b2b marketing recepie
TRANSCRIPT
Why Databases Fail
Why Databases Marketing Fail
Mistakes that will ruin your email markeiting and how to overcome them!JD Edwards User list
Improved customer retention
Cross-selling opportunities
Upselling and reactivation
Increased customer acquisition
Why does marketers fail to achieve these simple goals from database marketing.
Top goal of database marketing:
Failure # 1: Lack of a Marketing Strategy
No clear plan to action
Haphazard strategies with no concrete conversion goals/metrics
More impetus on traditional marketing
Failure # 2: Lack of prospects in your database
Less number of prospect in opt-in data
Incomplete or incorrect data
Lack of proper planning to acquire permission data
Failure to update data with active information
Failure # 3: Treating all customers alike
No differential treatment of customers
Lack of knowledge on customer segemtation
Sending generic offers
Failure # 4: Lack of retention strategies
Building a database is easy
Making money with a database is hard
Most people dont know that
Failure # 5: Lack of campaign tracking and testing
No training in email tracking
Failure to test email campaigns
Not tracking( open, CTRs, etc)
Dull email subject lines
Too many spam complaints
How to develop an effective strategy:
Collect opt-in data from websites, and from all customer touch-points
Acquire multi-media contact information (email, fax, direct mailing address, phone)
Segment customer data on the basis of best customer profile
Test email campaign before sending
Examples of effective marketing strategies
Get active with user Groups
Send relevant newsletters
Send surveys and feedback form
Send campaign for rentention & Loyalty Programs
Send loyalty offers for best customers
What customers expect from you?
Quality of customer service
Increase ROI with product implementation
Benefit oriented Information
Convenience and ease in business
Helpfulness and quick support
How to build lasting relationship through database marketing
Acquire and communicate with customers
Add new prospect data from all customer interactions - Surveys, conferences, Promotion history, Transaction history
Acquire data from trusted vendors
Update data at regular intervals
Use latest media to communicate and get active through social networking
Thank You
Presentor: PJ Moris
jd Edwards user List
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