B2B data-driven marketing: sources, uses, results
A comprehensive, practical guide to managing and executing business marketing plans and strategies
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chicago
Racom Communications
[2015]
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Summary: | A comprehensive, practical guide to managing and executing business marketing plans and strategies |
| Physical Description: | xiv, 279 Seiten illustrations 24 cm |
| ISBN: | 9781933199177 |
Staff View
MARC
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| 300 | |a xiv, 279 Seiten |b illustrations |c 24 cm | ||
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| 650 | 4 | |a Customer relations | |
| 650 | 4 | |a Marketing | |
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Record in the Search Index
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| adam_text | Contents
Acknowledgments ix
Introduction xi
1. The Marketing Database: The Essential Tool of Business
Sales and Marketing 1
What Is a Marketing Database? 1
How the Database Drives Value for Business Marketers 2
Characteristics and Challenges of B2B Data 3
Essential B2B Data Elements 4
Types of Data Available to Business Marketers 8
What a Marketing Database Is Not 10
Whither the B2B Marketing Database? 18
2. Data Sources: Where to Get Customer Information 20
Internal Data Sources 21
External Data Sources 23
New Data Sources 37
Appended Information 39
Data Discovery 44
What Data Not to Collect 45
3. Data Architecture: Setting It Up Right 47
Who Is Your Customer, Really? 48
The Impact of Database Applications 50
How Customer Size Impacts Your Data Architecture 52
Understanding Your Customer s Buying Process 53
Deciding on a Data Architecture Approach 54
Essential Questions to Address 57
Efficient Planning for Data Architecture 63
Basic B2B Record Architecture 67
The Challenge of Bringing in New Records 71
Build It In-house or Outsource It? 73
Architect Your Data for the Future 75
i
v
vi ♦ Contents
4. Managing Person Data in an Organizational World 76
Why Bother with Person Data in B2B Marketing? 76
Rise of the Contact in B2B Databases 77
Understanding the Interplay Between Contacts in an Organization 82
5. Data Management: Keep It Clean 92
How Business Data Degrades 92
The Business Case for Clean Data 94
The State of Your Business Data Today 95
Data Hygiene Best Practices 98
6. How Business Marketers Use Their Customer Information 105
Uses of Data in B2B 112
7. Managing Marketing Data in Global World 128
Value of Data on the Rise 128
Data for an Increasingly Connected World 132
Considerations When Managing Global Data 135
How Will Data Be Acquired in These Countries 137
Test Your Resolve 139
Beyond Address Data 142
Checklist for Getting Started 144
8. Managing Data on a Shoestring: Marketing Databases
for Small Businesses 146
The Importance of Data 146
Seven Steps to Getting the Most from Your Business Data 148
What If You Need Help? 157
9. Troubleshooting: Thorny Problems and Solutions 167
Matching and De-duplication 167
The Record of Truth 168
Bad Data Entry 168
Multiple Addresses 168
Attribution 169
Unstructured Data 169
Out-of-Control Job Titles 169
Real Time Data 170
Contact History Migration 170
Identifying Website Visitors 171
Contents ♦ vii
Data Capture by Sales Reps 171
Web-form Data Holes 171
International Data 172
Data Priorities 172
Missing Data 173
Product Taxonomies 173
Fields Too Small 174
White Mail 174
Job Changes 174
Missing Email Addresses 175
Email versus Postal Addresses 175
Comp etitive Data 175
Purchase Intent Data 175
Decision Makers 176
Purchase Influencers 176
DataCapture 176
Constant Change 177
10. Case Studies in Database Marketing 178
Makino Jumps Headlong into Database Marketing 178
Staples Models Customer Behavior to Optimize
Retention Marketing Investment 181
Saas Company Five9 Focuses Its Customer Acquisition
Marketing on Top Customer Look-Alikes 183
Predictive Modeling Identifies Profitable Small Business
Targets for Community First Credit Union 184
Yellowbook Uses Data to Improve Advertising Sales Results 188
Edmund Optics: The Story of Two Data-Driven Campaigns 190
Michelin North America Supports Its Dealers with
Data-Driven Marketing 195
EU Services and Digital Impact: Two Services Companies
Using Data Innovatively to Assess Customer Value 200
11. The Fast-evolving Future of B2B Database Marketing 204
The End of the Database “Build” 204
The Total Customer View 204
No More Campaigns 205
The Merging of B2B and B2C 205
Faster Access to New Tools and Approaches 205
The Rise of the Marketing Technologist 205
viii ♦ Contents
Sales and Marketing Symbiosis T 206
Real-time Marketing Gets Real 206
The Revenge of the Nerds 206
Big Picture Automation 206
A Simpler Technology Picture 206
Complexity Moves to the Cloud 207
A Sensible Balance Between Data, Insight, and
Marketing Strategy 207
The End of the List Business * 207
B2C Continues to Cut the Edge in Database Marketing 207
The Freedom to Be Creative 207
The Rise—and Possible Fall—of the Data Scientist - 208
Data Is the Business 208
The Growing Influence of Marketing 208
Accelerating Pace of Change 208
Appendices 209
Index 274
|
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| illustrated | Illustrated |
| indexdate | 2024-07-10T07:37:37Z |
| institution | BVB |
| isbn | 9781933199177 |
| language | English |
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| physical | xiv, 279 Seiten illustrations 24 cm |
| publishDate | 2015 |
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| publisher | Racom Communications |
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| spelling | Stevens, Ruth P. Verfasser aut B2B data-driven marketing sources, uses, results Ruth P. Stevens, Theresa A. Kushner Chicago Racom Communications [2015] xiv, 279 Seiten illustrations 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index A comprehensive, practical guide to managing and executing business marketing plans and strategies Customer relations Marketing Customer relations fast Marketing fast Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Datenanalyse (DE-588)4123037-1 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 s Datenanalyse (DE-588)4123037-1 s b DE-604 Kushner, Theresa A. Verfasser aut Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029292667&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Stevens, Ruth P. Kushner, Theresa A. B2B data-driven marketing sources, uses, results Includes bibliographical references and index Customer relations Marketing Customer relations fast Marketing fast Business-to-Business-Marketing (DE-588)4631075-7 gnd Datenanalyse (DE-588)4123037-1 gnd |
| subject_GND | (DE-588)4631075-7 (DE-588)4123037-1 |
| title | B2B data-driven marketing sources, uses, results |
| title_auth | B2B data-driven marketing sources, uses, results |
| title_exact_search | B2B data-driven marketing sources, uses, results |
| title_full | B2B data-driven marketing sources, uses, results Ruth P. Stevens, Theresa A. Kushner |
| title_fullStr | B2B data-driven marketing sources, uses, results Ruth P. Stevens, Theresa A. Kushner |
| title_full_unstemmed | B2B data-driven marketing sources, uses, results Ruth P. Stevens, Theresa A. Kushner |
| title_short | B2B data-driven marketing |
| title_sort | b2b data driven marketing sources uses results |
| title_sub | sources, uses, results |
| topic | Customer relations Marketing Customer relations fast Marketing fast Business-to-Business-Marketing (DE-588)4631075-7 gnd Datenanalyse (DE-588)4123037-1 gnd |
| topic_facet | Customer relations Marketing Business-to-Business-Marketing Datenanalyse |
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