A contact database is an immensely valuable and essential tool for strategic marketing.
Having a significant, qualified database of customers and prospects aids an organisation in marketing activities which ultimately leads to sales, profitability and growth.
Managing and maintaining a contact database is a challenge
Managing and maintaining an effective contact database is however not a simple undertaking. Contact databases should emphasise quality over quantity and be designed to accommodate pertinent information regarding the target market to ensure the success of marketing campaigns.
Good contact databases should be built with the end user of the information in mind, be simple to navigate and have the necessary structures and data in place to allow for data manipulation and extraction.
The larger the organisation the greater the challenge and complexity
Experience has found that the larger the organisation, the more unwieldy their contact database becomes over time. Contact databases need constant maintenance to ensure information is constantly updated and contains the relevant data needed to execute effective marketing campaigns.
Consistency in use is another key consideration. Contact databases used by multiple teams for different purposes and in different ways leads to inconsistency in the way the data is recorded and utilised. This leads to a state where the integrity of the database becomes questionable as a result of the multiple teams not following a uniform or consolidated approach.
Unmanaged databases eventually become a giant list of contacts
All these issues eventually lead to databases essentially becoming a giant list of contacts segmented by the usual meaningless demographics. This makes the database impractical and ineffective as a strategic marketing tool due to the fact that a disproportionate amount of information is missing or miscategorised.
The essential characteristics of an effective contact database
An effective contact marketing database should have contacts segmented by lead type and have some form of indication of where they are in a sales funnel or buyer’s journey. It should also contain pertinent marketing information such as the contact’s intent to purchase, their current point in the sales cycle as well as their propensity to consider or adopt new methods if they are with a competitor.
‘Lead Generation in a Box’ can help
OM ThreeSixty’s ‘Lead Generation in a Box’ can assist organisations with starting the process of resolving these issues and transforming their contact database into a powerful strategic marketing tool.
‘Lead Generation in a Box’ adopts a pragmatic approach to simplify and create an effective lead generation process. This four-step systematic process is tailored for each customer and is developed to ensure successful lead generation, qualified lead delivery through lead qualification and ultimately increased sales conversions.
Active marketing engagement identifies the status of each contact
OM ThreeSixty’s process utilises market research as well active targeting marketing campaigns to identify the current status of each lead in a customer’s database i.e. where they are in a sales funnel or buyer’s journey, their intent to purchase etc.
This information can then be provided back to the client organisation for more targeted marketing which can then be personalised to match the prospect’s current position in the sales cycle.
A structured approach can also help discover qualified leads and fosters collaboration
In addition, there is a high likelihood the ‘Lead Generation in a Box’ process will uncover a great amount of qualified leads the organisation simply did not even know they had because the database was not segmented appropriately.
Furthermore, contact database segmentation can also reduce friction between teams and empowers the sales function to prioritise engaging with pre-qualified leads for greater conversion success.
Want to know what other benefits can be achieved? Download our free whitepaper below.