Enterprise-level clients present lucrative potential for marketing teams. They’re the major brands, large-scale companies, and key executives with the power to greenlight major purchasing decisions.
Marketers dream of these clients, yet many also know the frustration of wasting valuable time and resources acquiring and nurturing leads that turn out to be too small, too irrelevant, or just not a good fit.
Landing big-fish prospects takes more than simply casting a wide marketing net. With the right data, your organization can target and reach the decision makers who can make their company your customer.
The Challenge: Wasting Time on the Wrong Leads
Data-driven marketers understand the importance of efficient targeting. When marketing to enterprise-level audiences, the stakes are high and the margin for error is thin. A single mishap such as targeting the wrong-size company, the wrong industry, or the wrong person can lead to wasted resources, frustrated teams, and missed opportunities.
Consider the task of targeting a senior executive at a Fortune 1000 firm.
You may have hundreds, if not thousands of names in your database with “senior” in their job title. However, if you can’t discern which of these names is the key decision-maker at the right level, in the right department, within a company that’s the right fit for your offering, your marketing efforts will likely be in vain.
If this frustrating situation is all too familiar, you’re not alone. A recent report by the Harvard Business Review revealed that organizations collectively waste an estimated 30% of their marketing efforts on unqualified leads.
So what can you do? Demand Better Data™.
Better Data: The Key to Targeting the Right Companies
Often, an organization’s customer relationship management (CRM) system is only set up to house basic and essential information about a prospect or customer and their company: name of contact, job title, name of the company they work for, and industry. Perhaps your CRM delves a little deeper and includes the size of the contact’s company and annual revenue — but successfully targeting enterprise-level clients requires knowing more about the prospects and their companies. Much more.
What recent business shifts has the company experienced? What are the company’s current challenges? Has anyone from the prospect’s company recently engaged with any of your digital marketing assets? If so, what content have they been exposed to? Does their digital footprint tell a story about what they are looking for on your website and/or what their challenges might be?
These are tough data questions for marketers to answer, but the rewards are plenty and worth the effort if you’re willing to roll up your data analysis sleeves.
Suppose your data were sophisticated and refined enough to show that someone from a sought-after company clicked on a banner ad promoting a webinar, registered and attended that webinar, signed up for your mailing list, and finally, browsed the pricing page on your company website.
Data-driven marketers should drool over this kind of data because it paints a detailed picture of the prospect’s interests, challenges, and intentions.
Imagine the messaging you could craft to target that prospect!
Finding the Right Data Partner to Land Better Clients
Obtaining these kinds of actionable insights requires more than just a CRM and tracking pixels installed on your website. This is where experienced, trusted data partners can help evolve the kind of data you collect and use it to strengthen your campaigns.
The right data partner should listen to you and your team so they can understand your goals and challenges. They should have a deep understanding of the marketing systems you run and provide a clear explanation of how they can refine your approach with data solutions customized to suit your organization’s unique needs.
Landing enterprise-level clients is like hooking a whale at a fishing contest. If it were easy, every marketer would have a framed picture in their office of them with their prized catch.
Like an expert deep-sea fishing guide, the right data partner knows where to cast your campaign’s line and how to use refined data to reel in the kinds of clients that help make careers.
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