6 Keys to B-to-B Database Growth for 2009-10
The audience attending the webinar was impressive — experienced marketers and exceptional newcomers at small and large B-to-B companies. (If you missed it, click here to register for a replay, which will be available until the end of the year.) The pace was likewise impressive. In less than an hour, we covered six major ways to use data to boost return on investment. These included:
- improving sales with better buyer file performance;
- reducing costs by suppressing unresponsive folks;
- finding lapsed buyers who'll buy again, eliminating deadwood;
- identifying new buyers or average spenders who have the potential to grow;
- estimating market share; and
- gaining insight that translates into sales on those parts of customer files where the least amount of data is available.
Also during the webinar, Epsilon Targeting Vice President of Abacus Data Services Eric Zilling and I presented specific case studies of how successful multichannel marketers, such as my company and others, have used this data to improve results and ROI. Many of us use a wide variety of channels to sell our products. But how do you decide who gets what channel and how often?
