B2B Marketing Database - Drive Data Towards Business Intelligence

Irrespective of the new channels of marketing, email marketing is still the preferred medium. Market experts estimate that by 2013, the overall direct marketing spending will grow by 8% and email marketing spending will grow by 20.9%.

Having this said, marketing through emails has moved a step further in developing more targeted communication rather than bulk blasts to lists without understanding its relevancy.

Besides content, in order to implement an email marketing campaign successfully, the database has to be accurate and it should be possible to select only those contacts to whom the message is relevant.

Whether it is people, companies or industries that is the focus of the campaign, there should be a paradigm shift in perspective on how a database is treated.

• A database is not only a Business Contact Directory; it should be utilized as a B2B Business Intelligence instrument as well.

• It is not Contacts but People you connect with

• You Create Customers not Contacts

• It is not collection of Market Information, it should be an opportunity to gain Industry Insights

An ideal database should have:-

• An easy to use search interface with detailed drill down details of relevant, accurate, verified and validated data results.

• An advanced indexed search to gain inside information, industry focus and industry insights.

• With social media creating a buzz in today’s market; and marketing going social and “mocial”; only a handful of database companies are socially integrated.

Overall, a B2B database should be designed around the needs of Marketers. It must be able to offer an indexed search and an advanced, easy-to-use interface in order to gain inside information, industry focus and industry insights.

Obtaining a huge number of potential and high quality connections is essential. However, quantity is not the only criteria. Quality should be the highest priority. What is the point of obtaining huge quantities of data when the contacts are...