SMS message: “Hello Yaniv, this is Natalie from company Y. We have a new promotion that will encourage you to join-up right now! This is a 15% discount of our price from a month ago, and now, due to current events, we are allowing new customers to benefit from it. I also see you are a former client of ours, so you already know our excellent product, so what do you think?”

Me: Ignoring raising an eyebrow and asking myself: Is there a problem with my credit card?

SMS message No. 2: “Hello Yaniv, so what do you say about our offer? You can join-up using this link right now!”

Me, messaging back: “I’m already your client, why are you trying to add me again?”

This conversation script is not imaginary. Many organizations invest millions in collecting data from every possible information channel, about every person who might be a potential client, either in the present or in the future; but many of them don’t invest in improving this data, and in mining the incredible marketing potential within it. Numbers don’t lie: Data Driven organizations utilize their marketing systems in the best possible way, and they know their clients in a much more in-depth manner.

These organizations enjoy many advantages, such as streamlined sales process, establishing more accurate performance indicators; and even future prediction of their client’s behavior. However, it’s important to note that this is not an easy task. The mountains of data collected from all information channels can became “a needle in a haystack”, or you might discover you bite off more than you can chew. Therefore, you must carefully “clean” the data from duplicates, inaccuracies or unreliable information, to prevent damage down the road. What other recommendations can help you to better your data? This is what we are here for.

1. Determining the right indicators

Collecting data has one purpose: to support the organization’s marketing and sales processes, by filtering clients according to their position in the sales journey. In order to obtain the best results from the organizational database, it’s recommended to determine success indicators (KPI) for any marketing objectives you might have. The indicators must be well defined and clear to all sales, marketing and service teams in the organization. We also recommend appointing the right people, and use the correct systems for collecting data, and adjusting it to your established indicators.

2. Be patient, it will come

Even if the process of collecting data and then improving it according to the indicators is done efficiently – sometimes the increase in sales may be delayed for various reasons. Therefore, be patient, and keep your ear to the ground by examining the conversion rate at each stage of the sales journey. Got a new sale just for established clients? Make sure that salespeople know exactly who they are addressing, what the right tone is, and what objections can arise in sale calls. It’s important to remember: a potential client has up to 12 interactions with the brand before they decide on a purchase – and each interaction must be a positive one.

Data-driven organizations will arrive at business insights faster (UNFLASH)

3. Personalization does the trick

A careful internal analysis of the existing database can reveal a lot about the ability to increase sales in the short term – if the right personal approach is taken. Every client is its own world, and adjusting marketing messages to each individual client can contribute quite a lot to the process. In what way or time frame did potential clients interacted initially with your brand? What are they looking for? How do they expect salespeople to approach them?

4. Targeted segmentation

One of the distinct advantages of a data-driven organization is the ability to accurately segment the database and info they have. Segmenting data by geographic, psychographic or sales will define clear goals, which help sales teams close more deals. Targeted segmentation also helps in adapting marketing messages to each target audience, and determining indicators more precisely.

5. Winning technology

Data-driven organizations already know: data collection must be done automatically. Manual feed? This is a process that belongs to older times. Today, most marketing systems synchronize with the CRM system, and draw information directly from it, in a clear and clean way. It’s not just about operational efficiency that saves time and money, but also about a positive sequence, which help sales people get the information they need, without too much effort.

6. The million dollars question

“Why?” This question just appear to be simple. In fact, it’s a strategic need to research and analyze your databases, so you can identify trends and leads that will help increase sales in the near future. Finding an answer to the question of “why” can also help locate deficiencies and errors in databases. It can also improve marketing campaigns; refine brand messages and the content produced by the organization.