Tools for B2B data management
But which tools can help achieve these advantages? Let us look at them with a few examples.
The acronym CRM (Customer Relationship Management) indicates a set of applications with which to analyse, manage and optimize relationships with customers, current or potential. These solutions make it possible to collect information from a multitude of channels, reorganize it and make it available to company departments in order to develop new strategies.
They are collaborative tools that require the development of a vision based on the integration of data in decision-making processes.
Today, data management based on the use of CRM software is especially crucial for marketing and sales functions. Why?
Because this approach makes it possible to monitor results in real time and take the necessary actions to optimize them.
In addition, these software packages make it possible to build real Customer Data Platforms (CDP), containing a complete overview of customer companies.
But let’s take a closer look at what this is all about with an example.
The marketing department of a company producing valves for the oil & gas industry wants to promote a new line of automated valves.
For this purpose, a DEM campaign is implemented aimed at two different targets: on the one hand, companies that are already customers, and on the other hand, leads obtained through a platform for the identification of new business partners.
With regard to the first target, the goal is to upsell the already existing customer portfolio; in the second case, it is to establish a new relationship with foreign companies never contacted before.
In order for the operation to be implemented, it is necessary for the marketing and sales departments to use the CRM correctly.
Indeed, it will be necessary that the data within it is up-to-date, including companies that have already purchased valves similar to those to which the next e-mail marketing campaign is dedicated.
Likewise, it is necessary to have in it the contacts of new potential customers, segmented on the basis of parameters such as turnover and sector.
It is therefore necessary to define standard data management procedures with which to make the most of the available information, making sure to use only that which is really useful.