In a previous BLOG post we discussed the role of a rich set of business data in B2B marketing, in particular the importance of business data in building accurate and compelling value propositions.
In this BLOG post we’ll discuss how to expand the breadth and depth of the business data in your business marketing list.
Some sources for business data may be within the halls of your company and others can be found with external marketing business data providers.
First, let’s take a look down the hall. If your company maintains separate databases for marketing, sales and customer service, a good source of data on your customers is their existing transaction data. In addition, if you’re in a business that has a customer support function, your customer support records may provide a treasure trove of data that will give you insight into their pain points. Once you’ve exhausted your internal business data resources, you’ll want to take a look at data appending services from an external marketing data service provider with expertise in providing business data.
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Data appending for better business data
Data appending is an easy way to increase the value of your existing business marketing list. It’s the simple process of adding more business data to your existing marketing list from an external data resource. In the old days marketing data services providers were basically list brokers who would license data from various sources like major retailers, publishers, etc. repackage it and then rent it to marketers.
Today, information technology has enabled a wide range of value added marketing data services. For example, combining data from offline resources with on-line data to build comprehensive industry and company profiles will vastly improve your audience segmentation, the accuracy of your value propositions and the effectiveness of your advertising campaigns. There’s an incredible amount of rich data out there in on-line and offline resources.
The V12 Group has unique sources and can append our offline, “real world” demographic, firmographic and other business data into your business data lists
Armed with a rich set of business data you’ll not only be better able to define, segment and communicate with your audience, but also be able to take a multi-channel approach to communicate with your prospects and customers. In this way, you can surround them with messages, allowing them to communicate with you through the channels of their choice. If you have a CRM system, you’ll also be able to implement one-to-one marketing campaigns based on your knowledge of individual customers, and lead nurturing programs using the accumulated business data to tailor chain of communications to a prospect or customer based on their behavior and reactions to previous communications/offers in the chain.
Multi-channel B2B marketing campaigns driven by business data have proven to provide higher response rates and higher return on marketing investment (ROMI) than single channel campaigns. B2B companies implementing one-to-one direct marketing campaigns to customers based on customer profile data in their CRM systems are getting truly astounding response rates. For example, one major printer manufacturer using data on which printers their customers have purchased, combined with their duty cycles, achieves response rates approaching 38- 40% on direct mail campaigns for printer perishables. And finally, lead nurturing campaigns driven by business data have proven to both improve response rates and shrink the sales cycle.
Contact V12 Group to find out more about how you can take advantage of appending business data to increase the value and power of your B2B marketing lists.
When your marketing business data is appended with our consumer or business data, it becomes much more robust.
We add much more information to your existing business data using any combination of our 260+ data fields including geographic, demographic, lifestyle, interest and behavioral information.
Contact us to make your business data a much more powerful marketing tool.
Related posts:
- Data Marketing for Business to Business Programs
- Business Data Generates and Nurtures Leads Effectively
- Business Marketing Lists – Key Factors
- Business Marketing Lists for Better Targeting
- Smarter Business Data for Smarter Marketing
- Business Marketing Lists Enhanced through QR Code Promotions and Data Appending
- Precise Business Marketing with Audience Segmentation
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