Six Steps to Data-Driven Demand Creation
There are customer relationship management solutions designed to fit just about any budget. Prior to any investment, remember to get input from the people who will use the solution before you start to build or expand on it. Participation supports buy-in at every level, which makes a transition much easier to manage.
Step 5: Maintain Data 'Strength'
Strong data are clean, accurate and as detailed as a business needs it to be. Thus, for a data-driven strategy for demand creation to succeed, there must be a data quality component in place, and measures to ensure ongoing data management.
To avoid falling short of program goals, remember these eight keys to strengthen data:
1. Acquisition: Look at all customer touch points and exploit every opportunity to collect relevant data. Don't ignore external lists.
2. Quality: Clean, validate and enhance customer data rigorously to ensure they are accurate, and that subsequent messages are sent timely and relevant after an update.
3. Management: Monitor the integrity of data channels to ensure you have the data you need, in a form you can use, and in a sensible timeframe. Are systems integrated?
4. Access: Enable data access across the enterprise to broaden institutional knowledge of customers, and to tap that knowledge. Make systems integrated!
5. Analytics: Review and analyze customer data constantly to gain insight into customers and their relationship with your business, which will empower more efficient marketing.
6. Programs: Develop marketing programs that both use and gather data to build better client relationships and deliver measurable ROI.
7. Maintenance: Constantly refresh and protect data to deliver consistent value to customers and your organization.
8. Enterprise: When building or expanding data management systems, whether large or small, get participation from across the enterprise, and buy-in at every level.
Step 6: Get it Right