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  • Karen Hiscock

It all starts with the data…


My mantra is “it always starts with the data”. It’s critical across all marketing activity, from understanding market opportunity and positioning to campaign effectiveness and targeting, to mention just a few.


In the context of demand generation, data plays a crucial role in understanding and targeting potential customers, optimising marketing strategies, and driving business growth. Collating and understanding data can impact the effectiveness of any demand generation campaign and should be given a priority focus.


Here are some key areas to consider regarding the role of data in demand generation:

Customer Profiling: now becoming more important than ever to drive revenue growth! Data helps in building detailed customer profiles by collecting information such as demographics, behaviour patterns, preferences, and purchase and business history. These profiles enable marketers to identify target audiences and create personalised marketing campaigns that align to their buying journeys. However, collating transactional data is only one part of the equation, real insight comes from talking to customers and prospects directly, recording and analysing the feedback – and so creating the appropriate proposition.


Lead Generation: Data is used to identify and capture potential leads. By analysing data from various sources such as website traffic, social media interactions and form submissions, marketers can identify individuals or companies that have shown interest in their products or services. Using this data means better targeted campaigns or understanding interest that turns the raw leads into business opportunities.


Market Research: Data-driven market research provides insights into market trends, competition, and customer needs. It helps in understanding of customer pain points, preferences, and behaviour, which allows marketers to tailor their messaging and offerings to meet the demands of their markets. Whilst some of this can be done via transactional data and surveys, direct market feedback can really enhance strategic decision making.


Campaign Optimisation: Data allows marketers to measure the effectiveness of their demand generation campaigns. By tracking key performance indicators (KPIs) such as conversion rates, click-through rates, and engagement metrics, marketers can identify areas for improvement and make data-driven decisions to optimise campaigns. Not only that, it also can direct effective nurture campaigns to maximise ROI over time.


Sales Enablement: Data can provide valuable insights into customer behaviour throughout the sales funnel. It helps sales teams understand customer preferences, pain points, and objections, allowing them to tailor their approach and messaging to close deals more effectively.


Performance Tracking: Data helps marketers track and measure the performance of demand generation activities. By analysing data from various marketing channels, marketers can assess the ROI of their campaigns, identify the most effective channels, and allocate resources accordingly.


Master Database: In addition is the management of the company database itself pulling all these sources, facets and requirements together. Accumulated over time, that database holds so much valuable information but is often neglected and full of errors, containing out of date ‘stuff’ and multiple duplicates. Database management should be addressed on a regular basis and if there are insufficient resources in-house, then some external resource to cleanse and update can be a truly worthwhile and cost-effective investment.


Overall, data is a critical asset in demand generation, providing insights that drive strategic decision-making, optimise marketing efforts, and ultimately generate more qualified opportunities and revenue for businesses.


We help our clients to build, develop and nurture their databases to identify and validate market potential, to drive campaigns leveraging their existing data and expanding their reach. Talk to us today, to see how our data services can help optimise your demand generation campaigns.

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