List Intelligence™ Blog

Today, the three different functional tools for engaging with customers across sales, service and marketing is defined as Customer Relationship Management (CRM). Often SFA and customer service tools are integrated to try to create a holistic record of customer interactions over time. But what about the third pillar under the CRM umbrella—marketing? Where is the tool to manage and act on this data?

With the traditional list business undergoing rapid change, so has the Oceanos proprietary List Optimizer™.  This application has provided us with a platform to seamlessly query across a few large, crowd sourced databases.  As a result, we have been able to improve segmentation and reach for our client's target audience. 

List quality is defined primarily in terms of performance.  Most marketers evaluate performance of their lists based on one or two metrics.  These metrics are largely focused on marketing - MQL's and email delivery (bounce, opt outs, etc.)

It has been firmly established that data quality has a direct correlation to the success (or failure) of marketing and sales efforts.  Data acquisition - the precursor to all database creation - wields tremendous influence over BtoB pipeline quality, campaign effectiveness and ultimately, revenue performance.  Marketers are starting to scrutinize data sources, separating reliable feeder channels and methods from the unreliable.

It’s hard to avoid reading about how “content is king” in B2B marketing right now. But let’s be real, the message means nothing if it does not drive revenue.  Ever think your CFO will tell you “don’t worry about the fact that we realized no revenue from your campaign, the message was really cool?”

Before you identify the contacts you want to target, you need to first identify potential accounts.  This applies whether your source of data is your house list, a third party database, or a combination of both.  While there are a myriad of segmentation options available, an easy way to think about your marketing targets is in three major categories: 

Each quarter we measure our campaign results using our Knowledge Bank analytics.

Customer data management is the foundation of digital marketing and is emerging as an enterprise discipline of its own.  The efficiency and effectiveness of customer creation processes are entirely dependent on having accurate, timely and well managed customer data.  Therefore it is crucial that every aspect of the customer data management process be designed to deliver the highest data quality possible.  At the very front end of the process is list acquisition.  We've outlined some guidelines and recommendations to help you improve your organization's efforts to acquire higher quality data faster than ever.

As companies invest heavily in the development of a smooth flowing, continuous sales pipeline, the need to find your audience and engage them with inviting content is critical.  But alas, a new challenge has come to the front: 

If you are like most marketers, you are proud of all the ways you measure marketing – pageviews, visits, visitors, click-through rates, open rates, bouncebacks, unsubscribes, size/growth of the database, cost per lead, etc.   The list is nearly endless.