Too Many Tools: How to Consolidate Marketing Data
Good data is the lifeblood of Sales and Marketing. It’s critical for prospecting and essential for analysis. But with an average of 12.4 seperate tools being used by marketing at once how is it possible to keep track?
There are some fantastic tools out there to help marketing teams achieve their immediate objectives.
There’s Mailchimp for email, EventBrite for event booking, SurveyMonkey for customer feedback, Hootsuite for social media and Google Analytics – to name just a few! And for the most part all these tools are useful and fulfill their functions well.
However, because firms use a range of tools – each holding separate data about the same individuals – it’s near impossible to get a complete view of the prospect or customer. Only by achieving this 360 degree view can we see exactly how an individual or company is engaging with our marketing efforts and deliver them the personalised content that will improve their customer experience and encourage them to buy.
You might have dedicated a substantial amount of time 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.
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 with a marketing automation platform. 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.