It’s ironic that at many companies the marketing database is one of the most under exploited tools. Indeed, it’s as though the words Customer Relationship Management or Customer Journey never existed. But, once you realise the value of your database and how it can work on your behalf, mining prospects, developing potential clients and securing sales, the next step you need to realise is that the database is not a finished entity. In fact, a good database is never finished; it may be built initially, but it continually evolves – it is one project that should never be finished. A database lives – it’s that simple.
See a couple of examples where Celsius helped dramatically improve our customers’ Marketing Database
Whitepaper Data Integration (free download)
Whitepaper Data Cleansing (free download)
So, if you have a database, how do you keep it working for you? How do you keep it fresh and working at maximum speed. Here’s some tips on how to keep your database in tip-top condition:
1. Update It, Now As soon as you know that a piece of information is out of date, or that something new can be added, get into the habit of continuous updating. Okay, with a big database, this can be a daunting task, but put some resource towards it – make sure that it’s someone’s job to keep the information up-to-date. However it is done, it cannot be overlooked.
2. Don’t Wait for Data There is simply masses of data out there. Don’t think to yourself that there’s nothing to add. A marketing database can always be continually built out by adding in new contacts and companies sure, but also add behavioral trackers to your database, see it as a pool of facts that can be used across the company’s marketing efforts. The larger and better targeted your database, the more sales you’ll generate.
3. Track and React Remember that your database is only as good as how you use it. Don’t see it as list of contacts that might, or might not one day buy from your company. The database has to be proactive and that means it has to be working to give you the right sort of information. So, ensure that it flags up key pointers: which leads are active, which are dormant; what products are selling, which are sticking.
4. Have a strategy In many ways the bigger the database the better, but let’s clarify that. What you should think is, the bigger the relevant database the better. In other words, the database has to be built on quality (and lots of it!), rather than quantity. Anyone can stuff their database full of low value contacts and pad it out. But, that will just absorb resources, wasting time and money.
5. Stay Focused Database management is a discipline. It ideally should be a focus of attention for members of the sales and marketing team. It should not be left to the summer intern who’s thrown a bucket full of business cards and told to get on with it when they have a spare hour. The role of the data stewardship team is to be focused and be trained to such a degree that they understand the information that is being provided and how to fully exploit its abilities.
So there you are. In business, the marketing database is your best friend. If you don’t abuse it, it will reward you with plenty of leads and sales!