Data – Knowledge – Campaigns – Success
Convert your customer data into customer knowledge and execute marketing campaigns without hiring.
Quickly increase customer value: acquire faster, retain longer, sell more.
Data-driven campaigns
for success you can measure
Data-driven campaigns
for success you can measure
Segmentation: identifying and choosing accounts for your marketing campaigns
Segmentation is the first step for choosing targets. Depending on your specific objective (acquisition, retention, growth), we are going to target a set of accounts with certain criteria.
These criteria include whether you address existing or potentially new customers, company sizes, vertical industries and more demographic data. Your segmentation will get more focused by taking more factors into account.
We enrich your segmentation by predictive modelling.
The more complex your segmentation the smaller the size and the easier you will be able to reach the contacts in an individual way.
Persona: presenting the right content at the right time to the right audience through the right channel
We will put you in the position to personalize your messages when communicating with individuals. Personas are classified by certain criteria which they have in common: positions, gains, pains, communication channels.
We will create buyer personas by reviewing leads and customer profiles in your CRM, enrich data through data providers and talking to your sales department.
Deliverables:
- Content map: who is interested in which content?
- Channel map: which personas are open to receive messages through which channels?
- Customer journey map: which content satisfies best which level in the buying process?
Data Platform: your central location for information upload and knowledge download
Why use data for in marketing?
- You will replace instinctive and emotional decisions by informed decisions. This will make your marketing campaigns measurable and comparable.
- Your data platform is the basis for individual messages, thus, will help to increase customer experience.
We support you with the following actions
- Build a clean, robust and reliable contact database
- Define a data model comprised of CRM, ERP, engagement and campaign data
- Enrich with 3rd- party data
- Your data platform will be ready for bespoke analysis, dashboards and visualization
- Data activation for campaigns
KPIs: measuring the business impact of your marketing campaigns
KPIs will be defined and measured for your marketing campaigns
- Marketing KPIs: counting events per time and cost per activity, e.g. clicks per day, webinar participants, cost per lead. Goals: reduce cost and increase the number of events. They will inform your marketing department about buyer behaviors in various channels.
- Revenue KPIs: Newly created opportunities and marketing pipeline. This includes the break-down into pre-defined segments like verticals.
- Operational KPIs: conversion of selected targets into leads. This tells you something about how well marketing operations (or whoever did the selection) is aligned with marketing. At the far end we will measure the rejection rate by sales.
Blueprints: the architectural foundation for successful marketing campaigns
The blueprint of a campaign, or rather, the portfolio of all the blueprints of your campaigns are holding the pieces together. Over time all your campaign blueprints including planning and launching of your campaigns will have the same format.
Corvendor supports you in
- Preparing a detailed project plan for individual campaigns. This will include content / audience mapping, targets, resources, cost and, timing.
- The individual plans combined to form a helicopter view of all activities
Individual plans are for marketing to successfully execute. The big picture demonstrates how your organization’s strategic goals are aligned with the go-to-market setup.
Scoring: watch your universe expand
Scoring means giving points to contacts and accounts and measure the changes before and after the activity.
Adding points are triggered by engagements like the download of a white paper or participation in a webinar. The scoring value will then further depend on characteristics such as size / potential / propensity of an account or contact.
The increase of the total score for all the participants of a campaign is a direct measure for the success. It puts you in the position to compare the impact of a campaign with respect to a goal like acquisition or growth.
Scoring also serves the purpose of “what to do next” (nurturing). Example: have a contact called by telemarketing once she reached a pre-defined threshold.
Dashboards: visualizing your success
The art of data preparation is to identify the five most important metrics to focus on. These are universally applied to all campaigns. The weekly success compared to the plan and key metrics present the details of your segments: customer ratings, industries, channels, regions.
NB: Deep market understanding is the foundation of an efficient visualization!
Analytics: making more business sense out of your data
Analytics is about turning your data into knowledge. Analytics is also referred to as business intelligence (BI), predictive modelling, data mining, etc.
We will detect rules and patterns in your data. The findings will support you in understanding your customers and the markets better and thus target the right audience by your marketing activities. It is imperative to understand that there is more to it:
- It is a cyclic business process: the learnings from existing data will motivate action. The actions will create more data.
- Mathematical expertise is equally important as the business/marketing expertise
- We deploy a good portion of often-underestimated creativity
