Developing a strategy and a process that prepares the database for easy campaign segmentation will simplify and streamline campaign list building. Assigning accurate profile data will enable your campaign to use relevant messages and influence and ultimately win prospects faster and easier.

For example, adding a self-qualification requirement to a web-to-lead form can provide instant value in profiling any potential candidates for a quick, short-term marketing campaign. As part of your data mart for Lead Management, profiling will also serve as a basis for future campaigns.

Look for ways to accelerate profiling new prospects. Fresh data is better for matching prospects to the right campaign. Inaccuracies or changing customer circumstances make these data worth less over time.

A big challenge is that leads come from diverse sources: web inquiries, purchased lists, sales contacts, partner contacts, and customers. Unfortunately, these are often scattered across the globe in various Customer Relationship Management and other database systems. Such data become relatively insignificant and dramatically decline in value if you cannot tap them immediately for an urgent campaign that presents itself.

We’ve all heard of implementations that were too slow and became useless. For example, one company expended three years to build a marketing data warehouse. As a result, they never used it for a single campaign because the data was so outdated! In some cases, you may need specialized assistance in order to consolidate and cleanse prospects and customer databases within multiple sources. >>Next