Transform Your Existing Contacts Into a Powerhouse
Reap the Rich Rewards of a Potent, Flexible, Segmented Database
Appending information increases your ability to analyze your markets, shape your content and direct your business expansion
Do you want to vastly improve your marketing potential by enhancing the value of your contact database? Appending missing data can mean:
- Multiple channels to communicate with your contacts
- A new way of segmenting your contacts into specific audiences
- The potential to analyze your contacts' responses in relation to these specific audiences
The first step is to append missing emails to your contacts as the most powerful way to improve your communications. Emails are less intrusive than phone calls, yet ideal for immediate calls to action. Your prospect may not welcome phone calls when their priority is to deal with their patients or customers. But they may be happy to receive an email which provides a click through to your website when they are relaxed and open to the information.Emails allow for simple regular communications which will build the awareness of your brand and services in your prospects' minds, for the moment they need your solution.
Email campaigns also make prospect responses easy to track, record and analyze. Whether you are developing brand awareness, or converting leads into sales, feedback from email campaign responses is measurable, and can contribute to reshaping your content for better results.
The second step is to append other basic information, including, but not limited to, company size, geographic location and industry. This will transform your database into an extraordinarily powerful, flexible, analytical tool that situates each of your contacts in a meaningful market segment. This alone can help you become more informed about the characteristics of each prospect and the market context within which they operate — information that can help shape the way you communicate your offering to them.
For a medical supplier to be able to distinguish pharmacy prospects by size may mean differentiating those who supply to the public from those who may likely be supplying hospitals. This segmentation would create the potential to write more directed marketing copy for each type of prospect. In addition to this, appending basic information means you can compare and contrast prospects' responses by group to find which audience divisions make the most sense to you. You may find more interesting insights when you analyze your contacts’ behavior based on industry, e.g. pharmacies versus doctors’ surgeries, rather than on size, i.e. large medical customers versus small ones.
This may help you develop more effective marketing initiatives and content. It may be more appropriate to design one kind of campaign for pharmacy contacts and another kind for doctors’ surgeries. With each new campaign, enhanced segmentation means you can accumulate new intelligence on each of your markets. Where it seems reasonable, the intelligence gathered on prospect groups in your database can even be extrapolated to draw conclusions about markets beyond the database.
For example, if the response rate from pharmacies within your database reveals exceptional interest in your service offering from this segment, it may suggest that you should concentrate more business energy on expanding to supply pharmacies across the globe.
In the past you may have only been able to use assumptions and hunches to guide you in your marketing, but a segmented database provides the capability of collecting hard data to back up your proposals.
Appending both email and other missing information is likely to improve your communications with prospects, and increase your ability to analyze your markets, shape your content and direct your business expansion.