Home
Why Choose Us?
Email Marketing Services
Free Marketing E-Newsletter
Contact Mark Vogel
Site Map
Privacy Policy
|
|
Tips on Capturing Key Data
Database marketing is a vital strategy to employ in these challenging times. Rather than employing broad marketing messages through advertising, a well-managed database marketing effort is focused, relevant, measurable, and can return a much higher return on your marketing investment. Here are three easy-to-implement tips on capturing customer and prospect data in order to maximize your database marketing >>
- ASK FOR IT! Seems simple, right? My experience shows that few companies, especially in business-to-business, make a concerted effort to capture valuable customer or prospect information. Here are some ideas you can put in place today:
- Place a sign-up form on every page of your website. Just name and email. Don’t hide it just on the “Contact Us” page.
- Use transactional mailings or emails to capture additional data—such as printed or e-newsletters, invoices, project updates, “staying-in-touch” notes, etc. Ask them to “update their account”.
- Make your front desk / call centers part of the process. Give them forms to remind them what info you need—and measure them on their success.
- Make your sales team part of the process. So often the sales teams and marketing teams don’t interact enough. Make sure your sales people get more than just name / address / phone.
- QUID PRO QUO: if they are expected to give up their contact info, give something in return. Such as:
- Write a White Paper: You certainly must have people in your company who are experts in their field. Write about what you know—just like I’m doing here.
- Provide discounts on your products or services. B2B marketers are hesitant to do this, and perceive this as going against their brand. However, I see this growing in all segments – especially in this economy.
- Give away something with real value. It doesn’t just need to be the cliché coffee mug. Buy them a subscription to an industry trade journal. Or a $10 Staples gift card.
- IN-HOUSE RESEARCH: if business is slow, why not engage staff from throughout your company to gather data for you? From the warehouse to the field, nearly all your co-workers can use a computer. Rather than lay them off, have them work the phones or use Internet research to capture up-to-date information: new job titles, cell phone numbers, or – most important of all – email addresses.
I can perform a review of your data-capture process and help implement improvements. Call me at 717-368-5143. |
