Tag Archives: Data Quality

Is Your Marketing Database Prepared for Inbound?

Among all the effects inbound marketing is having on b-to-b, the least explored may be the impact it’s having on contact databases. Organizations that are experiencing inbound marketing success can quickly find themselves struggling with data challenges they aren’t prepared to deal with. For inbound tactics to be fully effective, they need to be reflected in how the organization manages its data. This means that the traditional thinking about keeping incomplete records out of the database needs to change. For database marketers who can recognize this reality, there’s a huge opportunity to derive even more value from their inbound marketing efforts. Here’s what to do.

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Your Marketing Database Is Growing — Now What?

Your marketing database is growing faster than ever. Your inbound programs are taking off. You’ve found the best ways to acquire the right additional names from your favorite providers. Additional contact discovery efforts are clicking. Good for you. Now, how much thought have you put into what you’re going to do with those names?

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Taking Calculated Risk With Marketing Investments

Just as with purchasing a stock or mutual fund, investments in marketing have an expected return and associated risk. These investments can range from launching a new product to acquiring ...

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From Opt-Out to Opt-In: Bringing Contacts Back Into Contact

Many of our clients struggle with large opt-out lists that, while containing contacts they’ve identified as a good fit for their offers, are unable to be communicated with due to ...

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Data Sources: Balance Your Portfolio

As more companies embark on account-based or named account marketing efforts, the importance of contact and account data moves front and center. The more you know about the target audience, ...

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Marketing Reporting: Just Because You Can Doesn’t Mean You Should

We’ve all suffered through one of those conversations with an endless series of questions: “What are you doing? Why? What are you doing? Why?….” As many know, sometimes the only ...

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The Need For a New Social Media Role: Social Operations

We’ve seen it happen in the realm of demand creation; marketers have realized that being more analytical about their activities has led to more measurable results. Understanding your marketing data ...

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How Your Contact Database Delivers Insight on Marketing Tactic Effectiveness

Are your marketing programs attracting the right kinds of prospects? Only your data can tell you. While it’s tempting to stop at reviewing email response rate, opt-out percentages or unique ...

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So You’ve Got a Marketing Dashboard…Now What?

Actually, I could have titled this post “so what” instead because that can be the sad fate of some marketing reporting. We’re seeing so many clients invest in improving their ...

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