A Comprehensive Guide To Database Marketing: All You Need To Know

As a business person, how do you approach your prospective clients? Do you follow a customer-centric approach or not? Do you try to understand what your customers need, and respond with engagements that meet these needs? If your answer is “Yes,” you are probably familiar with database marketing.

database and software written on a tablet
Image from Freepik by rawpixel.com

Real-time data. Actionable insights. 360 customer views. Personalized engagement strategies. Omnichannel campaigns. These may be buzzwords, but they’re also critical to effective marketing and business growth, and database marketing is the key to all of them.

Table Of Contents

TL;DR

What Is Database Marketing?

Database marketing, aka customer relationship management, is a process where you collect, organize, and analyze consumer data in such a way that you can use it to better communicate with existing or potential customers.

It frowns upon the “one size fits all” standard marketing approach, adhering instead to the axiom that people respond better to more tailored, more personalized marketing. Simply put, database marketing involves understanding and managing your customer database.

Database marketing is an extension to direct marketing.

It allows the increase of customer engagement and loyalty programs for businesses. One of the main reasons marketers use database marketing is due to its power to create a personal shopping experience for customers. Not only that, but it also improves the efficiency of your marketing.

Types Of Database Marketing

There are two types of database marketing: Consumer Database Marketing and Business Database Marketing.

Consumer Database Marketing

This type of marketing is used by B2C or D2C marketers who sell their products direct to the customer.

Generally, B2C companies apply some basic strategies like free giveaways, free shipping, discount offers, contests, and account registration during checkout to collect the consumer database.

These usually help them collect the first and last name, email address, phone number, gender, location data, transaction history, postal address. Through third-party data sources, other attributes like household size and income can be appended to the customer file.

Once they built the consumer data they can send personalized advertisements, offers, or promotions through various sources of marketing like Social media (Facebook, Instagram, Email, postcards, and more)

Business Database Marketing

This type of marketing is mainly done for B2B companies that sell directly to businesses.

In the Business database, the information is more advance compare to the consumer database focused on high-value targets. That’s why this database is smaller than the consumer database, also subject to lower restrictions and privacy limitations.

The Information gathered in this database is a company Email address, company profile, job titles, annual turnover, company/employee size, estimated annual revenue, SIC and NAICS codes, technology stack, and LinkedIn profiles. This information can be easily acquired through a data provider.

The primary goal of B2B database marketers is to reach key decision-makers in organizations at scale through benefit-driven emails, industry-focused social media ads, and targeted direct mail pieces.

Importance Of Database Marketing

Database marketing enables marketers and advertisers to create relevant messages to their current and potential customers. When done right, there are many benefits of database marketing.

Here are a few:

How Database Marketing Works

To keep database marketing work smoothly, marketers need to follow some basic steps:

Data collection

If marketers want to sell their products in the market it is necessary to find out the targeted audience which is possible through data collection. It includes name, address, or other demographic information about the customer. This data will be collected from third-party bodies or directly through the customer.

Gather Knowledge from the data

After data collection, the next step would be analyzing the data and gather the information that can be used for marketing.

Hands using tablet screen showing statistics business data
Image from Freepik by rawpixel.com

For making a model of customer behavior marketers can use a Database management System or Statistical Techniques through which they can make a decision on which type of customer will be targeted.

Communicate with the customer

Once you’ve collected the data, you need to communicate with the identified customer by sending the promotions and keep them updated by using digital media like email.

It is important to keep the frequency of these emails in check to avoid flooding the customer’s inbox with too many updates. This can also easily end up in the spam or junk folders.

Making Business strategies

Database marketing is not just about sending promotional emails or creating a list of the targeted audience but it is more than that. By deep analysis of this information, marketers can make future business strategies.

Effective Database Marketing Strategies

How should you get started creating your own database marketing strategy? Here are a few things to consider.

Identify your target audience

How old are they? What income level? What job title? Where do they live? What are they interested in? What else do they buy? Build a detailed ideal customer profile for your product, and then use this profile to decide what kind of information you need to include in your database.

Collaborate with other teams

Marketing, sales, and support all have direct contact with customers and prospects. What information does each team need to be effective?

Find the right software

Customer data doesn’t do anyone on your team any good if they can’t access it. Choose a tool that makes it easy to see different kinds of information, customer types, and even organize customer information to match your different product or service categories.

Gather customer data

Look to both internal and external data sources, including, acquisition data, demographic data, technographic data, activity data, psychographic data, transaction data, and correspondence data.

onemorelead database
Source: OneMoreLead

Keep data up-to-date and backed up

Building a customer database takes a lot of time and effort. Protect your investment by safeguarding against power outages and technical glitches.

CRM software can automatically update profiles when customers enter new information, and online tools can protect against data decay by integrating with your software and updating each contact as they browse your website with activity data.

Respect customer privacy

Social media makes it easier than ever to get detailed insights into your customers’ interests, perspectives, and life updates. Effective personalization is about providing a relevant message to an interested audience, not proving how much personal data you have.

Benefits And Challenges Of Database Marketing

Though effective Database Marketing is essential for overall success, it comes with both benefits and challenges. Here are the benefits and challenges of database marketing:

Benefits Of Database Marketing

Today’s consumers expect a personalized experience with your brand. To deliver one, marketers need a unified view of each customer across every touchpoint. Only then can they understand the customer’s journey and engage them in a meaningful way. Database marketing strategies make that easier.

Customer databases can help you:

Challenges Of Database Marketing

Database marketing offers some compelling benefits. But to do it successfully, marketers need to understand the challenges as well.

Watch out for these database marketing challenges:

Data decay

Anytime a customer or prospect changes jobs or earns a promotion, moves to a new address, changes their name, gets a new email address, or makes any other life change, their profile becomes out of date.

A well-managed database decays at an average of 2-3% each month, which means in just a year, a third of your data could be invalid. To limit data decay, focus on information that is less likely to change: name and phone number, for example, rather than business email.

You can also use an email and phone verification service to make sure you have the latest information in your database.

We recommend VerifyBee - an intuitive, feature-rich, and affordable customer verification software. It is built for businesses looking to streamline their sales, intake, outreach, and customer relation efforts.

Data accuracy

Customers don’t always provide accurate information. Typos, handwriting legibility, or incomplete info can have a big impact on the quality of your database. You can limit inaccuracies by replacing input fields with standardized drop-down menus or checkboxes.

Acting on customer data in a timely manner

Collecting and analyzing customer data is just the first step. You have to act quickly enough to capitalize on a customer’s interest in and interactions with your brand.

This is where marketing automation tools or B2B Database Software become so important.

By unifying rich user profiles with a powerful segmentation and omnichannel marketing campaigns, you can deliver timely, personalized experiences for each user.

Difference Between Database Marketing And Direct Marketing

Database Marketing is a form of direct marketing. While the terms are used interchangeably at times, these are two distinct concepts. Here are the key differences between database marketing and direct marketing.

Try Database Marketing If

Try Direct Marketing Methods If

Conclusion

With thousands of advertisers fighting for customers’ attention every day, the need for a database marketing strategy is critical. The businesses that place their customer’s needs, experiences, and preferences will always come out on top!

If you’re looking for a B2B Database providing tool to help you in this process, you can give OneMoreLead a shot. With a database of over 40 Million verified B2B prospects to search from, OneMoreLead allows you to easily find the perfect prospect for your product or service.

So what are you waiting for? Book a OneMoreLead demo today!

Everything You Need to Know About B2B Marketing: A Complete Guide

B2B marketing strategies have been based on the same core concepts as consumer marketing for decades. However, during the last 20 years, B2B marketing has evolved into its own discipline, with its own set of tactics, methods, and success indicators.

marketing strategy written on a grey background
Photo by Eva Elijas from Pexels

There are two basic business models and are Business-to-consumers (B2C) and business-to-business (B2B). The B2C approach seems quite familiar to us because we engage in this process as a consumer on a day-to-day business.

To streamline business processes, B2B allows retailers to make high-value transactions to a smaller group of customers.

It’s important to assess the strengths, limitations of B2B marketing strategies, and their compatibility with your business goals before you start.

To guide you in making an informed choice, this article explains how B2B marketing works, the function of B2B marketers, B2B marketing channels and strategies along with the best practices to develop your own B2B marketing strategy.

Table of Contents

TL; DR

What Is B2B marketing?

Business-to-business marketing, as the name implies, is the selling of products or services to other businesses and organizations. It differs from B2C marketing, which is focused on customers, in numerous ways.

Let’s say you are a farmer who grows cantaloupe. This year’s crop has been harvested, and you have 1,000 cantaloupes to sell. Now you must determine which route you will follow B2B or B2C.

If you choose the B2B route, you'll need to find a store that will buy your cantaloupes in bulk. This might be a supermarket, a restaurant, or a farmer in need of more cantaloupes. You'll sell them wholesale at a discount to another party, who will subsequently offer them to customers in some way.

And if you choose the B2C model, you would instead set up a farm stand where you would sell cantaloupes directly to customers.

So which one is better?

The answer to this is neither the B2B nor the B2C business models are intrinsically superior - each has its own set of advantages and disadvantages. The majority of businesses are better suited to one of the two models. Your goals, infrastructure, and industry decide which model is ideal for your business.

Differences between B2C and B2B Business Models

A business-to-business (B2B) company sells its products and services to other businesses. The business will either utilize the items in its operations or resell them to the end-user. B2B eCommerce platforms such as Alibaba and Thomasnet are two of the most well-known examples.

The differences between B2B and B2C aren’t always obvious. Sometimes, B2B eCommerce stores may sell to consumers.

For example, Amazon is both a business-to-business (B2B) and business-to-consumer (B2C) company. Of course, it is particularly known for its B2C capabilities. But, because of the wide range of items accessible on Amazon, a growing number of small companies are turning to the site for supplies.

We’ll try to highlight the key differences between B2B and B2C in short.

Buyer’s Purchase Intent

Consumers in the B2C sector frequently make purchase decisions based on their emotions. They may be influenced by advertising, may find discounts lucrative, or may even be looking for a way to relieve frustration.

B2B customers are considerably more planned and data-driven. As a result, B2B marketing is far more informative, whereas B2C marketing is far more fun.

Decision-Making Process

The B2C audience is often made up of an individual or a couple. Your marketing efforts can appeal directly to that person who can decide whether or not to buy from you with relative ease.

Depending on the pricing of your product or service, you may only require one or two client interactions to persuade them to purchase it.

B2B, on the other hand, is more difficult to understand. Rather than speaking to a single person, you appeal to a group of individuals. Impulsive purchases are rare in a rigid company structure.

The high-value B2B transactions are based on their return on investment (ROI), the urgency to make the purchase, evaluation of the solutions, and a set of rules.

Conversion Time

B2B buyers are more deliberate and well-informed about their purchases. This is due to the fact that their purchases are in considerably bigger quantities, and their purchases have a significant impact on their own business. B2C customers are more likely to convert fast and are typically unaware of product variations.

What B2B Marketers Do

Based on their industry expertise, market knowledge, and relationships with prospects and clients, B2B marketers assist in the development of new product concepts.

Market Research

Prior to developing a new product or feature, there are basic concerns of identifying the problems clients are facing and the requirements market has. B2B marketers conduct this research to find out potential customers and competitors in the market.

Set Up Market Position

Following the development of a product or feature, its market placement must be determined. Another function of B2B marketers is to translate product features into client advantages and to find a targeted audience.

Reach The Audience

B2b marketers have to reach all potential customers, inform them about the product or service, and convince them of its benefits. They also need to analyze the output to have details of the sales funnel.

How Do You Develop A B2B Marketing Strategy?

Start With Market Segmentation

A study of B2B international reveals after experimenting with 2000 B2B companies, that B2B markets typically have far fewer behavioral or needs-based segments in comparison with consumer markets.

While a B2C market might have 10-12 or more segments, the average B2B market has only three or four. The major reason for the fewer segments is that the behavior or demands of a professional audience deviate less from those of a (less rational) consumer audience.

The fact the B2b markets have proportionately fewer segments makes the job of the B2B marketers reduced to essentials. Nonetheless, knowing which consumers fit into which segments and how to appeal to each of these groups is a difficult skill to master.

B2B market segmentation focuses on finding prospects who fit your target customer profile. For extremely impactful segmentation, one needs to understand the types of B2B prospecting.

Build Effective Lead Generation Campaigns

Lead generation, or the process of discovering and developing new potential consumers, is a top priority for businesses and marketers, but it's becoming more difficult. According to Hubspot research, getting traffic and leads is the biggest challenge for 61 percent of marketers.

top marketing challenges chart
Source: Hubspot

So, where do you start from in building effective lead generation campaigns?

Often marketers start with paid campaigns and hard to achieve content marketing goals. One of the main reasons behind not being able to meet content marketing goals is they ignore the landing pages.

Landing pages are not only a means of collecting information. Landing pages may be used as a springboard to guide users further into your site and to more valuable information. With marketing automation technologies at your disposal, you can design landing pages, forms, content, and calls-to-action that are geared for that goal: keeping people engaged on your site after they've already converted.

Start with your value proposition, create points of engagement, limit scrolling, use strong calls-to-action, and attach social proof, leverage images, and video. Using landing page videos can boost conversions by 86%.

Keep your CTA’s short and obvious, convey value, and indicate urgency through them.

The most important thing is to continuously test the elements mentioned above and optimize each of them for greater success. Former US President Barack Obama used A/B testing to raise an additional $60 million.

Qualify Leads

Sorting through incoming leads may be an extremely time-consuming procedure for the marketing department. Passing on the improper leads to sales wastes your sales representatives' time and strains the connection between sales and marketing.

Blended lead scoring and grading is a solution to the lead quality conflicts that frequently align these two teams with reality. According to a recent report of APSIS, 80% of marketers use automation software to drive leads as much as 451% and convert more leads than those that don’t use automation.

Automated lead scoring and grading may remove the guesswork out of lead qualifying and assignment, speeding up your sales cycle and ensuring that your leads are better qualified and nurtured before they reach the sales department.

Enrich Your Database

Big firms like Netflix, Amazon, and Facebook all have large datasets. A comprehensive database is, without a doubt, a highly valuable asset, even in terms of the total value of your company.

To sum up “big data” in a single sentence - it allows creating a powerful impact and highly personalized marketing campaigns by providing deep insights into both the market and the customer.

B2B Lead database

The online retail giant has access to a vast quantity of data about its consumers, including names, addresses, payment histories, and search histories. While this data is obviously used in advertising algorithms, Amazon also utilizes it to improve customer interactions, which is something that many big data users underestimate.

As much as a strong database brings opportunities for B2B companies, it is equally challenging to build one. Though the number of customers is not large, they require highly customizable services with a different pricing plan.

B2B marketing has an interesting approach named Account-Based marketing (ABM). The availability of reliable, high-quality data is a key requirement for ABM.

Identify Marketing Channels

In most cases, you'll need to promote through a variety of channels. However, this does not imply that you should market through every available channel. For example, direct mail marketing may or may not be a good fit for your target audience.

That's why it's crucial to figure out which marketing channels your customers use the most, and then create marketing content that will help to solve their problems to run effective campaigns in those channels.

For B2B marketers LinkedIn is the hotbed of generating leads. 89% of the B2B marketers prefer LinkedIn the most as the digital marketing channel.

Create And Send Email Marketing Campaigns

Email opens up a world of possibilities for your company. For years, email marketing has been a rock star for both B2C and B2B marketers. For a variety of reasons, it shows no indications of slowing down.

With so many emails bombarding our inboxes these days, it's more essential than ever to create and send efficient marketing emails. To help you cut through the noise OneMoreLead can help you to verify the email addresses, automate your emails and send them timely.

onemorelead homepage

Invest In Content Marketing

We've discussed how B2B clients are motivated by knowledge, rationality, and a desire to learn. What better marketing technique than B2B content marketing to meet these requirements?

Content marketing boosts SEO efforts by predicting what your audience is looking for and assisting them in finding your website and content, as well as the possibility of converting them into customers.

Jonathan Franchell, CEO and Founder of Ironpaper points out, "A frequent mistake B2B organizations make is educating the buyer on their own company, product, or service. The buyer isn't ready for that; they are just beginning to understand their problem."

It's worth noting that content marketing is most effective when it's catered to different stages of the buyer's journey.

Track And Analyze The Success Of Marketing Campaigns

How will you know whether your B2B marketing campaigns are successful? Develop a mechanism for tracking the effectiveness of any plan before implementing it.

Keep track of how much money you spend on each campaign and how many qualified leads it generates. Keep track of how long it takes to close deals and which marketing strategies help to speed up the process.

In order to have clear visibility into what’s working and what’s not and to avoid implementing marketing strategies haphazardly, you should have a plan in place from the start to track and analyze marketing data.

Final Word

Even though B2B Marketing caters to a more informed audience, it’s an audience nonetheless. As you already know, no marketing campaign can be truly successful without putting the audience at the core of it.

Want to optimize your B2B marketing efforts? Get Started with OneMoreLead today to get access to a database of millions of verified B2B prospects!

Everything You Need to Know About the Use of Data to Personalize Marketing Campaigns

In today’s world marketing has become more personalized and targeted. Brands that are using data to personalize marketing campaigns are seeing the results. The more saturated data you have, the more relevant your marketing becomes to the audience.

finger pointing to charts on paper placed on a wooden surface

According to Salesforce statistics, high-performing companies utilize data for targeting and segmentation 51% more than underperforming companies.

With 7 in 10 online adults purchasing products online each month, customers don’t just like personalized marketing, they value it.

In this article, we’ll guide you through the benefits of using data in personalized marketing campaigns, the ways to implement it, and many more interesting FAQs. Keep reading!

Table Of Contents

TL; DR

What Is Personalization In Marketing?

One can say personalized marketing is one-to-one marketing. Personalized marketing is the implementation of a strategy in which businesses utilize the database to analyze, and automate the marketing campaign for offering individualized content to recipients.

The goal of personalized marketing is to really engage customers or prospects on a one-to-one basis by providing them the solution to the problems they are facing.

Sounds impossible, right?

Imagine reaching out to every individual out there in the market and providing each of them with a unique solution … how strenuous that would be!

two women near a table
Image from Unsplash by Blake Wisz

To help break down personalized marketing and shed more light on the concept, we’ll start with the benefits of a personalized marketing campaign.

Why waste time reading the whole article if you are not well aware of the benefits of personalized marketing?

Benefits of Personalized Marketing Campaigns

Supports all the way from conversation to conversion

Imagine you are on a first date and the person next to you starts talking about topics you can’t relate to at all.

If you really want to make it work, how many more chances are you willing to give? Maybe, two to three dates at best?

For marketers, the brand’s very first encounter with an individual is similar to a first date. If you manage to spark up a lively conversation with them, chances are you’ll be allowed for more and have a good chance of forming a connection.

Once the connection is formed and you manage to reach that prospective customer with the right message at the right time, the likelihood of conversion increases and they eventually make a purchase.

Helps in reaching more people

A personalized experience has the ability to make someone feel valued. And when someone feels valued, they share it with others. A trending example of such a marketing campaign is an individual coupon code. Brands reach out to influencers with unique coupon codes resembling their names, for example ‘nititaylor06’. Just not the influencers themselves, the followers also start feeling connected with the campaign instantly.

Boosts customer retention

Customers want marketing messages and advertising that is suited to their specific interests and requirements. An Adobe research says that 42% of consumers get annoyed when the content is not personalized.

The same report revealed that 67% of consumers prefer brands to automatically adjust content based on current context. Customer retention refers to how loyal a customer is and whether or not they will continue to purchase from a company.

If a company's marketing content and quality make a consumer pleased, that individual is more likely to buy from them again.

Helps you optimize an omnichannel presence

Consumers connect with companies across a variety of channels, such as email, social media, mobile, and so on, sometimes all in the same day. Personalized marketing is all about finding out where your customers are and talking to them on those channels.

Thus, you are always on their mind keeping your presence consistent across various channels.

Challenges Of Personalized Marketing

By now you’ve already known about the benefits of personalized marketing. Some of you may think why your personalized marketing campaign is not yielding as many benefits as mentioned above.

As Ardath Albee, the CEO of Marketing Interactions says, “Personalization is like seasoning. A little makes a big difference. In cooking, a pinch of the right spice can make the meal, while a pinch of the wrong spice can spell disaster.”

The main challenge in the personalized marketing campaign is the proper way of collecting data and using them.

Would you like the feeling of being stalked 24/7? That’s creepy, right?

Consumers said in an Accenture survey, that, the creepiest form of personalized marketing is texting or sending a notification when someone walked past a brand’s store and displaying social media ads for products they have browsed on a particular brand’s website.

Here are the major challenges of personalizing marketing campaigns.

Challenge #1: The Paucity Of Data

Integration of all the wings of your business and being able to export data from every source is the main challenge marketers face while implementing a personalized marketing campaign.

Your company’s database is your biggest asset. Hence, the marketing team single-handedly can’t empower it. For example, sending the same advertisement twice to a customer from both sales and marketing teams leaves a negative impression about your team alignments.

In an Experian Study, 78% of brands said they struggle with “data debt” or not having enough quick data about their customers to launch relevant personalization tactics.

Challenge #2: Consumer Data Privacy

The General Data Protection Regulation in the EU, as well as other regulations in various countries, regulate the data privacy of their consumers. These regulations make it challenging for companies to collect data and target their marketing campaigns.

When customers do not share information with a company, finding other means to personalize content for them gets difficult.

Challenge #3: Data Collected In Absence Of Informed Consent

Companies often use anonymous data, such as the location attached to a viewer’s IP address, to target viewers by location. eConsultancy report suggests that 42% of surveyed marketers admitted using anonymous data for a personalized marketing campaign.

This type of personalization unnerves the consumers. Thus, not informing customers about what data you will use and how you are planning to use is going to backfire your personalized marketing campaign.

All these challenges we mentioned above revolves around a common keyword, and that is data. If personalization is seasoning then data is the pinch of the right spice which can make your food delish.

How To Collect Data For A Personalized Marketing Campaign

Data can be a game-changer when it comes to reaching the right prospects from the defined target group. The days of random blasting and generalization are long gone. With today's marketing efforts, you must be precise, relevant, and strategic.

Before we start with the use of data to personalize the marketing campaigns, let us get across the ways to collect data.

1. Know your target audience

With so many people floating in the cloud, you need to talk to many people. Each with unique problems looking for a unique solution. Know your target audience to figure out in which period of customer lifecycle they are in.

To collect data from your audience you have to know their preferences first. Thus, it is essential to shape ways of collecting data around your audience's needs and preferences.

2. Segment the data

Segmentation is basic but you need to reevaluate the way you are currently segmenting your database. For a more robust database, experiment with granular points such as:

3. Collect data through self-personalization

Allowing customers and prospects to express their own experiences can make the data collection process smooth.

There are hundreds of ways to get creative about this. You can take a quick survey and ask a segment of users certain questions relevant to their phase in the customer cycle.

A customer service chatbot also comes in handy to collect customer feedback data without expending too much time or manpower.

4. Optimize the website

Data acquired for marketing purposes today extends much beyond the usual name, organization, and title.

Website activity is the most significant form of marketing data used for personalization campaigns, according to more than half (55%) of marketing experts. For 47 percent of the marketers surveyed, transaction activity is at the top of their list of critical forms of data.

5. Use database software to empower the team

Data collection, segmentation, integration with other teams, and data storage everything seem massive work altogether. Fortunately, developments in the SaaS industry have brought to you some tools to do the heavy lifting.

You can choose from a wide range of database providers and use the curated prospect database to streamline and scale your personalized marketing campaigns.

How To Use Data For A Personalized Marketing Campaign

To use the obtained data for the personalized marketing campaign, you may consider the following pattern.

1. Create content based on the data

Use the data to map out the specific interests and needs of each persona. Create content that can cater to their interests.

Identify at what stage of buyers’ life cycle your recipients are. Think about how you can trigger their interest and provide the most useful content for nurturing them down the conversion funnel.

Email is an obvious example of a personalized marketing campaign using data. In an Evergage report, 78% of marketers say Email is the most personalized channel use for marketing.

2. Improve customer experience

Use data to improve your customer’s experience with your company. For example, if your website’s loading speed is disrupting the customer’s experience, you can immediately work on it.

If a customer had a poor shopping experience, reach out to them personally and apologize for that. 45% of consumers find it the coolest personalized tactic.

3. Encourage the consumers to complete an action

When you meet with your consumers at certain touchpoints, you're more likely to lose the interaction, such as signup drop-off and cart abandonment.

Does this mean you’ve lost the relationship? Not necessarily.

You can identify these users, determine the cause of the connection failure, and provide appropriate solutions to them using data.

4. Build your brand’s reputation

Personalization can build brand loyalty and drive revenue over time. If you communicate in a way your audience understands better, you will have people who genuinely know your brand. You can use this to leverage the copy, images, videos, and offers.

You can also use your customer’s loyalty and their experience for social proof. What better way than spreading your brand’s name with words of mouth?

5. Compare the marketing campaigns

Use the obtained data to compare the results of your marketing campaign. If you are not using any kind of content personalization engine, we recommend you to use one.

finger pointing at a 5 star rating graphic
Image from Pixabay

If you're already using a customization platform, make sure to compare it to any competing solution that claims to provide additional value.

6. Analyze and run test

Data collection, analytical skills, and the development of customizable websites are all useful to a business, but they are most effective when they are completely integrated.

Customers should be able to receive appropriate content recommendations from your customization system at the right time. You should run an A/B test to validate the performance of your system vs. control.

Use Of Data In B2B Marketing Campaigns

When we talk about the topic of personalized marketing campaigns, without a second thought Amazon and Netflix cross our minds. No doubt, their successes statistics of personalized marketing campaign is exemplary.

But, here is the big difference between a B2B and B2C marketing campaign. B2C marketers have a big advantage of customer data.

The brighter side is that in B2B marketing, a small amount of data combined with relevant insights can go a long way.

For B2B marketers the following infographic explains the type of data they’ll need to excel at personalized marketing campaigns.

marketing funnel explained using an ice cream graphic
Source: Wordstream

Start with sales prospecting to get the best result out of any personalized marketing campaign.

Final Word

Get rid of all-size-fits-all personalized marketing campaigns. Create successful and meaningful marketing personalization based on a thorough understanding of your targeted audience and the capacity to reach and persuade the most important ones.

Want to get qualified leads in no time? Get a OneMoreLead demo today!