Big data marketing has been one of the fastest, most profitable uses for big data that businesses have developed to date. Big data was producing an ROI in marketing far before most other areas of the organization even understood what it was and how to make use of it. When companies struggle to adopt Hadoop, build NoSQL databases, and find qualified data scientists, marketing keeps collecting, analyzing, and producing increasingly better results with it. Here are several ways you can leverage marketing automation to achieve even greater success in big data marketing.
1. Use the Data to Develop Relevant Content & Messages
What does your data tell you about your customers? In turn, what does that knowledge mean in terms of producing relevant, timely, useful content for them? Use your marketing automation software to glean what type of content attracted a lead or customer in the first place, as well as where they initially found you, and how they chose to connect with you (via a landing page, email, online chat, etc.) This helps you in two ways: you can better forge relationships with your existing customers, and you can create content to attract similar leads who are likely to convert, as well.
2. Collect & Analyze Data on How Customers Interact With Your Brand
Do your customers tend to engage with you on social media, or are they strictly email folks? Some industries still prefer to work via a phone call or in person. Use your marketing automation tool to determine how, when, and where customers tend to interact with you. Not only can you reach out to the customers where they are, but in the process you may also land new leads and prospects who prefer to engage in the same way.
3. Work on Delivering a Consistently Positive Customer Experience Across Devices
Digging even deeper into your data, do your customers typically use their desktop computers to find you and interact with your brand and content, or do they tend to use mobile devices? Many of today’s B2B customers swap among two or more devices, making it difficult to track their activities and properly credit the content that led to conversion.
You need to know what platforms and devices your customers reach you on and offer stellar user experiences catered to those platforms and devices. For example, iPad users are used to a different interface and functionality than the typical Chromebook or an Amazon Fire. Also, you need to be aware if your users typically engage with your content or website on even smaller screens, like their smartphones.
4. Integrate Your Software Systems for Maximum Success
When it comes to big data marketing, you’re going to need more than just a marketing automation system. The best plan is to integrate the data from all of your different systems, including your CRM, email marketing tools, financial software, help desk software, etc. This gives you the most data and the richest data so that you can get to know your customers better, develop more relevant content, and all of the other things associated with the improvements data makes in marketing.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.
To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, get a free data assessment today.