Why Spray and Pray Doesn’t work? How to Use Accurate B2B Contact Data for a Targeted Marketing Approach?

Why Spray and Pray Doesn’t work? How to Use Accurate B2B Contact Data for a Targeted Marketing Approach?

You might be doing a ton of things because you think you need to be doing them. You might be posting on social media, running a YouTube channel, hosting a podcast, and also sending out direct emails. All of these might be generating leads for your business. But, if you don’t know why you are doing them, they are just random activities.

The idea of spray and pray marketing is to send marketing content to as many people as possible (spray), and hope that it motivates some of them to purchase your product or show interest in your service (pray). Using such a strategy, you haven’t set up any metrics or conversion tracking to measure your campaign’s success and track ROI.

Today, consumers are living in a real-time, on-demand world. If a person wants a new software or even a car, it is just a few clicks away. There is an endless supply of products and services. Eventually, the consumer has the power, not the seller.

In such a landscape, all sales and marketing professionals must address the WIIFM (What’s in it for me?) every time they reach out to a customer. The size of the market doesn’t guarantee success anymore. If you are selling CRM software, it is your responsibility as a marketer to communicate to your marketplace why you should be trusted and why a customer relationship management software is necessary for their business.

How Can B2B Data Help?

Consider this – Only 9 percent of sales emails are opened (source). Also, in a B2B sales cycle, only 3% of your market is actively buying; 56% are not ready, while 40% are poised to begin (source).

The odds are against you and this is not the time to waste your marketing dollars chasing after the wrong accounts. Good data can help you identify which accounts to go after and move them through the buyer journey smoothly.

Given below are 3 data sources that can help personalize your B2B Marketing:

CRM data: A CRM is only as good as the data it is fed with. Effective tools for contact discovery and sales data enrichment like InfoGenie and DataGenie can help keep your CRM contact databases up to date and enriched.

Firmographics: Rely on data to list down the right accounts to target, their revenue, size, and more. It doesn’t make sense to target a business if your product can’t add value to it. InfoGenie offers firmographic data of over 1.5 million companies to help you reach out to your best buyers.

Technographics: Consider you are selling cloud computing software and you would like to target companies who are using similar competing products.  Solutions like InfoGenie can tell if your product can fit into the prospect’s technology stack. This way, you can focus your efforts and craft personalized content to target only those customers who are in the market to make a purchase.

Transition to highly-targeted and focused campaigns and stop relying on spray and pray marketing tactics.  Shift your efforts to create marketing content and strategies that can resonate with your customer in a more personal way. Talk to an expert today!

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Locations

1209 Lynbrook Way,
San Jose, CA 95129
+1 (408) 834 8842

27 Old Gloucester Street, London, WC1N 3AX
+44 (20) 3002 3649

1101 A, Vishwaroop IT Park, Sector 30-A, Vashi, Navi Mumbai 400703
+91 (22) 68384000

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