The document discusses how marketers can boost their return on investment by recycling and repurposing existing marketing content and customer data. It recommends segmenting customer databases into personas based on characteristics and retargeting existing campaign content to each persona. Analyzing customer data can uncover new opportunities, such as identifying new territories or expansion markets to target. Hiring an external data profiling provider can help marketers more effectively reuse their data and existing marketing investments.

1. www.marketscan.co.uk
BOOST CAMPAIGN
SUCCESS BY RECYCLING
You could discover a goldmine of new leads and
opportunities by recycling the records in your database.

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Marketing enjoys boosting its return on investment by
repurposing existing content for new platforms:
Creating blogs from long
form content such as
consideration documents
or white papers.
Creating audio-only
podcasts from webinars.
Using transcripts of audio- or
video-based work as a basis
for an eBook.
Taking key ideas
and themes from
blogs and using
them for social
media updates.

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IT’S A COST EFFECTIVE
APPROACH THAT
SEES MARKETERS
FULLY EXPLOITING
THEIR INITIAL
CONTENT SPEND.
BUT CAN THE SAME
PRINCIPLE BE APPLIED
TO YOUR DATABASE?

4. MAXIMIZE YOUR DATABASE VIA...
PERSONAS
… break down your customer database into
lists of different customer types – ‘personas’.
www.marketscan.co.uk

5. MAXIMIZE YOUR DATABASE VIA...
PERSONAS
… from these, you can understand what each persona’s needs and
business pains are – and tweak your content/marketing strategy to
appeal to each specific persona.
www.marketscan.co.uk

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MAXIMIZE YOUR DATABASE VIA...
ACTION LIST
Locate, for example, five
different personas
within the same
sector you are
targeting.
Take an existin
planned campaign
and its core
content and
messaging.

7. www.marketscan.co.uk
MAXIMIZE YOUR DATABASE VIA...
ACTION LIST
ate, for example, five
different personas
within the same
sector you are
targeting.
Take an existing
planned campaign
and its core
content and
messaging.
Create five similar c
from this one cam
– each one tailore
the specific needs
each persona

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MAXIMIZE YOUR DATABASE VIA...
ACTION LIST
e an existing
campaign
its core
nt and
ing.
Create five similar campaigns
from this one campaign
– each one tailored for
the specific needs of
each persona.
That one campa
now been recy
effectively, maximisi
your ROI on the
original content.

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MAXIMIZE YOUR DATABASE VIA...
ACTION LIST
ilar campaigns
e campaign
ilored for
eeds of
rsona.
That one campaign has
now been recycled
effectively, maximising
your ROI on the
original content.

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MAXIMIZE YOUR DATABASE VIA...
LOCALISATION
By pulling together the location
information in your database, you
can localise and target campaigns
to specific territories.

11. www.marketscan.co.uk
MAXIMIZE YOUR DATABASE VIA...
LOCALISATION
By pulling together the location
information in your database, you
can localise and target campaigns
to specific territories.
Uncover new territories that
you may have missed before
because such data was
previously ignored or hidden.

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DATA PROFILING
By drilling down into your database, the
provider can identify your best customers,
find key identifying characteristics – and
even identify all-new customers based
on these characteristics.
Hire a reputable data cleaning services/
profiling provider to aid with your recycling
plans. It will be able to offer:

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THIS ANALYTICAL APPROACH
IS INVALUABLE TO CREATING
PERSONAS BASED
ON DATA AND
NOT MERE
‘GUT INSTINCT’.

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EXPANSION SERVICES
By using these defined characteristics, a reputable data provider
will be able to locate new untapped markets that can be exploited
immediately; these could be based on geographic location or
fresh data from its own database that will
complement and expand on your own
records by revealing vital statistics such as...
Turnover
figureContacts
Premise
type
Gone-
aways
Employee
size
Industry
sector

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BY EXAMINING
YOUR EXISTING
DATABASE,
THE PROVIDER
COULD DOUBLE
THE SIZE OF YOUR
EXISTING MARKET
OVERNIGHT.

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REMEMBER:
Your database contains
hidden vital leads and
opportunities that can
only be unlocked via
data profiling.
Data analysis will
reveal how your
existing campaigns
can be recycled and
retargeted to exploit new
opportunities.
Employ a reputable data
provider and use their
profiling expertise and
data cleaning services to
maximise your ROI.

17. www.marketscan.co.uk
DISCOVER HOW DATA CAN
HELP YOU AT EACH STAGE OF
YOUR MARKETING CAMPAIGN
WITH OUR FREE EGUIDE:
‘YOUR CAMPAIGN,
OUR DATA’.
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