Capturing the right data for customer retention and growth
Today's B2B marketing teams are awash in customer information. This flood of data can produce optimal marketing results and significant ROI opportunities, but not before it tasks marketers with putting it all into context. The right customer data leads to the right customer insight—ultimately providing accurate business foresight—but first, marketers have to catch, integrate, augment, and analyze all that information. That means knowing what kind of data is needed, what data is being received and reported, and how to capitalize on the information. Direct Marketing News invited seven senior B2B marketers to a conversation about data capture, management, and optimization strategies for customer acquisition and retention. Integrated marketing solutions company Reach Marketing cohosted the discussion, which ranged from how to gather the right data from the best sources, to how to enrich that data; and from how to improve data management, to how to approach social media information.
Company of the Week
We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.
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