Just recently, we celebrated reaching our 2000th customer since we began in 2006. Back then, the world was a very different place indeed – a place where online spreadsheets were in their infancy and contacts books were often out of date as sales reps struggled to keep track of companies closing and staff leaving.
For companies trying to use such information to leverage more leads to convert into sales, the situation was something of a nightmare. This was one of the primary reasons for our formation – something needed to be done to collate so much disparate information and make sure that it was as up to date as possible.
Fast forward almost 20 years, and with advances in technology plus decades of industry experience, we do our best to make sure that every marketing pound our clients spend hits its target with laser-like precision. And by subscribing to our data, they can pinpoint exactly where their businesses need to grow, and where they can make savings.
Why does this matter? Because today, information is king and although there are vast reservoirs of the stuff out there, it’s also about knowing how and where to access it. You could trawl through Google for hours, gathering up every bit of company information you can find, and I can almost guarantee that within a month, a reasonable percentage of your information will be out of date. And outdated data can lead to targeting the wrong audience. By using current information, you can tailor your campaigns to the specific needs and preferences of your target market.
Other reasons for investing in marketing data include:
1: Know Your Customer
By staying up to date on the latest trends, industry shifts, and what your customers are really thinking, you can create content that hits the mark every time. No more generic, one-size-fits-all messaging. With relevant data, you can tailor your campaigns to address their specific pain points and desires. Plus, you can deliver personalised experiences that make them feel valued.
2: Measuring Your Success
Marketing isn’t a guessing game. It’s a data-driven science. By tracking the performance of your campaigns with accurate metrics, you can see what’s working and what’s not in real-time. With data-backed insights, you can make informed decisions to optimise your strategy and maximise your results.
3: Let Data Be Your Guide
Marketing is a journey, and data is your compass. By making decisions based on evidence rather than assumptions, you can steer your campaigns in the right direction. Optimise your strategy, allocate resources wisely and achieve better results.
Here at Insight Data, we have a platform that narrows the focus of any marketing campaign, helping companies to target their exact customers based on specific locations, products or services. This is Salestracker, a fully integrated sales and marketing platform designed exclusively for the building and fenestration industry. Salestracker enables precision targeting to eliminate the guesswork from marketing campaigns, leading to significant cost savings and improved ROI for many companies.
The numbers speak for themselves. Salestracker users have reported slashing their marketing budgets by up to 40 per cent while simultaneously increasing their conversion rates. This efficiency is achieved by ensuring marketing efforts are directed towards the most promising leads, eliminating wasted resources on unqualified prospects.
For example, Salestracker helped trade fabricator Dekko Window Systems grow from £3m to £21m over ten years, launching new product lines and moving to a significantly bigger factory in the process. The company used Salestracker to identify new prospects and gain a huge amount of market intelligence before entering a conversation. Dekko staff were able to see what products and brands installers preferred and what volumes they bought, enabling them to target with complete accuracy.
Salestracker has levelled the playing field between small and large companies in the fenestration industry. Smaller firms can now compete more effectively by focusing their resources on the most promising leads, while larger companies can streamline their operations and reduce wastage.
This democratisation of data has led to increased competition and innovation across the sector. Companies using Salestracker have been able to forge stronger, more personalised relationships with their clients, resulting in improved customer satisfaction and loyalty.
As we greet our 2,000th customer we understand that the role of data-driven marketing tools like Salestracker is set to become even more crucial. With the integration of artificial intelligence and machine learning, we can expect even more sophisticated targeting and predictive analytics in the future.
Get in touch today to find out more about Salestracker and to arrange a complimentary consultation to discuss your goals.
