All about cleaning, updating and using data.
Did you ever play “Telephone” when you were little? Remember what happened to that whispered message passed through 10 kids and how easily “Strawberry Jam” turned into “I am a banana”? It was funny then. Research findings, passed via content marketing and social media are a lot like “Telephone” because once a number is repeated often enough, small …
How quickly do your inside sales team follow up on web leads? I’ll bet that the answer is “Not fast enough”. According to the B2B Buyer Behavior Report, from Software Advice your chance of qualifying a lead is 29% better if you call within 5 seconds rather than lounging around for 5 minutes before making …
This is about hidden or ignored problems that are killing your results.. Why is our campaign failing? There are lots of reasons why a marketing campaign can fail to deliver the intended responses from a business audience. But over the last ten years, working with B2B companies on literally hundreds of event registration, lead generation …
Underestimating the damage caused by an out of date and duplicate riddled database is the most frequently made and damaging mistake. If I had ten bucks for every time I’ve heard a client admit that their database is lousy, I probably wouldn’t quite be able to retire yet, but I’d sure have a lot …
Too many businesses seem to think that maintaining the quality of the database can be managed by the sales team and the accounting group. While in absolute terms this might be a bigger problem in smaller businesses without a budget to purchase data hygiene and append services on a regular basis, large organizations could probably …
There’s no denying that your company’s customer/marketing database(s) is an invaluable asset to your business and at the same time a major pain in the neck. There are just too many ways that it can be damaged – as far as usability is concerned- and unless you’ve been through it all before, chances are you …
Too many companies are building their marketing programs based on lousy data. While consumer databases are easily overwhelmed with the staggering volume of available information, B2B databases are inherently more complex and once they start to deteriorate- downright ugly. This is actually a post for smaller businesses about setting up your database to run an …
Will the fascination marketers have with buzz words never end? (Well, no actually it won’t) and now it seems that the talk of the town is Big Data. For the minuscule percentage of marketers with pristine data and the wherewithal to afford the talent and tools to create added value for their organizations through the …
The most visible and important measure of success delivered to any company by any B2B marketing campaign is the direct response. It blows awareness out of the water. A direct response is more valuable than any measure of brand preference or image because it opens a dialogue for more marketing, it opens a door to …
Declining Response Rates – Stop Shooting the Messenger Read More »
We’re in the middle of a study of customer databases. It’s actually quite a simple review, but that’s only because our work delivering guided voicemail messages enables a complete analysis of every list we work with. To run our study we selected a random cross section of campaigns that ran through the first half …
