Free ebook: Why Effective Marketing Automation Starts with Strategic Data Management

A marketing automation platform can serve as a high-powered marketing engine. But only with “high-quality fuel” in the form of accurate, clean and complete data that enables richer targeting, segmentation and personalization. Unfortunately, many marketing automation systems are hampered by data limitations – whether a lack of quality or completeness. This ebook details the benefits of having marketing data management to fuel high performance marketing campaigns, including: -The Impact of Raw, Untargeted Data -Data Completenss -Data-Driven Marketing

First 3 Pages

Why Effective Marketing Automation Starts with Strategic Data Management Why Effective Marketing Automation Starts with Strategic Data Management With prospective and existing customers bombarded by messages across email, social media, and direct mail, most marketers focus on how to rise above the noise. However, the real focus should be how to target the right audience in a way that will get their attention. Fortunately, most organizations collect a wealth of information about prospects and customers over time as they interact with these potential buyers. The trick is to tap into this data in real time and incorporate key insights into content and conversations that engage the audience. But this is easier said than done, as it requires aggregating and making best use of this data, which usually resides in a host of systems dispersed across the organization. The proliferation of marketing technologies requires marketers to fundamentally shift the way they think about their marketing data and how they manage it. That’s where data management comes into play. In fact, strategic, data-driven marketing requires marketers to put data management at the center of their marketing strategy. Why is the relationship between marketing automation and marketing data management so important? Many B2B marketers consider marketing automation a must-have for filling their sales pipeline, effectively nurturing prospects, and passing the most qualified leads to sales. After all, a marketing automation platform can serve as a high-powered marketing engine. But only with “high-quality fuel” in the form of accurate, clean and complete data that enables richer targeting, segmentation and personalization. Unfortunately, many marketing automation systems are hampered by data limitations – whether a lack of quality or completeness. It’s no wonder 85% of B2B marketers feel that they’re not using marketing automation to its full potential (SiriusDecisions, 2014). Let’s explore each data issue in more detail – and what it takes to put strategic data management at the heart of a marketing strategy. Why It’s Foolish to Rely on Raw, Untargeted DataThere is an allure to having a large database, especially one that is built up quickly and with little investment. In fact, the cost of raw, untargeted data continues to drop – largely due to the numerous social and data scraping services in existence. In most cases, the outlay to obtain a list of names or even names with titles, has been reduced to pennies. The drawback of this inexpensive raw data is the accuracy. Marketers have learned that the success of any program or campaign hinges on a quality list of contacts. And that means the marketing database that powers marketing automation must be continuously cleansed and enriched to maintain accuracy and relevancy. What is the impact of raw data when it is not continuously managed and maintained? Marketers send out untargeted marketing messages and their 54% of CMOs say the #1 challenge relative to the use of new marketing technologies is integrating and centralizing increasingly fragmented data.