2. Getting those above us to betterunderstand and value
database marketing Or, in simpler terms: How to effectively sell
up
3. Database Marketing: Selling Up What is database marketing?
The analysis and use of data To then be used to communicate
targeted messages to an individual or group of individuals To
measure the response and apply learnings to future communication
tactics
4. Database Marketing: Selling Up Data comes from a variety of
sources Internal Personal customer data (name, address, phone,
etc.) Customer transaction data (purchase history) And more.
External Potential customer data (name, address, phone, etc.)
Demographics and/or behavior characteristics Competitive impact
factors And more.
5. Database Marketing: Selling Up Now wait a minute this is all
pretty basic to each of us, so why go through the description? Lets
assume not everyone here is fortunate enough to have a management
team that understands and values database marketing Anyone ever
have a problem in getting management to understand or embrace the
concept? Most likely at some time most of us have
6. Database Marketing: Selling Up How many of us here today are
in sales? If youre involved with database marketing . youre in
sales If youre trying to expand the use of database marketing
within your organization . youre in sales Externally and
internally
7. Database Marketing: Selling Up Youve been trying to sell the
benefits across your organization How successful has that been so
far? For those of us here today: Who got approval with their first
effort? Who faced some pretty big challenges, detours, etc.? Who is
still fighting the battle? Whos getting close to giving up?
8. Database Marketing: Selling Up Were these challenges related
to actual value? Usually not Too often it is due to our not
illustrating the value and benefits in a manner our management team
can easily and directly relate to Wed be much more successful if we
presented the value in the same manner management makes everyday
business decisions
9. Database Marketing: Myth vs. Reality
10. Database Marketing: Myth vs. Reality Too often database
marketing: Is viewed as an oxymoron (as in database and marketing
dont go together) Is used to describe a multitude of efforts that
arent really database marketing (i.e. if its mailed its DBM)
Elicits responses such as: Ive heard this before We tried this 2
years ago and it didnt work Just another ineffective buzzword Or
the ever-popular Here we go again
11. Database Marketing: Myth vs. Reality Why is there a such a
negative reaction? Many above us respond with a subconscious
negative reaction due to past unproductive efforts Real and
Perceived Many view it as a term that is: Too often used Too easily
used to resolve business problems and challenges An Ineffective
Catch-all Phrase
12. Database Marketing: Myth vs. Reality Most dont see it as
something that is: Tangible, effective or real Important to their
business Executable within their ROI limits Others believe it has
value, but are hesitant because the either: Dont understand it and
how it can help Dont want to take the risk and not succeed If we
want to succeed we need to show them the way
13. Database Marketing: Myth vs. Reality We need to show them
how it relates to their everyday business goals We can only succeed
in removing this negative perception by working to ensure our
communication directly relates to the thinking of todays senior
executives The bosses The higher-ups Those with the decision-making
power
14. Database Marketing: Myth vs. Reality In todays business
environment, what key factors management is most often focused on?
For expenses too often the focus is on taking away versus adding
Cost cutting, staff reductions, page count reductions, resource
reallocations and buyouts have become a normal part of their
business day For revenue and profitability the focus is on:
Increasing profitability and financial performance For public
companies it is driving the stock price
15. Database Marketing: Myth vs. Reality And sometimes its just
to make them look good! So, to successfully illustrate the value of
database marketing we need to do a better job of illustrating how
the process fits into the taking away and increased value process
How can we accomplish this? By focusing on the process versus
talking about spending more, investing more, etc. More usually ends
up being less as it too often leads to NO
16. Database Marketing: Myth vs. Reality We must clearly
illustrate the value and importance of this to their business
Within their priorities With their terminology Dont lead with who
or how many youre marketing to, or how much youll sell Focus on who
youre NOT marketing or selling to, and what their value is,
therefore saving: Time Effort Investment (i.e. money)
17. Database Marketing: Myth vs. Reality Focus on driving value
and quantifying an improved ROI Greater results for the investment
already being made More sales Better sales and longer term customer
relationships Use the eventual realized savings to grow the
business, or return it to the bottom line Now thats what your
management team wants to hear!
18. Database Marketing: Myth vs. Reality Once you have them
focused on the improved effectiveness and ROI measurement, then
outline what is needed to accomplish this Show them the numbers
(the balance sheet is the universal language of management) Launch
and start-up costs are: Often viewed differently than ongoing
program costs More readily acceptable once there is value
buy-in
19. Database Marketing: Up and Running
20. Database Marketing: Up and Running Once you get approval
and start moving forward, your selling job has just begun! You need
to provide regular summarized progress reports to the
decision-makers to: Continue to reaffirm the value Ensure they view
it as a necessity to achieving their business goals Make sure these
reports are focused on what drove managements go-forward
decision
21. Database Marketing: Up and Running On an ongoing basis
illustrate how the strategy is helping achieve their primary
business goals
22. Database Marketing: Up and Running Never assume once its
approved it will never be taken away! Keep focused on managements
ongoing business decision-making process For Expenses Continuously
looking to Take away For revenue and profitability continuously
looking to: Increase profitability and financial performance For
public companies drive the stock price In general to look good vs.
looking bad
23. Database Marketing: Up and Running If you do this youll
position yourself, and your database marketing efforts, to be
successful Immediately On a long-term basis Remind yourself to keep
selling the value On an ongoing basis In a manner that directly
relates the managements decision-making process, goals and
objectives
24. Database Marketing: Up and Running In conclusion Dont talk
in database marketing speak Talk in executive decision-making speak
Dont try to push the database marketing boulder up the hill Find
the path of least decision making resistance and let gravity take
you downhill
