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Down the Rabbit Hole - Big Data and Your Marketing Leads

Marketers today have it easy. Just kidding, but we got your attention, didn’t we? Let’s amend that statement: Marketers today have so much information at their fingertips that generating, nurturing, and handing-off prospects should be easy. But it’s not.

In the Great Data Era of business, you have enough information on your prospects to create mile-long lists of demographic, behavioral, and characteristic data. But how do you translate all that data into conversions?

Marketers in Wonderland

Predictive marketing is becoming an increasingly popular mode of converting data into real customers. In fact, research shows that 89% of B2B markers in 2016 intend to use some kind of predictive marketing to optimize their lead generation.

But back to that mile-long list. Marketers today have to balance a much longer list of qualifying criteria than marketers in the past. While previously, you may have relied on 4 or 5 signals for your target customers, predictive marketing allows you to crunch thousands of behavioral signals to narrow down your target market and its members.

Down the Rabbit Hole

Creating and managing a list of prospects with big data can be a huge asset to your organization. It increases the likelihood that the people you invest in will have a favorable response. However, will all of the data available, navigating through the information can be a veritable rabbit hole. Focus on three types of data in order to create the best prospects:

  1. Foundational Data is the the typical demographic information you look for in your target. Things like location, industry, and job title are common foundational metrics for B2B marketers. This information helps you qualify your prospect.
  2. Onboarding Data is anything you collect from forms or web analytics. More personal information like name, email address, and company are included in onboarding data. With this information, you can more easily reach out to your prospects.
  3. Fast Data is captured in real-time. Social media analytics are a huge asset to fast data. You can learn more about your prospects’ behaviors, likes and dislikes, and media channels. Fast data helps you concentrate your marketing efforts in areas where you can quantify your target’s presence.

Building a firm foundation for your target is key. Once you’ve established your small-data criteria, big data can help you pinpoint the prospects on whom your efforts should be concentrated.

The Bottom Line.

It’s easy to get lost in all the information available in today’s data-driven world. Embrace the data that matters by outlining your criteria first, and using the tools at your disposal to find your perfect customer.

Data Driven Marketer eBook

Want more information on how to be a data-driven marketer? Grab our free eBook, and make the most of your marketing wonderland.

June 29, 2016
by
Heather Carpenter
in
Data

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