Managing your strategies based on data has become a necessity… but it is not enough.
For Gilles Tyssier, Country Manager of Kompass France, only high-quality data creates real leverage.
Data is an essential asset for companies. What are your recommendations for turning this mass of data into a real sales and marketing asset?
Over the past few years, organizations have become more aware of data: They understand the need to increase awareness among their customers and prospective customers, but they can no longer be content with simply collecting and aggregating data. I am firmly convinced that to bring value to data, you must inject it with intelligence, organize it, and improve it to better understand and use it. I see data as a company’s “gold” because they have a mine of valuable information within reach… provided they know how to tap into it to meet their professional needs.
With so much data available, how do you only pick out the useful information?
Using sales and marketing data requires effort. You must make it speak and get specific insights activated by operational functions. First and foremost in B2B, we seek to identify the right person to contact at the right time, with the right company, and with the right message. There is no point to amassing endless lists of companies in hopes of getting a meeting or a contract.
On the contrary, I believe that analyzing and cross-referencing structured and unstructured data will allow you to target the right person and thus avoid barrages, to seize an opportunity to approach them based on cues you picked up from their social media activity or after publishing an article on a topic you have in common, which can provide a suitable opening.
Using sales and marketing data requires effort. You must make it speak and get specific insights activated by operational functions.
Gilles Tyssier, Country Manager of Kompass France.
So is it a matter of making the data “intelligent”?
Beyond the tools, the quality of the data is essential to obtain results. This involves observing, cleaning, enhancing, and restoring the existing database to fill in the gaps. (FR) I also think open data is a good opportunity to access new data… although you still need to be able to process it as it comes up and make sure it is updated while knowing how to “make it speak.”
At Kompass, we combine this professional expertise with multicriteria data processing using our own database of companies. Our goal: to provide our customers with comprehensive qualitative information.
How does this “data quality” approach you promote affect the management of marketing strategies?
It gives companies a better understanding of their customer base, what they are like, and how to best address this audience. This helps direct the right message to the right person at the right time.
They then notice an increase in productivity: By streamlining decision-making and targeting the personas defined in A/B testing based on the insights detected, they can more quickly refine and better direct their marketing and sales approach with a smaller workforce and budget. I notice every day that the more data analysis leading to qualified lead generation, the higher the conversion rate.