When planning an impactful integrated campaign, we have to get the basics right. The first step is data. It is a valuable resource that we take for granted. It seems plentiful, but if the quality isn’t considered and maintained, it can have a negative impact on profitability.
Inaccurate data is an obstacle to acquiring and retaining customers, causing inefficiency, affecting profitability. It is fundamental to successfully building your brand and filling your pipeline with Sales-ready leads. It takes effort and ongoing management, but it will allow you to understand your audience.
In so doing, you can make sure you target the right people with the right message at the right time as they move through their decision-making process and you move them through the sales cycle. This not only enables you to engage appropriately, it also makes the most of your budget, because you’re not randomly “blasting” the same message to the user buyer that you are to the CxO.
Paying attention to your data and instigating an ongoing programme of cleansing, augmentation and behaviour analysis is critical for the continual success of any campaign you produce.