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
Source: State of Marketing Data: NetProspex (2014)