By Maryann Posten
With the vast number of business data purveyors out there, it’s difficult to sort it all out. But one thing is certain — they are all trying to sell you their data. Sure they’ll take your order, but they’re hard-pressed to provide ideas for new, innovative possibilities presented by the expanding amount of data and the evolution of technology to implement them.
My question to business marketers is not, “What can I do for you?” But rather, “What do you want data to do for you?”
Are any of the following “Wants” on your list…
You want to capture the attention of executives who are running and gunning 24/7?
Add Multi-Touch to Multichannel — Reach your elusive prospects at work, at home and on the go. A well-laid plan to break through to time-strapped professionals requires contacting them at multiple touch points and channels. Address them where they live and where they work. Follow up with email. Then follow them wherever they go on the web with digital display and video. Yes, it’s now possible to tie a business contact to his home, email and online contact information.
You want to deliver relevant messaging to the right prospects?
Make it Personal —Your one-to-one marketing is only as good as your intel. Is your business prospect married? Does she have children? Where does she work? What’s her job function? What’s the company SIC? Company sales? Company size? Her personal net worth? Home value? This is the kind of need-to-know personal and business information that can inform creative in order to be hyper-relevant. Yes, you can have both demo- and firmographics now.
You want to reach influentials?
Reach Out to Your Prospect’s Connections — Good executives seek the advice of others. Colleagues, family members, friends, neighbors. Wouldn’t it be smart to include them in your campaign to create some buzz? This works both ways. Once you land a heavy hitter who wields a lot of clout, he will likewise influence those close to him. You need to penetrate your prospect’s inner circle and get the message out to his group of influentials. Yes, you can target a prospect’s personal connections now.
Those are just a few new, smart ways of using data today. There’s a lot riding on the business leads, lists, prospects and data you buy. You need to make sure that your getting good, deep intel and that your data provider can help you put it to smart use.