This document discusses the importance of high quality customer data and intelligence for successful marketing. It notes that many marketers fail to utilize marketing automation and CRM tools effectively due to bad customer data. Poor or inaccurate customer data can undermine marketing efforts and the ability to provide excellent customer experiences. The document provides tips on improving customer data quality, such as identifying target customers, prioritizing contact information, regularly verifying data, and designating a data steward to manage data quality. It emphasizes that customer data and intelligence should be treated as a vital business asset.

1. BAD CUSTOMER
INTELLIGENCE!
COMMON THREAT?
What is ALL MARKETERS one
By Anders Lindgren

2. All marketers share a common AIM.
We want our content
to reach our target
audience – our most
likely buyers.
The aim is within
easy reach.

3. With today’s marketing automation SOFTWARE,
we can reach buyers with unprecedented
precision.
Many fail to utilize these
systems, say experts.

4. We fail due to ONETHING:
We get lost in
a cloud of
BAD
DATA

5. – Experian, Global Data
Quality Research, 2016
of organizations across all
industries believe
INACCURATE DATA is
UNDERMINING their ability
to provide an excellent
customer experience.

6. – Experian, Global Data
Quality Research, 2016
of organizations LACK a
coherent, centralized
approach to DATA QUALITY.

7. – Sirius Decisions
The Impact of Bad Data on
Demand Generation, 2013
rate the overall health
of their DATA as
UNRELIABLE

8. is the one common
threat all marketers
face in our new
digital world.
BAD
DATA

9. – Ascend2,
Done-Drive Marketing Survey,
November 2014
of marketers say "LACK
OF DATA QUALITY”is
the most challenging
obstacle to success.

10. will SABOTAGE
any well intended
marketing
campaign.
BAD
DATA

11. It doesn’t matter how great your system is,
if the UNDERLYING data is bad:
You will fail to hit your
TARGETS.

12. No one descibes the REAL COST of bad data
better than David Raab.
People might respond
to a poorly targeted
message, but they
can’t respond to
a message they
never get.”

13. DATA IS VITAL
Having good
Since war began, the role of gathering
relevant intelligence has been vital.
Since firms began wanting buyers, the
role of gathering relevant CUSTOMER
INTELLIGENCE has been vital.
8

14. Doing marketing without
accurate customer and
prospect data, is like doing
TARGET PRACTICE with a
BLINDFOLD.

15. Many utilize their IT
systems in this manner,
show surveys.
BELIEVE IT OR NOT!

16. – Forrester Research, Inc,
2012 Buyer Insights Survey
of customer DATA is
ACTUALLY USED for
customer insight to
drive marketing
decisions.
Customer insight is
fundamental, but
RARELY APPLIED.

17. A key to creating LEADS and sales, lies in utilizing
marketing automation and CRM tools.
There are a number of various tools and systems available, but here are some of well known: Act-On, Adobe,
CallidusCloud, Hubspot, IBM, Marketo, Microsoft Dynamics, Oracle-Eloqua, Salesforce, Salesfusion, Silverpop
Anticipate buyer behavior.
Drive personalized communication.
Create and nurture leads
Fulfill customer demands.
Build fruitful relationships.

18. How well you drive personalized communication
and create leads comes down to ONE THING:
The quality of the data you have
on your leads or customers.

19. Keep track of all the TOUCHPOINTS
your buyers have with your company
Get insight into their interests
and preferences
Leverage that data to drive
communication that’s both
personal & relevant

20. STAN RAPP, an icon in Direct Marketing,
ties it all together for us.
In the 21st century,
the database is the
marketplace.
The internet is the
center of the universe
in our lives.”

21. To apply Stan Rapp’s thinking, many need
to take a MENTAL SHIFT.
A well functioning Marketing
Automation and CRM-system with
accurate Customer Intelligence (CI)
is the LIFEBLOOD and CENTRAL
NERVOUS SYSTEM of any customer
driven organization.
Treat it
as such.

22. Make sure you manage it
as well as your finances
and other key assets.
CUSTOMER ID
Company::………
Name:…………..
Title:…………….
Adress…………..
Phone:………….
E-mail:………….
DATA METRICS
Reads:……………
Downloads:…….
Shares:………….
Leads:…………..
Sales:……………
Customer/prospect
data and intelligence
is the new GOLD.
Make the INVESTMENT!

23. Many assume that their customer data quality
is good without even examining it.
Don’t assume,
make certain!

24. Many misunderstand what CRM and
Marketing Automation is all about.
CRM
At its simplest form, it’s about
managing the relationships with
your customers and prospects
and the data intelligence
associated with them.
It’s not merely a system
or a tool. Marketing
Automation

25. Marketing Automation and CRM is a DISCIPLINE.
Installing a new or blaming the old
system will not solve anything.
Instead, install data discipline
– a data driven culture.
Only then can you
make wonders
with your
systems.

26. Most organizations have a culture
where they view data as a necessary
evil and not really a business asset
the way they think of things like
employees, cash and buildings.
There's not enough in the way
of good data quality controls in
place to make sure data is
maintained in the right way going
forward.”
– TED FRIEDMAN,
principal analyst,
Gartner Inc.

27. Appoint a DATA-STEWARD.
It’s a tough job to discipline people and
processes, so appoint one with authority.
The person is the
CUSTODIAN of data
quality.
Responsible for all
aspect of the CRM and
Marketing Automation
systems.

28. The top management must
discipline the organization
into putting complete and
correct data into the system.”
– Nils Molin, COO,
Radar Ecosystem
Specialists

29. Many of us marketers
have plenty of
CREATIVE TALENT
and communication
craftsmanship.
Creating top-notch
content is what we do
best. It’s what we love
to do.”

30. It’s tedious work
and a REAL BORE.
Few marketers are DATA GEEKS
and love databases, bits and bytes.
Many end up using 80%
of their time on content
and 20% on the data.
It should be the
OPPOSITE!

31. A marriage MADE IN HEAVEN!
Creative
intelligence
Data
intelligence
TRUE
…and they lived
happily ever after
in digital marketing
heaven.

32. Other RELATED presentations.
Find it on
slideshare.com
http://bit.ly/1Lb6d03

33. WAYS TO IMPROVE
YOUR MARKETING
DATABASE.
Appendix
7

34. Why your marketing DATABASE
is important.
– Experian, Global Data
Quality Research, 2016
of marketers conduct EMAIL
marketing campaigns, which is
the most popular communication
channel for 2016

35. Seven ways to improve your marketing DATABASE:
1. Identify your most likely buyers
2. Prioritize job roles and key contact names
3. Consider how to gather you customer intelligence
4. Build and maintain your own database
5. Stop the bad data from coming in
6. Check your data regularly
7. Work in parallel with e-mail + So-Me contacts

36. Identify your most likely BUYERS.
Who are they?
Decision makers?
Influencers?
Consumers?
How old are they?
Where do they
live and work?
…
Zoom in on your
target groups.
1

37. Pinpoint high priority target GROUPS
and don’t forget key influencers.

38. PRIORITIZE job roles
and key contact names.
You don’t build
relationships with
company addresses.
They don’t buy
products or services.
People do!
2

39. Consider how to GATHER your
data and customer intelligence.
Identify the media channels that are
preferred among your target audience,
and prioritize the channels you want to use:
E-mail, social media, websites or a mix.
Consider what type of
data you need to collect
in these channels to optimize
your marketing efforts.
3

40. Build and maintain your OWN database
Nobody knows your market as you do.
But don’t UNDERESTIMATE the task of
creating your own contact lists and
marketing database.
It always takes more
effort and time than
people expect.
4

41. STOP the bad data from coming in.
Give someone the
data-steward role,
I talked about earlier.
THERE’S ONLY
ONE WAY:
5

42. CHECK your data regularly.
DATA GETS QUICKLY STALE.
Contact lists will generally go out
of date at a rate of 15% every year.
Refresh your list with outside data
providers once every year.
Contact people in your
database to verify
key information.
6
Moved address?
New email or phone?

43. Work in parallel with E-MAIL lists
and social media contacts.
The most effective marketing mix
combines traditional methods
with e-mailings, web-marketing and
social media networking.
Beware of the legal
restrictions on doing
e-mail marketing.
7

44. Here’s an example and TEMPLATE for managing
your contact database.
With this excercise you can do a rough estimate of how many customer and prospect contacts you should have in your CRM-database based on
your predefined target groups. For each customer/prospect estimate with an average of 7 members in the management team, and an average
of 10 other influencers pr. customers and and an average of 5 other influencers pr. prospect. These numbers could be different depending on
your target groups and the typical size of organizations you work or want to work with. The important thing is that you get an indication
whether you are very far or very near your goal.
Country: XXX Segment Management
Team
Influencers Total
Customers Top 50 350 500 750
Top 100 700 1000 1700
Others 2100 1500 3600
Prospects Top 1000 private 7000 5000 12000
Top 500 public 3500 2500 6000
Recruitment Alumni 1000 1000
Others Analysts 50 50
Journalists 200 200
TOTAL (Goal) 25300
TOTAL (Actual) 20100
Missing contacts 5200
With it, you
can estimate
the size
of and check
the quality of
your contact
database.

45. Here’s an example of a market segment analysis.
The important thing is to go through the task for your own firm.
Ministries
Directorates
Inspectorates
Municipalities
State owned
………
country largest
companies
Media
Telecom
Utilities
Insurance
Banks
Finance
Top 1000
private sector
Top 500
public sector
IT- managers
Management
Team
Transaction
intensive
Customer
intensive
IT- managers
Ministers &
Directors
Travel
Transport
Retail
Health
1st. priority
2nd. priority
companies

46. © 2016 Anders Lindgren.
The information in this guide is copyrighted, and The Marketing Marksmanship
Code™ and symbol are trademarks of Anders Lindgren.
Sharing and copying is permitted only if the information remains unchanged and
licensee "Anders Lindgren" is referred to as the source.
The information can not be published in print in any media without the prior consent
of the copyright holder.
• Text , design and illustrations : Anders Lindgren
• Photos: © Adobe Stock, © Dreamstime
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Contact: Anders Lindgren.
E- mail:
Phone : +47 921 30 430

47. ABOUT THE AUTHOR
Hey, my name is Anders Lindgren.
People who know me well, will label me
as a digital pioneer, PR-veteran and
services marketing specialist. I have two
decades of experience as a marketing
and communication director for large
professional services firms, primarily
PwC and Sopra Steria.
Throughout my career I have been
passionate about sharing insights, and
helping people and brands communicate
in a way that makes them shine and
stand out from the crowd.