Your SlideShare is downloading. ×

Using data strategically in B2B marketing

391

Published on

Find out how the most effective B2B marketers are using data strategically. How are they managing their data legacies and enriching their CRM systems with external content?

Find out how the most effective B2B marketers are using data strategically. How are they managing their data legacies and enriching their CRM systems with external content?

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
391
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • At Bureau van Dijk we create products that help businesses use company data for effective marketing
  • Ever since we’ve been… So having said all that down to business:
  • No two companies But all of you will have very similar challenges around managing your data and using it to enhance the way your businesses work. Problems occur when data is out of date, inaccurate or not rich enough. And bad data can really hinder your business
  • No two companies But all of you will have very similar challenges around managing your data and using it to enhance the way your businesses work. Problems occur when data is out of date, inaccurate or not rich enough. And bad data can really hinder your business
  • Technology means we can merge external and internal data. Nothing is standalone anymore. So using the Internet and Cloud based technology your business can progress.
  • And successful businesses are progressing. They’re using external data to: sort out data legacies enrich their knowledge and drive their businesses forward. Unless your business is brand new you will already be managing a data legacy. Some data you own will be… All this poor data wastes time, effort and money so in order to use data to be successful you will have to tread the same path as many before you who grasped this nettle…
  • deal with your data legacy. You can’t build a house on foundations of sand. You’ll need to look at duplicate records stale and out of date data that hasn’t been checked for a while or just inaccurate data. This may all sound very painful but the good news is that by starting to deal with this you are already building the foundations of a really effective data strategy and all will become clear One of the main causes of duplicate records buying in lists. Load these into your CRM and you’re very likely to add records that are already there.
  • deal with your data legacy. You can’t build a house on foundations of sand. You’ll need to look at duplicate records stale and out of date data that hasn’t been checked for a while or just inaccurate data. This may all sound very painful but the good news is that by starting to deal with this you are already building the foundations of a really effective data strategy and all will become clear One of the main causes of duplicate records buying in lists. Load these into your CRM and you’re very likely to add records that are already there.
  • The result of this slightly self-serving thought process is that you end up with two records in your CRM one record under Joe Bloggs Ltd and then another simply entered as Joe Bloggs .
  • To deal with these data issues companies usually run their data through a de duplication exercise to clean the data. For a one off exercise some businesses will do this in isolation by just running their own data against itself. But this does not address the addition of new data going forward. For a permanent solution effective companies, run their data against data from a third party who have up to date well managed and exhaustive content.
  • Their own records are matched against this file crucially the unique identification number used by the third party provider is linked to the internal records. In this way not only are duplicates removed but also the addition of new records can be controlled
  • For example… if users who want to add new records are forced to now use the third party’s company name index.
  • new records cannot be created if they already exist in the system
  • new records cannot be created if they already exist in the system
  • new records cannot be created if they already exist in the system
  • new records cannot be created if they already exist in the system
  • We see successful companies with these links in place becoming much more strategic thinkers . They want to understand their clients and markets better. want to know more about the businesses they are approaching or already work with identify key customer traits. And they want this data to present in the environment in which they already work which the links now facilitate
  • We see successful companies with these links in place becoming much more strategic thinkers . They want to understand their clients and markets better. want to know more about the businesses they are approaching or already work with identify key customer traits. And they want this data to present in the environment in which they already work which the links now facilitate
  • We see successful companies with these links in place becoming much more strategic thinkers . They want to understand their clients and markets better. want to know more about the businesses they are approaching or already work with identify key customer traits. And they want this data to present in the environment in which they already work which the links now facilitate
  • We see successful companies with these links in place becoming much more strategic thinkers . They want to understand their clients and markets better. want to know more about the businesses they are approaching or already work with identify key customer traits. And they want this data to present in the environment in which they already work which the links now facilitate
  • Armed with this insight, they can deliver more relevant campaigns reduce waste in their sales and marketing effort Use data as an engine to drive businesses forward The more you know about your targets the better your campaign can be. Your richer knowledge content means you can refine your timing and messages
  • Armed with this insight, they can deliver more relevant campaigns reduce waste in their sales and marketing effort Use data as an engine to drive businesses forward The more you know about your targets the better your campaign can be. Your richer knowledge content means you can refine your timing and messages
  • Armed with this insight, they can deliver more relevant campaigns reduce waste in their sales and marketing effort Use data as an engine to drive businesses forward The more you know about your targets the better your campaign can be. Your richer knowledge content means you can refine your timing and messages
  • And successful businesses are progressing. They’re using external data to: sort out data legacies enrich their knowledge and drive their businesses forward. Unless your business is brand new you will already be managing a data legacy. Some data you own will be… All this poor data wastes time, effort and money so in order to use data to be successful you will have to tread the same path as many before you who grasped this nettle…
  • Transcript

    • 1. The most effective B2B marketersuse data strategicallyHow?Dan BeckettSales Manager
    • 2. The most effective B2B marketersuse data strategicallyHow?
    • 3. The most effective B2B marketersuse data strategicallyHow?We now have technology that helps us, andmore high quality data available to us.
    • 4. • Sort out data legacy• Enrich knowledge• Drive business forwardSuccessful businesses use external data to:
    • 5. Data legacy…• Duplicate data• Stale data• Inaccurate data
    • 6. Data legacy…+
    • 7. Create a link ….Internal dataExternallymanaged dataCommonidentifier
    • 8. Duplicate Records
    • 9. Stale Records
    • 10. Inaccurate Data
    • 11. Valuable sales data…• Company profiles• Contacts• Changes
    • 12. Other opportunities in the group?
    • 13. Segment your clients, what can you learn?
    • 14. Drive business forward• Accounts are monitored• Messaging is targeted• Leads are managed• Activity is planned
    • 15. Filter by financial strength from the start
    • 16. Monitor for change
    • 17. • Sort out data legacy• Enrich knowledge• Drive business forwardSuccessful businesses use external data to:
    • 18. Stand 212

    ×