Six Steps to Data-Driven Demand Creation
By Sheri Taylor Gilchrist
Today's focus on accountable marketing is forcing chief marketing officers and their marketing teams to re-learn an old lesson: Creating sustained demand takes more than great creative and a list of addresses - you have to know your customers and what motivates them to buy from you.
Developing that kind of knowledge, and using it effectively, means putting accurate, up-to-date customer data at the core of every demand-creation program, and every demand-creation strategy.
Yet in spite of the growing trend toward collecting customer information, many marketers still do not fully leverage their "hidden jewel" -- their customer data. Their companies warehouse tremendous stockpiles of information, but very often they either fail to know what they have, or they fail to know what the data can tell them.
In that sort of information vacuum, how can demand-creation programs, especially those driven by customer data, succeed? In short, they can't, but there are ways to avoid this problem in any data-centric organization. The following tips shed light on how you can better yse customer data to build more effective strategies for demand-creation efforts.
Step 1: Uncover the Hidden Jewel
Think of your customer data as an asset. This includes all the data you have that tells you who your customers are and how they behave. This may include sales transactions, customer service contacts, channel preference data, service records, demographics, external prospect lists, and more.
Uncovering the hidden jewel means examining all places where you touch or communicate with your customers to assess what information you have, and what you might need to collect. Then, gather, clean and manage that information in a central repository where people across your enterprise can see it, use it, and contribute to its value.
The examination process also should uncover everything your currently know about your customers, and point to future data needs - valuable information that will help you begin to build a data-focused strategy for demand creation.