Database marketing

• Agencies

  Telemarketing Helps First Databank Qualify Leads

  Small, highly specialized business-to-business marketers often lack the resources to follow up every casual inquiry. First Databank (FDB), which sells drug data to medical information system providers, health plan operators, pharmacy benefit managers and other organizations, has been using an outside telemarketing firm to pre-qualify its leads. The sales cycle is slow—it took more than […]

• Agencies

  DMA Offers Data Governance Certification to Marketers

  The responsibility for securing data has existed for a long time within organizations’ legal, privacy and information technology units. A new certificate program from the Direct Marketing Association seeks to give marketers a solid grounding in responsible data practices.

• Agencies

  Study Finds Strong Correlation Between Analytics and Loyalty Program Success

  Marketers have concerns about the impact their retention programs are having on customer loyalty, according to the top-line findings in a paper from SAS and Loyalty 360, with only 24% of them believing their efforts are very effective in delivering desired results.

• Agencies

  New Online Deal Site Targets Gay Male Market

  DirectMale.com, a newly launched deal site, offers marketers an opportunity to reach an affluent, engaged population. But marketers need to know there are specific ways to speak with — and not speak with — this audience.

• Agencies

  Five Clues Online Customers May Be Cheating (And How Data Can Win Them Back)

  U.S. consumers spent $194.3 billion online in 2011, yet Forrester Research notes that for every $80 companies spent driving traffic to their sites, they spent only $1 trying to convert those visitors into customers. Given how much revenue is up for grabs, and how little companies are spending to stake their claim to it, there are huge opportunities for marketers willing to commit to rewarding, incentivizing and personalizing their visitors' experiences.

• Agencies

  Q&A: Creating a Winning B2B Landing Page

  The rules for landing pages are different in the business-to-business (B2B) arena than they are for consumer marketers. Adam Blitzer, co-founder and COO of Pardot, discusses how what marketers should be aware of, and how they can make the most of these differences.

• Agencies

  Silence, Trust Issues Key in Detecting B2B Defection

  In a relationship, "fine" is can mean anything from "things are wonderful" to "I don't really want to talk now, but my bags are packed and I'm on the next bus out of here."

• Agencies

  Eve Ensler’s Advice on Being A Better Lover – And Data-Based Marketer

  Playwright Eve Ensler's Vagina Monologues includes a bit of advice for being a better lover that could easily carry over to those responsible for collecting data for marketing purposes.

  SLOW DOWN.

  How this makes one a better lover is pretty obvious. So let's focus on the data part.

• Agencies

  Tailored Content Boosts Conversion in Lead-Generation Cycles

  Relevant storytelling can bridge the gap between prospecting and lead nurturing. King Fish Media’s Gordon Plutsky makes the case for data-based content that brings prospects from the inquiry stage to the sales stage.

• Agencies

  The Case for Data-Driven Test and Learn Processes

  The test-and-learn loop is an underused tool in a marketer’s arsenal. Pity, because it can be the difference between just struggling along and succeeding.