Most contact databases include only the current customers
- you need to expand your contact list if you want to expand
your sales!
You are very familiar with the clients you currently do business
with. The account information in your CRM database is current and
all your contacts within each account are up to date with current
telephone numbers and e-mail addresses. If you fall in this category
you are ahead of the pack already. However, if your marketing efforts
are focused on these targets alone you are not going to generate
new accounts with substantial new growth opportunities.
Cura can help you to add new prospects to your database that would
be likely to consider your products and services IF they were exposed
to them.
Acquiring new prospect data is a 2 step process.
Account data - By employing Cura's Mapping and
Targeting process you will identify boundaries for your sales activities
that include geography, industry types (SIC, NAISC), company size,
etc. Using these "tags" Cura can tap into external databases
such as D&B and other subscription services to extract all
the companies that meet your criteria. Data at the account level
can then be imported into your CRM. Cura can also help you to implement
periodic data cleanup and updating routines to insure account data
remains current - although data at this level remains fairly stable
over time.
Individual contact data - Individuals are constantly
changing positions within companies, changing companies, etc. Since
Digital Marketing activities are conducted at the individual contact
level, and the e-mail address is the key linkage, keeping this
data current is a much different challenge. In addition, with the
recent implementation of CAN-SPAM regulations there are strict
requirements now in place regarding how to acquire and utilize
individual e-mail addresses in the pursuit of commerce.
Cura can help you sort through the regulatory requirements and
recommend the best approach for acquiring and adding e-mail addresses
to your CRM.
- If you choose to purchase a list of contacts developed from
a set of segmentation tags that could include geographic boundaries,
SIC, company size, ownership type, specific titles, etc. costs
will be low however you are responsible for managing CAN-SPAM
requirements, and matching the data to the proper account in
your CRM.
- If you choose to provide a list of specific accounts to the
external service, they can identify all the contacts that match
your requirements and append the correct contact information
including e-mail addresses to the proper account record. They
will also manage the CAN-SPAM requirements for you prior to appending
the information. Costs are significantly higher and the match
rates can be as low as 10%, however you are assured that the
data you receive will be usable and compliant.
Data acquisition and maintenance can be a complex process; however
it is critical to insuring a successful Digital Marketing program.
Cura has the experience and the contacts within the market to cut
through the issues and simplify the data acquisition process. Whether
you are starting with a clean up to date customer database or need
help to get to that point, Cura can guide you through the steps
to produce a CRM database that will expand your marketing reach,
create new relationships and drive new business opportunities.
Contact Cura today and start the process of building a game changing
contact database - before your competition does!
The Cura Group
"We build SalesForces with our clients."
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