Tips to optimally use a B2B contact database

B2B firms have completely different operations, partners, markets, and strategies from the regular B2C firms. But even with so many differences, there are a few similarities that B2B firms share with the other firms, like using contact databases. A contact database holds the same value in all the firms, and it is the power of B2B contact databases that are allowing B2B firms to tap into the market with a specific approach. 

Most firms believe that simply increasing the B2B contact database’s size will be enough to generate more leads, which is why they stay confined to gigantic databases. However, owning a sizable B2B contact database is not nearly enough. There are several factors at play when it comes to lead generation. It becomes imperative to ensure that you are utilizing the information in the database to its best capacity. 

So, let’s look at some of the best tips for optimally using a B2B database, regardless of your firm’s size and industry.

Omnichannel marketing

Omnichannel is a multi-channel approach formed to service customers and sell in line with a cohesive and integrated customer experience, regardless of where a customer reaches out. So, at its core, omnichannel marketing is a multi-channel sales approach that offers a unique type of integrated customer experience to all the customers. 

The same can be applied in the case of a B2B database. But in the case of a multi-channel environment, the customer uses a wide array of communication platforms or channels that are usually not synchronized. While in an omnichannel environment, all the channels might be different, but they are well connected so that you can move between them seamlessly.

It doesn’t matter which type of B2B data you have; you can always use omnichannel marketing to increase your ROI and optimally use the contact database.

Segmented lists

While using B2B data, you should always focus on sending the right message or information to the right person at the right time. Many firms use a generic approach for all the contacts in their list, and such a traditional method doesn’t prove effective.

In the era of digitization, customers or clients are always looking up for a personalized experience. As a firm, you must get rid of the generic approach and equip your marketing team with a more personalized strategy.

An effective way to reach the right person at the right time and with the right message is via segmentation. This might sound like an easy thing to do, but it takes time and can significantly improve the way you use your database. 

To segment your data, you need to categorize the contacts in your database into different groups. This categorization happens based on various traits like location, gender, age, interest, and much more.

Upsell and cross-sell

Relying on a single marketing medium isn’t the right approach when focusing on optimally using your database. Therefore, in addition to using omnichannel marketing, you have to upsell and cross-sell as well.

Cross-selling occurs when you offer customers those products or services that complement or supplement their previous purchase. For example, if a customer is buying shoes from you, sending them an email regarding a discount on socks is cross-selling.

While on the other side, upselling is when you increase customer value by motivating them to add on services or buy more expensive products. An ideal approach, in this case, will be to use a mix of both upsell and cross-sell for your contact database.

Improve customer satisfaction

Whether you are working on a new product design or giving employees training, it all comes down to improved customer experience and customer satisfaction. If you don’t have any idea about keeping your customers satisfied, there is no way you will convert the contact database into a valuable source for your sales and marketing team. 

But the good news is that you can improve customer satisfaction by using a quality contact database. The contact database gives detailed information about the people whom you are planning to target. If you work on improving customer satisfaction, you will be able to convert them into loyal customers.

Building a quality contact database is just the first step toward improving sales. In addition to creating a contact database, you have to look for ways to use that database optimally. Just make sure that you are using the tips mentioned in this blog post so that your contact database can become a powerful tool for your firm.

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