers and salespeople, we’re getting bombarded with information. It’s exciting because we know more about our audience than ever before, whether it’s social data or form fills, but it’s also more to segment, target, report on and dive into.

Listen to the entire show above in order to hear our full conversation, or download the show to listen later.