ViewPoint | The Truth About Lead Generation

Segmentation: Uncovering Opportunities Hidden in your Databases

  

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The mandate to clean up and use in-house databases is grounded in a rock-solid objective: leverage existing customer and prospect data to drive cross-selling, up-selling and new sales.

So while a scrub is a valid objective, a mere clean-up falls short in uncovering the potential of your database. Traditional clean-up programs simply replace dirty or missing data with fresh, correct data. What they usually don't do is incorporate segmentation. Your list is now clean but you're consigned to continue an expensive shotgun approach to marketing.

With a clean list that is also segmented you're able to:

• Focus your resources on the best-performing segments.
• Implement database marketing that lets you strategically target high-priority prospects.
• Reduce your marketing spend.
• Learn more about your prospects and your market through continual testing.

I encourage clients to tap the potential of their databases. Clean them, certainly, but segment them as well and you'll reap more opportunities. For more in-depth information download How Relational Segmentation Techniques Help Achieve Higher Sales at Lower Cost