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Data Mining & Account-Based Marketing
Data mining is a process used by companies to turn raw data into useful information. By using software to look for patterns in large batches of data, businesses can learn more about their customers to develop more effective ABM strategies, increase sales and decrease costs.
How effective is your business data?
Why invest in Data Mining and Cleansing?
Incorrect or inconsistent data leads to false conclusions. And so, how well you clean and understand the data has a high impact on the quality of the results.
Data cleaning is the process of ensuring that your data is correct, consistent and usable for your marketing and promotional efforts. key benefits that come out of the data cleaning process include:
- It removes major errors and inconsistencies that are inevitable when multiple sources of data are getting pulled into one dataset.
- Using tools to clean up data will make everyone more efficient since they’ll be able to quickly get what they need from the data.
- Fewer errors mean happier customers and fewer frustrated employees.
- The ability to map the different functions and what your data is intended to do and where it is coming from your data.
Your data is essential for the long-term success of your business plan - this is the key to your ongoing customer retention, a major marketing strategy for lead generation and a perfect way to garner positive feedback to your customers.
Our team of experts have worked with data cleaning companies on major projects - let us discuss the best practice for your business today.
The Rise of Data
Data volumes have skyrocketed. More data was generated in the last two years than in the entire human history before that. Making good use of the data you own is key to your business success
understanding data management
Simplify
Simplify access to traditional and emerging data
Strengthen
Strengthen the data scientist’s arsenal with advanced analytic techniques
Scrub
Scrub data to build quality into existing processes
Shape
Shape data using flexible manipulation techniques
Share
Share metadata across data management and analytics domains
a data cleansing case study
EMP Media Group
Background
EMP Media approached bradchuck and partners to undertake a data cleanse project involving their potential customer contact database.
The database was created around 10 to 12 years ago, as EMP at the time had no system or process in place to capture information on the customers and potential customers who contacted them. In the past the database was consistently updated and maintained by the sales team at EMP however, over time, as the database increased, this process became difficult.
Solution
Working with an external 3rd party partner, we undertook a 4-week data clean and cleanse mission to comply with GDPR regulations. This involved the calling and research of each data profile, alongside placing updated and confirmed marketing preference profiles into a new CRM system.
One the 20,000 strong data banks had been cleaned, we were able to provide 5 new perfected lists and updated contact information for market and promotion services - meaning the refreshed data could lead to new sales leads and nurtured customers over time with cover email marketing automation.
With clean data, they had a regular sales stream of leads that supplemented the new business leads from subsequent outbound marketing efforts.
"With thanks to Brad and the team, we were able to reengage with existing customers who we had, quite frankly, let slip from our eyes. The engagement with our own clients was great to see and gave the sales teams a fresh incentive to perform"
ACCOUNT-BASED MARKETING
The Power of ABM for your Business
Imagine if you could start the sales process by selling directly to your best-fit, highest-value accounts. No wasted time working to market and sell to unqualified leads who aren’t the right fit for your business. Meaning, you could move straight into the phases of engaging and delighting your target accounts.
Account Based Marketing
The Power of ABM for your business
Firstly, what is ABM?
Account-based Marketing (ABM) is a focused growth strategy in which Marketing and Sales collaborate to create personalised buying experiences for a mutually-identified set of high-value accounts.
Account-based marketing allows you to weed out less-valuable companies early on and ensure Marketing and Sales are in complete alignment — in return, your team can leap into the critical processes of engaging and delighting those accounts much faster.
ABM helps your business work and communicate with high-value accounts as if they’re individual markets. By doing this — along with personalising the buyer’s journey and tailoring all communications, content, and campaigns to those specific accounts — you'll see greater ROI and a boost in customer loyalty.
The Key Benefits of ABM
- Keep Marketing and Sales aligned.
- Maximize your business’s relevance among high-value accounts.
- Deliver consistent customer experiences.
- Measure your return on investment.
- Streamline the sales cycle.
- Expand business through account relationships.
With cleaner, stronger, and more valued data, your ABM set up is fundamentally better to handle inbound marketing strategies. The alignment with sales means your data can be updated and your key promotion tools ready to promote your brand and updated services to your account customers.
Find out if an ABM strategy is right for your business today
ABM CASE STUDY
Working with Sectorlight Sales Team
"Sales and Marketing do not mix"
Was the final statement ushered by the departing CMO on maternity leave - such had become her disdain for trying to enforce a collaborative effort across the Sectorlight agency between sales and marketing.
Our mission was simple; look to form a collaboration between account manager, business development and marketing teams to cross-reference leads and incorporate a new account-based marketing strategy.
This is how we did it.
1. IDENTIFY THE RIGHT GROUP
Working with the client, we decided that the best target for them would be financially backed mid-market companies as the heads of these companies would be under tremendous pressure to perform with a poorly ranked website offering.
2. DEVELOP A COMPELLING VALUE PROPOSITION
We decided the best way to understand the unique value proposition of the product was to hear about it from their customers.
After watching a number of testimonial videos and reading what their customers said about them, it became clear to us that what they provided was an Intelligent Design Platform that enabled companies to deliver world-class website portals.
3. BACK THE VALUE PROP WITH WELL-RESEARCHED DIGITAL CONTENT
From this message, we created a white paper showing the challenges that mid-market SMEs face, the solution, and how Sectolight's product design strategy was benefiting multiple businesses across the world.
We then developed videos, case studies, blogs and a nurture email campaign targeting CEOs, CFOs, COOs, and Chief Strategy Officers of mid-market companies.
4. EXECUTE HIGHLY TARGETED CAMPAIGNS
We then had a strong account base of leads that created a dedicated and structured marketing campaign that emphasised the offer and maintained site of the brand and purpose with past and future client contacts.
The result was simple in its execution as it was in the concept - we just needed to build the relationship and trust between sales and marketing.
Talk to us today to find out more about our ABM ideas for your business and how internal communication can drive business growth.
Did You Know
"Marketing and sales teams that take an ABM approach together can be up to 6% more likely to exceed their revenue goals than teams less ABM-advanced"
“Researching Accounts” and “Identifying Target Contacts” are the top two tactics used by marketers within an ABM model
Our Data and ABM Training
