Are You Missing an Opportunity to Help Clients with Data?

By on June 13th, 2014

According to a recent study from NetProspex (“State of Marketing Data: 2014″), B2B marketers are missing basic and easily accessible information to help with their personalization and targeting efforts.  Twenty-six percent do not even know the contact’s industry and 20% don’t know their revenues or number of employees.

What’s notable here is that this type of information is readily accessible from data houses and relatively inexpensive to acquire, yet it can make a tremendous difference in the ability to segment and target communications.

I often hear marketers talking about how easy to is to lose sales simply because you forgot to ask. You laid out the information, but there was no call to action. The same principle applies here. If your clients could be doing more segmentation and targeting but aren’t, have you simply asked them what fields they have in their marketing database and offered to fill in ones that are missing? This is a basic data append that any PSP should be able to handle working with one of the major list companies.

Which clients could you approach today with an ask?

Percentage of Records with the Fields Completed

First name 77.5%
Last name 76.0%
Title 62.9%
Street 54.6%
City 59.6%
Phone 36.2%
Email 89.2%
State 58.5%
Company 77.2%
Industry 25.9%
Revenue 18.2%
Employees 19.5%

Source: State of Marketing Data: NetProspex (2014)

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    2 Responses to “Are You Missing an Opportunity to Help Clients with Data?”

    1. Paul J Gardner Says:

      Love it Heidi!

      Two key points for me:
      1) “…have you simply asked them what fields they have in their marketing database and offered to fill in ones that are missing?”

      What a wonderfully simple way to begin positioning your company as a resource for more than manufacturing.

      2) “…any PSP should be able to handle working with one of the major list companies.”

      And what a great pointer towards possibilities! All of our organizations can get so much smarter, so much faster by working with experts outside the world of Print.

    2. Joe Manos Says:

      Great post Heidi…

      Many of our customers have started to just what you have proposed and with outstanding results. Keep the great ideas and post coming.

      Joe Manos, MindFireInc @JEmanos

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