Database Marketing

Database marketing is a form of direct marketing that uses or creates databases (CRM’s) of customers or potential customers in order to promote a product or service or send information that you need everyone to know.

A CRM is a your Contact/Customer Relationship Management system—essentially your Rolodex/list of contacts.  This list is generated during the sales process, with the hottest leads usually being the ones with the most activity.  The cooler leads tend to have less communication, because they are not as much of a priority and often there are not enough resources to do so.  Before you know it, though, there are many names in your CRM that haven’t been touched for ‘a while’.  You can also add people to your database based on interactions with people you meet or contacts of your contacts.  By always looking for customers in whatever setting you find yourself will help quickly grow your list and the potential for leads within that list.  The most important thing is to make sure you always have the most current information on all your contacts.

This is your sales opportunity!  ‘Mine’ your CRM data to get current contact information, to explore new opportunities, and to assess market trends.  You can even try to cross-sell or up-sell to your existing customers.

How do you find the resources?  Commit to making these calls and set goals on how much time to invest and reasonable expectations for results.  Then be creative:  use interns or sales trainees, or perhaps hire an appropriate third-party resource.

Lastly, make this investment worthwhile by using it as a short term program with long term implications.  Document phone call responses in a format from which it’s easy to report and use those reports in the future.  Also, categorize updated contacts into sales/marketing campaigns, e.g., need meet face-to-face, call regularly, or put on an email campaign.  Then, implement the campaigns!

Now you’ve got an updated database, sales leads, and contacts to which you’ll regularly market.  It’s definitely a great way to make something out of “nothing”!

Kathleen Clingman
Marketing Consultant

This entry was posted in CRM, Database Marketing, Marketing Insight and tagged , , , , . Bookmark the permalink.

Leave a Reply

Your email address will not be published. Required fields are marked *