Good Reads: 3 Ways to Optimize Your B2B Direct Marketing

Saturday, May 23, 2020

Tame the sea of CRM data

B2B marketer: Data is the world's most valuable resource, but the impending demise of third-party cookies has prompted marketers to re-examine their strategy and available tactics. A robust customer relationship management (CRM) program will not only give you a competitive advantage but also allow you to develop more targeted and personalized strategies that will resonate with your audience and protect your investment. A whopping 80% of buyers have swapped vendors in the past year, Accenture research found; 21% claimed to be dissatisfied with lack of personalized pricing and offers.

The article states that a solid CRM strategy will help you:

  • Activate your first-party data
    A robust customer relationships management (CRM) program will give you a competitive advantage and allow you to develop more targeted and personalized strategies. The COVID-19 era of remote work has prompted prospects to receive direct marketing communications at their home offices.
  • Treat retention as the new acquisition
    80% of B2B buyers have swapped vendors in the past year, Accenture research found. 21% of buyers claimed to be dissatisfied with a lack of personalized pricing and offers. Shifting your strategy from customer acquisition to customer retention can provide higher returns for marketing.
  • Create a multichannel experience
    One-third of those surveyed in a CMO Council study said they expect direct mail to be part of their ideal communications mix. More than 80% of marketers agree that including mail in their multichannel mix has a positive impact on response rates and ROI.

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