There are many marketers out there that always dangle between collecting less data for analysis or collecting too much data that is not relevant to the marketing objectives or customers. But even after gathering relevant data, there are many marketers who are not able to maintain the database and keep it clean, simple while managing the uniformity. And when you are dealing in the B2B business, then managing your B2B marketing database becomes a compulsion.
You should know that marketing in the B2B world is an elusive art. Most of the B2B businesses out there prefer going with inbound marketing rather than opting for the old school outbound marketing techniques. It’s true that B2B marketing is trickier than B2C marketing but this doesn’t mean that you can ignore it.
The most valuable asset that you own for making your B2B marketing success is your marketing database and that’s why you will need to dedicate enough time and effort in order to manage it properly. An unmanaged marketing database will not be effective for your marketing approach and this is why, in this blog post, we will look at some of the tips that you can use in order to effectively manage the B2B marketing database that you got from a ZoomInfo alternative.
How to manage your B2B marketing database properly?
It doesn’t matter which type of marketing campaign you are going to use in your B2B business, the one thing that you will need to focus on is your B2B marketing database. But you should know that the B2B marketing database that you own will not be as fancy as your CRM software with whistles and bells.
It’s true that you will need to possess some of the skills of a data scientist if you are looking forward to making the most of your B2B marketing database gathered from a ZoomInfo alternative. Using and managing the database in the best possible way might sound a daunting task but it doesn’t have to be, however.
If your data will be managed properly then you will spend less time on your data and more time on your marketing efforts. This is one of the main reasons why proper management of the B2B marketing database gathered from the best ZoomInfo alternatives becomes necessary.
So, here are some of the best ways to manage your B2B marketing database.
Segment your list
If you really want to begin on the right foot with your B2B marketing database management approach then you can begin your journey with the segmentation of the leads. There are various parameters, on the basis of which you can easily segment your leads like job title, previous purchase, or geographical location. But you will need to divert your segmentation towards the position of the leads in the overall buying cycle.
The buying cycle begins with an inquiry where a person fills out a form from your website or scanning of a badge that you were distributing in a trade show. After passing through the first stage of inquiry, a person in your buying cycle will move to become Marketing Qualified Lead. Whether a person will become MQL or not depends on the action taken by them like downloading a PDF file from your website. From MQL, a person will become Sales Qualified Lead, followed by Sales Accepted Lead.
At the stage of SAL, a person becomes ready for conversion and finally, then enters the last stage were to become a customer. So, on the basis of the position of your lead in the buying cycle, you can segment them and use strategies accordingly
Clean your data
If you get new leads through the best ZoomInfo alternatives then the first thing that you will need to do is to analyze the lead. In order to get direct access to gated content, white paper, or research paper, people out there will fill the section of contact information with anything. If you will directly start working on such a type of marketing database gathered from companies like ZoomInfo then all your efforts will go astray.
Many a time, while cleaning your data, you will have to remove ‘Bill Gates’, ‘Don’t Bother’, ‘Never Mind’ from the contact information of your potential leads. This is one of the main reasons why cleaning your data before you start working on it is very necessary.
Create separate email marketing campaigns based on the lead’s interest
After cleaning and segmenting your marketing database gathered from companies like ZoomInfo, you will need to build a completely different email marketing campaign, and this email marketing campaign should be built around the interest of the leads. This is necessary because the leads in your marketing database are not going to market to themselves.
You can also take the help of a nurturing campaign in order to move your leads from one stage of the buying cycle to another and finally convert them into customers. But for such smooth movement through the buying cycle, you will have to create an email marketing campaign solely on the basis of lead’s interest.
Proper management of the B2B marketing database can help you in many ways and this is why you shouldn’t just directly start using the database in a raw form when you receive it from a software or a company. Use the above-mentioned steps to manage your database properly and get palpable results from your efforts.