Mining for Gold in Your House File
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Today’s savvy marketers can’t afford to waste time or money reaching out to prospects that have little chance of becoming buyers. Even if you have a pretty good idea of who your best customers are, can you define them in terms that will help you find the next “like kind” business or consumer?
Your company’s house files can offer a gold mine of information for “cloning” customers and minimizing the waste associated with marketing to the wrong prospects.
Using your house files, you can take the basic information you have about your best business or consumer customers that reflects the existing relationship, and working with your marketing services provider, add demographic information to enhance your customer profile.
Both business-to-business (B2B) and business-to-consumer (B2C) marketers can benefit from customer profiling. More robust customer data improves the effectiveness of targeted marketing campaigns, helps you to cross-sell and up-sell, and can guide your efforts to reactivate dormant or lost customers.
B2B data fields that can “flesh out” a top customer profile would include annual sales, number of employees, legal status, location type, minority-owned business, nonprofit, owner versus renter or years in business, just to name a few.
Examples of B2C data fields would be adults in the household and their ages, credit card ownership, home ownership or equity available, household income, length of time in the residence, marital status, and number and ages of children present in the home.
Want to learn more ways to capitalize on your house data? Let us know; we can help.