Sales Enablement

The Impact of Collecting and Enhancing B2B Data for Marketing

When I began my corporate journey implementing continuous improvement, one finding that was consistent with improving any process was the inefficiency – and subsequent opportunity – in the hand-off. Decades later and I find that this is even true with our agency.

One example is when our clients have turnover within their ranks. When the decision-maker changes, more often than not the relationship with the customer is at risk. It doesn’t matter how well we are doing; it’s just a matter of fact. The new person has their expertise, processes and – often – a group of supporting companies that has helped them in the past and will likely help them in the future.

When the change occurs in leadership, budgets and opportunities follow. Another example – we often find ourselves working for young marketing technology startups that have had an influx of investment funding. Change is everywhere, though! In this infographic from Salesforce, they note that every half hour 120 business addresses change, 75 phone numbers change, 20 CEOs leave their jobs and 30 new businesses are formed. Having access to data like this is imperative to grow my business as well as yours.

Salesforce can assist you in enriching your data so that you can develop comprehensive profiles that enable personalization, help you uncover insights through better segmentation and prioritization and improve marketing and sales alignment on messaging and collateral.

Modern-day marketers need to combine creativity and the power of storytelling with analysis and data-driven strategies. Better data enables marketers to build targeted campaigns and deliver the right content to prospects. By collecting and analyzing lead data, marketers are able to pass on comprehensive customer insights to their sales team, ensuring that everyone is on the same page in creating a personalized customer experience. Kim Honjo, Salesforce

Data provides an incredible opportunity for businesses like mine. Salesforce has a new e-book, How Data-Centric Teams Drive Business Success, for businesses to learn how sales, marketing, and CRM administration teams can build a successful data-centric organization, to ultimately drive business success.


Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.

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