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Tag Archive: marketing-sales database

B2B marketing tip #175: 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.

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.

B2B marketing tip #26: Get lost

B2B Marketing Tip of the WeekClose the loop on lost leads and sales. Add a required field to your database 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.

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.

B2B marketing tip #18: Keep it clean

B2B Marketing Tip of the Week

The 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.

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

B2B marketing tip #12: Code it

B2B Marketing Tip of the WeekSet up a system to track all marketing campaigns, related expenses and the leads and sales they generate. Give each major initiative a separate code that reflects the type of promotion (such as a brochure, event, or ad), the product or service featured, and the launch date.

Label files, vendor invoices, campaign materials and activity in the CRM database to make reporting easy.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — 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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