As a marketer, you understand the value of leveraging marketing technology (MarTech) to boost the efficacy of your processes, provide more consistent and personalized customer experiences, and drive conversions. You probably stay attuned to the trends surrounding marketing automation and other business imperatives in this digital age. Maybe you’ve even got a marketing technologist in-house (or are one yourself!) Everything I mentioned above can boost your business, and they all rely on one key driver: quality data. For your MarTech solutions to be useful, your database must be on-point. How can you build, clean, and segment your MarTech database to get the best results for your business? Let’s explore.
Before we dive into the steps of building a MarTech database, we should first define what constitutes the data itself. Lead data? Absolutely—but that’s not all. To reap all the benefits from your MarTech investment, you should incorporate data from every step in the sales funnel. How did your last campaign perform? What are your key accounts, and what are they most responding to? What accounts are lagging, and how might you be able to turn the tables? Actionable answers to critical questions like these can only be found when you’ve got a variety of data to pull from.
Now, onto the steps:
Your MarTech is only as good as the data that fuels it. How would you rate the quality and efficacy of your current database? What are your key challenges when it comes to staying on top of your data? I’d love to hear your thoughts.