Big data marketing is a major trend today, and for good reason. Never before have we had the ability to put such massive quantities of data to work yielding up great insights into customer tastes and behaviors. But big data marketing doesn’t automatically have a high return on investment.
At the same time, your existing “little data” may offer value you never considered before. Today’s modern marketers, according to B2B specialist Louis Foong, are the ones who “use multi-channel marketing, gather and analyze real-time customer data, create customer personas based on this intelligence, monitor and measure results.” In other words, it’s about doing the most with your data, not necessarily having the largest amount of it.
If you don’t pay attention to what works and fall victim to common big data marketing blunders in your zeal for big data, you could wake up one day to a frightening world of data that doesn’t make sense. Here’s how to avoid zombie big data marketing.
Don’t Pay Exclusive Attention to Sales-Qualified Leads
Sales-qualified leads are obviously important, and you should pay attention to them. However, you also have a lot of “pipeline-qualified” leads that may become sales-qualified soon. Another chunk of your leads may be interested, but not have current need or budget, and these leads should be nurtured so you’re ready when they become pipeline- or sales-qualified. Make sure your website offers plenty of high quality information for early stage buyers, answering their questions without an overt sales pitch.
Don’t Forget the Importance of Basic Visitor Tracking
Plain, everyday visitor tracking is still as important as it ever was. Content is essential to great B2B marketing, and when you know where visitors come from and which content they flock to, you can make smarter marketing decisions. Tracking visitors can help you determine which marketing efforts work so you can allocate your resources accordingly and modify or eliminate campaigns that aren’t getting good results.
Don’t Forget to Determine Which Metrics Actually Matter
Focus on the metrics that actually measure business outcomes and that can help you improve marketing performance. Big data marketing technology allows you to observe multiple touch points that mark the path to conversion, and this makes it easier to predict what individual marketing expenditures will produce. You, and not “the industry” are in the best position to determine how value is attributed in the various components of your advertising mix. Once you learn this, measure it and act accordingly.
Don’t Neglect Your Visitors’ Offsite Experience
The era of big data marketing has made it possible to influence the visitor experience both on your website and off. Of course you should create the best visitor experience possible on your site, but you can use the data you collect (for example, on landing page opt-in forms) to help you provide a consistent, customized, individual experience off your site, through channels like display advertising, email, and personalized video.
Don’t Neglect Data Quality
Big data marketing isn’t effective if the data isn’t good. Own, control, and understand your data by ensuring it is of the highest quality and connected to analytics that have proven to be predictive. If you’re considering undertaking a big data marketing project, make sure you’re doing a good job with the “little data” you already have. This is an essential prerequisite to making the transition to effective big data marketing. The “bigness” of data doesn’t automatically make it good or more predictive. Rather, it’s your data’s accuracy, completeness, relevance, and non-redundancy that make it great fuel for your big data marketing engine.
If you don’t pay attention to the quality of your data, your marketing data could turn into the undead: mindless, re-animated corpses of data. They may not eat your flesh, but they will eat up your marketing budget without producing the ROI you want. Making big data marketing pay off means considering the leads that aren’t necessarily sales-qualified, tracking and understanding your website visitors, determining for yourself which metrics are important, paying attention to visitors’ off-site experiences with your brand, and ensuring the data you use in your big data marketing is of the highest possible quality.
SmartForms by ReachForce provides B2B companies like yours with enriched data in real time from hundreds of millions of accurate, up-to-date records. It’s easy to find out more about how SmartForms can revolutionize your big data marketing. Watch our demo or try out SmartForms for free, and you’ll see the difference enriched, high quality data makes.