B2B marketing prospers almost entirely on relationships and these connections typically last longer than B2C ones. The skill lies in establishing and maintaining these relationships in such a way to keep clients coming back. This entails connecting with the right people at the right time, which in turn, depends upon having accurate and available contact information. In short, the accuracy of your primary dataset – your phone’s address book management is the key to your success.
So, is your mobile data clean, up-to-date and easily accessible when the right opportunity knocks?
There can be no assurances given the fact that our contacts are usually spread across a multitude of platforms and the data we rely upon is dynamic in nature. Dun and Bradstreet’s 2017 Marketing report mentions that in every 60 seconds, 64 businesses will move, 159 new businesses will open their doors and 182 CEO or owner changes will occur. The report mentions that 56% of sellers surveyed believe that ensuring data is relevant and complete is a challenge, making it hard to keep up.
Keeping track of all your contacts is a tricky task, and there does not appear to be a perfect solution to ensure that incoming information is sorted and kept current and handy.
CircleBack Stood Up to the Challenge
DubLabs gauged the changing business dynamics long ago, and with a forward vision, stood up to the challenge like some other companies in the market. In 2012, DubLabs came up with CircleBack -an address book management app that uses crowdsourcing to pull together a user’s business contacts scattered across different sources. It fills in any missing information and keeps your contact information from multiple sources unified, complete and instantly accessible. With CircleBack, users are able to seize every opportunity to form connections with people and enrich personal relationships.
Circleback’s contact management app, with its proprietary data engine, has evolved and improved over time, and currently offers many interesting features to deftly manage all your incoming contact information – contact deduplication and smart merging, unified contact list, contact updates, custom groups, contact completion, email signature capture and business card scanning. It then allows you to further export this data to your CRM. Today, CircleBack has millions of users and is continuously striving to fulfill changing customer expectations.
So, once your customer data is clean, consumable and complete, make it work for you before it grows stale. However, remember that address book management is an ongoing process, and data should be cleaned and updated regularly even after it has reached your CRM.
From Clean Data to Segmentation
In CRM, analyze and segment this data further to sort out promising individuals and companies. Set up systems to automatically segment incoming data and create necessary filters such as demographics, income, location etc. to target people with specific interests based on the product or service being offered. Use Predictive Analytics and figure out what triggers their connection to your product. Follow the ‘Omotenashi’ philosophy to gain a deeper insight into the buying behavior of your customers and anticipate their business problems.
This leads us to next crucial step- connecting meaningfully through customized solutions.
From Segmentation to Meaningful Connections
Choose appropriate interactive touchpoints based on client preferences – mobile, direct mail, webinars or a combination of channels. Then offer valuable personalized content that appeals to your clients, and highlight accessible solutions to address their specific pain points. Interact frequently, and improve and innovate relentlessly to keep up with the clients’ choices. Occasionally, host webinars and create vlogs to showcase the value of your company. Invest in video content, create a powerful online presence and keep in touch with your clients. Suggest concrete business benefits and be authentic and genuine in your dealings.
Finally, to make these relationships truly meaningful and lasting, offer your clients an opportunity to see faces, hear voices, and feel the human factor. In a survey, 85% people said they preferred in-person meetings as they feel they can build stronger and more meaningful business relationships whilst 75% believe these meetings allow more time for social interaction and enable them to bond with more co-workers and clients.
So tread the path from feeding data to your mobile device to meeting your connections in-person to successfully complete your sales journey, and create meaningful lasting relationships.