Who are your customers? What are their positions within their organizations? What drives them to buy, or not to? How can you know? The answer is marketing data. Within this data lies all of the information you need to make more sales, both by upselling to your existing customers and by generating new customer bases. Here’s how it works.
Show Customers the Right Products
Bill is the procurement supervisor for Alphabet Manufacturing. He’s been looking for a widget to go in his gigitizer for months. He searches Google and sends out emails to all of the companies he thinks might sell the widget he needs. Nobody has one. But you invest in good marketing data for your online lead generation efforts, and you discover these Google searches. Plus, one of the emails somehow landed in your finance department’s inbox.
You realize that if Alphabet Manufacturing needs that widget, there are likely other facilities that do, as well. Your company develops and produces the world’s greatest widgets — selling a couple to Bill and other customers you found. Where did you find them? Exactly where you found Bill: in the data.
Show Them the Right Products at the Right Time
Your business markets to landscaping companies, most of which do the majority of their business between spring and fall, with long, slow periods during the winter. Naturally, trying to sell them equipment or materials in January is futile. Except, January is the ideal time to begin distributing pre-emergent de-weeding products.
Most of your competitors don’t make those available until March. After the holidays, your customer base is hopeful for winter’s end, waiting on that groundhog to reveal an early spring and booming business season. Can you get the jump on the competition by offering de-weeding products before everyone else? The data knows.
Show Them the Right Products at the Right Time for the Right Price
Sally is in charge of her company’s office supply ordering, and that’s what your business provides. Sally is organized and always on the hunt for a bargain. In fact, she won’t even buy paper products until the price dips below a certain point, which usually happens right before back-to-school time in late summer or early fall.
What if you could offer Sally a special deal for ordering a certain quantity when she needs it most, such as late spring or early summer when her supplies are bound to be dwindling? If you can, you’ll now be her main supplier, winning out over your competitor who just waits impotently until she decides to place an order. How do you know Sally will buy? Because you’ve got the data!
Tell Them About the Products With the Right Message
Of course, the right products at the right time and the right price have to be presented to the customer in a way they understand and appreciate. Fortunately, Bill, the landscapers, and Sally all use social media. Since you’ve invested in smart landing pages, social media data, and have your own data, you know what they like and don’t like. You know that they respond well to lots of meaningful information that enhances their business savvy. That’s what you produce, and they buy from you rather than your competition. All because you have the right data and know how to use it.
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, check out our real-time web form enrichment demo, or request a free marketing data diagnostic. Get the power to let data drive marketing and higher performance.