The Swiss Army Knife for your marketing

It fits in any pocket, is ready for use in seconds and offers the right tool for almost any situation. The Swiss Army Knife, a sensational invention! Extremely versatile, precise and always reliable – exactly what a good marketing tool should be!

A high-quality B2B marketing database is just such a multi-tool: it helps you find new customers, launch targeted campaigns and optimise your sales activities – all from a single, well-organised and well-maintained data source.

Whether for email marketing, telephone acquisition or social media campaigns – with the right data in hand, you can cut your way to business success instead of laboriously using blunt tools. But how exactly does this work? What strategies can be implemented with a B2B database and what advantages does it offer your company?

In this article, we open up the marketing pocket knife and show you the versatile functions of a high-quality B2B database. You’ll be surprised by the enormous range of applications and opportunities to benefit.

The valuable basis – The data points of the database

A multi-tool is only as good as its individual components and the ideal combination of these. It must be compact and powerful, only then can it actually be used with great success.

What the saw, scissors, screwdriver, corkscrew and tweezers are to a Swiss army knife, the various data points of a database are to a multi-tool. The scope and quality of the data lay the foundation for success.

What marketing activities can be initiated with a B2B database?

Versatility, like a Swiss army knife – to achieve this, you need a correspondingly comprehensive database and this provided it is possible to divide the activities or measures into the following categories:

1. Direct marketing

• Cold e-mail marketing: Targeting potential customers by email with personalised information through effective segmentation.
• Telephone marketing (cold calling): Making contact by telephone for company presentations or making appointments.
• Postal mailings: Sending personalised letters, brochures or offers to companies.
• Fax mailings: Only a tried and tested method in a few sectors, or for reasons of slow digitalisation.

2. Social media marketing

• Direct contact via social media channels: Company introductions and/or appointments for further discussions.
• Social selling: Ongoing relationship building and trust building via social media platforms.
• Targeted advertising campaigns: Placement of adverts based on company size, industry or location.

3. Sales support

• CRM optimisation: Integration of the database with CRM systems for better contact management and segmentation.

4. Local & event marketing

• Invitations to trade fairs & events: Direct targeting of potential visitors or customers based on geographical data.
• Geotargeting campaigns: Localised offers, telephone or postal canvassing, based on location data from the database.

5. Multichannel marketing – reach customers where they are active

With the numerous possibilities of a database, you don’t have to limit yourself to just one channel and can benefit from the increased value of combining different channels. The reach, as well as the success rate, is increased.

• An example of this is the combination of email and telephone marketing

Creative projects thanks to a maximum variety of data

There is enormous potential in the diversity of data … potential for very specific and sometimes creative marketing approaches and campaign ideas. By making clever use of the available data fields, very specific campaigns can be realised that are very attractive to the target group.

There are few limits to the possibilities. Let’s take a look at a few examples to give you an impression and perhaps spark an idea or two:

• “Michelin Mission”: Personalised offers to restaurants with Michelin stars – e.g. ‘Your French cuisine deserves our truffles!’ Our database reveals who has the coveted stars and, of course, how many!
• “Hotel-Deluxe”: The target group are 4- and 5-star hotels with over 100 rooms. Exclusive services for exclusive accommodation providers. ‘Our software manages your rooms faster and more efficiently!’ A combination of the number of stars and rooms makes it possible.
• “Social media for the win”: Use the social media contacts and domain names to launch a campaign for companies with over 50 employees. The chances of selling a useful software tool with a funny video increase considerably with the right target group.
• “Productive Breakfast”: A series of events for companies in a large city. Also segmented according to postcodes of specific city districts. Highly focussed invitations in the form of e-mail … and also with a personal postcard.
• “Blast from the past”: The fax campaign as an absolute surprise! An almost nostalgic idea, but this can be the key to success. Of course, there is always the option of combining it with other marketing channels.
• “Future Tech”: Is there a better indicator than outdated IT technologies? An offer to update these is very likely to fall on fertile ground. With the right database, such as the one from Bancomail, this information is also available, making a closing of the sale much more likely.

The advantages of a comprehensive B2B database at a glance

The relatively small investment in a first-class and comprehensive database brings a company considerable advantages that may not be apparent at first glance. It is a real growth tool with many significant advantages, which we will outline below.

• Increased efficiency: Direct access to relevant, verified and up-to-date contacts long searches. Reduction of wastage through targeted campaigns.
• Major time saving: More targeted and therefore faster lead generation
• Important planning basis: A detailed market analysis makes strategic decisions possible
• Higher conversion rates: Targeted and personalised campaigns at the right time with the right message make a better conversion rate possible.
• Better customer loyalty: Personalised communication based on company data builds trust and strengthens business relationships.
• Competitive advantage: High-quality, segmentable information offers an advantage over the competition.
• Scalability: The scope of marketing and sales can be easily scaled with an appropriate database.

Conclusion: The B2B database as an indispensable tool with considerable potential

A high-quality B2B database is much more than a simple collection of contacts. It is a strategic tool that helps companies to conduct targeted and data-driven marketing, efficiently acquire new customers and precisely target the right channels with personalised messages.

It is by no means limited to making contact via email; instead, it offers a wide range of other options for massively expanding marketing activities and further expanding the customer base.

Now it’s up to you to utilise this potential, take your B2B marketing to the next level and enjoy the success.