BAD CUSTOMER INTELLIGENCE!

COMMON THREAT?What is ALL MARKETERS one

By Anders Lindgren

All marketers share a common AIM.We want our content to reach our target audience – our most likely buyers.

The aim is within easy reach.

With today’s marketing automation SOFTWARE, we can reach buyers with unprecedented precision.

Many fail to utilize these systems, say experts.

We fail due to ONE THING:

We get lost in a cloud of

BAD DATA

– Experian, Global Data Quality Research, 2016

of organizations across all industries believe INACCURATE DATA is UNDERMINING their ability to provide an excellent customer experience.

– Experian, Global Data Quality Research, 2016

of organizations LACK a coherent, centralized approach to DATA QUALITY.

– Sirius DecisionsThe Impact of Bad Data on Demand Generation, 2013

rate the overall health of their DATA as UNRELIABLE

is the one common threat all marketers face in our newdigital world.

BAD DATA

– Ascend2,Done-Drive Marketing Survey, November 2014

of marketers say "LACK OF DATA QUALITY” is the most challenging obstacle to success.

will SABOTAGEany well intendedmarketing campaign.

BAD DATA

It doesn’t matter how great your system is,if the UNDERLYING data is bad:

You will fail to hit your

TARGETS.

No one descibes the REAL COST of bad data better than David Raab.

People might respond

to a poorly targeted

message, but they

can’t respond to

a message they

never get.”

DATA IS VITALHaving good

Since war began, the role of gathering relevant intelligence has been vital.Since firms began wanting buyers, the role of gathering relevant CUSTOMER INTELLIGENCE has been vital.

8

Doing marketing without accurate customer and prospect data, is like doing TARGET PRACTICE with a

BLINDFOLD.

Many utilize their ITsystems in this manner, show surveys.

BELIEVE IT OR NOT!

– Forrester Research, Inc,2012 Buyer Insights Survey

of customer DATA is ACTUALLY USED for customer insight to drive marketing decisions.

Customer insight is fundamental, but RARELY APPLIED.

A key to creating LEADS and sales, lies in utilizing marketing automation and CRM tools.

There are a number of various tools and systems available, but here are some of well known: Act-On, Adobe, CallidusCloud, Hubspot, IBM, Marketo, Microsoft Dynamics, Oracle-Eloqua, Salesforce, Salesfusion, Silverpop

Anticipate buyer behavior.Drive personalized communication.Create and nurture leadsFulfill customer demands.Build fruitful relationships.

How well you drive personalized communicationand create leads comes down to ONE THING:

The quality of the data you have on your leads or customers.

Keep track of all the TOUCHPOINTS your buyers have with your company

Get insight into their interestsand preferencesLeverage that data to drivecommunication that’s both

personal & relevant

STAN RAPP, an icon in Direct Marketing,ties it all together for us.

In the 21st century,

the database is the

marketplace.

The internet is the

center of the universe

in our lives.”

To apply Stan Rapp’s thinking, many need to take a MENTAL SHIFT.

A well functioning Marketing Automation and CRM-system with accurate Customer Intelligence (CI) is the LIFEBLOOD and CENTRAL NERVOUS SYSTEM of any customer driven organization.

Treat it as such.

Make sure you manage it as well as your finances and other key assets.

CUSTOMER IDCompany::………Name:…………..Title:…………….Adress…………..Phone:………….E-mail:………….

DATA METRICS Reads:……………Downloads:…….Shares:………….Leads:…………..Sales:……………

Customer/prospect data and intelligence is the new GOLD.

Make the INVESTMENT!

Many assume that their customer data quality is good without even examining it.

Don’t assume, make certain!

Many misunderstand what CRM and Marketing Automation is all about.

CRM

At its simplest form, it’s aboutmanaging the relationships withyour customers and prospects and the data intelligence associated with them.

It’s not merely a system or a tool. Marketing

Automation

Marketing Automation and CRM is a DISCIPLINE.

Installing a new or blaming the old system will not solve anything.Instead, install data discipline – a data driven culture.

Only then can you make wonderswith your systems.

Most organizations have a culture where they view data as a necessary evil and not really a business asset the way they think of things like employees, cash and buildings.

There's not enough in the way of good data quality controls in place to make sure data is maintained in the right way going forward.”

– TED FRIEDMAN,principal analyst, Gartner Inc.

Appoint a DATA-STEWARD.

It’s a tough job to discipline people and

processes, so appoint one with authority.

The person is the CUSTODIAN of data quality.Responsible for all aspect of the CRM and Marketing Automationsystems.

The top management must

discipline the organization

into putting complete and

correct data into the system.”

– Nils Molin, COO, Radar Ecosystem Specialists

Many of us marketers have plenty of CREATIVE TALENT and communication craftsmanship.

Creating top-notch

content is what we do

best. It’s what we love

to do.”

It’s tedious work and a REAL BORE.

Few marketers are DATA GEEKSand love databases, bits and bytes.

Many end up using 80% of their time on content and 20% on the data.

It should be the OPPOSITE!

A marriage MADE IN HEAVEN!

Creative intelligence

Dataintelligence TRUE

…and they lived happily ever after in digital marketing heaven.

Other RELATED presentations.

Find it on

slideshare.com

http://bit.ly/1Lb6d03

WAYS TO IMPROVE YOUR MARKETINGDATABASE.

Appendix

7

Why your marketing DATABASE is important.

– Experian, Global Data Quality Research, 2016

of marketers conduct EMAIL marketing campaigns, which is the most popular communication channel for 2016

Seven ways to improve your marketing DATABASE:

1. Identify your most likely buyers2. Prioritize job roles and key contact names3. Consider how to gather you customer intelligence4. Build and maintain your own database5. Stop the bad data from coming in6. Check your data regularly7. Work in parallel with e-mail + So-Me contacts

Identify your most likely BUYERS.

Who are they? Decision makers?Influencers?Consumers?How old are they?Where do they live and work?…

Zoom in on your

target groups.

1

Pinpoint high priority target GROUPS and don’t forget key influencers.

PRIORITIZE job roles and key contact names.

You don’t build relationships with company addresses.They don’t buy products or services.

People do!

2

Consider how to GATHER your data and customer intelligence.

Identify the media channels that arepreferred among your target audience, and prioritize the channels you want to use:E-mail, social media, websites or a mix.

Consider what type ofdata you need to collectin these channels to optimize your marketing efforts.

3

Build and maintain your OWN database

Nobody knows your market as you do.But don’t UNDERESTIMATE the task of creating your own contact lists andmarketing database.

It always takes more effort and time than people expect.

4

STOP the bad data from coming in.

Give someone the data-steward role, I talked about earlier.

THERE’S ONLY ONE WAY:

5

CHECK your data regularly.

DATA GETS QUICKLY STALE.Contact lists will generally go outof date at a rate of 15% every year.Refresh your list with outside data providers once every year.

Contact people in your database to verify key information.

6

Moved address?New email or phone?

Work in parallel with E-MAIL listsand social media contacts.

The most effective marketing mix combines traditional methodswith e-mailings, web-marketing and social media networking.

Beware of the legal restrictions on doing e-mail marketing.

7

Here’s an example and TEMPLATE for managing your contact database.

With this excercise you can do a rough estimate of how many customer and prospect contacts you should have in your CRM-database based onyour predefined target groups. For each customer/prospect estimate with an average of 7 members in the management team, and an averageof 10 other influencers pr. customers and and an average of 5 other influencers pr. prospect. These numbers could be different depending onyour target groups and the typical size of organizations you work or want to work with. The important thing is that you get an indicationwhether you are very far or very near your goal.

Country: XXX Segment Management Team

Influencers Total

Customers Top 50 350 500 750

Top 100 700 1000 1700

Others 2100 1500 3600

Prospects Top 1000 private 7000 5000 12000

Top 500 public 3500 2500 6000

Recruitment Alumni 1000 1000

Others Analysts 50 50

Journalists 200 200

TOTAL (Goal) 25300

TOTAL (Actual) 20100

Missing contacts 5200

With it, you can estimate the size of and check the quality of your contact database.

Here’s an example of a market segment analysis.

The important thing is to go through the task for your own firm.

Ministries

Directorates

Inspectorates

Municipalities

State owned

……… country largest

companies

Media

Telecom

Utilities

Insurance

Banks

Finance

Top 1000private sector

Top 500public sector

IT- managers

ManagementTeam

Transactionintensive

Customerintensive

IT- managers

Ministers & Directors

Travel

Transport

Retail

Health

1st. priority

2nd. prioritycompanies

© 2016 Anders Lindgren.

The information in this guide is copyrighted, and The Marketing Marksmanship Code™ and symbol are trademarks of Anders Lindgren.

Sharing and copying is permitted only if the information remains unchanged and licensee "Anders Lindgren" is referred to as the source.

The information can not be published in print in any media without the prior consent of the copyright holder.

• Text , design and illustrations : Anders Lindgren

• Photos: © Adobe Stock, © Dreamstime

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Contact: Anders Lindgren. E- mail:Phone : +47 921 30 430

ABOUT THE AUTHOR

Hey, my name is Anders Lindgren.People who know me well, will label me as a digital pioneer, PR-veteran and services marketing specialist. I have two decades of experience as a marketing and communication director for large professional services firms, primarily PwC and Sopra Steria.

Throughout my career I have been passionate about sharing insights, and helping people and brands communicate in a way that makes them shine and stand out from the crowd.