Nothing is more frustrating, from a production standpoint, than to have your content and brand fall on deaf ears. Vendor fatigue is a real issue that the majority of marketers battle, and most have no idea how to beat it. Amidst the frustrations, marketing must still perform by generating leads and producing high value content. So, the question must be asked, is there a way to truly defeat vendor fatigue?
Data Cleansing Goals
Purging your marketing database from its data grime and stagnant contacts should be a must on your list of things to do each 4-6 months. However, simply removing poor data doesn’t solve for all issues. In fact, it can be harmful for your marketing operations if done poorly. That means, in your data cleaning process, you’ll need to establish parameters follow. By setting data goals, you now make your efforts trackable. Let’s say one goal is to remove 1,500 opted out contacts and replace with 3,000 fresh names. This allows you to see what the ROI is. Could you have scaled back on your data replacement? Maybe it would have made sense to bolster the current contacts instead of dumping them? The only way to know this is set goals and measure against them.
Contact Data Research
It’s very possible that, over time, your marketing contact well has dried up due to lack of personalization. If you’ve identified this, it’s probably a good time to bolster your current contacts with some applicable research data. Why do this? Well, prospects are over 25% more likely to respond to marketing outreach when some level of personalization is applied. It’s all about catering to the person over the product. Contact research can be done in a ton of different ways, but the best place to start is with a defined list of targeted contacts. Once that list is created, you can then start filling out various data points like competitive intel, industry trends, recent press releases, etc. Your marketing campaigns can be centered around these various points of interest to speak to personal need. Data research can be done in house, or through various vendors. A vendor approach will net you more personalization for over a period of time.
Leveraging Partner Networks
Your marketing data is only as accurate as what your network allows for. If your current list of leads is lacking in quality it’s next to impossible to convert them down the funnel. This is where a partner network comes into play. By using partner data, you gain access to a large variety of contacts that fit your ideal customer profile. You’re usually able to customize what contacts you want, and the data points you want on them. This approach blends the two topics talked about here: clean and personalized data. That being said, it’s most likely going to be the solution that costs the most as it requires work from a vendor, however the data you receive will pay off sooner than if done internally. The best way to go about looking into a partner network is to dig into what your goals are with the data you want to receive. Organize all your targeting criteria, and see what network has the best match.
Regardless of how you go about it, keeping up to date with your marketing data is key to driving conversions and ROI. Vendor fatigue can be a frustrating topic to navigate, and it’s only made more difficult by the general decline of data over time. Enacting these steps can help you overcome poor data and put your time back where it needs to be: marketing the brand.