As the foundation of any telemarketing campaign, databases play a crucial role in generating new business and developing existing relationships. Used well, they can offer an easy and effective way to increase business and raise a company’s profile. However, in order to get the most from databases, businesses need to know how to use them. Without an in-depth knowledge of the subtleties of the database, their unique potential may well go unfulfilled.
At Blue Donkey, we have extensive experience of working with databases. From defining criteria to identifying targets, we’re able to use our extensive skills to refine a database and ensure we get the most out of it. Keep reading to find out more.
What is a database?
A database is the bank of information you have on potential and existing customers. Often, it will include the name and phone number for each business – as well as the name of a relevant contact. Ideally, the database should also include information on the industries and specific areas each business is involved with. If companies have purchased products or services from your business in the past, this information should also be contained in the database.
Data can be collected through various means. There are companies out there who offer ready made lists, or you can put your own database together by compiling information on existing customers. You can get more information by asking potential clients to fill in relevant information when they sign up for a mailing list or special offer, or you can run a cold calling campaign to garner relevant data.
Categorise and target
A key part of using a database effectively is knowing how to categorise its contents. If you’re hoping to increase brand awareness, calling companies you already work with on a regular basis won’t do much to help you achieve your goals. However, if you have a list of businesses you know work in fields that can benefit from your products or services, but who are yet to work with you directly, you can be reasonably confident that they’ll be interested in what you have to say. By focusing on targets that have the greatest propensity to produce results, you can minimise the time and money you spend on your campaign while maximising on your results.
When planning your telemarketing campaign, it’s essential you have a clear idea of what you hope to achieve. If you know exactly what you want from each call, it will help you to create defined criteria. You can then use these criteria to help refine your list and make your telemarketing campaign more effective.
Adding a little more information to your database can reap big rewards. Taking the time to find out the name of a key decision maker in one of your target organisations can make the difference between getting past the gatekeeper and getting knocked back at the first hurdle.
By building a comprehensive database, and learning how to use it, you can ensure your telemarketing campaigns are as productive and successful as possible. To find out more, contact a member of our expert team.