Marketing service providers depend on strong client relationships to establish a solid reputation and proven track record. Without access to the right data, it’s almost impossible to successfully manage projects and customer expectations. Professional marketing firms vary in what they do and how they can help their clients. Some organizations help with data quality and customer analytics, while others focus on campaign management and creative services. Regardless of their focus, marketing services providers need to understand that data and stellar project management go hand in hand, and automation is at the heart of the matter.
Putting Data to Good Use
Marketing automation software used to be a fixture more commonly seen in enterprise-level organizations that run complex multichannel campaigns. However, Advertising Age pointed out research from the Gartner-affiliated firm Software Advice found 98 percent of small-business software purchasers are actively pursuing marketing automation software. That being said, nearly half of small business owners are still using manual processes in support of their marketing campaigns. What’s pushing more companies to embrace automation?
A top reason is to improve lead management. The specific functionality that small businesses are looking to use is contact management, lead tracking, drip campaigns and email marketing. One of the dangers of implementing a marketing automation platform (MAP) is taking a set-it-and-forget-it approach. A central component to effectively putting automated lead nurturing campaigns into practice is proactive data management. If the data is inaccurate, out of date or incomplete, then it’s likely that your MAP won’t be used to its fullest capabilities and your campaigns will suffer for it.
Business 2 Community went further, explaining the relationship between sales and marketing teams needs to be strong and founded on the expectation that both stakeholders can use marketing automation software and benefit from it.
Breaking Down Informational Silos
Additionally, research from Aberdeen Group emphasizes the need for alignment between different teams to find the right footing for a new collaboration. This begins with partnering with the right customers, clarifying the scope of the project and being able to outline the profit potential. A recent article for AdExchanger emphasized that CIOs and CMOs are often not on the same page, especially when it comes to timetables. Implementing new systems and technologies are often on a calendar that requires a multi-month or year scope. Therefore, the return on investment is measured quite differently since there are different expectations.
The reality in modern marketing service firms is that IT and marketing are equal stakeholders when confronted with the question of data quality and accessibility. Clients generally only care if the services rendered, including lead verification or data append, provides results within the scope of their expectations.
Executing projects relies even more heavily on having access to the most robust data to ensure all objectives are met within a specific timeframe and within an agreed-upon budget. We offer the best source of data for marketing service providers who want to create positive, lasting relationships with their clients and consistently deliver results.
Businesses of all sizes have put our data to work. Read how marketing service provider, OfficeSpace.com used Pro to provider their clients with in-depth information on their leads.
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