2010 is the year that marketing is making a dramatic transformation. A tough economy, combined with a critical mass of technologies, is set to dramatically change the tactics that marketing teams use to reach their prospects… and the core asset of this transformation is a company’s marketing database.
It used to be that only direct marketers worried too much about marketing data. Marketers everywhere were hanging their hats off creating “awareness”, generating “buzz”, creating “demand” and other generally immeasurable effects. The joke used to be “I know half my marketing dollars are wasted, I just don’t know which half…”
Well no longer. The marketing strategy of the future has arrived, and it sits on top of a database. No matter which channel, a best practice marketing campaign today is build on a myriad facets of prospect behavior… email address, company name, job title, content consumption and more. Your marketing database tells you who to market to, who not to market to, what’s working and what’s not. Without data you can trust, well… half your marketing will be wasted.
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Amen. I feel as of I am speaking into the wind when I explain the importance of integrating/automating the Marketing database into campaigns and the client conversation. I spent 50% less and collected more quality leads in the B2B environment than any of my peers, still no one takes the time to listen, old habits die hard.
Thanks for the vent!
Julie :: February 22nd, 2010
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