Marketing Database: Your Most Powerful Tool

Marketing data has the power to transform your guesswork into informed decisions. It’s a powerful tool that lets you understand your audience better.

Besides knowing your customers, marketing data helps frame pricing strategies and drive the motion of your marketing campaigns. It depends on the company on which way it’s going to use the marketing data.

Maintaining data in the marketing database comprises many things; it includes collecting data, analyzing it, and then securely storing it. Let’s talk about your marketing database to understand how it can help you with marketing campaigns.

Let’s understand how you can channelize all your B2B sales channels in this blog.

“Your data is your best friend.” It’s a truth in marketing. With a limited marketing budget, companies usually start their marketing initiative. Hence, it needs to be done right. Otherwise, it can backfire on your marketing efforts and drain your resources.

In the marketing database, you usually keep all your customer information in the right format. It helps you initiate marketing ventures and approach your customers directly. The more you drill down into your marketing data, the more you find scope for improvements. Here is the secret to success: keep your marketing database updated with the latest insights and flow.

Here’s another truth about the utlization of marketing data

A study by CIO revealed that most companies are stuck in realizing the potential benefits of big data. This report also says that only a few companies across the world have a strong grasp of their data management practices.

That’s a real state of data. However, the study was conducted many years ago. Hopefully, the situation is much better now. To gain better insights from data, constantly churning out the database using the right technology is important.

Building a marketing database takes a long time, plus it’s a resource-draining process. Having a strong marketing database can boost the inflow of regular leads into the business. Most importantly, it will guide your organization throughout all the ups and downs that you may encounter during your marketing journey.

It’s all possible when you work diligently on managing your marketing database intact. We’d like to recommend that you follow the industry-best standards for managing your database.

Managing the marketing database begins with an understanding of the marketing purpose. Marketing itself is a complicated domain where you need to have a strong knowledge of whatever you’re doing. For example, you need to know the purpose of managing a marketing database. It can be as simple as:

• What type of marketing data is going to be recorded in the database? Is it about customers or prospects or both? 
• Who will use your marketing database? Your marketing team, your sales team, or everyone? 
• What’s the intention of managing your marketing database? For analysis, monitoring campaigns, or any other purpose? 
• What type of reporting process do you need to manage your marketing data? 

A simple-looking, low-maintenance, and consistent database is very suitable for managing marketing data. The more you complicate the outlook, the more chaos it can cause in your database. For a better result, you need to keep a simple-looking database to manage your marketing data.

Complexity in the marketing database can come with time. It’s quite natural to have complex marketing data in operation. But it must come with time, not too suddenly. You can increase the level of complexity if you believe your team can handle it. However, at the beginning, you need to deploy a simple, easy-to-understand & track marketing database.

Marketing databases generally act as a tool to track marketing operations. It includes everything about prospects, customers, and targeted personas etc. To measure the effectiveness of each stored record, you need to establish KPIs accordingly. It helps simplify your operations and bring value to your marketing ventures.

People using your marketing database should have access to it. Establishing direct communication between your marketing team via the database is a great move. That’s why you need to integrate your database to smooth the process. Also, you can initiate various campaigns at the same time across the channels with the help of an integrated marketing database.

The database includes nuggets of information that are useful for future reference. For marketing, a database plays an important role in keeping the marketing operations on track. Your organization can take future references for marketing if you keep all marketing data organized in one place. Managing the entire marketing data is a big deal. And for that, creating a checklist is a must.

Following up with strong database management tactics can help you maintain your marketing database with due measures. You can implement all the measures that have been explained before with the help of the right strategies. Keep everything organized and tracked to get the best measures.

Before you start working with your checklist, you need to know what’s important for your marketing operations to start with.

Email: You must have the emails of your customers within your CRM and marketing database. So that you can send personalized emails to your customers in the future when needed. After collecting emails, you have to verify all your emails using the right process and methods.

Phone numbers: Contact numbers help your marketing and sales executives to reach out directly to your customers. You need to have validated phone numbers of your customers and prospects in your marketing database.

Address data: You can set your marketing campaigns region-wise once you know where all your customers are settled. Address data can help you do so. Therefore, you need the address details of your targeted audience and customers in your marketing database.