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What Does a Tailor in the Middle Ages Have to Do with Database Marketing?

Search Engine Advertising (SEA), SEO, Web Analytics


Imagine that you are a tailor in the Middle Ages. Selling clothes, making alterations, and repairing good is your business and livelihood. Naturally, you will have different customers with different preferences in terms of fashion, color, and cut. You have the ability to cater to the finest princess with finest silk, as well as the lowly huntsman with the strongest, most resilient wool.

All of the information you need to meet each customer’s request is either written down somewhere or filed away in your head. New information also needs to be stored somewhere so it can be recalled later to complete an order or anticipate new ones for special occasions such as weddings and births. Using this data and knowledge about your customers, you can create forecasts for when you expect a customer to place an order or needs an alteration. You can also use this information the estimate when you will be paid for services, so you can keep a ready stock or order new items based on preferences.

This same information exchange mechanism still works in our world today—especially when looking at the internet. With the flood of information and data points created by everyday internet usage, we are able to predict and forecast more accurately than ever before what customers want and need, as well as when. This is phenomenon known as “Big Data.”


Buying Stages and the Buying Process

Thus, targeted customers often belong in different buying stages. There are many different web analysis methods and tools that can be used in order to determine which customer is interested in what (and who they are). In this way, a complete web analytics system, such as effective.tracking, can be used to discover very valuable information about website visitors and which information they accessed online.

Where no clear assignment is possible, due to lack of information, SEO analytics software can help to fill in gaps and provide additional data. Google now hides the original search query of a user (keyword not provided). However, by using an SEO tool such as Searchmetrics or Xovi, it is possible to draw significant conclusions about the most important keywords driving different visitors to your website.


Lead Nurturing and Marketing Automation

Of course, customers need different types of information at different stages of the buying process. The concept of lead nurturing tackles this problem by defining audiences and purchase phases, and prepares tailored information for each stage.

Given that the number of potential customers is practically unlimited with the internet, marketing automation tools such as Oracle’s Eloqua are excellent for automating various customer segments and managing which information is sent to them (and when) based on their buying process stage.

At certain stages in the buying process, however, this type of information delivery is no longer sufficient. In many cases, especially in B2B, personal contact is necessary. Still, it may be that these leads require further qualification or belong to a “low potential” group. The Sales Team, which often consists of well-paid engineers for technical products, cannot always perform these types of qualifications due to time restrictions and their needed attention elsewhere. In these situations, it makes sense to pass these leads to specialized dialogue marketing service providers. Thus, only the most promising and high potential leads are handled by specialist salespeople in-house. The remaining ones will stay in the CRM database and continue to receive information, contacts, and updates until they move further along in the process.

Database and Dialogue Marketing: Making a Perfect Circle

By combining these various tools, it is possible to reach each potential customer at different stages of the decision-making process. This optimal and efficient approach ensures that no lead is left behind and delivers personalization that can mean a lot moving forward. This is especially true nowadays given intense international competition and complex customer structures. Gone are the simple days of the Middle Ages for the tailor.

To learn more about how we can assist you in creating a process for intelligent lead management, please contact us by phone at +49 621 1789 0 or email at mannheim@effective-world.com.