dig deep to deliver truly personalized content.
Think about changing content based on job
role or geography, or based on the previous
activity or recipient behavior. Even data such
as lead source or sales cycle stage can be used
in a personalization strategy.
5. ATTRACT A BETTER AUDIENCE
If you find that your existing contacts aren’t
delivering results, it could be a data quality issue. Marketers need to make sure they attract
an audience that has the potential to help
them achieve their business goals. If your opt-in forms attract bad data, consider changing
your opt-in form copy or data fields to make
sure it pre-qualifies the visitor. Make sure the
data entering your database has business potential.
What matters most is that your campaigns
are meeting your business goals and objectives. If you find areas of concern, make
changes that help you get results that matter.
Constantly establish and refine your marketing benchmarks and try to improve them every campaign. MQ
Adam Q. Holden-Bache is the author of How
To Win at B2B Email Marketing: A Guide
To Achieving Success. For book info, free resources and downloads, visit http://b2bemail-
marketingbook.com. Adam currently serves
as Director, Business Development for Striata.