One of the most critical tasks you can do when you are in B2B is building your B2B marketing database. Having a growing database of people to educate on industry topics and your products/services will be one of the defining factors in your company’s growth (or decline if the database is stale or waning). Continuing to build (and nurture) this database will help prevent major valleys in your sales revenue.
To best build and manage your B2B marketing database, we recommend using marketing automation software as your centralized B2B marketing database tool. Marketing automation software not only provides excellent contact database storage functionality (e.g. cloud, flexible volumes), it has other marketing functionality that allows you to do the following to maximize the use of your database:
- send automated mass & targeted messaging
- quickly build effective landing pages that support your lead generation
- segment your contacts in a variation of ways to customize your outreach
- analyze the contacts in your database on an individual and collective basis
- progressively score & grade contacts based on implicit & explicit elements
- integrate with other tools that provide extended intelligence
Over 3 years ago, we migrated our entire marketing database to a marketing automation software and the improved marketing and sales functionality has helped us improve top-to-bottom funnel conversions exponentially.
Using marketing automation software as your main B2B marketing database has a number of positive benefits to your marketing and sales team. Adopting this as a best practice in your B2B organization is one of our highest recommendations and we’ve been helping many businesses adopt this into their B2B marketing database strategy.
To learn more about the value of marketing automation, you can find more educational content here. Please feel free to contact us with any questions.
