Marketing has undergone a dramatic shift lately. Gone are the old times when you work on assumptions or gut feeling. In the modern age of data-driven marketing, sales and marketing executives turn to the most reliable source of information: Customer data and business intelligence.
What exactly is data-driven marketing?
Data can potentially be your most valuable sales and marketing resource. With the right information and business intelligence in hand, you can create scalable and effective marketing processes. Marketers can focus on optimizing content and messaging, while SDRs can focus on selling, rather than spending a lot of time on administrative and research activities.
Data-driven marketing is the approach of executing campaigns and personalizing marketing communications based on customer information. Data-driven marketers use customer data to predict their requirements, desires and future behaviors. Such insights help develop run effective ABM campaigns for the highest possible ROI. The challenge, however, is that very few marketers know or have the expertise to work with data effectively. Many still struggle with the data-driven approach and complain about lack of tools.
“Many new data-driven marketers feel overwhelmed by the idea of collecting customer information.”
To be able to execute a successful data-driven marketing strategy, you need to have a plan in place. Read further to know more about how to build the perfect data-driven strategy to achieve your sales and marketing goals.
1. Set a Goal
The goals you set early in the process will decide the entire campaign and will also put you in the driver’s seat. Your goals might include boosting sales, increasing brand awareness, generating leads, driving more website traffic, or any other marketing objective. You should make sure that the goals you set are under the guidelines of “SMART goals,” which stands for specific, measurable, actionable, relevant and time-bound:
Specific: Your objective should be very specific. Detailing is key!
Measurable: Measure your progress as you toward your goals. Track sales, website traffic, email list subscribers or other things you want to earn.
Achievable: Make sure your goal can be achieved in a specific time frame and is not impossible to achieve. Devise a reasonable plan to achieving your target, so you know it’s attainable.
Relevant: Your goal should support your growth and business objectives. This is the “why” of your marketing campaigns.
Time-bound: Set a deadline for achieving your goal.
2. Know Your Target Audience
No business can afford to target everyone with its marketing. You need to narrow down your audience to the group of people most likely to make a purchase to bring you closer to your objectives. Be as elaborate as possible when defining your target audience. Describe these people in terms of:
Demographics: Useful demographic information could include age, gender, marital status, education level, income level, location and much more.
Behaviors: Your target’s past purchases, type of ads and online content they prefer to respond to, behavior on social media, and more.
Motivations: If you are marketing a bottle of hair gel, you have to appeal to your customers’ desire to be have shiny hair.
3. Get Access to Data and Business Intelligence
By understanding customer behavior, marketers can create more personalized campaigns and experiences. The proliferation of data in everything we do has created a need for companies to re-evaluate their customer data management strategy. By combining multiple data sources, data providers and sales intelligence platforms can reveal a holistic, 360-degree view of each customer, including their behavior and motivations. You can also identify new contacts from your target accounts and update your CRM in real-time with fresh contact data.
4. Choose Your Preferred Channels
You’ll have to choose which marketing channels and media you want to run your campaigns on. Examples of channels you could consider include email marketing, social media, blog, PPC ads, and more. The best indicator of where you should conduct your campaign is your prospect’s motivation and behavior. Dig deeper into your data and figure out where your prospects are most likely to respond to your marketing content.
Once you have narrowed down your best marketing channels, choose a few to use that will likely be the most effective for accomplishing your goals. Be careful not to spread yourself too much, as this can reduce the potency of your strategy.
5. Track Your Progress
You should keep track of and regularly analyze how often your target audience has completed the actions you expected them to take. As your campaigns proceed, you can use the performance metrics you identified earlier to keep track of your progress so that you can figure out what is working well and what is not. This will help you achieve your objectives more quickly and reliably, and may also improve the performance of future marketing efforts. Over time, your marketing team will begin to function like a well-oiled machine, while continuously improving.
How Can SMARTe Assist You with Your Next Data Driven Marketing Campaign?
SMARTe’s data platforms provide detailed intelligence and comprehensive profiles of the most important decision makers and organizations worldwide. These profiles include business intelligence about levels, functions, technologies installed, purchase intent and over 85 additional data points. Our verified email addresses and direct dial phone numbers are highly accurate and SLA guaranteed.
With SMARTe Discover, marketing teams can build ABM strategies to focus on highly relevant personas within target accounts. Users can search by levels, functions, titles, and location from a massive data pool of over 115 million to find the right decision makers within the target accounts. SMARTe Discover’s chrome extension enables your sales teams to be more productive, while being organized.
SMARTe Enrich provides CRM data health analysis and real-time enrichment of data. It enriches company and contact data within CRM in real-time with more than 60 relevant attributes. SMARTe Enrich helps sales and marketing operations better manage their CRM data and prospect more diligently with enriched contacts and accounts.
With over a decade of human-verified research expertise, SMARTe can create 100% accurate contact and company profiles by harnessing our extensive background in cleansing, verifying and maintaining data powered by Natural Language Processing and Machine Learning Heuristics. Since we have a vast experience of dealing with global data across APAC, EMEA, North America and LATAM, our analysts and proprietary tools have what it takes to handle multi-lingual titles, aliases, variation and other aspects.
Our data is gathered by our team of 250+ research analysts who give you a 360-degree view of all your prospects. This data is gathered though our combination of proprietary technologies and human intelligence. No other data vendor in the market has such extensive experience of cleaning, verifying and enriching data to produce the most accurate and actionable data available.