Data optimization in the BtoB sector
For several years now, BtoB marketing teams have had to face up to a new trend: Data-driven Marketing, or more precisely, when digital meets marketing.
The focus is on data, and more specifically on data optimization.
More data to be collected, analyzed and processed rapidly, to provide a finer profile of customers. Mass communication is giving way to intelligent targeting and personalized customer journeys.
Marketing must therefore constantly adapt its strategy according to the analyses and interpretations of the data collected and the feedback from its campaigns.
Why data optimization?
Data has a cost that needs to be controlled. The stages of production, collection, processing, qualification and analysis have become the main challenges for marketing teams in the years to come.
Implementing a data-driven strategy brings real benefits. According to several studies conducted on the subject, the expected benefits could be in the order of 20% additional revenues, 30% cost savings and 20% better campaign results.
The key points of good data optimization :
User Centric or putting the user at the center of strategy
The user is a complex individual. They want it all, and they want it now. They've become very demanding, and brands have to redouble their inventiveness to win them over. They love online shopping, but can't do without the in-store experience. They expect personalized offers, but give little information about themselves.
Have a global vision of your customer
The accumulation and processing of data (customer journey, purchase history, call center feedback, web analytics) should provide a 360° view of prospects/customers. This vision will improve the relevance of marketing strategies and optimize the customer experience by personalizing each stage of the customer journey.
Right on time: delivering the right message to the right person at the right time
Even today, too many impersonal messages are sent by e-mail or sms to "random" targets. This observation is valid for a good number of sites that still don't adapt the proposed experience to the profile of the target browsing the site.
The message sent must offer a response to the user's expectations. This means getting to know your users in advance, so you can deliver the best message by personalizing the differentiating elements as much as possible.
Personalize messages and offers
The experience offered to the user will be decisive in the act of purchase, in his or her perception of the brand, but also in the messages that can be disseminated afterwards.
Indeed, customers have become active players, sharing their experiences on social networks and engaging with other online communities. If their experience makes them feel unique, they become the brand's best ambassadors.
A website offering a personalized experience
Theexperience offered to the user will play a decisive role in the act of purchase, in how they feel about the brand, and also in the messages they may receive afterwards.
Indeed, the customer has become both an actor, by giving his opinion or sharing his experience on social networks, by engaging with other communities on the web, and if his experience makes him feel unique, he will become the brand's best ambassador.
Targeted communications
Receiving promotional mail that isn't intended for the person or that doesn't correspond to the recipient's current situation has a major impact on the image of the brand behind the campaign.
Add to this a high rate of undelivered mail, and you have a direct marketing tool that is a costly means of communication. It is therefore vital to have reliable, validated and regularly updated databases.
Data Enso solutions for the BtoB sector
Aware of these challenges, we offer innovative solutions tailored to specific needs.
With recognized expertise in data quality, Data Enso provides e-commerce players with services designed to maximize the accuracy, reliability and usefulness of your data.
Thanks to our intuitive solutions, you can now ensure data consistency across all your sales channels and optimize your digital marketing strategy.
By focusing on data quality, Data Enso offers e-commerce companies the opportunity to stand out in a competitive market, improve the customer experience and, ultimately, boost their sales performance.
