Account based marketing
Posted: Mon Dec 23, 2024 8:35 am
Ensuring viability
Caring for data quality is caring for the long-term viability (and success) of your marketing campaigns. Just like air pollution, you don’t notice it right away, but if you keep on chugging along in your 1993 diesel monster truck, you’re going to choke at some point.
That sounds grim, but it is the reality. Even if you are not yet setting up the most complex campaigns, you must already take care of the data quality. Because it is likely that you will set up more complex campaigns in the future that will then feed you with – you guessed it – data that you have been building up all this time. A few examples to illustrate this.
Just like with air pollution, you don't notice it right away, but if you keep on stoking your 1993 diesel monster truck for too long, you will eventually suffocate.
An increasingly popular strategy where individual leads are not considered , but specific accounts where multiple people, 'leads', are part of. Everyone has his or her role and can contribute to success in their own way. That is why they must also be approached in different ways. For this you need qualitative data on a personal level and you must be able to understand the coherence within the entire account in order to set up, analyze and optimize campaigns.
Marketing automation platforms and personalization
There are some incredibly powerful platforms hotels email address list out there that allow marketers to build the campaigns behind their most complex (and boldest) dreams. But none of that is worth anything if you don’t know who you’re talking to, what matters to them, or how to reach them.
Scoring and predictive models
With ' lead scoring ' you can map out perfectly which accounts or leads sales should focus on. With predictive models you can also optimize this continuously. But if your data is polluted, you will soon have an argument with (often very outspoken) sales people why they wasted time on your advice.
Data-driven success
4 steps for a greatly improved data strategy
The need for a solid data foundation seems clear, but still, more than half of marketers indicate that there is room for a much improved data strategy . With a few best practices, you can start laying the foundation of your castle right away.
Caring for data quality is caring for the long-term viability (and success) of your marketing campaigns. Just like air pollution, you don’t notice it right away, but if you keep on chugging along in your 1993 diesel monster truck, you’re going to choke at some point.
That sounds grim, but it is the reality. Even if you are not yet setting up the most complex campaigns, you must already take care of the data quality. Because it is likely that you will set up more complex campaigns in the future that will then feed you with – you guessed it – data that you have been building up all this time. A few examples to illustrate this.
Just like with air pollution, you don't notice it right away, but if you keep on stoking your 1993 diesel monster truck for too long, you will eventually suffocate.
An increasingly popular strategy where individual leads are not considered , but specific accounts where multiple people, 'leads', are part of. Everyone has his or her role and can contribute to success in their own way. That is why they must also be approached in different ways. For this you need qualitative data on a personal level and you must be able to understand the coherence within the entire account in order to set up, analyze and optimize campaigns.
Marketing automation platforms and personalization
There are some incredibly powerful platforms hotels email address list out there that allow marketers to build the campaigns behind their most complex (and boldest) dreams. But none of that is worth anything if you don’t know who you’re talking to, what matters to them, or how to reach them.
Scoring and predictive models
With ' lead scoring ' you can map out perfectly which accounts or leads sales should focus on. With predictive models you can also optimize this continuously. But if your data is polluted, you will soon have an argument with (often very outspoken) sales people why they wasted time on your advice.
Data-driven success
4 steps for a greatly improved data strategy
The need for a solid data foundation seems clear, but still, more than half of marketers indicate that there is room for a much improved data strategy . With a few best practices, you can start laying the foundation of your castle right away.