For several years now, B2B marketing teams have had to deal with a new trend: Data-driven Marketing, or more precisely, where digital meets marketing.
The focus is no longer on marketing research, but on data. More data needs to be collected, analyzed, and processed quickly in order to profile customers more accurately. Mass communication is replaced by intelligent targeting and customized customer journeys.
Marketing professionals need to constantly adapt their strategy according to the data collected and the feedback from their campaigns.
Yet, less than 5% of B2B brands fully implement data-driven marketing.
Data is expensive and needs to be controlled. Data production, collection, processing, qualification and analysis are the main challenges for marketing teams in the coming years.
Using data-driven strategies yields real benefits.
According to several studies on the subject, expected benefits may be around 20% additional revenue, 30% cost savings and 20% better campaign results.
Marketing teams need to consider the following points to achieve these results:
User Centric strategy or putting the user at the center of the strategy
Users are now complex. They want everything, right now. They are very demanding and brands have to be more inventive to appeal to them. They love to shop online, but they can’t live without the in-store experience. They expect customized offers without giving too much information about themselves.
A comprehensive view of the customer
Accumulating data (customer journey, purchase history, call center feedback, web analytics) and processing it should allow you to get a 360° view of your prospects/customers. This will improve your marketing strategies and optimize the customer experience by customizing each step of the customer journey.
Right on time: deliver the right message to the right person at the right time
Too many impersonal messages are still sent by email or sms to “random” targets. This is true for many websites that still fail to adapt the user experience according to the target’s profile when browsing their site. The message should offer a response to the user’s expectations. You should know your users beforehand to deliver the best message by customizing the differentiating elements as much as possible.
Customize messages and offers
The user’s experience will be a determining factor in their decision to make a purchase, in their impression of the brand, but also in the messages that will be spread afterwards. The customers are now active players, sharing their experience on social media and engaging with other communities online. If their experience makes them feel unique, they will become the brand’s best ambassadors.
A website with a customized experience
The user’s experience will be a determining factor in their decision to make a purchase, in their impression of the brand, but also in the messages that will be spread afterwards. The customers are now active players, sharing their experience on social media and engaging with other communities online. If their experience makes them feel unique, they will become the brand’s best ambassadors.
Targeted mailing
If someone receives a promotional e-mail that’s not intended for them or that doesn’t relate to the recipient’s current situation, it can have a strong negative impact on the image of the brand that initiated the campaign. Furthermore, the rate of undelivered mail is high, which makes this direct marketing tool a costly communication tool. Consequently, it’s important to have reliable, validated and regularly updated databases
Message and experience customization is now the key point of marketing strategies.
This requires defining a Data Quality Management policy, optimizing data collection tools (online forms or asynchronous enrichment), and setting up monitoring KPIs.
DATA ENSO supports you throughout this process, from the audit of your systems to the implementation of solutions best adapted to your needs.
We can help you with the following points:
- Improving data reliability: help with data entry, real-time automatic correction
- Check the accuracy of the collected data: email, phone and company verification tool in real time
- Database enrichment: company information forms with few initial fields to fill in
- Improve collection systems: reduce the number of steps to fill in
- Clean and correct your existing data: batch solution