What follows is a sneak-peak of our upcoming new whitepaper produced with our friends over at MarketingProfs, Keeping it Clean – 3 Ways (Smart) Data Maintenance Can Improve B2B Marketing ROI. It covers email best practices, targeting and segmentation, and sales and marketing alignment, and will be released in the next couple of weeks.
In an article for Forbes at the end of 2010, Michael Brunner borrowed a famous quote from Albert Einstein to illustrate how corrupt marketing lead data—and the resulting contextual misinterpretation it often causes—can kill otherwise promising, well-executed marketing campaigns.
“Not everything that can be counted counts,” he wrote, quoting Einstein. “And not everything that counts can be counted.” Brunner, the CEO of respected advertising agency M.J. Brunner Inc., interpreted the adage this way: Lack of data is bad. But possessing bad data that influences key decisions is far worse.
Of course, B2B marketers understand that problem all too well. Enterprise marketing databases, after all, are critical assets when it comes to activities like marketing automation, email outreach, buyer profiling, and market segmentation. Problem is, as Brunner points out above, not all data is created equal.
So what does that all translate to? Email deliverability issues, gaps in customer information, poorly targeted marketing campaigns, and, worst of all, a poor return on every marketing dollar spent. The bottom line is that developing marketing initiatives from an unwieldy database full of old website leads, irrelevant social media capture, obsolete customer records, and inappropriately placed information results in wasted budget and resources and missed revenue opportunities.
The good news? It doesn’t have to be that way. If B2B marketers combine actionable data with market savvy and relevance, they’ll be better prepared to gear toward specific sales goals, customer profiles and influence ratings, and pass leads o# to sales that can be acted on efficiently and successfully.
Because we love our Blog readers, you’re invited to get an advance copy of Keeping it Clean – 3 Ways (Smart) Data Maintenance Can Improve B2B Marketing ROI by clicking here. Once you read it, be sure to come back and let us know what you think!