The other day I got an email from someone I did not know. It had a catchy subject line that piqued my interest so I opened it to find out more. Once I started reading however, the message completely missed the mark for me. Even though the content was short and to the point, they lost me at “Hello.”
This inbox experience led me to think about how other companies might be missing the mark when marketing to individuals in the B2B marketplace. What is the recipe for success? Nothing has changed, the more you know about the person you are marketing to, the better chance you have of engaging them. Marketing 101, right? So why do some companies keep missing the mark? Could marketing automation be the culprit?
How can that be? Easy. Those tools are only as good as the database that drives them. It’s like getting fresh baked bread and putting rotten meat inside to make a sandwich. No one will say, “Wow the bread was great, too bad about the meat. I will give this place another try.” They will actually say, “This sandwich is terrible! I am never eating here again!”
It’s the age old problem these new-fangled marketing tools have yet to resolve. Without having an accurate set of data to work from, your customer database or a prospect list can be the difference between success and failure.
No dataset will be perfect, but keeping your database up-to-date and procuring data from credible sources is the first step for a solid foundation. Then you can wrap it up in a nice piece of fresh bread and have a fantastic marketing sandwich!