With 2016 having now drawn to a close, marketing experts, business leaders and other professionals involved with the marketing industry are working hard to predict how the sector is going to evolve over the next 12 months. One of the most hotly predicted trends is data-driven marketing. Made possible by the huge volume of data that’s now collected on companies and individuals across the country, the move to data-driven strategies is set to increase in pace in 2017.
If you are planning your marketing approach for 2017 and are looking for techniques that will inform and improve it, data-driven marketing could be for you. Keep reading to find out more.
What is data-driven marketing?
Once upon a time, salespeople had to work blind. Most knew virtually nothing about the individuals or companies they were calling, relying solely on their finely honed sales skills to get results. These days however, we have a huge amount of data to work with. Collected across a range of platforms and by a variety of providers, this bounty of information helps marketing professionals to target their calls more effectively. This can help to dramatically improve results, enabling businesses to make lucrative leads and boost their income.
How can data inform telemarketing?
One of the most important elements of telemarketing is list creation. The more time and effort professionals put into creating informed and accurate lists, the better chance they have of success with every call they make. Marketing professionals can use the wealth of data that’s now available to them to refine their lists, allowing them to make a call sheet that’s filled exclusively with businesses and individuals that are likely to have a real interest in the product or service that’s on offer.
Giving each and every call a better chance of success
By using data to create targeted call lists, telemarketers can ensure each call they make has an excellent chance of success. Because data is now so well profiled, when telemarketers dial a number, they have the assurance of knowing that the company, their activities, and the person they’re speaking to are relevant to their call. In theory, this means every call has the potential to produce an important business relationship, something that’s great news for growing companies everywhere.
Using the telephone to add intelligent information to your lists
In the hands of a skilled communicator, the telephone is a powerful research and marketing tool. An intelligent company like Blue Donkey can take the basic information offered by data-driven marketing and add to it. We’ll append key information to your marketing list like the name of the decision maker, relevant contract renewal dates, turnover and staff numbers. This will give you a much more valuable list and give your company an excellent starting point for your next marketing campaign.
As well as being essential for telemarketing, a reliable, data-packed list can be used to develop professional contacts and cement business relationships. For example, if you’re holding a meeting or event, you can personally call and invite relevant people on the list. By calling each person individually, you can increase their chance of attendance and boost the event’s chances of success. After the event, you use the list to call attendees and build on your professional relationship. This will allow you to maximise your return on marketing and help you to develop valuable contacts.
Thanks to the exciting opportunities data-driven marketing offers to telemarketers and companies across the UK, it’s no surprise it’s one of the most talked about trends of 2017. To find out more about innovative marketing techniques, or to plan a telemarketing campaign of your own, contact a member of our team today.