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Tag Archive: CRM

B2B marketing tip #260: Spring clean your data

B2B Marketing Tip of the WeekAs the flowers start to bloom, take time to freshen up your marketing and sales data. Work with a qualified data consultant or firm to weed out inactive, duplicate or inappropriate records. Review the information you’re collecting and make sure it’s accurate. Prioritize your best leads and give them the attention they need to thrive.

B2B marketing tip #190: Get lost

B2B Marketing Tip of the WeekClose the loop on lost leads and sales. Add a required field to your database, CRM system or sales process that captures the reason(s) your organization doesn’t win business.

Regularly analyze this information with sales and product management to improve future campaigns and better understand your market.

B2B marketing tip #167: Keep it clean

B2B Marketing Tip of the WeekThe marketing-sales database is like a teenager’s bedroom: it’s never going to stay clean and organized unless someone enforces the rules.

Write up basic standards for data entry, required fields, and how to remove duplicate, inaccurate, or outdated records. Share the rules with all CRM users. Be clear on each individual’s responsibility—then conduct periodic audits to review compliance. Create a recognition program to promote positive results.

B2B marketing tip #151: Assign data ownership

B2B Marketing Tip of the WeekMarketing and sales data is only useful when it’s current and accurate. The first step to better data is clear accountability. Strategies where “everyone” is responsible usually mean “no one” works at data quality.

First, establish basic rules for data entry and maintenance, then assign ownership for specific accounts and fields to those who use the system.

By delegating responsibility, marketing can manage at a big-picture level, and those closest to the data—who interact directly with the customers or prospects in the database—can participate in its upkeep.

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B2B marketing tip #146: Recycle and reuse

B2B Marketing Tip of the WeekNo B2B audience segment is infinite—so don’t waste the marketing and sales data you gather at events, through campaigns and on your website.

Regularly analyze your prospects and your inactive and lost leads. Work with sales to identify challenges that keep these accounts or audience segments from moving to closed sales. Then tighten your criteria to weed out unqualified buyers, and set up new campaigns to specifically target the remainder of your inactive and lost leads.

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B2B marketing tip #127: Inbox timing

B2B Marketing Tip of the WeekHave an email newsletter or lead nurturing program? Make sure the sales team and executives can enroll new contacts right away, especially for a subscription-based program.

The best time to send the first email is within 48 hours after meeting—not 3 weeks or 3 months later, when prospects will struggle to remember your name.

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B2B marketing tip #105: Spring clean your database

B2B Marketing Tip of the WeekAs the flowers start to bloom, take time to freshen up your marketing and sales database.

Weed out inactive, duplicate or inappropriate records. Review the information you’re collecting and make sure it’s accurate. Prioritize your best leads and give them the attention they need to thrive.

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B2B marketing tip #101: Less is more

B2B Marketing Tip of the WeekWe all collect data as part of the lead nurturing process, but are you really using it? Look over your online forms, analyze your marketing database and speak with the recipients of this information within your company.

Find out what’s absolutely essential, then pare down your online forms so they’re fast and simple for respondents to complete. The less you ask, the more inquiries you’ll generate.

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B2B marketing tip #49: Dictionary, please

B2B Marketing Tip of the WeekImprove the relationship between marketing and sales by documenting the definition of a qualified lead.

Use objective criteria, such as demographic information about the business or yes/no questions a prospect can easily answer.

Be clear on which answers indicate a qualified buyer ready to be passed on to sales, and which prospects it remains marketing’s responsibility to nurture.

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B2B marketing tip #39: Know your list

B2B Marketing Tip of the WeekNothing fuels stronger response than talking to the right people. So are you? Pull a random sample of your house list and audit the records. Look for decision-maker names and titles, record completeness and accuracy of information. Work with sales, or a firm that specializes in database marketing, to improve your data quality.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

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