Many companies seek out the advice of consultants, brokers, and data list companies to provide them with data for marketing campaigns. However, both the providers of the lists and those that are seeking prospect lists are missing out on the strategic value that external marketing data can provide as part of a customer data integration application to build a single customer view.
External marketing campaign lists can be purchased with company, contact, and demographic information that can be used for analysis and database building purposes. When you are speaking about b-to-b prospect lists, examples of demographic information include employee size, company revenue, and industry. All kinds of general information and information that is specific to an industry, such as when a Worker’s Comp file is up for renewal, are also available. All of this information can add value to your single view of the customer.
Here are 4 ways that you can benefit from utilizing customer data integration and external marketing data in order to profile your current customer and prospect base as part of a single customer view:
1. Save money and be more effective by developing more targeted prospects lists for your next campaign.
2. Up-sell, cross-sell, and service customers with external information on your customers and prospects
3. Identify potential business for on-going marketing and not just one-time campaigns
4. Allocate company resources better by understanding the combinations of your customers’ demographics, products and services purchased, revenues produced, and other variables
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