Just like the people of Westeros thought dragons were dead, it turns out many of the expectations around GDPR were off the mark. GDPR has not ushered in a marketing apocalypse; rather, it has more clearly defined how marketers can operate.
We’ve said it before and we’ll say it again: B2B appointment setting is an artform, and the marketer that seals the deal — on a consistent basis — is a veritable magician! Thankfully, experience takes away a lot of the guesswork. And with over 28 years under our belt, we can honestly say that securing a meeting with a C-Suite Executive gets easier with time. It’s all about developing your skills and deepening your research.
Imagine your existing B2B marketing data as a tried-and-trusted car, linking you to the world the way data connects businesses to prospects. You’ve had it for years and it’s been a reliable companion for as long as you can remember (except for that time the radiator erupted and spewed scalding water while enroute to an important interview). Point is, despite a few unfortunate instances, your plain car’s been an ever-reliable fallback — a friend of sorts — getting you from A to B, and anywhere in between (so long as it’s not too far out of town). A perfectly adequate asset...
Having trouble establishing who your customers are? Want to know how this can be solved? Do you feel GDPR is holding you back? If you’ve had to think about any of these questions then read on.
A marketing campaign is nothing without good, shiny data. In order to drive leads and conversions, you need to ensure your data is relevant, accurate, and up to date. According to this Gartner study, “the annual financial impact of poor data quality on organisations is $9.7 million”.
Poor quality data can be a real problem. People change positions and jobs regularly, and salespeople frequently complain that they can’t reach prospects because their contact details are no longer valid. Add to this the problems created by duplicate copies and irrelevant data, and it becomes clear why so many businesses struggle with poor quality data. Instead of serving as income-generating assets, many databases only frustrate the efforts of the marketing and sales teams which use them.