Implementing Data Marketing strategy (part 1).
How to implement effective Data-driven Marketing strategies? The first step is to assess the current state to set a realistic roadmap from current to overall goals for the future (data location, flows, interactions). Most companies have quite a few platforms storing data about their customers and business processes (CRM, MarTech systems, ERP, data warehouse, BI and others).
Audit of existing systems and databases.
The goal is to understand if the existing stack satisfies the company’s needs and if it can be optimized. It starts with a clearly defined list of business needs and objectives (strategy, marketing, sales, customer experience and customer service, among others).
Next, an assessment needs to be done to understand what problem is solved by each tool and verify if the company really needs it. A full mapping of data flows between all the different systems (sources, direction, types of data synchronized) will help identify a need or room for optimization.
Usually, the sales and marketing team are provided with a vast stack of tools that allows them to connect effectively with current and potential customers. Marketers require the tools and data to create compelling omnichannel marketing campaigns to boost the acquisition pipeline, while the sales teams should have access to a steady flow of meaningful and timely data to engage with new or existing businesses collect custom intelligence data, perform in-depth analysis and turn data into action to improve your marketing campaign, product/service, customer experience or any other area that you can leverage on to get new customers.