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You get out what you put in – improve your profit margin with quality data

By James Crowder | 12 May 2016




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Marketing is like much else in life –  you tend to get out what you put in. If you give your sales team great data to work with, they will increase sales, grow your client base, and ensure positive ROI. If, on the other hand, you give them only irrelevant, poor quality data, you’ll see only a compromised profit margin.

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The Secrets of Effective B2B Data

By sam | 13 October 2015




How you manage and work your B2B data is at the heart of any good marketing strategy. Whether you operate in the B2B or B2C world; accurate, clean and secure data is the lifeblood of any company. Through understanding your data you should have a good knowledge of your existing customers, what their buyer behaviours are and also who your potential new customers might be. This is why you will often hear marketers fretting about their data and how they can get the most out of it.

The fact is, data is a living thing and it changes all the time. Businesses go bust, phone numbers change, companies move premises, email addresses change and people move roles, it really is a moving feast and unless you keep on top of this, it’s easy for your data to become out of date and become something that people waste their time on.

Nothing is likely to irritate a marketing person more than a chunk of data that they are targeted to achieve leads from, only for them to find that the data is so hopelessly out of date that they haven’t got a hope in hell of achieving their numbers. This is why having a robust game plan for constantly cleansing and updating your data should be a part of your thinking.

Touching Your B2B Data

Ideally you want to be ‘touching’ your data every 3 months. By touching we mean getting in contact with them, either by email or phone to confirm that the contact still works there and the email or phone number is correct. With good automation software and a strong CRM strategy, this process can be automated and out of date data can be identified, updated and discarded if appropriate to do so.

In the digital environment, customers and prospects communicate with organisations on a variety of different platforms. These include email, phone, social media, tablets, mobile, apps etc. Having ‘one view’ of your customers and prospects is a challenge that most organisations face. One solution is to use a reputable automation platform integrated with your CRM. This will make it possible to gain an understanding of how your customers and prospects interact with you, giving you insight into the best way you can engage their interest.

So, when it comes to your data there’s a lot to think about. It needs to be cleansed, duplicate records removed, contact details updating, industry categories may need updating and you need to understand how the people behind the data are currently engaging with you. This is no mean feat and it requires a degree of expertise to do it accurately and effectively.

Delivering the Right Message

If you can get a handle on your data then it makes segmentation so much easier and it allows you to deliver the right message, to the right people at the right time. By managing your data effectively you will also soon see where there might be gaps in your target market and this allows you to generate inbound campaigns to fill those gaps or buy-in data lists to supplement your database.

And then there’s data protection to think about as well. Businesses have a responsibility to keep certain personal data up to date, accurate and safe. If this is not managed appropriately then you might fall foul of EU regulations and face a hefty fine. You can find out more about data protection by visiting the information commissioners website https://ico.org.uk/for-organisations/guide-to-data-protection/

Taking the Pain Away

In summary, your data is only as good as the time you invest in it. You can waste a lot of time contacting redundant data and your carefully constructed marketing plans can come apart at the seams if you don’t have a well thought-through data strategy. Specialist agencies like GCL Direct can take the pain away from managing and maintaining your data by implementing multi-touch campaigns and building in automation and CRM strategies. By doing this, you can be confident that the integrity of your data is as robust as it can be.

 

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Building Your Universe - A Guide to Getting the Right B2B Data

By sam | 2 June 2015




The world of marketing is changing faster than ever before and many marketers are asking if buying data lists is still relevant?

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Opting In to EU Data Protection

By sam | 25 March 2015




How will the new EU Data Regulations affect us as B2B marketers? Is there anything we can do to prepare?

The change in EU regulations have been a long time in the making but rest assured they will be with us in no time at all. In fact the ICO have already been given more powers to crack down on nuisance callers all be it mainly in the B2C sector.

The impact of the new regulations on direct marketing across both B2C and B2B has been described as “catastrophic” with a few commentators predicting the death of both email marketing and telemarketing as we know it.

But can this be true? Is there no hope for our carefully crafted prospect databases? How will we generate leads in the future?

We all know that whilst digital marketing is a great tool for attracting potential clients, that it takes real human interaction to qualify prospects and nurture leads to become sales.

All may not be lost, in GCL Direct's latest publication find out how you can transform your existing database into a lead generation machine by using Opt In techniques that comply with the proposed EU Regulations.

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Opt In or Get Out! - Coming Soon

By sam | 4 March 2015




The new EU Data Protection regulations are coming whether we like it or not. But how will it affect us as B2B marketers? Is there anything we can do to prepare?

The change in EU regulations have been a long time coming and although they have been pushed further and further right by Brussels rest assured they will come into force in the next couple of years. Their impact on direct marketing across both B2C and B2B has been described as “catastrophic” with a few commentators predicting the death of both email marketing and telemarketing as we know it.

But can this be true? Is there no hope for our carefully crafted prospect databases? All may not be lost. Next week GCL explore how Opted In contacts can not only save your database but can also provide you with a more active and engaged audience for your marketing.

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Buying B2B Data Top Tips

By sam | 28 January 2015




 

Data Buying Top Tips

It’s the lifeblood of your sales process, marketing application and eventual closed business total – yes…we’re talking about Data!

If you don’t have the right data it can ruin even the best planned campaign but all too often purchasing data is a rushed last minute affair. GCL Direct has put together their top tips on buying the perfect dataset:

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