Marketing's Biggest Challenges: 1. Cutting Through the Clutter
"What was happening before [she joined Scribe], was we were just sending the emails to our customers," says Palermo. Her response was to ask, " 'Well, wait a minute: You're sending something that's really technical to your marketing person. So they'll [click] 'Unsubscribe!,' right? You just lost that person.' The team didn't understand those dynamics and the ramifications of not marketing smarter to their customer base, never mind the prospects."
It's not necessarily an easy task to get more targeted and relevant to your customers, though. Marketers need to have the IT infrastructure, marketing systems and data in place to make that leap. The most important step to becoming more relevant is making sure you have the correct data on the people you're trying to reach. That makes data quality a spotlight issue.
"Hygiene your postal and email data," Grdodian explains, "and do a contact append. I want as many contact points as possible. So we'll conduct an email, phone or postal append where we don't have those contact elements. The type of data we are appending on an individual level is job title, their authority. And on a site level, it's primarily industry and company size."
If you'd like to be included in an upcoming Target Marketing roundtable, please send your name, company, title and contact information to Thorin McGee at firstname.lastname@example.org. Spaces are limited, and admittance is sometimes constrained by the topics and market being discussed, but we'll do our best to get you in the room with other great marketing minds to talk about the topics that are most interesting to you.