Good marketing data is the lifeblood of Sales and Marketing, it’s critical for prospecting and required for data analysis. But with such a range of practical and analytical software tools being used by Marketing teams at once – how is it possible to keep track?
There are some fantastic tools out there to help Marketing teams achieve their immediate objectives.
And for the most part all these tools are very useful and fulfill their functions very well.
However, because firms use a range of tools – each holding separate data about the same individual (of course there is also data in other internal systems) – it’s near impossible to get a complete view of the customer.
It’s only by achieving this 360 degree view can we effectively provide personalised interactions, drive better engagement and encourage long term loyalty – ultimately increasing revenue!
Firms dedicate a substantial amount of marketing’s time to try to consolidate the information into actionable intelligence but these efforts are always hampered by never ending data and all the other pressures on Marketing’s time.
Master Data Set
To solve the problem marketers need a backbone master data set that includes all the functionality from the individual tools but keeps a single record for each contact.
High flying firms are substantially increasing sales by tightly coupling their CRM system (mostly used by customer facing staff) with marketing automation platforms (mostly used by the Marketing team). This creates a master marketing data set across the entire firm and, where integration between the two systems is available off the shelf, is extremely robust.
A complete range of digital marketing functionalities are then available, covering the entire customer journey, and crucially tied to only one record set for each contact and another record set for each organisation…
…and with all your data in one place there are a whole lot of extra capabilities such as lead scoring, lead nurturing, in depth analytics and much, much more.
Marketing can reduce the time they spend on data collation and management and focus on optimising their efforts and creating a complete customer experience.
To find out more about how marketing automation might fit with your company visit our What is Marketing Automation? page.